The Croisette has long been the playground of cinema legends, but a new kind of Indian celebrity has been walking the red carpet at the 79th Cannes Film Festival this year — digital creators.
From attending exclusive premieres to partnering with global luxury brands, a wave of Indian influencers have been making their presence felt at the French Riviera, signaling a fundamental shift in how the festival’s brand partners think about the Indian market.
A seven-year journey
Content creator Zoie Akhtar, who attended the festival this week, explained that the presence of Indian influencers at Cannes is not sudden but the result of years of work by early pioneers.
“I saw many Indian influencers in Cannes this year. What people don’t understand is that we’ve come a long way — seven years back, I saw Kusha (Kapila) and Dolly (Singh) walking for a brand here,” Akhtar said while at the French Riviera.
“That year, people trolled them left, right, and centre. They were called ‘influenzas’ and asked what they were doing here. They bore the brunt of public trolling. Fast forward to today, and this is the result. So, I feel that whatever you’re seeing today is because they tolerated everything and didn’t let anyone down,” she added.
Why brands now bet on influencers
According to Akhtar, brands have realized the “long-tail value” of digital creators, especially for reaching audiences in India’s tier-2 and tier-3 cities.
“Brands want to take their products to the tier-2 and tier-3 audience. Sometimes, these audiences don’t know a face or a film. They may not know who walked the red carpet for a film, but they do know influencers,” Akhtar explained.
She cited the example of Hindi cinema, noting that while single-screen theatres are shutting down in smaller cities, television and smartphone penetration remain high. “That person might not watch a film in the theatre but they are definitely watching YouTube or Instagram,” she said.
Creator diversity expands
The profile of Indian creators at Cannes has also diversified beyond fashion and lifestyle. Comedians, musicians, and storytellers have joined the roster, bringing different audience segments to brand campaigns.
At Cannes 2026, brands such as L’Oréal Paris,Chopard, and several Indian luxury labels hosted content creators alongside traditional celebrities. Some creators were also invited by streaming platforms premiering their web series at the festival’s sidebar events.
The business of influencer marketing at Cannes
The shift reflects broader trends in influencer marketing. According to industry estimates, India’s influencer marketing industry is expected to grow at a compound annual rate of 20-25% over the next five years. Luxury and beauty brands, in particular, are allocating up to 30% of their marketing budgets to digital creators.
Cannes, with its global spotlight and aspirational value, offers a unique setting for brands to associate their products with both legacy and reach — and influencers provide the latter.
The road ahead
As the lines between cinema and content continue to blur, the presence of Indian digital creators at Cannes is likely to increase. With more brands seeking to connect with India’s diverse consumer base, the festival’s red carpet may soon feature as many influencers as actors.
