Banijay Asia, a content powerhouse, has joined hands with Collective Artists Network (CAN), a talent and creator company, to launch a first-of-its-kind creator-led content and IP engine.
The collaboration will conceptualize, develop, and produce creator-first and creator-controlled properties across scripted, unscripted, branded, and digital-first formats — spanning long-form shows, short-form skits, micro-dramas, and vertical social content.
Leveraging CAN’s expansive creator and brand network, and Banijay Asia’s expertise in content creation and production at scale.
The collaboration has already onboarded leading creators like Aisha Ahmed, Dolly Singh, and Kashish to develop brand-friendly content. Collective is also in active conversations with large FMCG and E-commerce advertisers to co-create high-impact, culturally resonant content that merges entertainment with brand purpose.
The partnership between Banijay Asia and Collective Artists Network will focus on developing a range of creator-led content across scripted, unscripted, and branded formats, which are genre and platform-agnostic.
Creators will have opportunities to host, act, write, or contribute to Banijay Asia’s existing IPs.
The collaboration also includes co-creating digital-first, short-format content, micro-dramas, skits, sketches, vertical stories, and social-first formats, developing a creator-driven content universe across Instagram, YouTube and Facebook, which then potentially expands into other platforms.
Leveraging CAN’s expertise to lead brand integration and sponsorship across all joint content initiatives.
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, said, “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 center 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.”
