Why Indian Shoppers Trust Influencers Over Traditional Ads & What Brands Should Do About It?
In today’s online-focused India, people don’t just buy stuff because of flashy ads—they buy from those they believe in. And most of the time, they trust content creators. A new Kantar study showed something interesting: 67% of Indian buyers trust what influencers say more than regular ads. That’s over two-thirds of your customers listening to creators instead of commercials. What does this tell brands? It signals a major change in how—and who—guides the way people shop.
Let’s take a closer look:
Source: Marketing Mind
The Decline of Traditional Ads
It’s not that ads don’t work anymore. But their effectiveness is no longer guaranteed.
Consumers today are surrounded by thousands of brand messages. Banner blindness is real, and ad-blocker usage is climbing, especially among younger users. Gen Z, in particular, doesn’t just scroll past—they actively tune out content that feels like a sell.
Why? Because traditional ads are often one-sided, overly polished, disconnected and lack relatability from the people they’re trying to reach.
Why Influencers Win Indian Audiences?
Influencers don’t just show products—they share experiences.
In India, where culture, language, and lifestyle can change dramatically from one city to the next, relatable storytelling wins. Whether it’s a regional creator breaking down a skincare routine in Tamil or a micro-influencer reviewing a new finance app in Hinglish—they meet their audience where they already are.
What sets them apart:
- Relatability over commercial ads
- Cultural fluency (regional languages, local context)
- Two-way conversations with followers
- Authentic product integration that feels natural—not scripted
At a time when shoppers crave connection, creators offer exactly that.
Why Does This Shift Matters for Brands?
This isn’t a fleeting fad—it’s a major change in how we build trust online. When 67% of people like influencer tips more than ads, it shows that creators play a crucial role in driving purchase decisions,- And this change isn’t just about feelings—it’s backed by results. Research proves that content from influencers beats regular digital ads in key areas like brand liking wanting to buy, and even quick sales boost.
While ads might help spread the word, creators make a deeper impact—and get people to act. That’s why the cleverest brands are changing. They’re not just counting views—they’re looking at what matters.
Curious how to make influencer partnerships more strategic?
Check out our blog on 6 effective ways to collaborate with influencers to build campaigns that truly connect.
What Smart Brands Are Doing Differently?
The most forward-thinking brands aren’t just using creators—they’re building with them. Here’s how:
- Forming long-term partnerships, not just one-off collabs
→ Continuity builds familiarity—and trust. - Co-creating regionally tailored content
→ Language, dialect, and culture matter more than ever, especially in tier 2 and 3 cities. - Letting creators lead storytelling
→ Not scripted plugs, but organic narratives that reflect the creator’s voice. - Using creators as insight engines
→ Their content mirrors what audiences are thinking, feeling, and asking. - Integrating creators in campaign planning
→ From concept to rollout—not just tagging them in at the end. - Tapping into creator credibility for launches and demos
→ Creators build interest and deconstruct complexity, especially for fintech, health, and edtech. - Focusing on conversion, not just reach
→ Smart brands track clicks, saves, and community sentiment—not just impressions. - Reinforcing brand values through creator selection
→ A strong alignment between creator ethos and brand mission = deeper connection.
By moving creators closer to the core of their marketing strategy, these brands are building something ads alone can’t: credibility and cultural relevance.
Final Thoughts: Why Trust Is the New Reach
Traditional advertising may get you noticed—but influencers get you believed.
In today’s noisy digital landscape, Indian shoppers are tuning out mass messaging and tuning in to real people with real experiences. They want context, credibility, and connection—and that’s where creators come in.
Influencers don’t just amplify your campaign. They shape how your brand is perceived.
If your strategy still treats creators as an add-on, you’re missing out on what drives real decisions today: trust-led influence. The brands that win are the ones that build with creators, not just for consumers.
At Vavo Digital, we go beyond metrics. We match your brand with creators who reflect your values, understand your audience, and bring real influence to the table. With access to a robust PAN India creator database and content creation in 12+ regional languages, we help you build authentic, culturally relevant campaigns that resonate—wherever your audience is.
Let’s build campaigns that don’t just perform—they connect.
FAQs: Influencers vs Traditional Ads in India
Q1. Why do Indian shoppers trust influencers more than traditional ads?
Because influencers feel human. They share personal opinions, real-life use cases, and build ongoing trust—not just one-way promotions.
Q2. Are micro-influencers more effective than celebrities?
In many cases, yes. Micro-creators often have stronger engagement and deeper relationships with niche communities.
Q3. What types of influencers work best in regional markets?
Regional language creators who understand local nuances tend to connect better with audiences in tier 2 and 3 cities.
Q4. Can influencer marketing replace ads entirely?
Not necessarily. But it’s essential to integrate both—where ads drive reach, creators drive trust and engagement.
Q5. How does Vavo Digital help brands find the right influencers?
We analyze audience fit, content authenticity, engagement quality, and campaign goals to connect you with creators who don’t just influence—they convert.