By Sagar Malviya
Kantar’s 2024 study reveals influencer content significantly outperforms traditional ads in engagement and brand salience. FMCG brands are adapting with shorter, regional-focused campaigns, leveraging local culture and platform-native storytelling. This shift emphasizes culturally rooted narratives and benefit-led communication to drive business impact, as demonstrated by winning campaigns from Danone, Hindustan Unilever, Haleon, and Godrej.