Publicis Groupe India has appointed Diwaker Chandani as managing partner of Influential India to lead and scale its influencer capability in the market. Chandani’s mandate will be to build and scale this capability, integrating data, creators, media and commerce to drive measurable business outcomes.
The appointment comes alongside the rollout of Influential — the group’s global creator marketing solution — in India today, marking a significant step in transforming influencer marketing from a fragmented, creator-led channel into a data-driven, full-funnel growth engine. While influencer marketing remains the fastest-growing channel, the ecosystem in India is largely fragmented, with limited measurement, duplication of creators, and an over-reliance on organic reach.
“Influencer marketing in India has reached scale, but not maturity. Brands are investing heavily, yet struggling to drive consistent, measurable outcomes. Our focus is to fundamentally change that. By combining data-led audience intelligence with creator ecosystems and media amplification, we are building a model that delivers consistent, measurable outcomes for brands,” said Chandani.
With the rollout of Influential, Publicis Groupe India is strengthening its approach to influencer marketing in the Indian market, enabling brands to move beyond fragmented execution towards greater precision, more consistent and measurable outcomes.
At the core of this offering lies Publicis Groupe’s Connected Identity, a robust data backbone of consumer profiles enabling deterministic audience mapping and precision-led creator selection. Powered by Connected Identity, the Captiv8 platform, and Influential’s global network, this integrated approach enables brands to plan, activate and measure influencer marketing more effectively.
“Influencer marketing in India has reached scale, but it still lacks a unified, data-led foundation,” said Anupriya Acharya, CEO, Publicis Groupe South Asia. “With Influential, we are fundamentally changing that by shifting from a creator-first approach to a cohort-first, identity-led model powered by Connected Identity. By integrating creators, media and commerce on a single data backbone, we are enabling brands to move beyond fragmented execution to precise, measurable and scalable business outcomes.”
Chandani has a proven track record of building and scaling creator partnerships. He has helped to shape content-led media transformation across leading global and Indian organisations such as Meta, Zee Entertainment and the Network18 group, among others.
