Google India’s creator mandate up for grabs; agency review underway
The mandate was previously handled by Collective Artists Network
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Published: Sep 9, 2026 11:12 AM | 2 min read
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- Google India is reviewing its creator marketing mandate and plans to appoint a new agency on a retainer basis, previously managed by Collective Artists Network.
- The review aligns with Google's strategy to enhance creator-led marketing efforts in India, integrating creators into its brand, advertising, and commerce initiatives.
- YouTube has been expanding its infrastructure for creator partnerships, including the integration of BrandConnect and the Creator Partnerships Hub, and has introduced features to support creator monetization and affiliate marketing.
- Google has committed ₹850 crore to India's creator economy over two years, focusing on creator monetization, commerce, and brand partnerships, while also promoting its AI products like Gemini.
Google India is reviewing its creator marketing mandate and is looking to appoint an agency to handle the business on a retainer, according to multiple sources familiar with the development.
The mandate was previously handled by Collective Artists Network. Details around the scope of the new mandate, the agencies participating in the review and the timeline for the process are not known.
The agency review comes as Google continues to expand its creator-led marketing efforts in India, with creators increasingly becoming part of its wider brand, advertising and commerce strategy.
YouTube has been building out its creator partnerships infrastructure to make creator content more accessible to advertisers. In March, YouTube brought BrandConnect and its Creator Partnerships Hub under the YouTube Creator Partnerships identity, integrating the offering with YouTube Studio for creators and Google Ads and Display & Video 360 for advertisers.
The platform has also been expanding its Creator Partnerships API ecosystem, allowing third-party platforms to support creator discovery, campaign management and measurement.
On the commerce front, Google has been pushing YouTube Shopping and affiliate-led creator marketing. Its Affiliate Partnerships Boost feature allows brands to amplify eligible YouTube Shopping videos in which products have already been tagged, while creators can continue earning commissions from qualifying purchases.
YouTube has also lowered the eligibility threshold for its Shopping affiliate programme to creators with at least 500 subscribers, widening the pool of creators who can participate.
Google has committed ₹850 crore towards India’s creator economy over two years, with creator monetisation, commerce and brand partnerships among its focus areas.
The company’s growing reliance on creator-led content also comes amid its push to market AI products such as Gemini in India. In August, Google launched a Gemini campaign featuring Shah Rukh Khan, although the campaign was handled separately from the creator mandate currently under review.
With creators becoming increasingly intertwined with paid media, commerce and brand marketing, the latest review could put the spotlight on how Google structures and scales its creator strategy in India.
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YouTube creator economy
Google India creator marketing
creator partnerships India
Collective Artists Network review
Google agency review
YouTube Shopping expansion
creator monetization India
Google Ads and Display 360
Shah Rukh Khan Gemini campaign
affiliate led creator marketing