Creator18 refreshes brand identity with Anurag Iyer as CEO

MUMBAI: Creator18 is giving its creator playbook a fresh identity. The Network18 venture has unveiled a new brand identity with Anurag Iyer taking charge as chief executive officer, while sharpening its focus on building creator-led intellectual property and long-term media businesses.

Iyer brings more than 15 years of experience across creator representation, culture marketing, content monetisation and digital media. His appointment comes as Creator18 looks to expand beyond the traditional talent representation model and build a more integrated creator-led media network.

The company sees a growing gap between audience building and turning that reach into relevance, intellectual property and lasting credibility. Its new positioning aims to address that gap by providing creators with the infrastructure to develop their voices, grow audiences and convert influence into enduring brands and cultural properties.

At the heart of the strategy is a shift from the traditional agency approach to an IP-studio model. Instead of focusing primarily on one-off brand collaborations, Creator18 aims to help creators build owned and enduring intellectual property that can develop over the long term.

Its existing roster features voices across categories including auto, technology, infotainment, luxury lifestyle, travel and entertainment.

The venture is also looking to leverage Network18’s scale and reach. By combining Network18’s ability to build and amplify ideas with Creator18’s new-media expertise, the company aims to create structured pathways for creators to develop stronger brands and IP.

Speaking about the refreshed brand identity, Creator18 chief executive officer Anurag Iyer said, “Across the world, creators and subject-matter experts are proving something we’ve always believed: when people trust the voice, they trust the message. And who knows this better than us?”

He added that Network18 had spent more than two decades building credible voices, communities and conversations across news, business, entertainment and culture.

“Today, we’re bringing that credibility, experience and media prowess into the next chapter,” said Creator18 chief executive officer Anurag Iyer.

The refreshed identity marks a broader ambition for Creator18 as the creator economy moves beyond reach and follower counts. With creators increasingly becoming media brands in their own right, the company is positioning itself around the creation, development and monetisation of lasting IP.

For Creator18, the next phase is therefore not simply about representing creators. It is about building the infrastructure, media capabilities and commercial pathways that can help creator voices evolve into enduring brands.