HUL scales influencer network to 12,000 creators, engages across 50+ brands in FY25

Hindustan Unilever Ltd (HUL) expanded its influencer marketing network from to over 12,000 in FY2024-25 from 700 creators last year. The company now collaborates with more than 50 brands across 15 product categories. The update was shared by CEO and Managing Director Rohit Jawa in the company’s annual report. 

“In today’s media landscape, consumers navigate across platforms, creating a complex web of touchpoints. We aim to go where our consumers are. We have significantly boosted our investments in digital marketing—today 40 percent of our spends are on digital media,” Rohit said.

The company has used its influencer base to support several brand campaigns across categories. In personal care, HUL relaunched Dove bars with a new ‘serum in a bar’ proposition and ran regional campaigns for Pears in South India. Closeup also launched a new variant called ‘White Now’. In the home care segment, Surf Excel crossed Rs 10,000 crore in turnover, supported by campaigns and innovations such as Surf Excel Smart Shots.

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In the beauty and wellbeing portfolio, the company expanded its presence in the masstige category and launched new brands like Liquid IV. TRESemmé introduced the Silk Press range, and premium brand Minimalist was acquired during the year.

In the foods category, Knorr expanded its Korean noodles range and collaborated with Netflix’s Squid Game 2. Tea retained market leadership, and Bru cold coffee ready-to-drink packs contributed to double-digit growth in the coffee segment.

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Rohit also outlined efforts in modern retail and B2B digitisation. HUL’s e-B2B app Shikhar now has over 1.4 million retailers onboard, offering personalised, AI-driven advertisements. The company has also set up a Premium Retail Organisation to focus on distribution in beauty and pharma channels.

The shift to influencer-driven marketing comes at a time when global trends point to declining share for traditional media. According to WPP’s 2025 forecast, ad revenue on creator platforms is expected to surpass traditional media globally, with over $185 billion going to creators and $33 billion allocated to influencer marketing.

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The company reduced its advertising and promotional spending by 5.5 percent in FY2024-25, bringing the total expenditure to Rs 6,028 crore, down from Rs 6,380 crore in the previous financial year.

HUL’s increased digital focus aligns with this shift. “We are building an organisation with both sharp focus and expansive scale,” Rohit said.