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Big consumer brands are trimming A-list endorsements as celebrity ads fell ~22% in 2025 (TAM AdEx) and TV volumes shrank, pushing CMOs to chase clearer ROI. Execs say fees have run ahead of impact, while creator playbooks offer trackable engagement→traffic→sales. Expect celebs for tent-poles, creators for always-on. Examples cited include Nykaa scaling creator ecosystems and views from Eveready Industries India Ltd and Rediffusion on costs and accountability.
