Creator18 strengthens leadership team to scale India’s talent-led media network

MUMBAI: Creator18 is adding more muscle to its creator playbook. The Network18-backed creator-led platform has strengthened its leadership team as it looks to expand its talent roster and build intellectual properties (IPs) around creators.

The platform is led by Anurag Iyer, who has been appointed chief executive officer. Iyer brings more than 15 years of experience across the creator economy, culture marketing, content monetisation and digital media.

Before joining Creator18, Iyer was chief executive officer at Big Bang Social, where he worked on creator-led monetisation models and intellectual property businesses. He was also part of TikTok, where he worked on creator monetisation products including Creator Marketplace and TikTok Shop.

Creator18 has also brought in senior professionals across media, entertainment, technology and influencer marketing as it builds out its leadership bench.

The platform has brought together senior talent across media, entertainment, technology, and influencer marketing. Ajitanshu Ramji joins from Collective Artists Network/Meta as Lead, Talent Partnerships and Growth; Priyanka Ganwani joins from Sony Pictures Networks as Lead, IP, Content Packaging and GTM; Shrujal Doshi joins from DCAA as Senior Talent Manager; and Mohit Khanduri joins from Mad Influence as Head of Operations, Influencer Marketing.

The expanded team will oversee areas spanning talent management, content development, IP creation, brand partnerships and operations. The appointments come as Creator18 seeks to position itself as a creator-led media network with culture marketing at its core.

The platform’s pitch is built around moving creators beyond one-off brand collaborations. Creator18 aims to provide talent with structured support, industry expertise and access to brands and commercial opportunities, while helping them develop distinctive IPs and longer-term businesses.

Its strategy also reflects a broader shift in the creator economy, where audience size is increasingly being supplemented by the strength of a creator’s voice, cultural relevance and ability to build properties that can extend beyond individual campaigns.

Backed by Network18’s media reach and new-media expertise, Creator18 plans to provide creators with the infrastructure and positioning to build stronger, more enduring brands around their influence.

The platform’s current roster spans categories including auto, technology, infotainment, luxury, lifestyle, travel and entertainment. It has already worked with brands including Meta, Amazon Prime, Airtel, Philips, Google Pixel, Amazon, Women’s Premier League and Swiggy, besides running campaigns for Samsung.

With the latest leadership additions, Creator18 is looking to turn its creator roster into a broader media ecosystem, where talent, content, brands and IP can grow together rather than remain tied to individual campaigns.