Companies are probably starting to realize it's much cheaper and more effective to give a little bit of money and some free products to the influencer types than to waste so much money on celebrities.
That desi youtuber Kaushal had a whole sponcon wedding like Priyanka because so many brands tied up with her.
L'Oreal is looking for more than RC appearance. Read this article. You will see some hints about their future strategies. India don't have beaty influencers like west. So celebs will get some leverage.
