Creator-led movie promotions in India cross Rs 250 crore in 2025

New Delhi: Creator-led content has become a major driver of film promotions in India, with the industry estimated to have spent over Rs 250 crore on creator-led entertainment promotions in 2025, according to a Qoruz report. 

The estimate covers influencer marketing, meme marketing, paid UGC and seeding spends that can appear organic on social media. 

New data from Qoruz, a creator intelligence and collaboration platform, shows creators and meme makers generated over 610,000 movie-related posts in 2025, driving more than 2.0 billion engagements across major social platforms.

With over 1,500 films released in India this year, the report pegs the intensity of the creator economy in entertainment at scale, translating to an average of about 400 creator-led posts per film. It adds that film buzz is increasingly being built through distributed creator networks rather than a handful of celebrity pages. 

The report said Arts and Entertainment creators and meme pages accounted for 61.67% of total creator-led movie posts, with Fashion and Beauty creators emerging as the next big contributor, indicating that movie conversations are now spilling into lifestyle and pop culture feeds. 

Small and mid-sized creators also played a central role. Qoruz said micro pages and creators drove over 51% of total posts and engagements, signalling that campaigns are being powered by high-volume, culture-native content, beyond large celebrity collaborations. 

The report also mapped how movie conversations are turning city-driven. Mumbai led with 26.53% of engagements, followed by Chennai (9.13%), Delhi (8.28%), Hyderabad (7.51%) and Bengaluru (4.28%). Together, these five cities contributed 56% of all engagements, with Chennai showing stronger engagement intensity per creator post, the report said. 

Qoruz also pointed to “modular spends” as a key shift in promotion planning. It said Rs 1 lakh of creator spend can typically fund 10 to 20 meme page posts for a film and generate 500,000-plus organic views, depending on factors such as page size, language and target geography. 

Aditya Gurwara, Co-Founder and Head of Brand Alliances at Qoruz, said the spend range varies because creator marketing can include meme page buys, large influencer rollouts, barter collaborations, paid UGC and seeding networks, with a portion of spending remaining “invisible” outside formal brand invoicing. 

Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz, said Qoruz data suggests close to 60 to 70 per cent of films released in 2025 used creator-led promotions in some form. He said big films such as Chhaava, Coolie, Kantara: Chapter 1 and Dhurandhar have led engagement, while mid-scale titles like Su From So, Dragon and Lokah have also managed to build buzz by understanding how creators and meme pages operate.