Global advertising agency networks are increasingly focusing on India's influencer marketing sector, which is valued at ₹3,500-4,500 crore (around $420-540 million USD) and experiencing a growth rate of 20-25% annually. Major players such as Publicis Groupe, WPP, and Omnicom Group are ramping up investments in data-led strategies to enhance the effectiveness of creator-led campaigns, particularly in the fashion, beauty, and fast-moving consumer goods (FMCG) sectors. Publicis Groupe has introduced its global influencer marketing platform, Influential, and appointed Diwaker Chandani as managing partner to expand its local offerings. This follows Publicis' acquisition of Influential for $500 million in 2024, highlighting the increasing importance of influencer marketing in advertising strategies. Competitors are also consolidating their operations; for instance, WPP merged Goat with INCA, creating WPP Media, while Omnicom unified its influencer capabilities under Creo. Despite the rapid growth, the sector faces challenges such as fragmented supply and inconsistent measurement standards, prompting major networks to seek solutions through data integration and identity mapping.