Mumbai: In 2025, brands will increasingly focus on humanising their image by using influencers to forge emotional bonds with audiences. Today’s consumers are more inclined to connect with brands that feel relatable and authentic, making it crucial for companies to move beyond traditional product-centric messaging and embrace deeper, more personal narratives.
Influencers play a pivotal role in this shift. They often represent the human face of brands, bringing a level of relatability and personal storytelling that traditional advertising cannot achieve. Global brands like Nike and Coca-Cola have already tapped into this power, using influencers to share stories of inspiration, perseverance, and individuality that resonate emotionally with their target audiences.
This emotional connection will be even more vital in 2025. Brands will strive to cultivate authenticity, align with consumer values, and foster a sense of belonging around their products and services.
Impact of Regulation on Influencer Marketing
As influencer marketing becomes more integral to advertising, regulatory frameworks are tightening. In India, the Advertising Standards Council of India (ASCI) and the Department of Consumer Affairs (DOCA) have introduced stringent guidelines mandating clear disclosure of paid promotions.
ASCI’s updated regulations now require influencers to adhere to higher standards, especially when endorsing health and financial products online. In 2023, the Government of India issued the ‘Endorsements Know-hows’ guideline to ensure transparency across creator-driven promotions. Influencers must now disclose brand affiliations, and brands themselves must remain proactive in complying with evolving norms to maintain consumer trust.
These guidelines, rooted in the Consumer Protection Act, aim to ensure creators do not mislead their audiences and help uphold ethical marketing practices in the digital age.
Localised and Personalised Communication
While national influencers are essential for mass reach, regional and hyper-local influencers are becoming key players in region-specific campaigns. The rise in internet penetration has expanded the influencer landscape beyond metros, bringing tier-2 and tier-3 cities into focus.
Take, for example, Payal Raut from Pune, whose comedy content in Marathi draws heavily from Maharashtrian culture. Or Parul and Yogesh, a Gujarati couple whose relatable reels in the local language have gained massive traction. Brands like Parachute, Colgate, and Meesho are increasingly partnering with such regional influencers to drive deeper engagement in specific markets.
Creators like Varsha Dahiya from a village in Rohtak are showcasing handmade art and traditional techniques in Hindi, building a loyal audience of over 500K followers. Others like Kapil Kanpuriya and Rajiv Kumar use humor rooted in regional culture to connect with their communities.
With improvements in AI and data analytics, personalisation will be at the heart of influencer marketing in 2025. Brands will craft more targeted content strategies tailored to specific geographies, cultures, and consumer preferences.
Content Ecosystem: Creativity Over High Production Value
In 2025, audiences will continue to seek out content that is raw, relatable, and real. High production value is no longer the key differentiator — creativity, originality, and authenticity are what drive engagement.
Influencers will experiment with diverse media formats — from live streaming and interactive polls to user-generated content — encouraging active audience participation. Brands, in turn, will collaborate with creators who can deliver innovative content that resonates across platforms without relying on polished aesthetics.
Emphasis on Diversity, Sustainability, and Ethical Movements
As conscious consumerism gains ground, brands are increasingly aligning themselves with purpose-driven causes. In 2024, more brands partnered with influencers who advocate for sustainability, inclusivity, and social responsibility.
Influencers promoting eco-friendly beauty products or green tech innovations are gaining popularity among Indian audiences. These collaborations not only foster credibility but also build lasting trust and loyalty. Consumers — especially Gen Z and millennials — expect brands to stand for something beyond profit, and influencers can amplify these values with authenticity.
Cultural Sensitivity and Regional Relevance
India’s cultural diversity demands a regionally nuanced approach to influencer marketing. Campaigns that align with local language, customs, and preferences are far more impactful.
This cultural sensitivity is especially critical in smaller cities and towns, where digital consumption is growing rapidly. Influencers who are deeply embedded in their communities offer brands a valuable gateway to build trust and connect meaningfully with new and emerging audiences.
