Leading content studio Banijay Asia has announced a revolutionary partnership with Collective Artists Network (CAN), India's premier talent and creator management agency, in a calculated move that is poised to transform the country's creator economy.
Together, the two titans of the industry will introduce a novel content and intellectual property engine focused on creators.
Creators will be at the forefront of storytelling because of this innovative partnership, which will give them the authority to plan, develop, and scale content across a wide range of platforms.
The partnership is intended to meet the constantly changing needs of digital audiences through a range of content, including scripted and unscripted series, branded entertainment, micro-dramas, vertical videos, and social-first content.
At the core of this alliance is the integration of content, creators, and commerce. By harnessing CAN’s unmatched network of creators and brand partnerships alongside Banijay Asia’s scale and storytelling excellence, the venture seeks to redefine content creation in India. Top digital creators including Aisha Ahmed, Dolly Singh, and Kashish have already come on board to develop brand-friendly, culturally resonant content. Talks are also underway with major FMCG and e-commerce advertisers to build immersive entertainment that aligns with brand narratives.
Deepak Dhar, Founder & Group CEO, Banijay Asia & EndemolShine India, remarked: “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, 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, 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.”
The partnership unlocks a dedicated platform for creators to experiment across formats, integrate into Banijay’s existing IPs, and collaborate with brands on meaningful campaigns.
Together, Banijay Asia and CAN aim to create a scalable, creator-first entertainment universe built for Instagram, YouTube, Facebook and beyond—ushering in a bold new era for digital storytelling in India.
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