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.

— Filed Tue, 26 May, 2026, 09:56 IST · Source ET Brand Equity · Updated

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 always-on creator networks blending macro, mid and micro creators with performance-marketing rigour.

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