With consumers turning to ‘real life’ brand allies to learn about products and services before they loosen their purse-strings, the emergence of influencers is eventually shifting the historical brands’ obsession with traditional forms of advertising in India. And as influencers continue to bring the much-needed relatability and authenticity to the table, consumers are finding solace in them and are giving them a listening ear because they are making conversations personable and congenial. Influencers have metamorphosed into new-age celebrities and with brands finding proven success in associating with them, they have become a crucial organ of brand marketing.