Banijay Asia, Collective Artists Network partner to launch creator-first content and IP venture

New Delhi: Banijay Asia and Collective Artists Network have announced a partnership to establish a creator-first content and intellectual property engine. The collaboration is set to develop and produce properties that place creators at the centre, spanning scripted and unscripted formats, brand-led narratives, and digital-first storytelling.

The initiative brings together Banijay Asia’s production scale and experience with Collective’s access to talent and brand partnerships. The companies plan to co-create a diverse slate of content including long-form shows, short-form skits, micro-dramas, and vertical videos across social platforms.

As part of the collaboration, creators such as Aisha Ahmed, Dolly Singh, and Kashish have already come on board. Discussions are also underway with advertisers across the FMCG and e-commerce sectors to explore co-branded opportunities rooted in culturally relevant storytelling.

Deepak Dhar, Founder and Group CEO, Banijay Asia and 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 and 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 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.”

The collaboration will allow Collective’s creators to develop original stories across formats and platforms, while also enabling them to contribute to Banijay Asia’s existing IPs. Plans include developing platform-agnostic, social-first content for Instagram, YouTube, and Facebook, with potential to scale into broader formats. Brand partnerships and integration will be led by Collective, drawing on its network and experience in the influencer and talent ecosystem.