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Influencer content in advertisements (ads) grabs a longer attention span, with viewers staying 2.2 times longer on an ad before skipping it compared to average branded ads, according to Kantar.

According to its 'Creativity in Context' report, the marketing data and analytics company tested 1,350 ads released last year.

The average skip time for branded content in ads is 7.9 seconds while for influencer content (influencer promoted products/services), it is 17.8 seconds. Additionally, the average time viewers spend watching influencer content in ads is 1.4 times higher than other digital ads in India, it added.

Read more: <a href="https://www.storyboard18.com/agency-news/danone-hindustan-unilever-haleon-and-godrej-consumer-products-shine-at-kantar-indias-creative-effectiveness-awards-73854.htm">Danone, Hindustan Unilever, Haleon and Godrej Consumer Products shine at Kantar India’s Creative Effectiveness Awards</a>


The report also highlighted influencer content leads to 7% more purchase intent as compared with all digital ads (6%); 9% more brand favorability; and higher brand attributes (10%) than (7%) by all digital ads.

However, digital ads lead to more aided brand awareness (8%) than influencer content (3%) and higher message association (8%) than influencer content (2%).

The report further revealed that only 7% of influencer-led campaigns make it to the top 30% of adds that build long-term brand equity. This is significantly lower than 32% benchmark observed across general digital advertising. 


<strong>Influencer Recommendations- More Trusted</strong>


According to Kantar,  influencer recommendations are more trusted and considered more influential than traditional ads. 67% of the respondents said that they trust influencer recommendations more than traditional ads. 

Read more: <a href="https://www.storyboard18.com/how-it-works/youtubes-monetisation-crackdown-divides-creator-economy-praise-for-originality-push-but-payout-concerns-loom-73932.htm">YouTube's monetisation crackdown divides creator economy; praise for originality push, but payout concerns loom</a>


26% said that they prefer influencer recommendations but remain cautious. 4% said that they don't trust influencer recommendations and prefer traditional ads, while the rest were indifferent and find no impact or avoid content promoted by influencers. 


Influencer content holds 2.2 higher attention than average digital ads: Kantar

As YouTube prepares to enforce its stricter monetisation policies from July 15, 2025, the Indian creator community is divided but largely supportive of the platform’s attempt to clean up what many call a cluttered and exploitative ecosystem. Under the updated YouTube Partner Program (YPP) guidelines, creators uploading repetitive, reused, or mass-produced content will no longer be eligible to earn revenue, a move YouTube says is aimed at rewarding authenticity and curbing low-effort content farming.

Read more:<a href="https://www.storyboard18.com/brand-marketing/campaign-turnaround-down-70-production-costs-cut-by-85-how-indian-brands-are-letting-ai-take-over-creative-wheel-72438.htm"> Campaign turnaround down 70%, production costs cut by 85%: How Indian brands are letting AI take over creative wheel</a>


The update has already sparked intense conversations among digital creators, agencies, and platform strategists. While many see it as a long-overdue step to safeguard originality, others warn that YouTube must clearly define what it considers “low-effort” to avoid unfair demonetisation of niche or experimental content.


<strong>“This Was Needed – Creativity Was Becoming a Hack”</strong>


Zain Anwar, a YouTuber who creates narrative-driven content, strongly backs the policy. “It’s a fair and much-needed call,” he says. “YouTube was the one place where content — not brands — paid creators. But over time, creators found loopholes to make money through factory-produced, clickbait content. This change will bring the focus back to good storytelling.”

He adds that this isn’t a blanket ban on AI-generated content, but a warning against content mills that rehash the same videos. “The distinction between creating and exploiting the system was getting blurred. This filters out creators who joined just for quick money.”

Vlogger Avinash Dagar echoes this sentiment: “This rule is actually great for real creators. Copied content had flooded the platform. Those who are angry are likely running AI or copy-paste channels.”

Standup comedian Aanchal Agrawal adds that the move will help better content distribution and cut through the clutter of click bait and AI overload. "I think these new policies will give a new boost of motivation to budding creators. This will bring back some integrity and respect too in the content ecosystem for creators who’re genuinely working towards building their brands whether it is by entertainment, educating or any other way."


<strong>Impact: Nano and Micro Influencers to Feel the Heat</strong>


While macro creators with established formats may continue unaffected, nano and micro influencers — especially those who rely on template-based or reused content — could be the most vulnerable. 

Mohini, a lifestyle YouTuber, points out that nano creators who bank on trending formats, reaction videos, or reused audio-visuals might feel the pinch. But it's an opportunity to focus on originality.

Content creator Ankur Agarwal agrees that new creators may struggle, but sees a silver lining: “Yes, nano creators will be affected, but this could push them to explore their own voice. That’s better in the long run.”

Financial educator Sakchi Jain believes the policy is a direct hit to those using shortcuts.  "I also think this is actually a good wake-up call. If you are a genuine creator who shares your own ideas and does your own research, you have nothing to worry about. This change will actually help people who want to grow honestly with their work."



<strong>The Creator Playbook: What’s Next?</strong>


Most creators see this as a return to fundamentals — originality, relatability, and personal storytelling.

“Focus on value. Make good content. Money will follow,” says Zain. “Go back to creating sticky, engaging videos — not just trend-chasing edits.” 

Prableen Kaur Bhomrah, who focuses on body positivity, plans to double down on long-form storytelling. “I’ll prioritise content that helps, educates or inspires — something people remember. This policy sets a higher standard.”


Read more: <a href="https://www.storyboard18.com/brand-marketing/youtube-cracks-down-on-repetitive-content-monetisation-only-for-original-creators-from-july-15-73533.htm">YouTube cracks down on repetitive content: Monetisation only for original creators from July 15</a>


Shivashish Tarkas, founder of content firm The InterMentalist, offers a nuanced take: “It’s a great move if implemented fairly. The risk is that genuine creators might get caught in the crossfire if the policy is vague or poorly enforced.”

For Tarkas, the deeper problem remains unresolved: “Indian creators earn peanuts despite huge engagement. Brand deals are unstable. YouTube must rethink its revenue share model — creators are its foundation.”


<strong>The Industry View: Necessary, But Not Without Nuance</strong>


From the business side, agencies are cautiously optimistic.

Ayush Guha, Business Head at Creator18, says: “This is a great move. We’ve always worked with creators who build original, culture-relevant content.  The move helps in curbing down pages/channels who have take pieces of content from creators and build their own channels with clickbait thumbnails some of which can shed negative light on the original creater."

With various AI tools enabling mass content creation with minimal human effort, Kunal Sawant, Business Head, The Goat Agency, believes this move is a step toward improving the overall quality of content on the platform. 

Its success, however, will depend on how transparently and fairly YouTube implements these changes at scale. "Clear guidelines, consistent enforcement, and a fair appeals process will be key to ensuring the platform remains both innovative and inclusive."

Read more: <a href="https://www.storyboard18.com/digital/with-fractional-production-costs-ad-rates-just-15-of-long-form-shows-microdramas-see-surge-in-brand-interest-73473.htm">With fractional production costs & ad rates just 15% of long-form shows, microdramas see surge in brand interest</a>


Sankalp Samant, Co-founder, Idiotic Media believes that the audience is, and will always be the king. If people choose to watch low-effort AI videos, that’s their call but platforms like YouTube have a responsibility to protect the creators who keep the ecosystem credible and aspirational. "YouTube’s timing is right. AI content has already reached a point where it’s hard to distinguish real from fake."


But Shradha Agarwal, Co-Founder & CEO of Grapes, questions YouTube’s role as arbiter of what’s “original.” 

“Let’s not pretend originality is a fixed idea. Everyone borrows. AI is the new internet — it accelerates creativity, it doesn’t kill it.”

She warns against overregulation: “If content floods the platform, let the audience decide what cuts through. Views, shares, and engagement are the new quality filters — not outdated definitions of authenticity.”

YouTube’s updated monetisation policy is a clear warning to low-effort, mass-produced content farms. But the move also signals a deeper shift in the creator economy — a push toward thoughtful, high-effort storytelling over quantity-based hustle.

YouTube's monetisation crackdown divides creator economy; praise for originality push, but payout concerns loom

The Enforcement Directorate in India has opened a money laundering investigation into nearly 30 actors, social media influencers, and YouTubers accused of promoting illegal online betting platforms, deepening a government crackdown on digital gambling operations that have surged in popularity.

The probe, under the Prevention of Money Laundering Act, was launched after local police in several cities, including Hyderabad and Visakhapatnam, filed complaints linking celebrity endorsements to illegal gambling activities. Those under investigation include prominent actors such as Vijay Deverakonda, Rana Daggubati and Prakash Raj, as well as television personalities and online content creators with large followings on YouTube and Instagram. Among them are Nidhi Agarwal, Pranitha Subhash, Manchu Lakshmi, and TV hosts Sreemukhi and Shyamala, and YouTubers like Harsha Sai, Bayya Sunny Yadav, and Local Boi Nani are also under scrutiny.

Authorities allege that the celebrities promoted platforms such as JeetWin, Parimatch and Lotus365, which are suspected of laundering significant sums of money through paid promotional campaigns. The Enforcement Directorate is expected to issue summonses in the coming weeks.

Several of the celebrities have denied wrongdoing, stating that they terminated contracts with these platforms over ethical concerns. But the case has drawn attention to the influence of celebrity marketing in the growing digital gambling sector, where online betting apps are often promoted under the guise of gaming or philanthropy.

Complaints from individuals, including one who reported losing more than ₹3 crore, claim that the celebrity-backed promotions encouraged gambling habits and led to substantial financial losses. The investigation underscores the challenges regulators face in policing online gambling in India, where laws dating back to the 19th century are being tested by the rise of digital platforms and influencer marketing.

<a href="https://www.storyboard18.com/gaming-news/influencers-celebs-fuel-online-gambling-crisis-says-maharashtra-government-73594.htm">Read more: Influencers, celebs fuel online gambling crisis, says Maharashtra government</a>


ED books 29 celebrities for endorsing betting apps

India’s influencer marketing industry is estimated at Rs 3,000–3,500 crore and growing steadily, reveals a report titled 'Decoding Influence: The 2025 Influencer Marketing Report' by Kofluence. As per the report, Instagram continues to dominate the creator economy, with 1.8–2.3 million Indian content creators active on the platform. 

Short-form video content, particularly Instagram Reels, has become the preferred format for monetization. Commercial rates range from Rs 500–5,000 per reel for creators with fewer than 10,000 followers, and go upwards of Rs 2 lakh for mega influencers and celebrities.

"India's influence economy has not only seen growth but also a decentralisation of influence. There is a dynamic shift with creators in Tier 2 and Tier 3 cities, often creating content in regional and vernacular languages, who are building strongly engaged communities through hyperlocal narratives. Amidst a trillion-dollar influencer advertising opportunity in India, we’re seeing brands approach influencer partnerships with far more intention and as a strategic marketing lever, driven by data, sustained by technology, and measured against business outcomes," observes Sreeram Reddy Vanga, CEO and Co-Founder of Kofluence. 

The report highlights that the ecommerce emerges as the largest spending sector, accounting for 23% of annual influencer budgets, followed closely by FMCG at 19%. The report also notes a sharp uptick in influencer investments during product and service launches, underscoring the format’s increasing impact on brand discovery and conversions.

Regional and hyperlocal marketing are on the rise, with 52% of marketers saying they rely on micro-influencers (10,000–100,000 followers) to drive culturally resonant campaigns. Diwali remains the peak season for campaign rollouts, with most brands initiating planning between two to four weeks in advance.

On the technology front, 61% of brands surveyed are using digital platforms to manage influencer operations, while 29% have already adopted generative AI for creative development, now the leading AI application in the space. As AI, automation and cookie deprecation reshape digital marketing, the report observes a steady transition toward what Kofluence calls “integrated influence”, where advertising mediums converge and influencer content plays a central role in omnichannel strategies.

"With India crossing 900 million internet users, the creator economy is poised for continued expansion, fueled by government initiatives as well as significant technological advancements," said Ritesh Ujjwal, Co-Founder of Kofluence.

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>

Creator economy in India hits Rs 3,500 crore, fueled by ecomm, FMCG sectors: Kofluence

“Influencers make poor founders,” Shantanu Deshpande, founder and chief executive of Bombay Shaving Company, declared in a LinkedIn post, questioning whether creators can translate personal brand equity into sustainable businesses. He argued that many influencers are distracted by the lure of social media validation, often prioritizing engagement and popularity over operational focus. “Influencers who want to build business? Find operators, structure equity that reflects fair value added, and see if that works,” he advised.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/how-it-works/influencer-marketing-booms-but-brands-still-flying-blind-66743.htm">Influencer marketing booms, but brands still flying blind</a> 

Vaibhav Gupta, co-founder and chief product officer at KlugKlug, a startup he launched in 2022 with former influencer Kalyan Kumar, acknowledged the concern. Still, he noted that some creators have successfully moved beyond the algorithm’s grip. These influencers, he said, “leverage their audience insights and focus on long-term goals beyond immediate social media metrics.”

Sreeram Reddy Vanga, chief executive and co-founder of Kofluence, an AI-driven influencer marketing firm, echoed both perspectives. He noted that creators who launched beauty or fashion brands did so initially because they lived within the category, not necessarily because they spotted a gap in the market. “Their knowledge coupled with visibility gave them the confidence to build something they could stand behind,” he said.

The conversation around influencer-led startups comes as India’s creator economy matures. According to Kofluence’s Decoding Influence report, the country has between 2.5 million and 3.5 million influencers, though only a fraction have attempted the leap into entrepreneurship.

Many, like Gupta and Kumar at KlugKlug, have focused on building deeper operational and technological capabilities. “We focused on creating a high-integrity product that could solve the blind spots in the industry—fake followers, irrelevant audience targeting, brand-audience misalignment and poor ROI clarity,” Gupta said. Their efforts won over large agency networks, including WPP, and helped position KlugKlug as a trusted partner for brands seeking influencer analytics.

Influencer-led startups often benefit from organic distribution and a direct line to engaged audiences, advantages most startups pay heavily to acquire. “They have a better instinctive grasp of what their audience wants,” Vanga said. However, he cautioned, “not all passion-led businesses scale.”

“Many end up competing in saturated markets without long-term moats. Their personal brand gives an initial halo, but that doesn’t replace product thinking, unit economics or a roadmap that isn’t tied to the founder’s face,” Vanga explained. The tension between audience expectations for authenticity and the business’s need for scalability can also create friction, he noted.

The path to sustainability, Vanga said, requires moving from “personality-driven to process-driven,” including building robust backend systems, diversifying acquisition channels and insulating the business from the volatility of personal fame.

Some creators have made that transition successfully. Ranveer Allahbadia’s Monk Entertainment, Raj Shamani’s House of X and Sharan Hegde’s 1% Club have built ventures rooted in their areas of expertise while developing teams and processes that extend beyond their personal brands. Other examples belong in the ultra-celebrity category with the likes of Anomaly, the haircare line from actor Priyanka Chopra, and HRX, the fitness brand co-founded by Bollywood actor Hrithik Roshan, which found scale by bringing in professional operators.

“These founders are a good example of the balance between creator and business,” Vanga said. “They stayed close to their niche, built teams with complementary skills, and allowed the business to evolve without being overly dependent on their personal brand.”

Prasanth Naidu, chief marketing officer at Moneyview, noted that social-born fame influencer-led startups can attract investor interest, particularly in their early stages. “The real upside lies in the startup’s ability to convert audience attention into sustained engagement and repeat business—independent of the influencer’s ongoing involvement,” he said.

Not all ventures, however, find success. For Gupta, the takeaway for influencer-led startups is clear: focus on data-driven transparency and meaningful engagement instead of vanity metrics. “Emphasising long-term relationships over one-off campaigns also contributes to consistent brand growth,” he said.

Anirudh Sridharan, co-founder and head of product at HashFame, encouraged creators to shed the mindset that an audience will always buy, that real operators aren’t needed, and that branding alone will trump product quality. Vanga, meanwhile, offered a final reflection for creators seeking to transition into entrepreneurship: “Ask yourself, what would this brand look like without me as its face? If that question feels uncomfortable, it’s also a sign to double down on building a brand that has intrinsic value beyond the creator.”

<strong>Read More:</strong> <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> 

<a href="https://www.storyboard18.com/brand-makers/from-virality-to-viability-creators-decode-the-future-of-content-and-commerce-72910.htm">Watch: From Virality To Viability: Creators decode the future of content and commerce</a>



'Influencers make poor founders': True or false? Find out why influencer-led brands struggle to scale

In a move to crack down on misleading medical advertisements, the Supreme Court in March 2025 ordered all states and union territories to establish a grievance redressal mechanism, allowing consumers to lodge complaints under the Drugs and Magic Remedies (Objectionable Advertisements) Act via toll-free numbers or email.

The order followed a January warning from the court, which threatened contempt proceedings if states failed to act against misleading ads. Yet, enforcement has lagged.

“States don’t take contempt proceedings seriously because they know they can get away with an apology,” said Alay Razvi, managing partner at Accord Juris. “In other instances, they’re under instructions not to comply with the order.”

Aslam Ahmed, a partner at Singhania & Co, said delays were rooted in bureaucratic inertia, limited infrastructure and weak enforcement. “There are no immediate consequences,” he noted.

India has struggled with the proliferation of unverified medical claims. In 2021, Patanjali Ayurved advertised ‘Coronil’ as a cure for Covid-19, and in 2023, the company’s campaigns repeatedly undermined allopathy despite Supreme Court warnings, resulting in contempt notices and the suspension of 14 product licenses by Uttarakhand authorities.

In 2022, the Central Consumer Protection Authority (CCPA) fined GlaxoSmithKline Consumer Healthcare ₹10 lakh and restricted its ads for Sensodyne products, citing unsubstantiated claims of endorsements by foreign dentists and assertions that it was the “world’s No. 1 sensitivity toothpaste.”

The Advertising Standards Council of India (ASCI) identified healthcare as the most violative sector in 2023 and again in 2024. Manisha Kapoor, ASCI’s chief executive, said that in 2024-25, 91 percent of healthcare ads flagged (341 of 373) were taken up suo motu. Of those, 223 were reported to the Ministry of AYUSH for claiming prohibited cures.

<strong>A Persistent Problem</strong>

Despite the DMR Act’s prohibitions and the presence of ASCI, CCPA, and AYUSH guidelines, misleading medical ads continue to flourish, exploiting gaps in India’s regulatory ecosystem.

“These acts operate in silos and have different thresholds of evidence,” said Amrita S. Nair, an advocate at the Bombay High Court. “Products under the AYUSH umbrella often claim immunity from the stricter standards that apply to allopathic drugs. This has created a legal twilight zone where advertisers can dance around the law with impunity.”

Ahmed noted that many brands rely on vague, unsubstantiated claims such as “cure-all” or “scientifically proven.” Razvi warned that without amendments to the DMR Act, the elderly, chronically ill, and lower-income groups would remain vulnerable.

Social media has further complicated enforcement. In 2023, health influencer Revant Himatsingka, known as “FoodPharmer,” criticized Cadbury Bournvita for its sugar content, prompting Mondelez International to reduce sugar levels by 15 percent and remove the “health drink” label from its marketing. Yet, misleading claims continue to flood digital platforms.

“Instagram, YouTube and WhatsApp are flooded with wellness advice and endorsements by influencers, often without disclosures or evidence,” Razvi said. “Their perceived authenticity lowers skepticism.”

Advertisers often exploit the blurred lines between traditional remedies and medical claims. “The Patanjali fiasco — where grandiose claims were made about curing everything from asthma to Covid-19 — was not a one-off,” Nair said. “It was symptomatic of a market that thrives on the desperation of the sick, the vulnerable, and the health-obsessed middle class.”

Some brands have shifted under public scrutiny. Shashank Agarwal, an advocate at the Rajasthan High Court, cited Hindustan Unilever’s rebranding of Fair & Lovely to Glow & Lovely in 2020, following criticism that its ads promoted fairness as a condition for happiness.

<strong>The Digital Challenge</strong>

Digital platforms have emerged as the primary battleground for misleading health claims. ASCI reported that 85 percent of violative ads in 2023–2024 appeared on digital platforms, with Instagram alone accounting for more than half. That trend continued into 2024-25, Kapoor said, with 82 percent of healthcare violations on digital, compared with 10 percent in print and 8 percent on television.

“On digital platforms, everything is algorithmically pushed into feeds with no filters to stop the reach,” Razvi said.

Ahmed added that YouTube channels and WhatsApp forwards promoting herbal Covid “cures” reached millions in ways print media never could. Nair noted that brands often delegate ad creation to marketing agencies prioritizing virality over veracity, partnering with influencers without legal vetting.

“In contrast, print and television had higher compliance due to editorial and regulatory checks,” Razvi said.

<strong>Will the Court’s Order Drive Change?</strong>

The Supreme Court’s directive has the potential to empower consumers to hold advertisers accountable, but its effectiveness will depend on implementation.

“It democratizes the regulatory ecosystem by empowering the public to act as watchdogs,” Razvi said. “But unless action on complaints is swift and visible, it risks becoming another token bureaucratic initiative.”

Ahmed expressed optimism, saying the court’s order could encourage people-centric enforcement. Yet he warned that a rushed rollout could result in poorly structured grievance systems lacking trained staff and infrastructure, leading to uneven enforcement across states.

Agarwal argued that a centralized grievance mechanism implemented by the central government would have ensured faster and more uniform compliance.

<strong>What Needs to Change</strong>

Experts say enforcement must be paired with structural reform. Brands should scientifically verify medical claims, use clear disclaimers, and adhere strictly to ASCI and legal guidelines, Ahmed said.

Nair called for an independent regulatory body for digital media, a revamp of the DMR Act to cover digital and influencer marketing, and a public awareness campaign to help consumers identify quackery.

“Investing in regular audits, both legal and medical, and third-party reviews of advertising content can help brands avoid potential disaster,” said Siddharth Chandrashekar, an advocate at the Bombay High Court.

Agarwal argued for scaled penalties based on a company’s market standing to ensure meaningful deterrence, while Nair said platforms like Facebook, YouTube and Instagram should also be held accountable.

“They cannot continue to profit from lies while disclaiming all responsibility,” Nair said. “We need a centralized digital complaint portal, mandatory pre-screening for health-related ads, and personal liability for CEOs and brand ambassadors in extreme cases.”

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/bitter-truth-behind-food-ads-will-stricter-regulations-finally-hold-brands-accountable-58142.htm">Bitter truth behind food ads: Will stricter regulations finally hold brands accountable?</a> 



Tackling misleading medical ads amid digital boom

What began as a side pursuit for many young Indians—writing scripts, appearing in videos, or experimenting with content on YouTube—has matured into a thriving digital economy where fame and financial independence are no longer outliers, but possibilities within reach.

In a conversation with Storyboard18's editor Delshad Irani, creators Ankush Bahuguna, Shibani Bedi, and Raj Grover reflected on the early uncertainty of their journeys and the moment they realised that creating content online could be more than a hobby.

“There was no such thing as a creator economy. We didn’t know whether this could be monetised,” Bedi said, recalling the ambiguity that defined those initial years. Bahuguna echoed the sentiment, describing the realisation that prompted him to leave traditional media roles. “If we can do this all by ourselves, why are we doing it for other people?” he said.

The path to stability was neither swift nor certain. Earnings were inconsistent, and the question of whether content creation could sustain a livelihood loomed large. “It took me about a year to be sure that the money I was making was enough to run my house,” Bahuguna said.

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For Bedi, the turning point arrived when the first brand deal brought in ₹30,000 (about $360) for a single video. “I said if I create two videos, I will get extra income on top of my salary, and then after saving some amount, I can leave the job,” she said. The pandemic, which forced a shift in marketing strategies toward online platforms, accelerated the growth of the creator ecosystem, transforming it into what Bedi described as a “full profession.”

Grover, who began posting videos at the age of 13, noted the difference between then and now. “Back then, there was nothing. Now, you have a blueprint, platforms, and a price for everything,” he said. The infrastructure that now supports India’s creator economy—monetisation models, audience analytics, and branded collaborations—simply did not exist when he first started.

This shift reflects broader changes in India’s digital landscape, where platforms such as Instagram, YouTube, and regional apps have democratized fame, giving individuals across socio-economic backgrounds a stage and a business model to pursue their creative ambitions.

“Our culture is so diverse that regional content in India works really well,” Bahuguna said. “India loves relatability—we love watching people who live lives like ours.”

Grover argued that India’s vast pool of untapped talent has also fueled this boom. “Everywhere you go, you find dancers, singers—everything. But earlier, to get fame, the only option was to go to Bollywood,” he said. Now, creators can find audiences from their homes, with short-form videos and localised content offering a viable alternative to traditional paths to celebrity.

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Bedi believes that the new digital platforms have “democratised fame,” giving people autonomy over their creative expression and financial future. The shift, she said, has been profound. “Now, it’s so much easier to say, ‘I’m a creator,’ and know you can earn a living from YouTube.”

But while the ecosystem has matured, uncertainty remains. The creators acknowledged that income can fluctuate, and questions persist about the long-term sustainability of the profession.

Still, for a generation of Indians armed with smartphones and stories, the promise of the creator economy is tangible—and growing. As Bahuguna put it: “Anybody can now become a creator. It doesn’t matter what your job profile is.”

<em>WATCH The full chat here</em>

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From Virality To Viability: Creators decode the future of content and commerce

Hindustan Unilever is sharply expanding its digital footprint and influencer partnerships in a bid to keep pace with India’s rapidly evolving consumer landscape. At the company’s 92nd annual general meeting, Chairman Nitin Paranjpe said that the fast-moving consumer goods giant now allocates 40 percent of its advertising budget to digital media, reflecting the growing importance of social-first marketing strategies in India’s consumption story. The company has also scaled its influencer network to 12,000 creators, a striking increase from around 700 the previous year.

<a href="https://www.storyboard18.com/brand-marketing/hul-hikes-influencer-spends-by-40-in-fy25-ropes-in-12000-influencers-72394.htm">HUL hikes influencer spends by 40%, ropes in 12,000 creators in FY25</a>

"We have significantly boosted our investments in digital marketing – today 40% of our spending is on digital media," Paranjpe said. HUL is optimizing a "social-first" approach in marketing to reach new-age consumers, the chairman added. 

Hindustan Unilever, which makes brands including Surf Excel, Dove, Lakme, Closeup, Red Label and Bru, reported a turnover of ₹60,680 crore for the fiscal year ended March 2025, with profit reaching ₹10,644 crore.

The company has leaned into vernacular influencer marketing to broaden the reach of its beauty and well-being brands, while developing a “Winning in Many Indias” strategy that tailors offerings to the country's diverse consumer base across economic segments.

"We are deploying the Winning in Many Indias (WiMI) 2.0 approach to reach our consumers. WiMI 2.0 is based on the understanding that consumers across the economic pyramid will have varied interests and expectations, including what they buy and where they shop," Paranjpe said.

<a href="https://www.storyboard18.com/brand-marketing/hul-hikes-influencer-spends-by-40-in-fy25-ropes-in-12000-influencers-72394.htm">HUL boosts digital media spending to 40% of total ad budget</a>

“Consumers today are more aspirational, with sentiments, tastes, and preferences evolving rapidly,” he cautioned, and added, “As a company, we have become more obsessive about "sensing" what consumers want and need, and "delivering" at the right place and time.”

Hindustan Unilever has also invested in consumer-centric research and data-driven marketing. 

It launched an Agile Innovation Hub to identify emerging trends and develop new products, including Stratos, a skincare technology certified by the Skin Health Alliance UK and the British Skin Foundation, with over 20 patents filed.

The company is betting on India’s expanding digital infrastructure. The FMCG major has infused significant capital in e-commerce and quick commerce platforms to optimize data-driven insights to ensure advertising reach, the right assortment, and product placement.

During the AGM, Paranjpe also called out India’s Digital Public Infrastructure as one of its greatest future advantages, and hailed the Open Network for Digital Commerce (ONDC) for levelling the playing field for kiranawallas and retailers across the nation. At the same time, he mentioned that getting sellers and resellers to leverage e-commerce and improve India’s e-retail penetration is a tall order.

Addressing shareholders, Paranjpe highlighted Hindustan Unilever’s commitment to climate and societal issues as critical to its long-term strategy. The company will prioritize action across climate, nature, plastics and livelihoods while nurturing a corporate culture that embraces “freedom of thought and ideas,” he said.

He also emphasised the need to have the right talent to win in the new world and said, “We truly believe that market leadership follows thought leadership and fosters a culture that enables freedom of thought and ideas, helping us win in the future.”

<a href="https://www.storyboard18.com/brand-makers/hul-chief-rohit-jawas-pay-rises-3-75-to-rs23-23-crore-amid-workforce-decline-67966.htm">HUL chief Rohit Jawa’s pay rises 3.75% to Rs23.23 crore amid workforce decline</a>




'40% of spends are on digital media; Over 12,000 influencers collaborate with our brands': HUL's Nitin Paranjpe

Hindustan Unilever (HUL) has ramped up its digital media investment to drive "social-first" demand generation. The maker of Dove, Horlicks, and Lifebuoy brands increased its influencer spending by 40% (approx.) in fiscal year 2025.

In a video message, Rohit Jawa, Managing director and CEO of HUL said, "We have significantly ramped up our digital media investments to drive social-first demand generation and amplified our influencer spends by circa 40% to increase impact generated by engagement and digital awareness of our brands".

HUL has over 12,000 influencers with whom the company collaborates with its 50-plus brands across 15 categories. Last year, the company had a roster of 700 influencers--1,614% rise year-on-year. 

<a href="https://www.storyboard18.com/advertising/hul-boosts-digital-media-spending-to-40-of-total-ad-budget-68081.htm">HUL boosts digital media spending to 40% of total ad budget</a>

"We have a roster of 12,000+ influencers with whom we engage on influencer campaigns," the company said. 

According to the company, the in-house tool uses category-specific data to customize media spending across platforms for different brands and consumer cohorts.

"To connect with this group of digital native consumers, we are adopting a social-first approach in our marketing and creating engaging content," HUL mentioned in its annual report.

The company cut its advertising and promotional expenses by 5.5% in FY25 year-on-year. The FMCG major adex stood at Rs 6,028 crore in FY25 compared to Rs 6,380 crore in FY24. 

<a href="https://www.storyboard18.com/brand-makers/hul-chief-rohit-jawas-pay-rises-3-75-to-rs23-23-crore-amid-workforce-decline-67966.htm">HUL chief Rohit Jawa’s pay rises 3.75% to Rs23.23 crore amid workforce decline</a>

HUL has also stepped up its investment in the 'Channel of the future' as consumer prefers shopping from quick commerce platforms. According to Jawa, HUL doubled its assortment to meet the diverse needs on these platforms.

Additionally, HUL is also accelerating the future-proofing of its portfolio as fiscal 2025 witnessed subdued demand trends. 

<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>

The FMCG brand launched its ASPIRE strategy last year that pushes for building for the future amid the opportunities. 

"We look forward to unlocking access to brands that are the sweet spots of the premiumisation," according to HUL.

HUL's annual turnover surged to Rs 60,680 crore in FY25, with profit after tax surging to Rs 10,644 crore--up 5% year-on-year.

HUL hikes influencer spends by 40%, ropes in 12,000 creators in FY25

As social media platforms like YouTube, Instagram and TikTok rose to prominence over the past decade, so did a new class of digital tastemakers. These influencers, once hobbyists posting about beauty tips or gaming reviews, have become central to how brands reach consumers online.

Today, influencer marketing is a $33 billion global industry, more than tripling in size since 2020, according to Statista. And as marketers follow audiences across digital platforms, the world’s largest advertising holding companies are following the money, snapping up influencer marketing firms to bolster their digital portfolios.

For the ad giants, building in-house influencer operations has proved challenging. In one case described by an industry expert, an India-based media agency attempted to create its own influencer team but struggled with the sector’s advance payment requirements, leading to payment delays, public backlash on social media, and the dissolution of the team within a month.

“Since no one offers a one-year runway or financial cushion to set up a team, public ad holding companies view acquisitions as a practical route,” the expert said. “They’re buying both talent and revenue, solving the P&L issue at once.”

Publicis Groupe, the world’s third-largest advertising company, has been among the most aggressive acquirers in the space. In July 2024, it purchased Influential, an AI-powered influencer marketing platform, in a $500 million deal. Influential, which manages a network of 3.5 million creators and data on 90 percent of global influencers with over a million followers, will combine its capabilities with Epsilon, Publicis’ data and identity unit, to offer clients a unified, AI-driven approach to influencer campaigns.

Earlier this year, Publicis also acquired BR Media Group, a leading Latin American influencer marketing firm with a network of 500,000 creators, further tying its influencer capabilities to Epsilon’s data-driven targeting.

In May, Publicis added Captiv8, another influencer marketing platform, to its roster, positioning it within Publicis Connected Media and integrating it with Influential to strengthen its global influencer offering. Captiv8, which processes over 2.5 billion social posts annually across 120 countries, enables creators and brands to monetize content while providing detailed, real-time measurement of campaign outcomes.

Other holding companies are also expanding their influencer ambitions. Stagwell, a U.S.-based marketing and communications group, acquired Tel Aviv-based LEADERS in 2024. LEADERS, founded in 2017, operates an AI-powered influencer SaaS platform, IMAI, and has worked with clients like Nespresso and Coca-Cola. The platform allows brands to launch campaigns with just a few clicks while providing analytics and sales prediction tools.

WPP, the world’s largest ad holding company, acquired Goat, a UK-based agency specializing in data-led influencer campaigns, in 2023. Goat was integrated with WPP’s GroupM to form a global influencer marketing agency under the Goat name, aiming to deliver measurable, outcome-based campaigns for clients such as Meta and Dell.

Earlier, in 2022, WPP acquired Village Marketing, an influencer-led creative agency in North America, folding it into the VML network. Village Marketing, founded in 2013, is known for running social-first campaigns for brands like Nike and Netflix.

The consolidation wave reflects a broader recognition that influencer marketing is no longer an experimental line item in advertising budgets but a critical part of the media mix, demanding scale, data integration, and operational efficiency.

As social media platforms evolve and digital behaviors shift, these acquisitions position the ad giants to offer clients a seamless path to reach consumers - one sponsored post at a time.

<strong>Read More:</strong> <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>




INFLUENCER MARKETING