TLDR: A new report from Kofluence reveals that Diwali remains the premier season for influencer marketing, with 42% of brands boosting their spending. The ‘Decoding Influence: The 2025 Influencer Marketing Report’ also indicates a shift towards a multi-peak calendar approach, with e-commerce dominating spending and significant growth observed in FMCG and BFSI sectors. Kofluence, an AI-driven platform, aims to bring standardization and predictability to the evolving influencer marketing landscape.
Diwali continues to be the most influential period for brand engagement through influencer marketing, with a significant 42% of brands reporting increased expenditure during the festive season. This insight comes from ‘Decoding Influence: The 2025 Influencer Marketing Report’ by Kofluence, an Ad-Tech influencer marketing platform. Sohail Qadri Khan, VP – Business Development at Kofluence, emphasized the enduring appeal of Diwali, attributing it to its cultural significance and alignment with consumer sentiment, making it ideal for high-impact campaigns.
While Diwali holds its top spot, the report highlights a strategic evolution among marketers. Brands are increasingly adopting a ‘multi-peak calendar’ approach, extending their influencer marketing efforts beyond a single festive window. Events such as Valentine’s Day, the Indian Premier League (IPL), Independence Day, and various brand-led occasions are gaining prominence for driving year-round consumer engagement.
The Kofluence report, which synthesizes insights from over 1,000 creators, marketers, and industry experts, also sheds light on sector-specific trends in influencer marketing investments. E-commerce remains the dominant force, accounting for 23% of the total influencer marketing spend in India. This leadership is driven by the sector’s ability to leverage measurable return on investment (ROI) and trackable conversions, catering to the growing consumer demand for content-driven discovery experiences.
Furthermore, the Fast-Moving Consumer Goods (FMCG) sector, particularly within beauty and personal care, is significantly escalating its influencer marketing investments. These brands are moving beyond traditional awareness campaigns, prioritizing creator partnerships that educate consumers, demonstrate product efficacy, and maintain consistent brand narratives across platforms like Instagram and YouTube Shorts. The Banking, Financial Services, and Insurance (BFSI) sector has also emerged as a notable growth area, now representing 9% of influencer marketing investments. Financial services brands are strategically deploying creator partnerships to build trust through financial literacy content, recognizing the critical need for sustained, value-driven engagement in this sector.
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Kofluence, described as an AI-driven Ad-Tech platform, aims to address the inherent challenges within the influencer marketing industry, which Sohail Qadri Khan previously noted as a ‘nebulous space’ lacking universal standardization. Khan believes Kofluence’s data-driven platform provides much-needed predictability and automation through its proprietary SaaS platform, streamlining influencer activations at scale while maintaining quality and impact.
