In a landmark move to reshape India’s creator economy, Banijay Asia, one of the country's foremost content powerhouses, has partnered with Collective Artists Network (CAN), India’s leading talent and creator company, to launch a first-of-its-kind, creator-led content and IP engine.
This pioneering collaboration is set to conceptualize, develop, and produce creator-first, creator-controlled properties across a wide range of formats. These include scripted and unscripted shows, branded content, digital-first projects, long-form programming, short-form skits, micro-dramas, and vertical social content. At its core, the alliance is driven by a powerful convergence of creators, content, and commerce—leveraging CAN’s vast talent and brand network alongside Banijay Asia’s large-scale production and storytelling expertise.
The initiative has already onboarded leading digital creators such as Aisha Ahmed, Dolly Singh, and Kashish to develop content designed to be both culturally relevant and brand-friendly. In parallel, CAN is in active discussions with major FMCG and e-commerce advertisers to co-create high-impact entertainment that aligns brand messaging with meaningful storytelling.
Deepak Dhar, Founder and Group CEO of Banijay Asia & EndemolShine India, spoke about the broader vision of the partnership, emphasizing the shift in creative dynamics: “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," expressed.
Meanwhile, Mrinalini Jain, Group Chief Development Officer at Banijay Asia & EndemolShine India, expanded on this vision, focusing on the transformative potential of creator-led storytelling: “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," noted.
Reflecting on the evolving relationship between traditional and digital media, Dhruv Chigopekar, Co-Founder of Collective Artists Network, commented on the significance of the initiative. He explained that the partnership represents a meaningful step forward for both legacy and new-age content: “Banijay Asia 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", stated.
Through this alliance, several key initiatives will be rolled out. CAN’s creators will have a new destination to tell their stories, developing content that spans scripted, unscripted, and branded formats, designed to be platform- and genre-agnostic. Creators will also be integrated into Banijay Asia’s existing IPs, with opportunities to host, act, write, or contribute creatively to the studio’s expansive content slate. Additionally, the collaboration will focus on co-creating digital-first, short-format content, including skits, micro-dramas, vertical stories, and other social-first formats with CAN’s roster of talent.
The partnership also intends to harness CAN’s expertise in brand integration and sponsorship to fuel all joint content initiatives. Furthermore, the two companies aim to build a creator-driven content universe across platforms such as Instagram, YouTube, and Facebook, with the potential to expand into other ecosystems over time.
Overall, this collaboration reflects Banijay Entertainment’s global strategy to align with creators, modernize brands, and forge new paths for storytelling that resonate across cultures. By bridging the gap between creators and creatives, the initiative is poised to reach new audiences through innovative, creator-powered formats.
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