The four kinds of creators: India’s new entrepreneurs
New and successful creators are emerging in India’s digital space amid the rise of new platforms, and DDB Mudra Group’s Preetham Venkky explains how they are becoming distribution channels in themselves.
Creators, KOLs, influencers – regardless of how its classified – are the new content force on digital. Since 2020, creators have been driving the modern internet, shaping and defining not just internet culture but mainstream culture. Brands and digital platforms have started to channelise their power for both, growth and distribution in the digital-first economy.