Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners

We will continue acquisition-led strategy in India: Havas Chairman and CEO Yannick Bolloré

Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles

Meta’s policy shift could spark 30% surge in RMG ad spending in India

Digital Entertainment Summit 2025 to debut in Delhi as India stakes its claim on the future of global media

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Audio series platform Pocket FM decided to tackle the issue of ears unable to soak in advices, opinions and content anymore when the world got noisy. The brand roped in a bunch of global influencers, who took to the Indian streets, and got their ears cleaned by street-side ear-cleaners who have been doing this for generations.


This activation is the latest addition to Pocket FM’s ongoing campaign - India, Kuch Acha Suno! The campaign turns ear-cleaning into a powerful metaphor: sometimes, you need to hit reset before you can hear clearly, stated the company.


“We live in probably the noisiest times. We are exposed to unsolicited advice, opinions, and noise from every direction,” said Vineet Singh, head of brand marketing and communications, Pocket Entertainment. 


He added, “The ‘roadside ear cleaners’ concept both metaphorically and literally holds a mirror to our lives, filled with noise we never signed up for. It takes forward our brand ideology and adds a quirky and global twist to it. It further reinforces our message - Block out the chaos and listen to something that actually makes us feel better.”


Designed as a series with multiple videos, the phygital campaign features content creators like Brown Wanderers, Kyle Paul, Andy Evans aka The Aussie Bhai, Joshua Barnes, and Praveen.


Shot on real locations with real reactions, the videos document their journey from information overload to inner peace, ending with each of them slipping in their earphones, blocking out the chaos, and tuning into Pocket FM.


Within the first week of launch, it garnered over a million engagement, including 900k video views across platforms. Pocket FM also saw an uptick in app engagement, with 37 percent increase in search trends in the month.


Read More: <a href="https://www.storyboard18.com/brand-marketing/pocket-fm-to-lay-off-75-employees-53675.htm">Pocket FM to lay off 75 employees</a>

Pocket FM brings global influencers to get their ears cleaned on the streets of India

Malini Agarwal, the founder and longtime face of MissMalini Entertainment, announced she is stepping down from her role as creative director, marking the end of a defining chapter in the evolution of one of the country's earliest digital lifestyle brands.

In a statement shared on social media, Agarwal said, “After years of love, laughter and oodles of glam, I’m officially moving on… to begin a whole new adventure.” She added that the brand, which she described as her “soul project,” will now continue under “a content-first company,” calling it the “perfect next step in its evolution.”

The announcement follows the acquisition of MissMalini Entertainment by marketing agency Creativefuel from the Good Glamm Group. According to media reports, the deal was valued at ₹6 crore, and includes the transfer of the brand’s domain and social media assets. The Good Glamm Group, however, will retain the talent management arm of the company.

<iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fmalini.agarwal%2Fposts%2Fpfbid0haWZDiBDWqajpra49WsKAfNnhhyAyrbqyDWRHcXSNmfScLpGUNXzwUXKB1MHmiGol&show_text=true&width=500" width="500" height="250" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowfullscreen="true" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"></iframe>

MissMalini was acquired by the Good Glamm Group in 2021 and became part of its broader digital media and influencer marketing portfolio, which includes divisions such as Girl Tribe, Ignite Edge, Agent M, and MM Studios.

Agarwal, a prominent figure in the digital media ecosystem, began her career in broadcast and print journalism with roles at MTV Networks India, Channel V, Mid-Day, BBC, and Radio One, before launching MissMalini as a personal blog that evolved into a full-fledged content and influencer marketing business.

Read More: <a href="https://www.storyboard18.com/brand-makers/the-good-glamm-group-sells-missmalini-entertainment-to-creativefuel-62167.htm">The Good Glamm Group sells MissMalini Entertainment to Creativefuel</a>

Malini Agarwal moves on from MissMalini Entertainment

The Meta-commissioned study by GWI highlights how consumers are increasingly seeking online experiences even in offline purchases. The study also states how they are discovering new products and brands online, and relying on online touchpoints such as influencers, short-form video content, and messaging in order to determine their shopping experience and purchase decisions. 

 
According to the study, which was done with 2,548 internet users aged 16-64 across India, nearly eight in 10 shoppers discover new products through social media, with 96 percent of these discoveries happening on Meta platforms. 


Even in-store shoppers are increasingly relying more on online and particularly Meta platforms for discovery and research than just on physical retail displays.

 
“Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online” said Meghna Apparao, director, e-commerce and retail at Meta in India.


She added, “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously and harness the power of our platforms to build unique online and phygital experiences that also move metrics across the funnel.”

 
The study also touched upon how two to three-minute videos and Reels on Meta platforms are proving highly effective, with nearly a third of surveyed viewers purchasing products featured in the brand videos. This trend is particularly prominent in luxury categories, where visual storytelling through short-form content significantly influences buying decisions, stated the study.

 
The study also found that six in 10 shoppers follow national influencers, with this category of content creators having the biggest impact on both product discovery and purchase decisions. National influencer recommendations are driving sales both online and in physical stores, demonstrating the cross-channel influence of social media personalities.


The study also highlighted how nearly 60 percent of users are likely to buy a product after seeing an offer on WhatsApp, highlighting how business messaging leads to tangible retail action and drives store visits.


 
Pelki Tshering, chief marketing officer, Tanishq, said, “We’ve always believed in meeting our customers where they are — both online and offline. Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we’ve seen over 14x offline ROAS. What’s even more exciting is the potential of Meta’s omnichannel ads — allowing us to drive both online and in-store sales through a single, unified campaign. As one of the first to test the solution with offline CAPI, we’re seeing a 40% jump in ROAS for online purchases and an improvement in offline purchases. Meta’s retail solutions are helping us not just drive omni sales — but truly connect with our customers, wherever they are in their buying journey.”

 

Aishwarya Omprakash, head of marketing, Taneira, said, "In our pilot campaign utilizing Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year."


Read More: <a href="https://www.storyboard18.com/how-it-works/indias-influencer-marketing-industry-hits-rs-3600-crore-in-2024-reveals-the-goat-agency-kantar-report-69814.htm">India’s influencer marketing industry hits Rs 3,600 crore in 2024, reveals The Goat Agency-Kantar report</a>

Two to three-min videos and Reels influencing purchase decisions: Meta

The Indian influencer marketing industry is estimated at Rs 3,600 crore in 2024, forecasting 25% growth in 2025, as per India Influencer Marketing Report 2025. The report released by WPP Media’s influencer and content marketing solution, The Goat Agency, in collaboration with Kantar, maps how brands are embedding influencers into their core marketing strategies to influence buyer behaviour and establish brand credibility.

As per the report, nearly all surveyed brands cited influencer marketing as either a strategic or top-priority lever. One of the most significant shifts is the move beyond follower count to content quality and creator relevance, especially among manufacturing brands, where 85% now prioritize content quality when selecting influencers. The report also spotlights on the growing preference for long-term influencer partnerships (72%) and a strong inclination towards macro influencers (95%), driven by increasing concerns around content control and brand safety. 

Meanwhile, niche micro-influencers are gaining traction across high-consideration categories such as automotive and consumer durables, with 85% of marketers in these verticals planning increased investments. Despite rising optimism, the report highlights persistent challenges, particularly around influencer discovery, with 83% of marketers and 95% in BFSI struggling to find the right talent. 

Marketers are now prioritizing engagement rates (39%) and content quality (36%) over vanity metrics to gauge ROI. From a consumer lens, creators continue to influence the purchase funnel significantly, with over two-thirds of Indian users turning to influencers for product discovery (63%), information (69%), and action (60%). Notably, 70% of brands cited trust and credibility as the top reasons to engage with influencers, led by 77% in BFSI and 76% in FMCG, affirming the growing role of authentic, insight-driven storytelling in today’s marketing landscape. 

Ashwin Padmanabhan Chief Operating Officer, WPP Media South Asia, said, “We are witnessing the evolution of influence from a marketing channel to a cultural force. Today’s consumers aren’t just buying products, but they are buying into stories, communities, and creators they trust. This report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity. We are not just tracking the curve; we are helping brands stay ahead of it.”

“Influencer marketing in India is no longer just about reach it's about relevance, resonance, and results. What this report makes clear is that brands are evolving their approach moving from vanity metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers,” said Puneet Avasthi, Director – Specialist Businesses, Insights Division, Kantar. 

Read More: <a href="https://www.storyboard18.com/advertising/digital-dominates-digital-to-command-81-6-of-global-ad-market-in-2025-wpp-media-69810.htm">Digital dominates! Digital to command 81.6% of global ad market in 2025: WPP Media</a>

India’s influencer marketing industry hits Rs 3,600 crore in 2024, reveals The Goat Agency-Kantar report

When Raj Shamani, one of the country's most-followed content creators, sat down for a four-hour conversation with Vijay Mallya, the fugitive businessman and former head of Kingfisher Airlines, the internet took notice. The interview ignited debate around the role of digital influencers in journalism, drew criticism for soft-pedaling a controversial figure, and, perhaps most notably, cemented Shamani’s place among the country’s most visible online personalities.

A former soap salesman turned podcast host, Shamani has built a sprawling media presence since launching his show Figuring Out in 2021. The podcast, which features conversations on personal growth, business and success, has hosted guests ranging from tech icons like Bill Gates to Bollywood stars like Kartik Aaryan. It is distributed on major platforms including Spotify and Apple Podcasts.

Now counted among India’s top digital creators alongside Ranveer Allahbadia (BeerBiceps) and Masoom Minawala, Shamani’s audience includes more than 11 million YouTube subscribers and 3.7 million Instagram followers as of June 2025. His estimated net worth, according to industry estimates, stands at ₹91 crore (approximately $11 million).

A Business Born of Necessity

Shamani’s entrepreneurial instincts emerged early. At 16, after his father suffered a serious health crisis, he began selling soap door-to-door in his hometown of Indore to help support the family’s chemical trading business. He later launched his own product line, Jadugar Drop, and formally joined the family’s FMCG company, Shamani Industries.

But his most pivotal move came when he turned to social media. Posting motivational content, business advice and entrepreneurial stories, Shamani built a loyal following across platforms. His online presence eventually evolved into a monetizable venture, with revenue streams ranging from advertising to branded content and venture investments.

Shamani also co-founded House of X, a startup aimed at helping digital creators build their own direct-to-consumer brands. He earns income through sponsorships on his podcast — with brands like Policybazaar and Angel One among past partners — as well as through YouTube ad revenue, reportedly generating more than ₹20 lakh annually.

His overall earnings today exceed ₹1 crore per month, with projections placing his annual income at over ₹15 crore.

Success and Scrutiny

But Shamani’s rise hasn’t been without controversy. In April, Reckitt Benckiser India filed a lawsuit against him, dermatologist Manjot Marwah and another influencer over comments made during a podcast episode that criticized Dettol antiseptic liquid. Marwah had referred to the product as a “floor cleaner” and claimed it could “burn wounds and delay healing.” Both Marwah and Shamani later told the Delhi High Court they were willing to remove the content.

In addition to digital content, Shamani has invested in real estate, stocks and early-stage startups. He has also collaborated with fintech and investment platforms including CRED, CoinDCX and Groww.

Frequently profiled in business media — including Forbes India, Entrepreneur, and BusinessWorld — Shamani has delivered four TEDx talks and was once the youngest Indian to speak at the United Nations Youth Assembly.

Much like his personal brand, Raj Shamani’s story blends hustle, self-promotion and an evolving digital economy — a rags-to-riches arc unfolding one post at a time.

Read More: <a href="https://www.storyboard18.com/special-coverage/raj-shamani-on-building-a-long-lasting-digital-brand-without-chasing-virality-60660.htm">Content creator Raj Shamani’s journey: Prioritizing substance over virality</a>

Raj Shamani: Podcaster basking in the virality of his Vijay Mallya interview

According to the study by HashFame, a networking platform for creators and marketers, more than 55 percent of Indian content creators are losing brand deals not because of poor performance or content misalignment, but due to misrepresentation and the lack of direct access caused by unverified or fake talent managers.


The survey, conducted with over 32,000 top creators across India, found consistent patterns of missed opportunities and inflated brand quotes due to indirect or false representation. Based on these insights, HashFame estimates that ₹350 crore worth of brand collaborations were lost in the past year across the broader creator economy. With over 4 million creators in India, the estimate points to a widespread access issue affecting the ecosystem at scale.


In many cases, when a brand identifies a creator for a campaign, it is forced to navigate multiple layers. Agencies reach out to third-party managers, who then pass the opportunity along to someone else, and eventually, the creator remains unaware of the brand’s interest. What begins as a straightforward ₹5 lakh collaboration often turns into a ₹10 lakh quote, discouraging the brand and ultimately leading to the deal falling through.


More than 55 percent of creators surveyed said they lost brand deals because there was no clear or verified way for brands to contact them. Around 62 percent said they were unaware that a brand had even tried to reach out, while 45 percent reported that unverified managers had quoted inflated rates without their knowledge. 


The survey, conducted with over 32,000 top creators, forms the basis for HashFame’s estimate that over ₹350 crore worth of brand collaborations fell through in the past year due to miscommunication and broken access paths.


Revant Himatsingka, Health and Food Education Creator, popularly known as FoodPharmer, with over 2.8 million followers on Instagram, said, “I don’t actively chase brand deals, but even then, I’ve had brands come to me confused about people claiming to be my ‘official representative’ and quoting inflated numbers. That’s the bizarre part. I’m not even in the race, and I’ve still seen how messy this space can get. When creators lose deals they never knew existed, and brands walk away thinking we're inaccessible or overpriced, it points to a deeper issue of misrepresentation and fake gatekeeping. The system clearly needs more clarity and accountability.”


Anirudh Sridharan, co-founder and head of product at HashFame, explained, “In this industry, it’s not always the loudest creator who wins the deal, it’s the one brands can actually reach. What we’re seeing isn’t a lack of talent, it’s a lack of access. Somewhere between a brand’s intent and a creator’s inbox, the opportunity gets lost. That’s not just bad business, it’s disheartening. Creators are building careers, not just content. And if they’re missing out on deals they never knew existed, we have a deeper problem to solve than just campaign logistics.”


Mallika Dua, actor and content creator, reflected on her experience, “I’ve been part of this industry for nearly a decade, having worked with multiple agencies. Unfortunately, creators like me are often used as marketing tools by agencies that falsely claim to represent us. Even now, I regularly hear about big agencies claiming to exclusively represent me, which is simply not true. Over the years, I’ve lost out on work because of this, people quoting the wrong prices on my behalf, or positioning me in ways I never agreed to. Misrepresentation isn’t just unethical, it’s damaging.”


Anunay Sood, travel creator with over 1.1 million followers on Instagram, said, “This has happened to me more times than I can count. There have been people in the industry claiming to be my manager and quoting inflated prices to brands without my knowledge. I ended up losing deals I didn’t even know existed. In some cases, multiple people were involved in the same brand brief, and a few even claimed to be my exclusive managers, which is completely untrue. It not only confused the brand but also hurt my reputation. The worst part is, I had no idea any of this was happening until much later.”


The HashFame survey also found that a majority of creators are unaware of how many opportunities they may have missed. Brands, on the other hand, report an increasing lack of confidence in knowing whether they are dealing with the real point of contact. This confusion not only slows down execution but also leads to inflated perceptions of creator pricing and reliability, stated the study.



Read More: <a href="https://www.storyboard18.com/brand-makers/why-brands-are-bringing-influencer-marketing-in-house-66080.htm">Why brands are bringing influencer marketing in-house</a>

55% creators lost brand deals due to unclear and unverified way for brands to contact them: HashFame

Indian consumers' spending on 'footwear and clothing' has witnessed a significant drop in the past three years. According to the data by the National Accounts Data,  the expenditure on clothing and footwear declined by 7% between FY2022 and FY2024. The consumption stood at Rs 4.94 trillion in FY22 compared to Rs 4.52 trillion in FY24.

The footwear consumption reduced from Rs 100,000 crore in FY21 to Rs 99,000 crore in FY24. However, the clothing consumption shrank from Rs 3.93 trillion in FY22 to Rs 3.53 trillion in the fiscal 2024.

The cut in spending is due to inflation and stagnation in wages, a report by Business Standard mentioned.

The impact of Covid-19 pandemic impacted clothing and footwear spending by 15% in 2020-21.

Last year, the ministry revealed that the Monthly Per Capita Consumption Expenditure (MPCE) in rural and urban India was estimated to be Rs 4,122 and Rs 6,996 in 2023-24, respectively. 

Notably the monthly sending gap between urban and rural declined to 71% in 2022-23 from 84% in 2011-12.

The household consumption spending was more on non-food items in 2023-24 across the country. However, beverages and processed food remained key contributors in total consumption expenditure of food items in FY2024.

Footwear, clothing spendings plunge by 7% in FY24

In response to tepid urban consumption and persistent inflation, some of the country's largest FMCG companies have scaled back their presence in traditional advertising media over the past fiscal year, favoring more targeted and digital channels instead.

Television advertising for FMCG brands declined 12 percent in fiscal year 2025, according to data from TAM AdEx, a division of TAM Media Research. The reduction reflects a broader shift in marketing strategies as companies recalibrate their outreach to consumers amid changing media consumption habits.

Despite the downturn, Hindustan Unilever Ltd. (HUL) and Reckitt Benckiser (India) retained their positions as the leading advertisers on television, accounting for 22 percent and 18 percent of FMCG ad durations, respectively. Household brands such as Harpic, Dettol and Lizol maintained notable visibility on screen.

The contraction was even more pronounced in print media, where FMCG advertising space shrank by 20 percent year-over-year. Dairy giant Gujarat Cooperative Milk Marketing Federation (Amul) and Emami Limited led in print, holding 5 percent and 4 percent market shares, respectively. Patanjali Ayurved, however, slashed its print advertising from 5 percent in FY24 to just 2 percent in FY25.

While television and print saw notable declines, overall marketing outlays from publicly listed FMCG firms remained robust, albeit redirected to digital and emerging platforms. Dabur India Ltd. reported a 1.83 percent year-on-year increase in advertising expenditure, reaching Rs 864.64 crore in FY25, up from Rs 849.06 crore the previous year.

“The advertising ecosystem has evolved significantly post-COVID,” said Vaishal Dalal, Co-founder & Director, Excellent Publicity. “FMCG brands are increasingly investing in performance marketing, influencer collaborations, and Connected TV. While ad durations on traditional platforms may have dipped, actual spend has remained fairly stable.”

Marico Ltd. increased its ad and promotional spending by 18.4 percent to Rs 1,128 crore in FY25. Britannia Industries emerged as a digital frontrunner, claiming a 44 percent share of FMCG digital advertising. “With the right balance of insight, creativity, and innovation, we aim to ensure our brands remain engaging and relevant,” said Siddharth Gupta, the company’s General Manager for Marketing.

Emami Ltd. also adopted an assertive approach, committing over Rs 690 crore to advertising during FY25. “We intend to continue at this level in FY26,” said Mohan Goenka, the company’s Vice Chairman and Whole-Time Director. “If summer sales hold steady, we expect to see favorable results in the coming weeks.”

Patanjali Foods directed 3.36 percent of its fourth-quarter revenue toward advertising and sales promotions, totaling Rs 325.66 crore, while Godrej Consumer Products Ltd. modestly increased its annual ad spend to Rs 1,020.22 crore.

<a href="https://www.storyboard18.com/advertising/baba-ramdevs-patanjali-foods-spends-rs-325-crore-on-marketing-promotional-activities-in-q4-fy25-66115.htm">Baba Ramdev’s Patanjali Foods spends Rs 325 crore on marketing, promotional activities in Q4 FY25</a>

In a notable exception, Hindustan Unilever trimmed its annual advertising expenditure, reducing it to RS 6,028 crore in FY25 from Rs 6,380 crore a year earlier.

Tata Consumer Products Ltd. has yet to disclose detailed advertising figures, though Chief Financial Officer Ashish Goenka said the company’s promotional strategy remains aligned with revenue growth goals. “Our ad and promotional expenses are being scaled appropriately in line with our top-line growth,” he said.

Dalal noted a growing preference among marketers for “high-impact, measurable platforms,” including Connected TV. “Brands are no longer chasing visibility for its own sake,” he said. “They’re choosing relevance and effectiveness, and the Q4 uptick in ad spending highlights a more strategic approach.”

<a href="https://www.storyboard18.com/brand-marketing/hul-steps-up-digital-advertising-media-spends-to-drive-growth-for-key-brands-63999.htm">HUL steps up digital advertising, media spends to drive growth for key brands</a>

FMCG giants scale back traditional advertising as digital channels gain favor

In a shift that signals the growing maturity of influencer marketing in India, companies across sectors, from consumer goods giants to nimble startups, are increasingly establishing dedicated in-house influencer marketing teams. 


In 2024, Colgate-Palmolive appointed Aishwarya Gairola to lead its influencer marketing strategy. A year earlier, Unilever tapped Parmeshwari Bhumkar to oversee influencer efforts for its beauty and wellbeing portfolio. Their roles include developing best practices and managing campaigns from concept to execution.


The rise of such roles mirrors a broader trend. Altamash Khan, who began as an intern at eyewear brand Lenskart, now serves as the company’s senior executive for influencer marketing. Even traditional firms like Pune-based dairy producer Parag Milk Foods have built in-house influencer units.


The Roots of a Digital Evolution


India’s influencer marketing industry has undergone a remarkable transformation over the past decade. What began with trending hashtags on Twitter (now X) has expanded into a sophisticated ecosystem, buoyed by platforms like Instagram and TikTok, until the latter was banned in India in 2020. Instagram Reels quickly filled the vacuum, just as the COVID-19 pandemic halted traditional ad shoots and pushed brands to embrace influencer-driven content.


“In the post-pandemic world, influencer marketing has become foundational to sectors like fashion, tech, beauty, food, and FMCG,” said Kalyan Kumar, co-founder and CEO of KlugKlug, an influencer marketing platform. “Brand spending is now estimated between ₹4,000 to ₹6,000 crore annually.”


According to data from influencer marketing platform Qoruz, 92 percent of consumers trust recommendations from individuals over branded content—an insight that underscores why influencers now hold a central place in the marketing mix.


A Pyramid of Influence


The influencer landscape operates on a tiered model, explained Sudeep Subash, CEO of Big Bang Social and Chief Revenue Officer at Collective Artists Network. At the top sit celebrities, who offer reach and cultural cachet. Mid-tier and macro creators drive engagement and consideration, while micro and nano influencers deliver targeted, word-of-mouth authenticity within niche communities.


“Each layer serves a distinct purpose in the brand funnel,” said Subash.


Why Go In-House?


With the stakes higher than ever, more companies are internalizing influencer functions to achieve tighter control, reduce costs, and integrate marketing with business objectives.


“Agencies tend to work at a transactional level,” said KlugKlug’s Kumar. “But brands today are looking for deeper integration, strategy, alignment with brand values, and results-driven execution.”


Praanesh Bhuvaneswar, co-founder and CEO of Qoruz, added that the evolution of influencer marketing has made first-party data more valuable than ever. “Overreliance on agencies creates knowledge gaps. In-house teams allow brands to embed influencer programs into their CRM systems, loyalty platforms, and broader digital strategy.”


This strategic depth goes beyond talent matchmaking. Brands are now equipped with platforms that enable direct influencer scouting, negotiation, and campaign tracking, once the exclusive domain of agencies.


The Agency Advantage

Still, agencies remain relevant, especially for scale and cultural intelligence.


“Agencies can offer broader market insights, diverse creator pools, and real-time trend responsiveness that’s difficult to replicate internally,” Subash noted. “They’re plugged into the pulse of fast-moving platforms and consumer behaviors.”


Even brands with in-house capabilities acknowledge the strengths of their agency partners. A spokesperson for audio and wearables brand boAt said managing influencer campaigns internally enabled faster execution and deeper alignment. But agencies, they added, bring fresh perspectives and prevent content fatigue.


“Working with one brand can lead to repetition,” the spokesperson said. “Agencies working across verticals help inject creativity and novelty.”


A Balancing Act


The conversation, it seems, is no longer about whether to go in-house, but how much to internalize.
Many experts advocate for a hybrid model. “Brands can retain strategic ownership, like defining objectives and campaign goals, while outsourcing content creation and logistics,” said Kumar. “This strikes a balance between consistency and agility.”


BoAt’s spokesperson echoed the sentiment: “Our internal team ensures brand consistency. But agencies give us access to exclusive talent and ensure smooth execution. The combination is more powerful than either alone.”


As influencer marketing becomes a central pillar in brand building, this hybrid approach may offer the best of both worlds, strategic alignment and creative dynamism.


And with consumer trust increasingly earned, not bought, brands will likely continue refining their influencer strategies, bringing more of the process home while still keeping a foot in the cultural current.


Read More: <a href="https://www.storyboard18.com/brand-marketing/honasa-consumers-anuja-mishra-on-influencer-marketing-customer-expectations-and-more-43947.htm">Honasa Consumer's Anuja Mishra on influencer marketing, customer expectations and more</a> 


Read More: <a href="https://www.storyboard18.com/brand-marketing/brands-to-focus-on-in-house-teams-to-drive-influencer-marketing-in-india-28101.htm">Brands to focus on in-house teams to drive influencer marketing in India</a>

Why brands are bringing influencer marketing in-house

The Indian Influencer Governing Council has launched Code of Standards for Consumers to endeavor towards creating a safer and more transparent influencer marketing ecosystem. The Code of Standards for Consumers is focused on consumer awareness and ethical engagement.

Influencer marketing has become the growing force backing countless buying decisions, this new code comes as a critical guide helping individuals navigate online content with clarity and responsibility. With sections covering everything from paid promotions, recognizing manipulation tactics, to understanding AI influencers and combating scams, avoid trolling - the code empowers consumers to take informed decisions and protect their interests online.

Commenting on the launch, Sahil Chopra, Chairman and Founding Member, IIGC, said, “The influencer economy has found its way in the everyday life of people. This code allows them to choose wisely, question, and moreover shape the industry through ethical engagement. At the end of the day, responsible influence starts with informed consumers.”

The Indian digital landscape is aggressively becoming the hub for content creators; hence a Code of Standards for Consumers is much-needed. It underlines important aspects such as identifying fake urgency and impulse buying tactics, evaluating authenticity and promoting respectful dialogue exchange between creators and audiences. In addition, it allows consumers to call out misleading promotions and report unethical influencer behavior.

In coming months, IIGC also plans to roll out awareness workshops, influencer literacy campaigns aimed at equipping consumers with everyday tools for identifying red flags in influencer content.

Also Read: <a href="https://www.storyboard18.com/brand-makers/iamai-appoints-mn-srinivasu-as-chairman-for-2025-2027-65733.htm">IAMAI appoints MN Srinivasu as chairman for 2025-2027</a>

Amrita Kumar, VP & Head of Marketing of Isprava, added, “With this Consumer Code of Standards, the IIGC reinforces its mission in building a safer, more transparent digital ecosystem. From authenticity and data privacy to AI influencers and scams, it gears the consumers with the clarity and confidence to navigate content responsibly. It’s a vital step toward shared accountability — where creators, brands, platforms, and audiences all have a role in upholding trust.”

From financial influencers promoting risky schemesto AI-generated personas promoting products they’ve never used, the new code puts the spotlight on accountability, transparency, and consumer protection.

Read More: <a href="https://www.storyboard18.com/how-it-works/ipo-bound-flipkart-sees-multiple-leadership-exits-in-past-3-months-65742.htm">IPO-bound Flipkart sees multiple leadership exits in past 3 months</a>

INFLUENCER MARKETING