HUL boosts influencer marketing spend by 40% to drive digital push

Hindustan Unilever has ramped up its digital media budget to prioritise social‑first demand generation. In FY2025, the FMCG leader lifted its influencer marketing outlay by roughly 40%.

Rohit Jawa, managing director and CEO of HUL, said in a video message, “We have significantly ramped up our digital media investments to drive social-first demand generation and amplified our influencer spends by circa 40% to increase impact generated by engagement and digital awareness of our brands."

Hindustan Unilever has significantly expanded its influencer network, now partnering with over 12,000 creators across more than 50 brands spanning 15 categories. This marks a dramatic increase from last year’s figure of 700 influencers, reflecting a staggering 1,600% growth in just one year.

"We have a roster of 12,000+ influencers with whom we engage on influencer campaigns," the company said.

The company’s proprietary tool leverages data tailored to each category to optimise media budgets across various platforms, targeting distinct brands and consumer groups effectively.

Hindustan Unilever trimmed its ad and promotional spends by 5.5% in FY25, bringing the figure down to Rs. 6,028 crore from Rs. 6,380 crore the previous year. At the same time, the FMCG giant ramped up efforts on quick commerce platforms—what it calls the ‘Channel of the Future’—as more consumers shift to instant delivery services.

CEO Rohit Jawa noted that HUL has doubled its product range on these platforms to cater to evolving demand. The company is also sharpening its focus on portfolio resilience, responding to muted consumption patterns through FY25.