Influencers Challenge Bollywood's Hold on Festive Ads

Brands in India are changing how they advertise during festivals.

For a long time, they mostly used famous Bollywood and cricket stars.

Now, they're also using popular people on social media, known as influencers.

Influencers are getting popular because they connect with younger people better.

While big stars are still used, especially for big campaigns, brands are finding influencers a cheaper and more engaging way to advertise.

It's about making the ads feel more real and connect better with the audience.

Brands are also learning to use both celebrities and influencers to reach different groups of people.