HUL Boosts Influencer Marketing Spend by 40% to Drive Digital Push

Picture this: Last year, HUL worked with 700 influencers. This year? They've exploded to over 12,000 creators. That's not just growth—that's a complete transformation of how one of India's biggest FMCG giants thinks about reaching consumers.

Hindustan Unilever Limited (HUL) just dropped some serious numbers that should make every marketer sit up and take notice. The company has ramped up its influencer marketing budget by a whopping 40% in FY2025, signaling a massive shift toward social-first demand generation. But here's where it gets interesting—while they boosted influencer spending, they actually trimmed their overall ad and promotional budget by 5.5%, bringing it down from Rs. 6,380 crore to Rs. 6,028 crore.

What does this tell us? HUL isn't just throwing more money at marketing—they're being strategic about where every rupee goes.

The most jaw-dropping statistic? HUL's influencer network grew by 1,600% in just one year. They now partner with over 12,000 creators across more than 50 brands spanning 15 categories. This isn't just about having more influencers; it's about recognizing that today's consumers, especially Gen Z and millennials, trust peer recommendations over traditional advertising.

CEO Rohit Jawa emphasized their focus on "social-first demand generation," which essentially means meeting consumers where they already spend their time—scrolling through Instagram, watching YouTube videos, and discovering brands through creators they follow and trust.

What makes HUL's approach particularly savvy is their use of proprietary tools that leverage category-specific data to optimize media budgets across various platforms. They're not just spraying and praying—they're using data to target distinct brands and consumer groups with surgical precision.

Meanwhile, they're also doubling down on quick commerce platforms, recognizing the shift toward instant delivery services as the "Channel of the Future."

HUL's influencer marketing surge reflects a broader truth about modern brand building: authenticity beats advertising, and connection trumps conversion tactics. For young entrepreneurs and professionals watching this space, HUL's strategy offers a masterclass in adapting to changing consumer behavior while maintaining fiscal discipline.

In a world where traditional advertising is increasingly tuned out, HUL is betting big on the power of genuine human connection—and the numbers suggest they're onto something revolutionary.