India Inc absorbs creator economy in-house as influencer marketing matures across retail
Brands across FMCG, beauty, fintech, fashion and quick commerce are building in-house creator teams. Job postings for content creators jumped 919% since 2020, with 60% of roles falling outside traditional influencer titles. FirstCry positions creator-led content as central to its marketing playbook.
Indian brands across FMCG, beauty, fintech, fashion and quick commerce are hiring content creators, video editors and community managers in-house. Creator-related job postings rose 919% since 2020, with FirstCry citing creator-led content as central to marketing strategy.