Godrej L’Affaire, a curated experiential luxury lifestyle platform by the Godrej Group, unveils the first edition of its influencer hunt programme, ‘Godrej L’Affaire Select’.

Godrej L’Affaire Select’, in collaboration with India’s top content creator, Ranveer Allahbadia, is a first-of-its-kind hunt for content creators across India.

With its unique squad programme, Godrej L’Affaire Select’ aims to mentor and nurture India’s upcoming 25 influencers of tomorrow.

Participants will be judged in three phases based on the reels they upload for the concept, relevance, interest factor, and time efficiency of the video, quality of content and execution, use of hashtags, captions, cover images, the concept of brand integration, profile engagement and performance, and relevancy as per influencer category, the company said in a press release.

Godrej L’Affaire Select provides a national platform for content creators from across India to showcase their talent. Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Industries Limited and Associate Companies; Riaan George, luxury journalist and content creator; Dr Pallavi Rao Chaturvedi, parenting coach and founder of one of India’s fastest growing Parenting Platforms- Get, Set, Parent with Pallavi; Scherezade Shroff, model to YouTube sensation and lifestyle blogger; Isa Khan, ace travel photographer and content creator Under the direction of Ranveer Allahbadia, the shortlisted influencers will be trained and mentored to develop skills.

Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Industries Limited and Associate Companies, said, “Be it our daily life choices or brands we use, content creators are shaping our opinions. Today it is no longer an urban situation and we are seeing the emergence of good content creators from Tier II, III cities, towns, and villages. According to an influencer marketing firm Zefmo, India will have the largest base of social media content creators globally. The influencer marketing sector is set to reach INR 3,000 crores in FY 24. Leveraging this insight, Godrej L’Affaire Select, part of Godrej L’Affaire, our owned media property aims to give a platform to budding authentic content creators from across urban and rural India to hone their talent. The initiative by Godrej L’Affaire along with Ranveer Allahbadia, and many more experts from allied fields related to the lifestyle space promises an exceptional opportunity for aspiring content creators to elevate their content creation journey and make a lasting impact in the industry.”

Ranveer Allahbadia aka BeerBiceps, Content Creator and Entrepreneur said, “Being a content creator has been fulfilling because it helps me reinvent and challenge my creativity. It has pushed me to step out of my comfort zone, explore new avenues, and build a successful brand. With Godrej L’Affaire Select, I am delighted to extend the baton of creativity and groom the next big influencer of India. I hope to guide the upcoming influencers on their path to a successful career as content creators.”

The 25 L’Affaire Select winners will be recognised as Godrej L’Affaire Squad members, receive exclusive invites to Mumbai-based events, endorsements, and the opportunity to work with various Godrej group brands.

Participants in the L’Affaire Select Squad must be over the age of 18, an Indian citizen with 10k to 25k followers on Instagram, and have a public profile. The participant must also have more than 100 posts, a highlights section, and a minimum of five brand collaborations.