Pradeep Patteti, Co-Founder and CEO at Flutch, said, “That marketing is becoming more accountable. Brands are reallocating budgets toward influencers and creators because these channels offer faster experimentation, clearer ROI, and deeper audience relevance.

Influencers are not replacing celebrities one-to-one, but they are absorbing a large part of the mid-tier and performance-driven spend. Celebrities will continue to play a role in big-bang awareness campaigns, while creators are becoming the engine for always-on storytelling, community building, and conversions.

Categories like FMCG, beauty, food and beverages, and digital commerce are leading this shift, as purchase decisions in these sectors are increasingly influenced by trust, peer validation, and product experience. We are also seeing brands move from one-off celebrity endorsements to long-term influencer partnerships, because consistency drives stronger brand equity and measurable outcomes.

This trend is visible globally, but in India it is accelerating due to margin pressure and a digital-first consumer base that values authenticity over polish. At Flutch, we are seeing a clear increase in demand for creator-led and performance-driven campaigns, and we strongly believe the future of brand building lies in combining creativity with data, relevance, and measurable impact.”

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