Monk Entertainment CEO Viraj Sheth hunts for doom-scroller, bets on long-term creator play

Monk Entertainment, co-founded by Viraj Sheth, has rolled out a new role — “doom-scroller”. The position formalises what millions already do online: spending hours browsing feeds. At Monk-E, the role requires six hours of daily scrolling on Instagram and YouTube, backed by screenshot evidence.

“We are creating roles that reflect how culture actually moves today. Doom-Scrollers are our cultural radar. They scan feeds all day to spot micro-trends, memes, and sentiment shifts before they break out. This helps our campaigns feel native, timely, and ahead of the curve instead of playing catch up.”

“In a business where one meme cycle can change brand recall, codifying cultural scanning into a job role may be unorthodox but is operationally logical. And it should not be limited to influencer marketing companies alone—any brand working with creators should consider hiring a doom-scroller before launching a campaign,”

Read More: Why Brands Are Turning To Creators Who Keep It Real

Recruitment Through Comments

This is not the first time he has done something unique as an influencer marketing company CEO. Early January, he turned to Instagram to identify fresh talent. He asked creators to comment on his video if they wanted to join Monk-E and explain why. From over 62,900 responses, the firm shortlisted and groomed creators directly through the platform for nearly a year before finalising picks.

View this post on Instagram

A post shared by Viraj Sheth (@viraj_sheth)

The first creator selected was Ryan aka @ryanhaokip.xii. A creator from Manipur now based in Delhi, Ryan produces light-hearted, wholesome videos covering makeup, fashion, café hopping, and everyday moments. He also creates content in Thadou-Kuki, a language spoken by the Thadou community in Manipur, giving him a unique cultural voice within India’s influencer space.

The second pick was @aahnashrimali, a fashion commentator with a design background. Sheth described her as “one of the sharpest voices in Indian fashion commentary right now.” Aahna’s work focuses on homegrown brands, cultural stories, and industry shifts, breaking down business and design with clarity and genuine passion.

“With Made in India fashion having its moment, we need someone who actually understands what’s happening. Aahna’s that person,” Sheth said.

The final selection was @awdoot.mule, a fitness creator and filmmaker. His content, described as clean and emotionally sharp, is consistent across both long-form and short-form formats. Unlike viral stunts or “good-on-the-eye thirst traps,” Awdoot’s work has built a community that actively engages.

Read On: Reach No Longer Guarantees Influencer Collaborations

A Long-Term Philosophy

Explaining Monk Entertainment’s approach, Sheth said: “Our philosophy is long term. We do not sign creators because they are trending today. We would rather find potential and build them for the next five years.” On the lack of high-profile finance influencers in its roster, he added: “Finance can get very tricky if the creator lacks good intent. It is not off the table, it just has to be strategic.”

He also dismissed AI influencers as a long-term bet. “The more AI creators infiltrate us, the more we will seek human creators and their stories. What makes creators valuable is their lived experience, their story and their community. That cannot be automated.” 

For upcoming IM companies, Sheth stressed the importance of trust. “Agencies are often seen as unreliable and that reputation hurts the whole industry. Your first order of business should be to build a moat and to build trust with both brands and creators. If you get that right, profitability will follow.”

Beyond business, Sheth said his learnings include valuing questions over assumptions, prioritising communication over technical skills, and treating failures as lessons. He emphasised speed, professionalism, and financial discipline, while avoiding difficult collaborators. “Each year, I believe in adding new skills, evolving, and taking people along the journey, while staying open to feedback and grounded in humility.”

Largest Influencer Marketing Agency?

Monk-E manages over 120 creators, including Niharika NM, Mumbiker Nikhil, YourFoodLab, Madan Gowri, Abhi & Niyu, and Ankit Baiyanpuria.

Sheth has repeatedly described Monk-E in his reels as “the largest creator company.” When asked to clarify, he said: “When I say largest, I mean scale of revenue, the volume of campaigns we handle, and the money we generate for creators. The number of signed creators is only one part of the picture.”

However, the company has not disclosed any figures to substantiate the claim.

However, RoC filings show modest growth. Operating revenue rose just 2.2% to ₹97.8 crore in FY24 from ₹95.8 crore in FY23. Nearly 87% of revenue came from India. Expenses remained structurally high, with influencer marketing charges forming 84% of costs at ₹77.4 crore. Employee benefits rose 38% to ₹7.7 crore, while overheads pushed total costs to ₹92 crore — leaving the company operating on thin margins. Notably, BeerBiceps Media, owned by co-founder Allahbadia, received ₹7.77 crore in technical service fees.

Read On: Festive Season x Influencer Collabs

Market Trends and Shifts

According to Sheth, beauty, fashion, personal care, and e-commerce dominate influencer spends, with festive periods such as Diwali driving 2–3x budget spikes. Tech remains strong, FMCG and D2C are accelerating, while edtech has slowed after pandemic highs. Regional creators are emerging as “a big unlock,” with wellness and fitness gaining traction.

Industry trackers confirm that festive surges now account for 45% of annual influencer spending, while regional campaigns are driving incremental reach for FMCG players.

With 2026 just four months away, Viraj advised creators to start preparing for AI-integrated workflows, short video fatigue, and a shift toward community-led formats. Building trust through long-form content, unique IP formats and cross-collaborations with other creators is going to matter more than just chasing blind views.

Virality and Relatability Under Fire

Sheth argued that virality has lost its value. With algorithms now widely hacked through editing tricks and hooks, “visibility used to equal influence. But today, since everyone can access visibility, the locks to influence have changed,” he said. For brands, he added, “real power lies in craft. Influence is now a byproduct of great work, not the shortcut itself.”

Another trend he criticised is “relatable content.” From pizza memes to dating jokes, sameness dominates feeds. “Relatability is not a niche. It’s a byproduct of authenticity. To be authentic, you need to say what only you can say,” Sheth said. “Saying the weird thing, being uncomfortably honest” is what, he argued, makes content resonate.

Read On: AI Is Rewriting Rules Of Influence In ₹2,500 Cr Creator Economy

Fake Followers as a Business

Sheth warned against fake followers, calling them an entrenched industry. “They have grown into a full-blown business, an industry so rampant that in neighbouring Bangladesh, reports suggest it contributes significantly to GDP,” he said. Bots, generic comments, and influencer pods create the illusion of engagement. “Buying followers is a rabbit hole you’ll never escape. Make your content and grow organically. That’s the only way you’ll sleep peacefully at night.”

Sheth said many newcomers hesitate to create because of self-consciousness. But the benefits of starting — networking, opportunities, impact — outweigh the downside.”

He also warned that early-generation YouTubers, many of whom resist new formats like reels and trending audio, risk fading away. “Every industry works this way. If you can’t evolve with the times, you fall behind,” he said.