Publicis Groupe has introduced its global influencer marketing solution, Influential, in India, marking a strategic shift toward a more structured and data-led creator ecosystem. The initiative aims to transform influencer marketing from a fragmented, creator-centric activity into a scalable, performance-driven growth engine.
To lead this expansion, Diwaker Chandani has been appointed Managing Partner for Influential India. He will focus on building and scaling capabilities by integrating creators, media, data, and commerce to deliver measurable business outcomes.
Despite being one of the fastest-growing marketing channels, influencer marketing in India often faces challenges such as inconsistent measurement, duplication of creators, and excessive reliance on organic reach. Publicis Groupe’s new offering addresses these gaps by enabling brands to adopt a more precise and unified approach.
At the core of Influential is the company’s Connected Identity system, a robust data infrastructure that maps consumer profiles to ensure accurate audience targeting and creator selection. Combined with platforms like Captiv8 and Influential’s global network, brands can seamlessly plan, execute, and evaluate campaigns.
According to CEO Anupriya Acharya, the launch represents a shift from a “creator-first” to a “cohort-first” model, ensuring better targeting and scalability. Chandani emphasized that while the market has achieved scale, it still lacks maturity, and this initiative aims to bridge that gap with consistent, data-backed results.
