Actress Shibani Akhtar emphasises the importance of authenticity and personal values for influencers in effective, sustainable marketing at WAVES 2025

Influencers in the digital world need to safeguard their credibility, clearly define their boundaries, and communicate honestly with their followers, experts said on Sunday. The conversation centred around the growing influence of digital creators and the ethical, creative, and legal frameworks needed to build sustainable and credible influencer marketing. 

At a special breakout session at the World Audio Visual and Entertainment Summit (WAVES) 2025 here, film actor Shibani Akhtar highlighted that influencers should always stay true to their voice while collaborating on branded content. 

She stressed that for influencer marketing to work effectively, creators must be deeply involved in the content creation and branding process. 

Akhtar advised influencers to ensure that campaigns reflect their personal beliefs and values, which helps in maintaining authenticity in their partnerships.