creator-economy
Cleartrip CMRO Pallavi Saxena highlights the growing role of social media in travel discovery, arguing that Indian travel marketing is yet to fully tap its biggest opportunity
Anuja Jain Jun 25, 2026 9:20 AM
Sushant Vithaldas, Head of Creator Marketing, India and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia will lead Edelman’s creator marketing offering
e4m Staff Jun 22, 2026 2:13 PM
An increasing number of brands are using creators, humour and shared cultural insights to engage with the occasion, often in partnership with other brands
Shalinee Mishra Jun 20, 2026 8:30 AM
Brands are increasingly building campaigns around experiences rather than products, with creators playing a key role in making them relatable, credible and discoverable
Shalinee Mishra Jun 16, 2026 9:19 AM
Creators are reshaping food marketing in India as brands shift from traditional ads to influencer-led content focused on trust, culture and consumer engagement
Shalinee Mishra Jun 15, 2026 8:56 AM
While Accenture is set to acquire creator and social agency Whalar, Times Internet has acquired entertainment-focused social publisher Instant Bollywood
e4m Staff Jun 9, 2026 11:53 AM
Influencer marketing in India is shifting from reach-driven growth to a credibility test, as brands face tighter scrutiny, rising compliance issues and growing pressure on transparency
Shalinee Mishra Jun 9, 2026 8:59 AM
While revenue from operations rose 21% YoY to Rs 184.89 crore in FY26, total income increased 22% to Rs nearly 189 crore
The objective is not merely to generate visibility, but to create campaigns that stand out, spark conversation and connect with entirely new consumer groups
Shalinee Mishra May 30, 2026 9:10 AM
Brands are moving away from vanity metrics and increasingly betting on creators with audience trust, niche authority and strong category alignment, say experts
Shalinee Mishra May 27, 2026 9:31 AM
With recent updates favouring original creator signals and limiting visibility for reposts and similar content, platforms have moved away from rewarding volume and now reward quality and uniqueness
Shalinee Mishra May 21, 2026 8:51 AM
Industry executives say influencer marketing is shifting from vanity metrics to trust, micro creators and measurable conversions, as brands prioritise authenticity and performance over reach
Shalinee Mishra May 18, 2026 8:47 AM
Iyer's role is expected to support the company’s ongoing efforts to build a creator-led content and distribution ecosystem
Imran Fazal May 6, 2026 2:38 PM
As FMCG brands invest more in momfluencers, creator earnings remain uneven, highlighting a gap between brand spending and influencer payouts
Shalinee Mishra Apr 29, 2026 8:48 AM
Creators who integrate content strategy with analytics and diversify revenue streams are more likely to succeed, while others risk falling behind despite growing audiences
Shalinee Mishra Apr 25, 2026 8:45 AM
With Meghalaya Tourism as an associate partner, the yatra spans 34 days and 5,000 kilometres across the Northeast
NATIVE CONTENT Apr 21, 2026 3:25 PM
Industry executives say this shift is pushing a significant chunk of digital budgets (25%) towards creator-led content, as brands chase scale and measurable results in a crowded market
Shalinee Mishra Apr 21, 2026 8:33 AM
Contracts reviewed by e4m reveal that influencers, in several cases, command higher fees than celebrities; celeb deals continue to demand broader deliverables, even as pricing is under pressure
Imran Fazal Apr 17, 2026 8:45 AM
As India’s social commerce grows, the creator economy is shifting from experimentation to structure. While creators drive discovery and purchases at scale, monetisation still lags behind
e4m Staff Apr 10, 2026 8:30 AM
With ad spend increasingly tied to engagement rather than traditional reach, broadcasters are recognising creators as key players in the attention economy
Shalinee Mishra Mar 3, 2026 9:22 AM
From fashion live-streams to tech flash-sale guides, influencers are increasingly the first touchpoint in India’s commerce journey, shaping discovery and purchase
Shalinee Mishra Feb 26, 2026 9:04 AM
Stricter youth access rules in India could reshape the digital economy, forcing platforms to prioritise child safety over engagement and prove safeguards are in place
Shalinee Mishra Feb 24, 2026 8:46 AM
Union Minister Ashwini Vaishnaw said at the India AI Impact Summit in New Delhi that the country’s creator economy is set to get a $20-billion boost
e4m Staff Feb 17, 2026 9:11 AM
Specfluencing refers to creators tagging brands and producing content that resembles a paid partnership, without any formal association
Shalinee Mishra Feb 11, 2026 8:29 AM
Ease of doing business to encourage influencer marketing agencies and creator-led startups, share industry heads
Shalinee Mishra Feb 2, 2026 8:46 AM
The transaction, announced last week, involves a partial acquisition and long-term commercial partnership with U.S.-listed Rich Sparkle Holdings
e4m Staff Jan 27, 2026 4:32 PM
The creator PR and grooming market is estimated at Rs 300-500 crore, driven by creators expanding beyond social media into films, streaming platforms, podcasts, and long-term brand partnerships
Shalinee Mishra Jan 23, 2026 9:22 AM
In a recent post on X, the creator said that YouTube has paid out over $100 billion to creators in the past four years, a statement that quickly prompted discussion among social media users.
e4m Staff Jan 22, 2026 7:32 PM
As India approaches the Union Budget 2026–27, all eyes are on the Orange Economy, with creators, marketers, and platforms awaiting policies to shape the sector’s next growth phase
Shalinee Mishra Jan 15, 2026 9:23 AM
Farah Khan has expanded her influence beyond cinema, building a thriving YouTube presence that demonstrates how consistency, collaboration, and platform ownership drive sustainable relevance
Shalinee Mishra Jan 9, 2026 9:23 AM
Industry players call for stronger verification mechanisms, accountability, consolidation and better creator ecosystems to be able to deliver better ROI for brands
Shalinee Mishra and Anuja Jain Jan 7, 2026 9:21 AM
As influencer marketing enters 2026, the industry is confronting a paradox. While creator supply continues to expand, tolerance for surface-level influence is rapidly shrinking
Shalinee Mishra Jan 5, 2026 9:00 AM
A look at how leading creators maintained momentum and unlocked new collaborations despite controversy in 2025
Vaishnavi Deshpande Dec 26, 2025 12:54 PM
This case highlights the challenges of public content reaching digital platforms, raising questions about copyright, distribution, and oversight in the creator economy
Shalinee Mishra Dec 18, 2025 8:41 AM
A new phase of internet commerce is emerging in India, shifting from public feeds to private chats. Discovery now begins with creators, decisions form in comments, conversions happen in Instagram DMs
Shalinee Mishra Dec 10, 2025 3:19 PM
According to industry experts, a few top influencers earn lakhs monthly, while thousands of smaller creators chase brand deals and wait for payments, questioning career sustainability
Shalinee Mishra Nov 28, 2025 9:30 AM
Over the past five years, Yashraj Mukhate has become one of India’s most reliable sonic creators, composing branded jingles for over 50 campaigns across sector
Shalinee Mishra Nov 22, 2025 9:30 AM
As the New Year approaches, brands are turning to regional creators to aid discovery and drive measurable campaign impact
Shalinee Mishra Nov 20, 2025 9:43 AM
Across India, e-commerce giants are investing heavily in content-driven commerce, recognising creators as powerful full-funnel growth engines
Shalinee Mishra Nov 17, 2025 9:26 AM
Long-term partnerships enable deeper authenticity and measurable impact with strongest recall emerging over 6-12 months, explain industry players
Shantanu David Nov 10, 2025 9:09 AM
The most effective partnerships today are those built on continuity, where creators evolve alongside the brand narrative rather than participating in one-off bursts of visibility, say experts
Shantanu David Nov 4, 2025 9:10 AM
For Satyajit Banerjee of GrownUpTales, finance is storytelling, not jargon. The finfluencer believes new creators should focus on meaningful, practical advice, not just quick-fix tips
Shalinee Mishra Oct 28, 2025 9:24 AM
YouTube has added new merchants to support the beauty and lifestyle segment
e4m Staff Oct 10, 2025 2:13 PM
A look at the creators in the Top 10 YouTubers list - their journeys, brand collabs, follower count and the net worth
Shalinee Mishra Oct 9, 2025 9:04 AM
Speaking at FICCI Frames 2025, Sanjay Jaju, Secretary of the MIB, talked about the transformative journey of India's media and entertainment sector while highlighting opportunities and challenges
e4m Staff Oct 7, 2025 12:22 PM
Experts say even marginal adoption of ad-free models could make creators the most reliable way to reach audiences
Shalinee Mishra Sep 30, 2025 9:05 AM
Bengaluru has quietly built its own advantage, driven by linguistic diversity, youth-led subcultures, and digital-first audiences
Pooja Yadav Sep 9, 2025 9:05 AM
YouTube clarified that content must now be ‘authentic’ rather than merely ‘non-repetitive’, tightening enforcement around low-effort AI, voiceover, or spammy rehash videos
e4m Staff Aug 14, 2025 12:34 PM
From freelancers to steady gigs, video editors have become an integral part of the content creation landscape, with some earning ₹10–15 lakh a month
Shalinee Mishra Jul 21, 2025 8:40 AM
With over 4 million influencers in the country and marketers now spending nearly 40% of digital ad budgets on influencer collaborations, here’s a deep dive into the scale and scope of the domain
Shalinee Mishra Jun 25, 2025 8:59 AM