Maars Communicates continues Animeta mandate to drive creator economy narrative

MUMBAI: In the creator economy, the content may be king, but communication is clearly looking for its crown. Maars Communicates is continuing its strategic communications mandate with Animeta, as the AI-powered creator technology company expands its focus across creators, brands, technology and content.

The association is not new. Maars Communicates has previously worked with Animeta and will now continue supporting the company’s communications as it builds its presence across the creator economy, branded content, technology and AI-led content solutions.

Founded by Anish Mehta, Animeta is positioned at the intersection of creators, brands and technology. Its platform brings together technology, data, content strategy, brand solutions and monetisation opportunities, with a focus on helping creators build communities and develop more sustainable commercial opportunities.

Mehta brings more than two decades of experience across the media and entertainment ecosystem. Before founding Animeta, he served as CEO of Cosmos-Maya, where he was associated with the growth of original Indian animation IP and a wider digital content ecosystem. With Animeta, he has turned his attention towards the rapidly changing creator economy and the business opportunities emerging around content, technology and audiences.

“ The creator economy is evolving rapidly, and the opportunity today goes beyond simply creating content. It is about building sustainable creator businesses, developing IP and creating meaningful connections between creators, audiences, technology and brands,” said Animeta founder Anish Mehta. “Maars understands the nuances of the media and content ecosystem, and we look forward to continuing our association with the team as Animeta expands its vision.”

Under the continued mandate, Maars Communicates will work to strengthen Animeta’s visibility across business, technology, media, advertising, entertainment and the creator economy. The communications effort will also focus on the changing economics of content creation and the role technology can play in helping creators build businesses around their audiences and intellectual property.

For Maars Communicates, the account adds another layer to its work around emerging media and technology-led businesses.

“Our association with Animeta has given us the opportunity to work closely around a space that is constantly evolving. The creator economy today is moving from being largely reach-driven to becoming a serious business ecosystem, and Animeta is working at the heart of that transition,” said Maars Communicates founder and director of PR Mausam Shah. “We are excited to continue building this narrative and bring greater visibility to the conversations shaping creators, brands and technology.”

The agency’s approach will span both traditional communications and digital storytelling, with the objective of connecting Animeta’s work to broader conversations around AI, digital platforms, creators, branded content and the future of entertainment.

“Animeta brings together technology, content and creator communities, making it an extremely relevant space for brands and the larger digital ecosystem. Our focus will be on creating an integrated communications approach that connects its work with the larger conversations happening across digital, AI, creators and branded content,” said Maars Communicates co-founder and director of digital and business development Aayush Shah.

Founded by sibling duo Mausam Shah and Aayush Shah, Maars Communicates is an integrated communications and digital marketing agency with capabilities across PR, strategic communications, social media and digital marketing. The agency works with more than 50 brands across entertainment, technology, consumer businesses, digital platforms and purpose-led initiatives.

Its portfolio includes communications work for Rose Audio Visuals, IVM Podcasts, MX Player, EPIC Channel, R for Rabbit and BabyOrgano. It has also worked on initiatives from the Aditya Birla Group, including Mpower and Ujaas, as well as Navya Naveli Nanda’s Project Naveli.

The agency’s entertainment portfolio has included work around filmmakers such as Neeraj Pandey, Siddharth P Malhotra and Aditya Sarpotdar. It has also worked on the India launch of Billboard India and entertainment properties including the Lux Golden Rose Awards.

With the Animeta mandate continuing, Maars Communicates is set to deepen its work at the intersection of communications, AI and the creator economy, while Animeta looks to build its position in a content landscape where creators are increasingly becoming businesses in their own right.