Over the last number of years, influencer marketing has changed the plainly understood advertising space by way of businesses partnering with social media influencers to create a tailored audience, provoke more genuine interactions, and drive sales. By nature, influencers deliver messages in a way that is personally familiar and relatable to consumers compared to traditional advertising, and thus, it is a uniquely effective messaging strategy in a digital world.
Dabur’s Change in Direction
One of India’s largest FMCG companies, Dabu, serves as a great case study of this trend, as it invested 12.6% of its ad budget into influencer marketing in 2020. By 2025, that percentage increased to 45%. This jump in five years can be seen as representing Dabur’s belief in the authenticity of marketing, as well as broader acceptance of embracing previously established priorities in the modern area of brand campaigns. For its product categories (which are representative of health supplement brands and personal care brands), Dabur invested in both micro and macro influencers, which helped provide authenticity to their messaging and easy relatability for the target audience.
Reasons Influencer Marketing Works
Influencer marketing is all about trust. A consumer is more likely to listen to a human they admire than an advertisement. Apps and platforms with user-generated content, such as Instagram, YouTube, and X (aka Twitter), give brands the opportunity to engage with consumers using tutorials, reviews, and lifestyle content. The success of Dabur in the marketplace indicates that increasing the proportion of the marketing budget spent on influencer marketing can lead to a measurable return on investment, such as brand visibility, engagement, and sales.
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Brands aiming to evaluate the impact of influencer marketing can read our comprehensive resource on digital media advertising strategies, including case studies, best practices, and planning for ROI. This long-form resource will aid brands in replicating successful influencer engagement like Dabur’s by effectively using influencers across a variety of platforms.
A Paradigm Shift in Advertising
There is no arguing that the impact of influencer marketing continues to grow. Dabur’s decision is an investment that signals a change in mindset around brand activation. Consumers desire content that is authentic and relatable; thus, influencer marketing is no longer just an option; it is a requirement if brands want to stay relevant and competitive.
Influencer Marketing: The New Core of Brand Strategy
Dabur’s strategic shift from traditional advertising to influencer collaborations marks a fundamental change in how brands communicate with consumers. By increasing its influencer marketing spend from 12.6% in 2020 to 45% in 2025, Dabur has demonstrated that authentic engagement and relatable content are now central to advertising success. This transition reflects a broader industry trend where brands are prioritising trust-based communication through influencers who connect with audiences in real time, build communities, and drive meaningful interaction.
