In 2025, Unilever made a bold marketing shift, significantly scaling its investment in influencer marketing while reallocating from traditional media. As part of this overhaul, the company now dedicates 30–50% of its annual ad budget to creator partnerships-an unmatched commitment among FMCG giants.

This strategic reorientation has triggered a dramatic surge in influencer demand—and cost. Industry sources report that amid the influencer boom, rates have seen a sharp rise of around 30% for creators, particularly micro-influencers. Brands now pay ₹4–10 lakh per reel depending on reach and format-Kusha Kapila reportedly charges around ₹8–10 lakh per reel, while Bohogirl commands ₹5–6 lakh.

Unilever’s push isn’t just budget-centric-it’s deeply strategic. The brand has expanded its influencer roster from roughly 700 to over 12,000 creators in just one year, spanning 50+ brands and 15 product categories. The company now prefers long-term relationships over transactional partnerships, emphasizing meaningful audience engagement over raw reach.

While creator-driven campaigns may feel more authentic, research flags pitfalls: over half of creator ads lack brand mentions in the crucial first three seconds, and 45% of creator ad spend on Meta may go unused due to low retention.

As Unilever continues its “many-to-many” creator model-aiming for at least one influencer per locality -overall creator rates are climbing alike. For marketers navigating India’s digital-first landscape, the lesson is clear: influencer marketing holds immense potential, but success demands strategic rigor and deep alignment between brand and creator.