Highlighting the growing impact of storytelling in influencer marketing, Avi Chanodia, Co-founder of CREATE, pointed out that as CREATE collaborates with numerous creators specialising in this craft, it’s evident that storytelling is becoming more influential than ever.
He emphasised that its power lies in its ability to leave a lasting impression, a trend increasingly reflected across creators today.
In a candid conversation with Marketing Mind, Chanodia shared insights on CREATE’s growth in 2024 and outlined the goals for 2025, stating, “We operate like any other agency, but what sets us apart is our optimised process. Having learned the fundamentals on our own, we adopted the best practices from various agencies and integrated them into a more refined and efficient workflow. This optimisation has enabled us to scale rapidly, establish a strong foothold in the market, and manage high-quality creators more effectively than other agencies that started alongside us.”
“In 2024, we almost doubled our revenue compared to the previous year, continuing our trend of near-double growth annually. Looking ahead to the 2024-25 financial year, we are on track to nearly triple it. Beyond revenue, we’ve expanded significantly, both in the number of creators we work with and in the solutions we’ve provided for them and our brand partners. Moving forward, our goal is to scale even further, strengthening our creator network, enhancing brand collaborations, and elevating the social positioning we’ve built for our creators,” he added.
Furthermore, he went on to say that they have supported many creators in establishing a sustained and consistent revenue stream. While many struggle to secure steady monthly earnings through brand deals, CREATE has provided them with an additional income source through various courses. This not only ensures financial stability but also empowers them to be more selective about the brands they choose to collaborate with.
Chanodia mentioned, “We manage creators across four key categories- travel, art, storytelling, and social impact. Our roster includes mega creators and a few micro creators, but we are confident that the micro creators we onboard have the potential for exponential growth. One of our core strengths lies in identifying and nurturing emerging talent, we have a keen eye for creators poised to scale, and we strategically invest in their growth.”
“Our approach to creator management has always been highly selective. We believe in offering more than just brand deals, our focus is on adding substantial value to our creators’ journeys. As the creator economy continues to evolve, it’s becoming increasingly clear that creators need agencies that not only manage their brand collaborations but also help them build sustainable businesses,” he added.
When asked about the evolution of storytelling in influencer marketing, given CREATE’s collaboration with numerous creators specialising in this craft, Chanodia shared that storytelling is becoming increasingly influential, and he has seen this reflected across creators today.
“As consumers, the content we engage with is deeply shaped by a creator’s personality. However, with the sheer number of new creators emerging, unlike the first-generation creators who were recognised by name, many now fade into the background. The difference lies in storytelling. The creators we manage, even those with follower counts as modest as 30K to 60K, remain consistently relatable. Why? Because their content is built on stories, and that storytelling leaves a lasting impact,” he said.
Furthermore, he highlighted, “Take, for instance, platforms like Humans of Bombay. When you visit such pages, you connect with individual stories because they feel genuine. Similarly, storytellers, who meticulously craft scripts and produce edit-heavy content, create experiences much like mini-movies. Their content resonates deeply with the right audience segments, making their impact undeniable.”
When asked about the key elements that make a brand’s storytelling effective and memorable in today’s digital landscape, he emphasised that brands are always built on stories, every brand has one.
“If you look at CREATE, it has its own unique story. Ultimately, brands come to life in two ways. One, when a founder identifies a gap in the market and builds a product to fill that need. In this case, the brand’s story is intertwined with the founder’s journey. The other way is when a brand emerges with a larger purpose, like an NGO or a company driven by a mission beyond just the product,” Chanodia said.
When brands communicate their stories, young founders who position themselves as content creators and seamlessly integrate their personal narratives into their brand’s identity tend to create a strong connection with audiences. Consumers relate to the founder’s journey, and in turn, they develop a deeper attachment to the product.
“As for short-form content, if executed well, it can effectively deliver brand narratives. In both a brand’s and a creator’s journey, storytelling evolves with experience and feedback. What they aim to communicate may shift over time as they continue to learn and refine their approach. Ultimately, in today’s content-driven landscape, strong storytelling goes beyond just editing and production quality. What truly matters is how well the content is written and how deeply it resonates with the audience,” he added.
When asked about how CREATE balances creative freedom for influencers while ensuring brand objectives are met, Chanodia explained that this has significantly evolved over time. For the first few people who navigated this space, it must have been incredibly tough. Even today, many clients still come with specific mandates, but given their experience, it’s fair for them to have such structured guidelines.
“From a brand’s perspective, these mandates stem from their past experiences, providing a framework for every new creator they collaborate with. Instead of seeing them as restrictions, creators should view them as directional guidelines. Our approach is to ensure creators don’t feel creatively constrained. We emphasise that these are not rigid to-do lists but rather key directions to align with while maintaining creative freedom,” he said.
“For instance, if a brand provides a product for collaboration, we communicate the essential messaging that needs to be conveyed. Beyond that, creators are free to experiment, whether through humor, storytelling, or any format they choose. As long as the core message is clear, brands are generally open to creative interpretation. If the message isn’t effectively delivered, that presents a challenge, and it’s something we must address to find the right balance,” he added.
When asked about the growing presence of virtual influencers and how Indian brands have responded to this trend, Chanodia stated that Virtual influencers could certainly open up a new category, adding a fresh niche to the industry.
“While the next generation may relate to and understand virtual influencers more naturally, our generation has always connected more with real people, which is why human-led influence is still expected to drive stronger returns,” he said.
“However, if executed in an exceptionally creative manner, virtual influencers could create groundbreaking case studies. The market is still evolving, and people are in the process of learning. Ultimately, even in the virtual space, there is a human mind behind the technology, driving creativity. It will take one true disruptor to set a benchmark and become the go-to case study for the industry,” he added.
