Brand value flickers for mid-tier celebs as influencers steal stage

The digital medium now claims nearly half of India’s total advertising spend, prompting brands to either replace mid-tier celebrities with influencers or collaborate with both to maximise return on investment (RoI) and engagement.

- ROSHNI SHEKHAR

Brand valuations for mid-tier celebrities like Milind Soman, Vikrant Massey, Triptii Dimri, Sanya Malhotra, and Ishaan Khatter are expected to remain stagnant or grow modestly, at a rate of 2-5 per cent year-on-year (Y-0-Y), according to industry experts.

The trend follows brands pivoting from yearlong contracts to project-based, performance-driven collaborations with influencers for better engagement.