Estée Lauder India recently unveiled a campaign feature Bollywood actor Karisma Kapoor and influencer Masoom Minawala, apart from Princess Gauravi Kumari. While Kapoor represented timeless elegance, the 30-something Minawala would seamlessly blend beauty with dynamic lifestyle, said the company.
Wearable devices maker boAt’s latest campaign features Shilpa Rao and fusion band Indian Ocean. Its earlier campaigns have featured influencers RJ Kisna and Divija Bhasin, who have shared content showcasing how boAt products complement their lifestyle.
Myntra recently launched its ‘Fashion with Caution’ campaign, with its new ambassador, actor Triptii Dimri, alongside Ranbir Kapoor and Sushant Singh. Myntra partners with a number of popular influencers to promote its clothing line. Started in 2018, its Myntra Studio connects fashion aficionados with fashion influencers.
According to the “Influencer Marketing Report” by Influencer.in, the Indian influencer marketing industry is estimated to reach a value of `5,500 crore in 2024, representing around 11% of the overall digital media industry, with a projected growth rate of 20% in 2024 and 25% annually until 2026.
The rise of influencer marketing has reshaped brand strategies, but does it overshadow the traditional star power of celebrity endorsements? Industry experts argue that the answer isn’t straightforward—it depends on where the brand is in its journey and what it hopes to achieve.
Says Aditya Oza, chief marketing officer & co-founder, Emotorad, which works with both influencers and celebrities: “Every brand should collaborate with influencers—it’s a great way to connect with people and insert yourself into their lives. But if you want to cut through the nation’s attention, a national celebrity like MS Dhoni can help. For long-term brand building, a celebrity is often the better choice.”
Influencers seem to outperform celebrities in categories where trust and peer validation are key — D2C beauty and skincare, fintech, gaming, and wellness, among others, notes Yasin Hamidani, director, Media Care Brand Solutions.
“Influencer-driven campaigns, particularly micro and nano influencers, often result in stronger purchasing intent, whereas celebrity endorsements boost brand awareness and perception,” he says. Their authenticity, peer-like trust, and direct engagement drive higher conversions. However, luxury brands, automotive, and FMCG products continue to leverage star power for mass impact. For high-ticket purchases, aspirational value still plays a major role, experts say.
That said, while celebrity endorsements can amass millions of views, these interactions are largely passive—audiences see the ad, recognise the star, and move on. In contrast, influencers can foster deeper, more interactive engagement, with followers who actively seek their recommendations and trust their opinions. This is especially true for smaller, micro and nano creators, whose niche communities translate into higher credibility and stronger purchasing intent. Himani Agrawal, senior vice-president, product & analytics, Hypothesis, throws in a word of caution: brands that focus solely on vanity metrics like views and follower counts can overlook this crucial difference.
A curveball
So where exactly do influencers fit in? Unlike traditional celebrities, influencers provide more effective support in brand development’s early growth stages, says Nilaya Varma, co-founder & CEO, Primus Partners. “This effectiveness is driven by trust and authenticity, which they build through content and consistent interactions. Subsequently, celebrities often appear distant,” he says. Celebrities remain the go-to option for established brands seeking maximum visibility. “A celebrity’s endorsement signals prestige,” says Ambika Sharma, founder & chief strategist, Pulp Strategy. However, brands that need trust-driven conversion often turn to influencers, who integrate products into their content in a way that feels personal.
Simply put, while celebrities cater to broad demographics, influencers thrive within niche communities. “Celebrity-led campaigns create impact, but often in a passive way,” says Ramya Ramachandran, founder & CEO, Whoppl.She adds that while influencers create interactive experiences (Q&As, AMAs, challenges), celebrity ads rely on passive consumption through TV, billboards, and print. Influencers trigger FOMO-driven, impulse buys, while celebrities drive long-term brand recall and premium positioning.
In terms of return on investment, a report by Kofluence indicates that fashion influencers typically charge between 40 to 60 paisa per view, while lifestyle creators command around 30 to 50 paisa per view. Niche creators command rates from 1 to 2 per view. “In general, micro-influencers (those with 10,000 to 100,000 followers) can earn approximately20,000-50,000 for an Instagram reel, whereas celebrity influencers can rake in between `7 to 15 lakh for the same. However, celebrity endorsement fees, which tend to be locked in for longer periods, usually run into crores, notes Primus Partners’ Varma.
Should brands pick one over the other? Not necessarily. Experts suggest a mixed approach. “The smartest brands integrate both, using celebrities for big-bang visibility and influencers for high-ROI content marketing,” says Sharma.