The Rise of Unseen Creators: Animation-led artists are becoming brand favourites

At a time when the image of a typical influencer conjures up ring lights, beauty filters, and picture-perfect reels, a different category of creators is gaining traction—without revealing their identity or even stepping in front of the camera.

From sketch pads to styluses, animation-led and illustration-based creators are turning ordinary brand briefs into emotionally resonant stories—and brands are taking note.

At Swiss Beauty’s 12th anniversary event, the brand didn’t just invite fashion creators. It also roped in a caricature artist, Aniket Jwala, who used lipstick to complete a live sketch. Another example: a hotel chain flew illustrator Samridhi Sharma to Himachal, simply to paint the view from their property—turning a typical influencer staycation into a storytelling canvas.

Saurabh More, Co-Founder, TOLD Digital said, “Many brands continue to associate animated videos with children’s content, which limits their willingness to experiment. But that perception is shifting. We believe that in the next two years, animation as a niche will see significant growth in the influencer marketing space.”

Breaking Stereotypes and Biases in Brand Briefs

Convincing marketers to invest in non-visual creators hasn’t been easy, said More. “There’s still a belief that ‘face value’ is everything. When it comes to animation-led creators, there’s a stereotype that they only cater to minors. But insights tell a different story. Creators like Not Your Type, Angry Prash, and Lilyash have audiences made up mostly of adults.”

He added, “We’ve stayed persistent, and that’s helped us break through this bias. Today, brands like Spinny, Traya Health, Cashify, and POPUPI have started investing in animation creators after our pitches.”

Case Studies Leading the Way

In the past year, creators who rely solely on art, voice, and storytelling have worked with major advertisers. “Big names like Chetak, Naturals, and even Google have partnered with these creators for promotional campaigns,” said More. Among standout campaigns is the Spinny x Not Your Type video and Traya Health’s collaboration with the same creator—both of which are often cited as best-in-class examples of smooth, story-first brand integration.

Gaming companies, unsurprisingly, are some of the most generous clients. “Gaming brands like BGMI, FreeFire Max, and World of Tanks love collaborating with animation creators,” More said. “In fact, gaming brands tend to offer the highest payouts.”

Brands Value Output, Not the Face

Piyush Agrawal, Co-Founder of CREATE, believes the content itself should be the focus. “That anonymity factor doesn’t affect much — as long as the content is good and the storytelling is engaging. People don’t really care who’s behind the page if the story connects,” he said.

He added, “Whether it’s Satya, who is open about who he is, or Animosh, who isn’t — both are growing equally well. From an agency point of view, we don’t push creators to reveal their identity.”

Agrawal noted that anonymity doesn’t limit creativity but forces a smarter approach: “You can’t do direct face-callouts, but that just pushes everyone to be more playful and smarter with the content.”

Faceless creators are not disrupting the ecosystem, he clarified. “They are expanding it. The pie is getting bigger, and with AI in the mix, we’ll see more creators going anonymous.”

What Makes It Work: Creative Freedom, Nostalgia, and Cost

Illustrators like Aryan—known as Not Your Type, with 1.2 million followers—believe creative independence makes all the difference. “If a brand gives me freedom, I can give them the best thing that can go viral. But once the management comes in with too many rules, the originality fades.”

Aryan’s work, inspired by ‘90s American cartoons like Courage the Cowardly Dog, blends nostalgia with Indian humour. And it’s budget-friendly. “In live action, a quality sketch can cost 40–50 lakhs. With animation, you can do it for a fraction,” he added.

Silent Characters, Loud Impact

Satya Swagat, who has 4 million subscribers on YouTube, rarely shows his face. Yet his work manages to strike emotional chords with viewers. “Sometimes the characters don’t even speak, but they still manage to hit that emotional nerve. One relatable frame can speak louder than a thousand dialogues,” he said.

Despite a large following, Swagat feels the art creator community is often overlooked. “Events and award shows barely acknowledge us. I hope they also recognise our art category and give us our share of validation.”

For him, the focus is never about selling a product. “I love collaborations where I get to blend creativity with subtle branding. For me, it’s always about making people feel something — and somewhere in between, the product just walks in naturally. I don’t sell a product directly. I sell a story, a feeling — and that’s what makes it stick. There’s no fixed formula — just vibes, timing, and the will to hit ‘post.’”

Collaborations Begin with Style

Ankur, known online as Doodle Nath, said the unique appeal of his illustration style is what draws brands in. “Most of the time, when a brand reaches out to me, they connect with my doodle style — the kind of storytelling and visual energy that feels uniquely mine. That’s usually where the collaboration begins. We get on a call, exchange ideas, and I try to understand what they’re looking for.”

He added, “I believe a good collaboration happens when the brand doesn’t just want an ad — they want an artwork, something that carries both their message and the artist’s identity. At the end of the day, if the artist is creatively satisfied and the brand’s story is told authentically, it’s a win for both. And if you ask me about a dream brand to collaborate with — it has to be Apple. Hopefully someday!”

How Much Do These Creators Earn?

Saurabh More revealed that mainstream brands are still experimenting with budgets, but gaming remains the high-paying category. “Gaming brands pay significantly more, while mainstream non-gaming brands are still in the experimental phase. Their budgets are currently lower compared to what they invest in creators like Purav Jha or Harsh Beniwal. But surprisingly, the performance and engagement metrics are often just as strong — sometimes even better — thanks to the unique storytelling animation offers.”

On pricing, Agrawal explained that value is measured by craft. “We often charge slightly higher fees for such creators — not because of follower count alone, but because of the time, creativity, and effort that goes into each project.”

As the creator economy matures, it’s becoming clear that performance and connection matter more than a face on screen. Animation creators aren’t just a trend—they are forming a new creative vertical within influencer marketing, one frame at a time.