Banijay Asia has partnered with Collective Artists Network (CAN) to launch a new content and IP initiative focused on the creator economy.The collaboration aims to conceptualise, develop, and produce creator-led properties across a range of formats.
Banijay Asia unveils new initiatives to strengthen its presence in the creator economy, blending content, commerce, and culture under its bold brand identity. (Source: prhandout)
The collaboration aims to conceptualise, develop, and produce creator-led properties across a range of formats, including scripted and unscripted shows, branded content, and digital-first formats.
The partnership seeks to blend creative storytelling with brand-driven opportunities by combining Banijay Asia’s production capabilities with CAN’s extensive network of digital creators and brand relationships. The initiative will span multiple content formats such as long-form series, short-form sketches, micro-dramas, and vertical content tailored for social media platforms.
As part of the rollout, several content creators, including Aisha Ahmed, Dolly Singh, and Kashish, have already been onboarded. Additionally, CAN is in discussions with major FMCG and e-commerce brands to co-develop culturally relevant content that aligns with both entertainment and brand narratives.
Deepak Dhar, Founder & Group CEO, Banijay Asia & EndemolShine India 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. 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, 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. 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.”
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