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

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

In a LinkedIn post, the YouTube CEO expressed his appreciation for WAVES, outlining how India is becoming a "Creator Nation" with a formidable community

e4m Desk May 13, 2025 9:28 AM