India’s creator economy is seeing a shift in how brands allocate marketing budgets, with 15–25% of brand marketing budgets moving towards the creator economy, according to an industry discussion report by the Indian Influencer Governing Council (IIGC), based on inputs from over 100 brands and marketers.
The report highlights how brands are increasingly using creators for more than promotional campaigns. Creator partnerships are being used to support product launches, enter new markets, acquire customers and drive e-commerce growth, with greater emphasis on measurable business outcomes rather than views, likes and reach alone.
Another change is the move from one-off influencer campaigns to longer-term collaborations. These partnerships allow creators to develop a better understanding of brands and communicate their offerings more consistently, while helping brands build credibility and maintain stronger connections with audiences over time.
Creator marketing is also becoming more closely linked to performance marketing, consumer insights, community building and commerce. Data and technology are helping brands identify suitable creators, understand audience behaviour and assess how creator-led campaigns contribute to business objectives.
The report also points to transparency, professional standards, responsible practices and effective measurement as key areas for the industry’s continued development. IIGC aims to bring brands, agencies and creators together to strengthen accountability and credibility across the creator economy.
Sahil Chopra, Chairman of the Indian Influencer Governing Council (IIGC), said: “Creator marketing is entering a defining phase. The opportunity is no longer just about followers, views or likes; it is about solving real business problems.”
He added, “From building consumer trust and driving consideration to accelerating trials and delivering measurable growth, creators are becoming strategic partners for brands. The future belongs to long-term relationships, credible influence and measurable impact.”
