Banijay Asia and Collective Artists Network forge creator-led alliance in India

by | Jul 29, 2025 | News

Content powerhouse Banijay Asia is partnering Indian talent and creator company Collective Artists Network to launch “a first-of-its-kind creator-led content and IP engine”. The collaboration is aiming to develop and produce creator-first and creator-controlled properties across scripted, unscripted, branded, and digital-first formats.

At the heart of the alliance lies the convergence of creators, content, and commerce, with the partners aiming to leverage CAN’s network, and Banijay Asia’s expertise in content creation and production at scale. The collaboration has already onboarded creators including Aisha Ahmed, Dolly Singh, and Kashish to develop content. 

CAN is also in active conversations with large FMCG and e-commerce advertisers to co-create “content that merges entertainment with brand purpose”.

Deepak Dhar, founder & group CEO, Banijay Asia & EndemolShine India (pictured) 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. 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 centre of it.”

Dhruv Chigopekar, co-founder, Collective Artists Network, said: “Banijay Asia has built some of India’s most iconic shows, and to see that 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.”

Drilling into the detail, the partners said the alliance will:

Launch a new destination for CAN’s creators to tell their stories spanning scripted, unscripted, and branded formats, which are genre and platform-agnostic.

Integrate talent 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.

Open up opportunities to co-create digital-first, short-format content, micro-dramas, skits, sketches, vertical stories, and social-first formats specifically with CAN creators.

Use CAN’s expertise in brand integration and sponsorship across content initiatives.

Develop a creator-driven content universe across Instagram, YouTube and Facebook, which then potentially expands into other platforms.

Sign up for The Drop newsletter to get news and insights direct to your inbox.

CLICK HERE

The Drop digital content platform
Privacy Overview

We use cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorised as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyse and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies, but opting out of some of these cookies may have an effect on your browsing experience.

Read our privacy notice here.