Webinar unpacks how influencers turn attention into action

MUMBAI: MRSI’s November edition of its Wednesday Webinar series dug deep into one question that defines modern marketing: how do influencers turn scrolling into shopping? Titled “Attention to Action”, the session brought together experts who unpacked the fast-growing creator economy and its widening role across India’s consumer landscape.

The panel featured KlugKlug co-founder and CEO Kalyan Kumar, GroupM WPP and Goat Agency India’s business head Kunal Sawant, and Hansa Research Group’s vice president for quantitative research Pramod Pawar, with Sunder moderating the discussion.

The conversation began with a simple question: who exactly is an influencer? Kalyan described them as creators who build communities through content. Pramod defined them as people who sway decisions through digital platforms. Kunal added that anyone with the power to shift opinions or purchases through social media qualifies.

Kunal highlighted how influencer marketing has become a strategic priority across major sectors including FMCG, BFSI, manufacturing, and utilities. A GroupM study showed that 71 per cent of brands now favour an always-on model instead of campaign bursts. Analysing 60,000 influencers and posts from 52 brands, the study emphasised that content quality and engagement matter far more than follower count. Long-term relationships are rising too, with 72 per cent of brands and an impressive 95 per cent of manufacturing companies preferring sustained partnerships.

Discovery remains a hurdle, especially in regulated categories like BFSI. Engagement rate has become the core metric, while impressions and views continue to fade in importance. Although conversion stands at 23 per cent today, it is expected to climb as brands sharpen their influencer strategies.

Pramod presented a sweeping view of the ecosystem through Hansa’s Brand Endorser study. With over 500 respondents across 36 cities evaluating more than 350 celebrities and influencers, the study showed influencer recognition has grown nearly 50 per cent in recent years. The rise is strongest in the West, with regional creators dominating in the South and East. Though often seen as a Gen Z phenomenon, influencer impact is rising sharply among millennials too.

Relatability remains the biggest pull, with 82 per cent of consumers finding influencers more relatable than traditional celebrities. Preferences vary by category: polished creators work best for apparel; practical voices for finance; warm personalities for food; and regional creators for smaller towns. Comedy and entertainment lead growth, while food content is booming beyond metros. Podcasts are gaining traction among younger men, and tech continues to hold a niche but highly trusted space.

In a segment on B2B influence, Kalyan explained that while the dynamics differ sharply from B2C, influencer-like behaviour has long existed through subject experts. LinkedIn remains the most effective space, though credibility makes endorsements rare.

He also highlighted the scale of the industry. Influencer-led content today forms a Rs 10,000 crore market, with brands spending upwards of Rs 20 crore annually. More than 14,000 Amazon brands rely on creator-driven content to move market share. Beauty categories see up to 5 times earned media value multipliers, while home and kitchen categories reach as high as 7 times. Yet challenges remain; audience misalignment is common and multiple intermediaries often dilute budgets before they reach creators.

Kalyan called for brands to move beyond swipe-ups and link-in-bio tracking, which capture barely a fraction of true influence. With Gen Z and millennials forming 67 per cent of India’s internet users, social-first content now commands seven times higher brand recall compared to traditional media. Authenticity, agility, and relevance have become the new currency of marketing.

The webinar closed on a clear note: influencer-led discovery, trust, and purchase influence are no longer optional. They are reshaping the consumer journey, redefining marketing playbooks, and opening a massive opportunity for brands that bring data, creativity, and authenticity together.