MUMBAI: Influencer marketing is the latest trend in promoting a brand. The marketing being cost-effective and less expensive, a video platform VMate has roped in YouTubers, Bhuvan Bam and Ashish Chanchlani, for a short campaign movie -- #VMateAsliHolibaaz, produced by the company itself.

This is the first time that the two Youtubers, termed as rivals/competitors, will be seen together in one campaign film.

“The Youtubers’ only condition was that they wanted to be in their ‘own character and zone’ and wanted to remain themselves in the video,” said a VMate’s press statement.

Bhuvan Bam, who tops all lists of YouTubers in India, feels that VMate is a new platform that would be loved by all. Asked about the collaboration with VMate, he mentioned that his mother is also fond of the trending in short-video platforms.

Ashish Chanchlani, known for his slapstick comedy, added: “When VMate came to us, we both mutually agreed. We had just one condition that we will be ourselves. I am happy with the way things have shaped up.”

The YouTubers also dismissed all speculations of rivalry, referring to each other as the “closest friend in the community”.

It isn’t the first time that artists like Bhuvan Bam and Ashish Chanchlani have forayed into the world of short-video platforms. While the former has appeared on TikTok, the latter has earlier integrated some of VMate’s previous campaigns, such as New Year and #HappyValentinesDay challenge.

The emergence of short-video platforms has provided an unprecedented opportunity to several artists, who earlier thrived solely on the popularity of YouTube. For instance, popular YouTuber Awez Darbar, who choreographs songs featuring famous celebrities, has now become a prominent TikTok influencer.