In an era where audiences scroll past ads but pause for authenticity, user-generated content (UGC) has emerged as a marketing superpower. Whether it's a product review, a candid unboxing, or a meme, brands are learning that the most powerful stories often come from people, not pitch decks.
According to Grand View Research, the Indian UGC platform market was valued at $166.6 million in 2021 and is projected to grow to $1.11 billion by 2028. A Statista report further highlights that over 65% of Indian consumers aged 25–44 primarily engage with UGC related to beauty, health, and wellness, making it one of the most influential content categories.
Last week, Chandan Mendiratta, Chief Brand and Culture Officer at Zepto, spotlighted the brand’s use of user-generated content (UGC) to boost engagement and brand love.
In an example, Zepto invited customers to create content inspired by its offerings, some of which were featured on actual hoardings. The campaign not only showcased creativity from its community but also blurred the lines between audience and advertiser, turning loyal users into co-creators of the brand’s public image.
Another recent example of the power of user-generated content comes from Bingo! Tedhe Medhe. It all began with an organic Instagram reel by Deepankar Koshta (@deepankarmaxx), who casually coined the line, Tedhe Medhe bhi acche lagte hain. The reel struck a chord and racked up over three million views.
Recognising its viral potential, the brand teamed up with music producer Anshuman Sharma to turn the catchy phrase into a full-blown snack anthem. The result? A track that garnered over 68 million views and 122,000 shares, becoming the second most-shared content piece in the brand’s history. Proof that when UGC is amplified the right way, it can create big moments for the brand.
Priyanka Sethi, Head of Marketing, Haier India Appliances, told us, “We incorporate user-generated content into nearly every social media campaign, especially when there's a new launch. We identify a strong keyword, build content around it, and encourage UGC to drive engagement.”
She further adds that social media thrives on user participation, whether it's product functionality, storage, or real-life usage; UGC helps bring those stories to life. At the moment, we see UGC as a secondary layer, a support campaign that complements the main product launch.
Urmesh Chandra, Head of Digital Marketing, Policybazaar, says that given the nature of the insurance business, there's a massive need for consumer education. "You can't just tell someone they need insurance and expect them to buy it. You have to first establish why it's important in their life," he explains.
And in today's landscape, people increasingly trust the voices they hear on social media, whether from influencers, creators, or everyday users. "That's why we must be present where those conversations are happening," Chandra adds.
With its user-generated content (UGC) strategy, Policybazaar aims to build awareness before selling. "The goal with UGC isn’t to promote our platform directly. It’s to first convince someone of the need for term/health insurance. Once that’s done, we’re confident they’ll come to us for comparison,” he says.
The brand recently launched a campaign titled “Make a Difference”, featuring real families who received insurance claim payouts during medical emergencies or personal loss. These emotionally charged stories underscore the real-world value of insurance and Policybazaar’s role in delivering on that promise.
Chandra also highlights the brand’s growing collaboration with influencers, not just as promoters, but as partners in a larger mission. “We’re asking them to join us in driving awareness in a country that remains vastly underinsured,” he shares.
While UGC campaigns tend to perform better than traditional ones, Chandra acknowledges the challenge of creative fatigue. “UGC fits in well with our overall brand strategy. It works, but like any format, it needs to stay fresh to keep performing,” he highlights.
In today’s content-heavy digital ecosystem, platforms like Instagram Reels, YouTube Shorts, and Meta are dominated by everyday users sharing relatable, bite-sized videos. Most of what we consume while endlessly scrolling comes from regular people, friends, creators, or influencers.
But that’s exactly what makes user-generated content (UGC) so powerful. When a celebrity appears in a reel, it’s immediately noticeable. It breaks the rhythm of the scroll and feels like an ad or promotional content. In contrast, UGC blends seamlessly into the feed.
Mukund Kumar, Creative Director, SW Network, an independent integrated advertising agency, observes a shift in how brands are engaging with digital culture. “Today, brands have their eyes wide open not just on polished content, but on everything from absurdist memes to slightly cringe-worthy trends,” he says.
Kumar explains that the key is knowing when to lean in and when to hold back. “If a meme trend is peaking and aligns with the brand’s tone without feeling forced, we ride the wave. But if it feels overdone, off-brand, or borderline cringe, we pivot,” he says.
He further mentions that’s where original UGC plays a crucial role, bringing raw relatability and a fresh perspective. “The goal isn’t to jump on every trend, but to pick the ones that make your brand feel like it’s in on the joke, not the butt of it. It’s all about relevance with restraint,” he mentions.
Garima Khandelwal, Founder and Creative Director, BusyPeople; Former Chief Creative Officer, Mullen Lintas, doesn’t believe that brands using user-generated content (UGC) means handing over control to internet culture. “It’s more about curating and borrowing,” she says.
“The control still lies with the brand custodians, but now, it’s about sourcing material. Earlier, that was limited just to in-house talent. Today, the brand can post on LinkedIn, ask ChatGPT, or brief an influencer, unlike earlier, when brands would run public contests.”
She shares a personal anecdote to make her point. “Thirty-five years ago, Cadbury ran a newspaper contest asking: ‘What’s the best kind of date?’ I won the prize was a dinner at a five-star hotel and 20 audio cassettes of my choice from a music store. My winning entry? ‘With your history teacher, because she knows where every date took place.’ It’s the same idea today, you put something out there, invite responses, and use what fits your brand best. Just that now, the net is wider and the tools are smarter.”
Sanmesh Sapkal, Director - Key Accounts, TheSmallBigIdea, says UGC content was present earlier, but now it has got a platform to showcase its true potential through social media. The social media and the specific meme pages have given promoting brand through them a unique marketing approach.
In essence, user-generated content has evolved from a nice-to-have into a strategic pillar of modern marketing. Whether it’s building trust, driving engagement, or creating cultural relevance, UGC enables brands to connect with audiences in ways traditional advertising often can’t.
