New Delhi, Jan. 27 -- Companies are ditching celebrities and moving to influencers for advertisements. Influencers are more affordable than celebrities, giving the brands better returns and conversions. This is slowly leading to companies cutting their celebrity endorsement marketing budgets and channelling them towards influencers.

"I strongly believe that influencer marketing is eliminating celebrity endorsement from a regular and monthly investment standpoint," said Jatan Bawa, founder of oral care brand Perfora.

The entrepreneur explains that celebrity endorsements are being treated as one-off brand awareness-raising activities due to their high cost and need for precise messaging. In contrast, influencer marketing is more cost-effe...