Mumbai, June 11, 2025 — WPP Media’s influencer and content marketing solution, The Goat
Agency, in collaboration with Kantar, the world’s leading marketing data and analytics company,
has released the India Influencer Marketing Report 2025. A first-of-its-kind deep dive into the
current landscape and future outlook of India’s booming influencer marketing (IM) sector. Drawing
insights from the TGI syndicated study, the report maps how brands are embedding influencers
into their core marketing strategies to influence buyer behaviour and establish brand credibility.
The report estimates the Indian influencer marketing industry at ₹3,600 crore in 2024, forecasting
25% growth in 2025. Nearly all surveyed brands cited influencer marketing as either a strategic or
top-priority lever. One of the most significant shifts is the move beyond follower count to content
quality and creator relevance, especially among manufacturing brands, where 85% now prioritize
content quality when selecting influencers. The report also spotlights on the growing preference
for long-term influencer partnerships (72%) and a strong inclination towards macro influencers
(95%), driven by increasing concerns around content control and brand safety. Meanwhile, niche
micro-influencers are gaining traction across high-consideration categories such as automotive
and consumer durables, with 85% of marketers in these verticals planning increased investments.
Despite rising optimism, the report highlights persistent challenges, particularly around influencer
discovery, with 83% of marketers (and 95% in BFSI) struggling to find the right talent. Marketers
are now prioritizing engagement rates (39%) and content quality (36%) over vanity metrics to
gauge ROI. From a consumer lens, creators continue to influence the purchase funnel significantly,
with over two-thirds of Indian users turning to influencers for product discovery (63%), information
(69%), and action (60%). Notably, 70% of brands cited trust and credibility as the top reasons to
engage with influencers, led by 77% in BFSI and 76% in FMCG, affirming the growing role of
authentic, insight-driven storytelling in today’s marketing landscape.
Ashwin Padmanabhan Chief Operating Officer, WPP Media South Asia, said, “We are witnessing
the evolution of influence from a marketing channel to a cultural force. Today’s consumers aren’t
just buying products, but they are buying into stories, communities, and creators they trust. This
report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed
focus on credibility, influencer marketing in India is moving towards maturity. We are not just
tracking the curve; we are helping brands stay ahead of it.”
“Influencer marketing in India is no longer just about reach it’s about relevance, resonance, and
results. What this report makes clear is that brands are evolving their approach moving from vanity
metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers
become more discerning, the role of influencers in shaping perceptions, guiding discovery, and
driving action has never been more critical. The future belongs to brands that treat influencers as
strategic collaborators, not just content amplifiers,” said Puneet Avasthi, Director – Specialist
Businesses, Insights Division, Kantar.
The report emphasizes the importance of building meaningful, sustainable partnerships between
brands and creators in an increasingly regulated and content-driven ecosystem.
Link to the report – https://indgrm.com/BREW/
About WPP Media
WPP Media is WPP’s global media collective. In a world where media is everywhere and in
everything, we bring the best platform, people, and partners together to create limitless
opportunities for growth. For more information, visit www.wppmedia.com
About Kantar
Kantar is the world’s leading marketing data and analytics business, helping brands understand
consumer behaviour through deep expertise and technology platforms. The company partners
with 96 of the world’s top 100 advertisers. For more details, visit www.kantar.com.