Brand focus shifts from celebrities to influencers as endorsements drop 22% in 2025

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TL;DR

Celebrity brand endorsements in India saw a 22% decline in ad volumes in 2025 compared with the prior year, according to TAM AdEx data — the largest drop in recent memory.   Marketers are increasingly shifting budget toward influencer marketing — including micro and nano creators — to connect with Gen Z audiences, gain more measurable results, and tailor campaigns to niche community interests. While celebrities remain relevant in certain categories, their dominance in ad airtime has significantly softened as brands seek greater agility and performance insights.  

Article

In a marked change for India’s marketing landscape, celebrity-led advertising witnessed a 22% reduction in volume in 2025 compared with 2024, the steepest decline in recent years, according to industry data from TAM AdEx. This trend illustrates a broad shift in brand strategy away from marquee celebrity endorsements toward a more diversified array of content creators.

The influencer advantage

Brands are reallocating budgets to influencers, especially regional, micro, and nano creators, who often cost a fraction of celebrity talent yet deliver engagement among younger consumers.  “Influencer marketing offers companies deeper inroads and direct connections to their audiences and a greater ability to explain product stories and usage opportunities,” said Manisha Kapoor, CEO of the Advertising Standards Council of India (ASCI).

Who’s cutting back — and why

According to market insiders cited in the report, even big advertisers — including names like Nykaa, HUL, Swiggy, Zomato, ITC, and global players like PepsiCo and Coca-Cola — are placing greater emphasis on creators. These companies cite an ability to measure engagement and conversion rates more precisely, and to target Gen Z and digital-native audiences more effectively compared with traditional celebrity campaigns.  

Still room for star power

Despite the decline, celebrity endorsements are not disappearing entirely. They still accounted for roughly 27% of television ad airings in 2025, indicating that star power retains relevance in broad-reach campaigns. However, the trend lines point firmly toward a hybrid ecosystem where creators and celebrities play complementary roles.

What this means for marketers

For brands, the shift underscores a broader recalibration of marketing metrics in an era where data-driven performance and community engagement matter more than ever. While celebrities can still deliver reach and aspirational appeal, creators — particularly niche voices with loyal followings — are increasingly central to activation strategies.