Influencer marketing will be INR 900cr: GroupM Study

20 Sep,2021

By Our Staff


INCA, GroupM’s brand-safe influencer and content marketing solution unit, announced the release of The India Influencer Marketing Report last weekend. The report looks at all aspects of the industry including trends and the impact of regulation.


Prasanth Kumar

Commenting on the report, Prasanth Kumar, CEO – GroupM South Asia said: “Over the last few years, brands have shown significant interest in influencer marketing. The pandemic has accelerated the adoption of influencer marketing by brands making it an integral part of the brand marketing strategy and is now an important part of our media mix recommendation to brands. The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behaviour is changing at a fast pace, and we want to empower marketers with the knowledge that can help them.”


Ashwin Padmanabhan

Ashwin Padmanabhan

Added Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India: “Influencer marketing industry is at a point of inflexion and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. The ‘India Influencer Marketing Report’ is GroupM and INCA’s attempt to do the same. Not only have we tried to quantify the industry, but we have also attempted to define and standardize the various formats and industry terms. We hope this report will catalyse the industry and ensure the power of influencers is harnessed effectively!”


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