Nearly seven out of ten Indian shoppers now lean more towards taking cues from influencers than they do from traditional ads, says a recent study by Kantar, a global insights and analytics firm.
The numbers paint a clear picture: 67% of consumers put more faith in what influencers recommend. Another 26% say they prefer influencer suggestions, but with a pinch of caution—they’re not blindly sold. This shift hints at a bigger change in how people connect with brands. It’s no longer just about loud, polished campaigns; audiences are seeking voices they can relate to and trust.
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Influencer marketing has found its stride in India, standing shoulder to shoulder with digital staples like ecommerce and online banner ads. According to the study, all three have seen an uptick in how favorably people view them. Since last year, ecommerce platforms have jumped 7 points in ad equity, online display ads climbed 6 points, and influencer content gained 5 points.
When it comes to swaying opinion, influencer posts pack a punch. They outperform traditional digital ads in several key areas: brand favorability (15% vs 12%), shaping brand personality (11% vs 9%), and nudging purchase decisions (10% vs 9%).
The real kicker? They work fast. Over half (57%) of influencer-led campaigns are likely to drive immediate purchases. While they may not always build brand love in the long haul, they sure know how to spark action in the moment.
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“It’s been eye-opening to see how differently influencer content moves people,” said Prasanna Kumar, Regional Creative Lead at Kantar Insights. “There’s a kind of simplicity and personal relevance that cuts through the noise. It doesn’t feel like advertising—it feels like a friend telling you what’s worth your time.”
