Why India's FMCG brands are pulling back from big-ticket celeb deals.

  • Published In: CSO Forum, 2026. P. N.PAG 1 of 2

  • Database: Applied Science & Technology Source Ultimate 2 of 2

Abstract

The article discusses the decline in celebrity endorsements in advertising, highlighting a shift towards influencer marketing as brands reassess their strategies amid tighter budgets and economic pressures. Television advertising volumes fell by 11 percent in 2025, prompting brands to prioritize cost-effective marketing approaches. Influencers, particularly micro-influencers, are gaining traction due to their affordability and measurable impact on engagement and conversions, especially in sectors like FMCG, beauty, and digital commerce. The article emphasizes the need for accountability in advertising, as brands increasingly seek to link marketing expenditures directly to business outcomes, reflecting a broader trend towards transparency and responsibility in endorsement practices. [Extracted from the article]

Additional Information

  • Source:CSO Forum. 2026/02, pN.PAG
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2026
  • Accession Number:191307189
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