The Economic Times

Brands divided on influencers: HUL, Myntra scale creator push; Amul stays old school

Indian consumer brands exhibit contrasting views on the efficacy of influencer marketing for engaging customers. Companies such as Hindustan Unilever and Marico are broadening their creator networks to boost social media presence. Meanwhile, Amul and Perfetti Van Melle choose to emphasize distinctive brand storytelling instead of relying on influencers. E-commerce platforms like Flipkart and Myntra, however, are pouring resources into creator-led content, highlighting a significant transformation in brand marketing strategies.