creator-economy
Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in India's creator economy?
Aryendra Khan Aug 12, 2026 9:01 AM
For creators, political expression is no longer just a matter of personal belief, it is increasingly becoming a business decision with financial consequences
Shalinee Mishra Jul 29, 2026 9:00 AM
Guest Column: Ajay Kulkarni, Director-Growth Barcode Entertainment, writes that the creator economy needs a new language to define creators by their influence, not just their follower count
Ajay Kulkarni Jul 24, 2026 9:36 AM
Industry experts say creators are unknowingly losing money through opaque contracts, unlimited ad rights, hidden campaign values and unfair barter deals
Shalinee Mishra Jul 24, 2026 9:04 AM
The challenge is part of the government’s push to discover and nurture grassroots creators while encouraging hyperlocal storytelling
e4m Staff Jul 22, 2026 8:34 AM
Creators are becoming important not just for speaking regional languages, but for understanding their nuances, cultural context and the way people naturally communicate
Shalinee Mishra Jul 21, 2026 9:13 AM
The revised edition features a new introduction and an additional chapter that examines the transformative decade between 2015 and 2025
e4m Staff Jul 17, 2026 12:13 PM
The supply of regional creators is growing rapidly, engagement is rising and brands are increasingly using local voices to reach audiences during festivals and cultural moments
Shalinee Mishra Jul 17, 2026 9:20 AM
In her new position, Vasan will lead capability transformation for The Coca-Cola Company
e4m Desk Jul 14, 2026 10:59 AM
As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions
Shalinee Mishra Jul 13, 2026 9:27 AM
As brands pour bigger budgets into stand-up comedians, the shift highlights what is fuelling the investment and where marketers set boundaries
Sandhi Sarun Jul 13, 2026 8:53 AM
Across categories, brands are shifting towards creators with distinctive content styles, whose audiences engage with them for a unique storytelling approach rather than follower count or mass appeal
Shalinee Mishra Jul 11, 2026 8:41 AM
As India's First Influencer Reality Show, the property brings together some of the region's most popular digital creators, who collectively command millions of followers across platforms
Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends
Shalinee Mishra Jul 2, 2026 9:40 AM
Sudeep will also manage Creator Economy & Partnerships, and will report into Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, ‘Z’
As brands invest in creator-led discovery, industry executives say the focus is shifting from viral moments to sustained engagement, with visibility & repeated exposure reshaping marketing strategies
Shalinee Mishra Jun 30, 2026 9:17 AM
The public broadcaster's recently updated content sourcing framework for WAVES introduces a streaming-minutes-based monetisation model and tightening of verification and compliance requirements
Imran Fazal Jun 30, 2026 8:39 AM
Shveta Singh, Founder of Iridescent Lens & independent marketing consultant, questions whether the latest creator economy trend is genuine marketing innovation or simply direct selling in new clothes
Shveta Singh Jun 29, 2026 9:30 AM
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