Brands jump onto government’s creator economy wagon as sector booms

In a significant push to position India as a net exporter of digital content, the Indian government is stepping into the influencer marketing landscape with strategic support. Brands like WinZO and Snitch are aligning their influencer programs with the government's ambitious $1 billion initiative.

Last month, Union Minister Ashwini Vaishnaw launched a $1 billion fund to boost the creator economy. Rolled out ahead of the World Audio-Visual and Entertainment Summit (WAVES) 2025, the initiative promises funding, skill development, and global market access for India’s growing legion of content creators. The government’s new global e-marketplace, WAVES Bazaar, is already functioning as a matchmaking hub for creators and international collaborators.

MrBeast, along with Logan Paul, KSI, and IShowSpeed, visited India in November 2024 to launch their brands—Feastables (MrBeast’s chocolate) and Prime Hydration (Logan Paul and KSI’s energy drink).

Meanwhile, PM Narendra Modi at a media summit described the initiative as a “Create in India” revolution—aiming to position the country not just as a consumer of content but as a global exporter. WAVES Bazaar is set to become India’s digital gateway to the world, allowing creators to pitch projects, connect with buyers, and secure global collaborations.

India's creative economy last year, valued at $30 billion, contributing nearly 2.5% to India's GDP and providing livelihoods to 8% of the workforce, according to government sources. The influencer marketing sector alone is valued at Rs 3,375 crore, with over 200,000 full-time content creators contributing to India's global presence. 

 The influencer marketing sector alone is pegged at ?3,375 crore and is projected to reach ?3,975 crore by 2026, growing at a CAGR of 18%, according to EY.

At Startup Mahakumbh 2025, the gaming platform WinZO hosted the “Creator’s Awards,” felicitating 80 gaming content creators, 18 developers, and students for their contributions. Asia’s biggest YouTuber, Ajey Nagar aka Carry Minati—also a brand ambassador—presented the awards.

The gaming company joined hands with the Media and Entertainment Skills Council (MESC) to award winners with 'Skill India' certificates, signaling a step towards formalising careers in content creation.

Gaming Leads the Influencer Boom

According to influencer marketing intelligence platform Qoruz, the number of influencers has grown over 320% in four years—from 962,000 in 2020 to over 4 million by 2024. The highest spike came from gaming, which grew 213% in just two years.

By 2025, fashion, gaming, arts and entertainment, beauty, and parenting are projected to be the top categories in influencer marketing, according to exclusive data. These sectors, driven by evolving audience preferences, are expected to remain focal points for targeted brand campaigns.

Men’s fashion brand Snitch has also launched a new initiative called Snitch Squad—a platform aimed at integrating micro-influencers into its marketing ecosystem. Creators with as few as 1,000 followers can now collaborate with the brand, create content, and earn through paid gigs.

This marks a shift in Snitch’s marketing strategy, moving away from high-profile celebrity endorsements and toward everyday creators. According to the company, the goal is to empower small creators to generate income while driving authentic visibility for Snitch’s fashion offerings.

“With Snitch Squad, we’re giving aspiring creators a chance to showcase their talent while being a part of our brand’s journey,” said Chetan Siyal, CMO and founding team member at Snitch. “This initiative is about celebrating individuality, creativity, and empowering voices that often go unheard in the influencer space.”

The platform is fully automated, allowing creators to pick gigs, submit content such as styling reels and product reviews, and receive instant payouts. Snitch sees this model as a cost-effective alternative to traditional advertising, one that enhances content authenticity and consumer engagement.

Influencer Marketing Delivers Strong ROI 

Influencer marketing currently accounts for 5% of Snitch’s overall marketing budget. The company reports strong returns on investment from user-generated content produced by small creators. Instagram remains the most effective platform for these collaborations, with YouTube Shorts showing promising results.

“Our media mix is agile, but influencer marketing is fast becoming one of our most impactful channels,” Siyal said. “We’re investing in creators who have loyal, engaged communities—regardless of follower count.”

Snitch ensures content quality through strict brand guidelines and performance-based evaluations for participating creators. While fashion remains the brand’s core focus, it also plans to engage with influencers from adjacent categories such as fitness, lifestyle, and gaming.

“With the rising cost of paid social media ads, our creator program offers a more cost-effective way to reach consumers,” Siyal added. “We see higher engagement, better trust, and stronger conversions through these efforts.”

A New Kind of Brand Partnership Emerges

This evolution signals a broader trend: brands are no longer passive sponsors—they are actively co-building platforms, offering monetisation avenues, and shaping the future of digital entrepreneurship in India.

Within this ecosystem, nano and micro influencers are emerging as a priority for marketers. A Qoruz report notes that 47% of brands now prefer working with these smaller creators due to their cost efficiency and high engagement. Nano influencers, in particular, boast the highest interaction rates, offering strong community-level impact.

WinZO, with over 250 million users and five billion monthly transactions, is already capitalising on this shift. Its initiatives, such as the WinZO Superstar Program, have attracted more than 75,000 influencers, offering performance-based incentives and gamified earnings.

Notably, 20% of creators on the platform filed income tax returns for the first time—highlighting the increasing formalisation of this gig-driven economy.

The platform also claims to have generated over 1 lakh direct and indirect jobs, with content now being produced in regional dialects like Kutchi, Haryanvi, Malvani, and Konkani—demonstrating that language is no longer a barrier to digital success.

Carry Minati underscored the importance of such initiatives in uplifting gaming creators, “I congratulate all the content creators and game developers today for driving India’s booming creator economy and gaming industry. These initiatives open up new ways for creators to engage with audiences while monetising their passion. Gaming is more than just entertainment—it’s a thriving industry with limitless potential.”

Paavan Nanda, Co-founder of WinZO, added, “The creator economy is at the heart of India’s digital revolution. At WinZO, we are committed to enabling individuals to unlock its full potential. By offering direct monetisation opportunities and performance-based incentives, we are fostering an ecosystem where creators can thrive. We are honoured to be part of their journey. This is the true spirit of democratising digital entrepreneurship.”

India’s “Create in India” Revolution Goes Global

The company’s Bharat Tech Triumph Program (BTTP), now in its second year, has been instrumental in giving Indian gaming and tech innovators global visibility at events like GDC San Francisco and WAVES.

This is not new territory for brands. Initiatives like Myntra FWD, Amazon’s Creator Hub, and Nykaa’s Beauty Squad have long been cultivating influencer communities. boAt’s community-led program, boAtheads, has also helped build grassroots engagement across lifestyle, fitness, and music niches. Sugar Cosmetics, Mamaearth’s Goodness Insider, L’Oréal’s Beauty Squad, and Meesho’s Creator Hub further represent a growing industry trend—one where brands nurture talent rather than just hire top-tier influencers.

What’s changed is the presence of the government. With its $1 billion push, the ecosystem is no longer privately led. Creators—especially micro and nano—now have access to structured programs with government support, making the proposition more viable and scalable. It's a shift in power dynamics.

Earlier, large influencer deals often went to the same handful of creators, leaving emerging talent on the sidelines. Today, brands are strategically building talent from the ground up—investing in skill development, community-building, and platform-driven growth. Take Sonal, for example (name changed), a young content creator who recently joined a fashion brand’s in-house program. Trained, mentored, and paid—she’s building a career, not just chasing reels and freebies. And she’s not alone.

As the creator economy matures, it’s clear this is no longer a passing trend—it’s a full-fledged ecosystem in the making. With brands and governments now co-piloting the movement, India’s digital creators are discovering more than just an audience—they’re unlocking careers, communities, and even companies.