Polycab expands creator-led outreach with 2 lakh additions to influencer loyalty network

Polycab is deepening its investment in influencer-led engagement, adding over 2 lakh creators to its loyalty platform as part of a broader effort to strengthen outreach across its stakeholder network. Polycab takes influencer marketing beyond consumer campaigns The move is notable because it reflects a different use of influencer marketing. Rather than focusing exclusively on consumer-facing content, Polycab is building a creator ecosystem around a category traditionally driven by electricians, contractors, dealers and trade professionals. For a brand operating in the electricals and infrastructure space, influence often begins long before a consumer enters a store. It is shaped by recommendations made across the supply chain. Key numbers Metric Value Creators added to loyalty platform 2,00,000+ Focus area Influencer and loyalty-led engagement Category Electricals and consumer durables What this means for the industry The development highlights how influencer marketing is moving beyond lifestyle and entertainment categories into B2B, trade and specialist sectors. Brands are increasingly recognising that creators can influence professional decision-making, product recommendations and channel relationships—not just consumer purchases. This expands the role of creator marketing from awareness generation to ecosystem building. For agencies and influencer platforms, it signals growing demand for domain-specific creators who command credibility within niche communities rather than mass-market reach alone. Strategic read The creator economy is becoming infrastructure for marketing, not just a media channel. Brands are beginning to integrate creators into loyalty, distribution and engagement programmes at scale. Our insight Influence is no longer measured only by followers. In categories like electricals, the most valuable creator may be the one who influences buying decisions long before the consumer does.