MUMBAI: In a major move to redefine the creator economy in India, Banijay Asia, one of India’s leading content powerhouses, has joined hands with Collective Artists Network, the country’s premier talent and creator company, to launch a first-of-its-kind creator-led content and IP engine.
This landmark collaboration will conceptualize, develop, and produce creator-first and creator-controlled properties across scripted, unscripted, branded, and digital-first formats — spanning long-form shows, short-form skits, micro-dramas, and vertical social content.
At the heart of this alliance lies the powerful convergence of creators, content, and commerce — leveraging Collective Artists Network’s expansive creator and brand network, and Banijay Asia’s expertise in content creation and production at scale.
The collaboration has already onboarded leading creators like Aisha Ahmed, Dolly Singh, and Kashish to develop brand-friendly content. Collective is also in active conversations with large FMCG and E-commerce advertisers to co-create high-impact, culturally resonant content that merges entertainment with brand purpose.
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.”
DhruvChigopekar, Co-Founder, Collective Artists Network, said: “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.”
What this collaboration unlocks:
– Launching a new destination for Collective Artists Network’s creators to tell their stories spanning scripted, unscripted, and branded formats, which are genre and platform-agnostic.
– Talent integration into Banijay Asia’s existing IPs, opening new doors for creators to host, act, write, or contribute creatively to Banijay Asia’s broad content slate.
– Co-creating digital-first, short-format content, micro-dramas, skits, sketches, vertical stories, and social-first formats specifically with Collective Artists Network creators.
– Leveraging Collective Artist Network’s expertise to lead brand integration and sponsorship across all joint content initiatives.
– Developing a creator-driven content universe across Instagram, YouTube and Facebook, which then potentially expands into other platforms.
The partnership reflects Banijay Entertainment’s global vision of aligning with creators to modernise brands, bridge the gap between creators and creatives, and reach new audiences through culturally-resonant formats.
