MAM
The shift from celebrity endorsements to influencer marketing
In the cut-throat digital marketing terrain, brands are always searching for novel ways to get people excited about their products and ultimately drive sales. However, there has been a seismic shift in this realm, as now Bollywood luminaries are sharing the spotlight with influencers. These individuals have emerged from the depths of social media and content creation platforms and become the coveted faces for brand endorsements, signifying a dynamic shift in celebrity partnerships with brands.
Influencers, spanning a wide spectrum of social media platforms such as Instagram and YouTube, have accumulated massive following across social channels through their content. One of the reasons influencers enjoy fame is due to their relatable content which is of top-notch quality, and authenticity. As a result, they have now become a go-to choice for brands and have established themselves as prominent figures in the consumer industry and the customer’s decision-making process.
Influencer marketing: An overview
According to Statista, the influencer global market is exponentially growing and is valued at 21.1 billion dollars as of 2023. Another interesting fact is that 75 per cent of brands are now considering influencer marketing as part of their marketing strategy.
Influencer marketing refers to collaborating with individuals who have a substantial audience base. These individuals create authentic content to promote a specific product or brand and leverage their credibility and profound connection with the audience. Influencer collaboration has become one of the most popular and effective forms of marketing nowadays. With millions of social media users, it is no wonder that marketers are harnessing their full potential to entertain, inspire, and recommend products to buy.
The rise of social media influencers
In the old days, influencer marketing only revolved around celebrity endorsements. The big names in the entertainment industry were to promote products and services. However, the increasing demand for authenticity, and more people becoming aware of the products that they purchase: these two reasons have given birth to social media influencers. These individuals look relatable and more trustworthy, as they promote products and brands in a more personalised way, unlike celebrities.
Key effectiveness metrics
● Engagement: Influencer marketing generates high social awareness and engagement with the audience, as they tend to interact with audiences more regularly. This gives birth to a more dynamic and engaging promotional environment. On the other hand, celebrity endorsements primarily rely on their existing fan base.
● Increased conversion rates: Influencers with a niche audience have the ability to drive higher conversion rates owing to their authentic connection with followers. Alternatively, celebrity endorsements may not convert as effectively, depending on the level of relevance between the product and the celebrity.
● Return on investment (ROI): Influencer marketing offers a more measurable return on investment, allowing the marketer to track engagement, click-through rates, and conversions. Conversely, celebrity endorsements demand a more comprehensive analysis of the brand’s overall performance, impact, and visibility.
Transcending boundaries
The influence of creators is moving beyond boundaries, permitting brands to cultivate diversity across a spectrum of industries. Whether it is beauty, technology, or lifestyle, creators seamlessly include products in their content, making the endorsement appear as an extension of their personal brand. This unique approach allows companies to target specific audiences from specific regions with precision and capitalize on the distinct appeal of each influencer.
A peek into the future
The cultural shift from celebrity endorsements to influencer marketing presents a deeper view of how people in the digital age perceive influence. Brands that aim to embrace this change stand to gain from the authenticity and credibility of social media content creators. The symbiotic relationship between the two, based on their shared virtues of commitment to authenticity, paints a vivid picture of the future, where conventional notions of celebrity endorsements are displaced by a more engaging and entrusting form of brand promotion. The new era offers countless opportunities for influencers and brands to mutually benefit from innovative and impactful collaborations.
The article has been authored by Logicloop co-founder Nirav Gosalia.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
