Creators are the new lifeline of events: Comic Con India’s Jatin Varma 

With less than 2% of events being digital-only, it's the on-ground presence and real-time engagement of creators that drive attendance, visibility, and energy. In this revival, the role of creators and influencers has quietly become non-negotiable. According to Jatin Varma, ex-CEO and founder of Comic Con India, creators are now the “jaan” (lifeline) of any event.

As the live events industry in India gears up for a major comeback, it is projected to grow at a compounded annual growth rate of 18% and touch Rs 235 billion by 2027, according to the FICCI-EY Media & Entertainment Report 2025.

Comic Con has evolved into a youth-centric marketing platform with a core audience aged 18–36. From OnePlus’s Star Wars phone edition to Yamaha’s interactive showcases, brands across auto, tech, FMCG, and even BFSI sectors have activated campaigns at Comic Con. 

But the key to brand success, Jatin insisted, is understanding Comic Con’s DNA. "Don’t treat it like a mall. It’s an experience zone. You have to create a moment, not just a stall."

Comic Con’s marketing is 90% digital. The brand focuses on platforms like Meta, Snapchat, YouTube, and even streaming apps. Influencer marketing is used, but in moderation. 

“It’s hard to rely entirely on influencers for events, since the ROI reflects only after the event happens,” Jatin explained.

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Events vs competition: It’s about mindspace

Jatin doesn’t see competition in Comic Con’s niche. The real battle, he said, is for attention. In a crowded events calendar compressed into a six-month window of good weather, people have too many options. “You’re not just selling a show, you’re competing for their time and headspace,” he reflected.

For brands planning to launch their own comic series, Jatin’s advice is clear—be consistent. One-off campaigns fail. Only long-term storytelling can deliver the kind of brand equity built by examples like Amul or Vodafone’s ZooZoos.

Creators vs Influencers: A fine line

Jatin draws a subtle distinction between creators and influencers. For him, creators are those crafting original content—be it comics, videos, or digital art—while influencers are personalities with a social media presence who may not necessarily create unique content. 

However, the lines are often blurred, especially when creators gain popularity and begin influencing behavior, choices, and purchase decisions. "Prasad Bhat (Graphicurry)" for instance, embodies this hybrid, operating as a creator, stand-up comic, and influencer.

While brands invite influencers for their outreach and fan pull, Comic Con doesn’t bring them just for the glitz. Instead, it relies on creators who are actively involved in the event. Influencers are often brought in by brands for promotions, not by Comic Con directly. "We don’t necessarily give a platform to influencers; we leverage their audience to spread word about our event," said Jatin.

At Comic Con, creators are expected to come prepared—to engage with fans, talk about their art, sell their work, and tell their story. It's not a passive showcase. For many, especially first-timers, it’s overwhelming to meet so many fans in person, but the payoff is worth it. "You gain not just sales, but lifelong fans who’ve connected with you face-to-face," Jatin emphasized.

Comic Con is more than cosplay and comics. “Even if you’re not into superheroes, you’ll love the vibe,” Jatin promised. 

He should know—he met his wife and closest friends there. In a world where digital fatigue is real, creators and their communities are not just building stories. They’re building human connections. And that, more than anything, is why they’ve become the lifeline of modern events.