creator economy
From followers to founders: Creators rewrite the brand brief
With an INR 8,300 crore push, creators are evolving from content amplifiers to commerce catalysts — forcing agencies to rethink everything.
69% of Indian consumers turn to influencers for information and 63% for product discovery: Study
India’s influencer marketing industry to reach INR 4,500 crores in 2025, growing by 25% from 2024's INR 3,600, finds The Goat Agency and Kantar survey.
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India isn’t just consuming influence; it is exporting it
Indian creators are quietly becoming the new faces of global marketing and the world is finally taking notice, says Fame Keeda co-founder.
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Why India’s creator economy is becoming every brand’s business
It will influence over $1 trillion in spend by 2030, with brands set to boost creator marketing budgets 1.5 to 3x in the next three years, according to a BCG report.
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India’s creator economy meets Adobe’s global agenda at WAVES 2025
From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy.
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
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