Marico bets next FMCG cycle on AI, creators and quick commerce as digital tops 50% of spend

Marico says brands, AI and distribution will define FMCG's next cycle. Digital media share has crossed 50%, up from 30%, with the new Parachute Advansed shampoo launch riding 3,000+ creators and a 55% digital allocation. Tier-II aspiration and quick commerce anchor the playbook.

— Source publishedWed, 27 May, 2026, 10:41 IST·First seen Thu, 28 May, 2026, 10:27 IST·Source ET Brand Equity

What happened

Marico executives outline next-cycle FMCG playbook centered on AI-led marketing, creator partnerships, quick commerce and Tier-II aspiration. Digital now

Key facts

  • 50% digital media share
  • 30% earlier digital share
  • 55% digital spend on shampoo campaign
  • 3000+ creators

Why this matters

Scout creator networks, AI martech, and quick-commerce enablement assets as FMCG incumbents bid up the digital distribution stack.