Bombay Shaving Co, Snitch pivot from celebrity ads to always-on creator networks as influencer ROI plateaus

EY pegs India's influencer marketing at ₹3,375 cr by 2026, but brands report a performance ceiling. D2C players like Bombay Shaving Company and Snitch are blending macro, mid and micro creators with performance-marketing discipline, shifting budgets from one-off celebrity campaigns to persistent creator pipelines.

— Source publishedTue, 26 May, 2026, 09:22 IST·First seen Tue, 26 May, 2026, 09:55 IST·Source ET Brand Equity

What happened

EY pegs India's influencer marketing market at ₹3,375 crore by 2026. Brands like Bombay Shaving Company and Snitch are shifting from celebrity-led campaigns to

Key facts

  • ₹3,375 crore by 2026
  • 100,000 followers
  • 10,000 followers
  • 80% male followers

Why this matters

Creator-network platforms and micro-influencer talent agencies become attractive bolt-ons as brands like BSC and Snitch institutionalize always-on pipelines.

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