Influencer marketing surges as brands shift focus from celebrities in India

Influencer marketing is rapidly growing, with brands increasingly favoring influencers over traditional celebrities for product promotion. This shift is driven by influencers' relatability and effectiveness in driving sales across various sectors, including beauty and technology. Major brands like Coca-Cola and Amazon are heavily investing in influencer partnerships. Coca-Cola is using influencers to promote its Coke Studio India series, while Amazon engaged over 50,000 influencers for its Great India Festival sale. The influencer marketing industry in India is projected to reach Rs 3,375 crore by 2026, up from Rs 2,344 crore in 2024. This growth highlights the changing landscape of marketing, where even smaller influencers can achieve better sales conversions than big-name celebrities.