Mumbai: In a groundbreaking move poised to reshape India’s creator economy, Banijay Asia, one of the country’s foremost content powerhouses, has partnered with Collective Artists Network, a premier talent and creator management company, to launch a first-of-its-kind creator-centric content and IP engine.
The collaboration aims to build India’s most powerful creator-driven content ecosystem, uniting talent, brands, and storytelling under a single banner. The alliance will ideate, develop, and produce creator-first and creator-controlled content across scripted, unscripted, branded, and digital-first formats—ranging from long-form shows to short-form skits, micro-dramas, and vertical social content.
Leveraging Banijay Asia’s deep-rooted expertise in scalable content production and Collective Artists Network’s expansive creator and brand network, the partnership will pioneer a powerful convergence of creators, content, and commerce. Already onboard are top creators including Aisha Ahmed, Dolly Singh, and Kashish, with discussions underway with leading FMCG and e-commerce advertisers to co-create culturally resonant branded content.
Deepak Dhar, Founder & Group CEO, Banijay Asia & EndemolShine India, said, “This partnership marks a bold new chapter in content creation — where creators are no longer just participants but become the driving force behind the narrative. By joining forces with Collective Artists Network, we’re building a powerful ecosystem at the intersection of content, creators, and brands. Together, we’re setting the blueprint for the future of entertainment.”
Mrinalini Jain, Group Chief Development Officer, Banijay Asia & EndemolShine India, added, “We see this as a creator-powered revolution. The future lies in content that’s authentic, scalable, and culture-shaping — and creators are at the center of it. With Collective Artists Network’s unmatched access to talent and brands, and Banijay Asia’s storytelling DNA, we’re launching a next-gen engine that’s built for today’s platforms and tomorrow’s audiences.”
Dhruv Chigopekar, Co-Founder, Collective Artists Network, commented, “This partnership marks a meaningful step forward for both traditional and new-age content. Banijay has built some of India’s most iconic shows, and to see that scale and storytelling depth now extend to the creator space is exciting. What’s changing is how stories are being told, creators are becoming part of the process instead of just the output. This collaboration allows us to explore that shift thoughtfully, combining structure with spontaneity, and legacy with a fresh lens. We believe it’s a strong foundation for what the next decade of entertainment could look like.”
Key outcomes from this collaboration include:
- A new platform for Collective Artist Network’s creators to tell stories across scripted, unscripted, and branded formats.
- Seamless talent integration into Banijay Asia’s existing and future IPs.
- Creation of social-first content including skits, micro-dramas, and vertical video series.
- Brand integration and sponsorship strategies led by Collective Artist Network across all collaborative content.
- Development of a creator-first content universe across platforms like Instagram, YouTube, and Facebook.
The move is aligned with Banijay Entertainment’s global strategy of modernising brands by empowering creators and crafting culturally resonant narratives that connect with next-gen audiences across mediums.
