Influencers have become central to how brands communicate, build trust, and drive purchases across India. The recent MRSI Wednesday Webinar titled “Attention to Action: How Influencers Shape Consumer Behaviour” highlighted how influencer marketing is evolving from a campaign tactic to a long-term strategic ecosystem.
Experts from KlugKlug, GroupM WPP-Goat Agency India, and Hansa Research revealed that 71% of brands now prefer always-on influencer partnerships, rather than one-off promotions. The shift is driven by India’s rapid digital adoption and the growing role of creators in shaping purchase behaviour across categories like FMCG, BFSI, manufacturing, D2C, and utilities.
A major trend emerging is the shift from follower count to content quality, audience match, and engagement. Micro and nano creators are increasingly preferred, especially by manufacturing and niche brands, thanks to authenticity and high trust. Long-term relationships are rising, with 72% of brands-and 95% in manufacturing—choosing continuity over sporadic collaborations.
The research also highlights regional behavior: influencer recognition has grown by 50%, with the West leading adoption. Content niches are diversifying-comedy dominates, but categories like finance, tech reviews, food, podcasts, and beauty are rapidly scaling.
In B2B, platforms like LinkedIn are growing, but credibility remains the biggest barrier. Only relevant, trusted subject-matter voices influence CXO-level decisions.
With the influencer-led ecosystem now valued at ₹10,000 crore, and creator-driven commerce rising across platforms like Amazon, the message is clear: Influencers now play a decisive role in discovery, trust, and conversions-shaping India’s next era of marketing.
