Online gaming in India is among the world’s most vibrant, says MoS I&B Dr L Murugan at Storyboard18 DES 2025

Opinion Trading platform is betting and gambling: MC Sarangan of TNOGA  at Storyboard18 DES 2025

Digital adex now accounts for over 55% of India’s M&E spend: MIB's Sanjay Jaju at Storyboard18 DES 2025

Game on! Gaming creators bets gaming being India’s next creative economy

Digital Entertainment Summit 2025: The Highlights

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Meta Platforms, the parent company of Facebook, has been officially notified by France's competition authority over suspicions of abusing its dominant position in the online advertising sector, according to media reports.

The authority confirmed on Wednesday that a statement of objections has been sent to Meta, indicating that the tech giant is under formal investigation.

Also Read: <a href="https://www.storyboard18.com/digital/meta-wins-copyright-battle-against-authors-over-ai-training-industry-practices-questioned-71956.htm">Meta wins copyright battle against authors over AI training, industry practices questioned</a>

The probe stems from a complaint filed in October 2022 by Adloox, a digital advertising verification company, now owned by the U.S.-based Scope3. A spokesperson from the competition watchdog confirmed the origins of the case to Reuters.

This development adds to the mounting legal challenges Meta is facing across Europe. In April, major French media groups - including TF1, France Télévisions, and BFM TV - filed lawsuits accusing Meta of engaging in unlawful business practices related to its ad operations.

Also Read: <a href="https://www.storyboard18.com/social-media/meta-urges-judge-to-dismiss-ftc-monopoly-case-over-instagram-whatsapp-deals-66129.htm">Meta urges judge to dismiss FTC monopoly case over Instagram, WhatsApp deals</a>

Further scrutiny looms in Spain, where the company is expected to stand trial this October over a massive 551 million euros ($645 million) complaint, the report added.
The case has been brought by more than 80 Spanish media outlets alleging Meta's advertising model creates unfair competition.

Beyond France and Spain, Meta has also been targeted by rights groups and regulators across Europe. In February, digital rights campaigners filed complaints over the company's advertising practices. And just this week, EU antitrust regulators imposed fresh fines on both Meta and Apple for violating EU competition laws.

Meta has yet to publicly respond to the French authority's latest action, the report added.

Also Read: <a href="https://www.storyboard18.com/how-it-works/meta-and-tiktok-challenge-supervisory-fee-in-major-eu-court-69865.htm">Meta and TikTok challenge supervisory fee in major EU court</a>

Meta faces French antitrust heat over alleged ad market dominance

The Board of Control for Cricket in India (BCCI) on Wednesday told the Delhi High Court that it was not willing to enter into mediation with Delhi Press Patra Prakashan, the publisher of the iconic children's magazine Champak, Bar & Bench reported. 

This was over a trademark dispute concerning the use of the name "Champak" for a robotic dog featured during the Indian Premier League (IPL).

Also Read: <a href="https://www.storyboard18.com/how-it-works/rcb-challenges-cat-order-moves-karnataka-high-court-over-stampede-fallout-73398.htm">RCB challenges CAT order, moves Karnataka High Court over stampede fallout</a>

The matter was heard by Justice Saurabh Banerjee, who listed the case for further proceedings in September after both parties made their initial submissions.

During the hearing, advocate Amit Gupta, representing Delhi Press, indicated the publisher's willingness to resolve the matter amicably now that the IPL season had ended.

"If they tell us that they won't use 'Champak' in the upcoming season, we will not pursue this case further," Gupta told the court, adding that his client was open to mediation, the report added.

However, advocate Tanmay Mehta, representing the BCCI, firmly declined any settlement or mediation, arguing that commercial considerations were involved in the use of the name and that BCCI could not offer such an undertaking. 

Mehta further claimed that the real intent behind the lawsuit was to extract a financial settlement from BCCI, calling it an attempt to capitalise on the cricket board’s prominence.

In April 2025, Delhi Press had approached the court, asserting that Champak is a well-established children's magazine and that the IPL's decision to name its AI-powered robotic dog "Champak" amounted to trademark infringement. The magazine, in publication since 1969, is a registered trademark.

The counsel pointed out that although the robot dog had been featured earlier in the tournament, the name “Champak” was officially adopted only on April 23, reportedly based on fan votes, and that this usage was unauthorised and widely circulated in the media.

Also Read: <a href="https://www.storyboard18.com/digital/viacom18-suffered-%E2%82%B9100-cr-loss-to-ipl-piracy-maha-vows-strong-digital-crackdown-73485.htm">Viacom18 suffered ₹100 cr loss to IPL piracy; Maha vows strong digital crackdown</a>

The court, however, questioned how the IPL’s use of the name amounted to “commercial exploitation” or conferred any unfair advantage. Gupta replied that the unauthorised use of the registered trademark led to dilution of the brand identity, especially given its long-standing association with children's content.

Justice Banerjee noted that the current pleadings lacked specific allegations of commercial exploitation. In response, Gupta cited the promotional campaigns around the robotic dog as examples of brand usage in a commercial setting.

When the judge raised the example of cricketer Virat Kohli, popularly known by his nickname ‘Chiku’, Gupta clarified that unlike Kohli - who had not launched a commercial product using that moniker - the IPL had used “Champak” in connection with marketing and merchandise, thereby breaching trademark rights, the report added.

Also Read: <a href="https://www.storyboard18.com/brand-makers/ms-dhonis-captain-cool-trademark-opposed-for-being-generic-and-non-distinctive-73383.htm">MS Dhoni's 'Captain Cool' trademark opposed for being generic and non-distinctive</a>

BCCI rejects Champak Magazine's offer to settle IPL robotic dog trademark dispute

The ongoing discussion around fair working hours in the Indian film industry has found another powerful voice in filmmaker Anurag Basu.

In a recent media interview, Basu expressed support for actor Deepika Padukone's reported demand for 8-hour work shifts, which allegedly led her exit from Sandeep Reddy Vanga's upcoming action drama Spirit.

Also Read: <a href="https://www.storyboard18.com/digital/akhilesh-yadav-criticises-90-hour-workweek-idea-stresses-need-for-work-life-balance-58236.htm">Akhilesh Yadav criticises ‘90-hour workweek’ idea, stresses need for work-life balance</a>

"I also don't like long-hour shifts at work," said Basu, aligning with the growing sentiment among actors advocating for better work-life balance on set. "My actors never complain about long hours or stress at work. So, I absolutely agree with what Deepika Padukone had to say. It's a film; I never give my actors a chance to complain about this."

Deepika Padukone was initially slated to star opposite Prabhas in Spirit. However, reports suggest her departure from the project was linked to a series of demands - including an 8-hour shift cap, a share in the film's profits, and a request to avoid delivering dialogues in Telugu.

While the production team has not confirmed these reasons, her replacement by Triptii Dimri has further fuelled speculation and public discourse around industry work norms.

Also Read: <a href="https://www.storyboard18.com/how-it-works/burnout-or-brilliance-why-the-90-hour-week-work-debate-is-about-more-than-just-work-hours-in-adland-53207.htm">Burnout or brilliance? Why the 90-hour week work debate is about more than just work hours in adland</a>

Basu, who is currently basking in the success of Metro... In Dino, elaborated on his directorial approach that prioritizes actor well-being. "I want my actors to be very happy on set and know their character well," he said in the media report. "I don't give too much information to them before their shoot begins. Let them discover their roles, and this is the method I have been following for ages," he added in the report.

The filmmaker’s latest release, a spiritual successor to his 2007 hit Life in a… Metro, has been well received by critics and audiences alike. 

Metro… In Dino stars an ensemble cast including Anupam Kher, Neena Gupta, Konkona Sen Sharma, Pankaj Tripathi, Aditya Roy Kapur, Sara Ali Khan, Ali Fazal, and Fatima Sana Shaikh. With four intertwining stories set across Mumbai, Delhi, Bengaluru, and Kolkata, the film delves into themes of love, heartbreak, and personal growth. It has collected ₹22.15 crore in five days.

Also Read: <a href="https://www.storyboard18.com/quantum-brief/infosyss-nr-narayana-murthy-defends-70-hour-work-week-says-he-used-to-work-85-90-hours-19773.htm">Infosys's NR Narayana Murthy defends 70-hour work week; says he used to work 85-90 hours</a>

'I also don't like long-hour shifts at work': Anurag Basu backs Deepika Padukone's 8-hour workday stance

The creator economy is booming, with India's content creators standing at the forefront of this global digital revolution. But as the landscape evolves, so do the ethical dilemmas that creators must navigate. In a candid discussion with Storyboard18's Editor, Delshad Irani, popular creators - Ankush Bahuguna, Shibani Bedi, and Raj Grover reveal why they chose to forego betting ads, despite the substantial financial incentives.

Also Read: <a href="https://www.storyboard18.com/special-coverage/registration-scrutiny-enforcement-playbook-to-tackle-offshore-betting-surge-73035.htm">Registration, Scrutiny, Enforcement: Playbook to tackle offshore betting surge</a>

The lure of lucrative deals

The burgeoning betting industry has increasingly targeted content creators, offering lucrative deals to promote their platforms. 

Raj Grover noted, "Many betting apps, many of them. They pay a lot. Double, triple money to promote that product." The financial allure is undeniable, yet these creators have drawn a firm line.

Standing firm on principles

For Bahuguna, the decision was personal, "I don't think I would want to associate with any gambling and betting, because I don't do it in my real life, and it's definitely not something I would like to promote to my audience." 

His sentiment was echoed by Bedi, who cited the "social responsibility aspect" as a reason for her refusal. "I think everybody takes those calls on a personal level, but it also depends on which stage you're at," she explained.

Grover also highlighted the responsibility he feels towards his young audience, "Everybody knows that my audience involves kids. I can't just promote something which the kids would use and then their families would turn up on me and everything."

Also Read: <a href="https://www.storyboard18.com/gaming-news/influencers-celebs-fuel-online-gambling-crisis-says-maharashtra-government-73594.htm">Influencers, celebs fuel online gambling crisis, says Maharashtra government</a>

The ethical considerations

The creators expressed how crucial it is to maintain authenticity and credibility with their followers. "Our audience or creators or content creators are who they are because of their authenticity and maybe reflecting society through their content," Bedi explained. 

The pressure to remain genuine is compounded by the interactive nature of social media, where audiences can directly critique creators. 

Navigating the commercial landscape

While the refusal of betting ads reflects a commitment to ethical standards, it also highlights the evolving relationship between creators and brands.

Bahuguna shared insights into this dynamic, "There's no gatekeeping fame anymore. Anybody can become a key opinion leader now." This democratization means creators can have substantial influence, but with that comes the responsibility to choose partnerships wisely.

The path forward

Despite the challenges, these creators remain optimistic about the future. They acknowledge the need for balance between commercial success and personal integrity.

As Grover succinctly put it, "We don't want a 90-10 ratio. We just want 60-40. Listen to us, 60, and then we'll be great."

As the creator economy continues to grow, the decisions made by Bahuguna, Bedi, and Grover set a precedent for others in the industry. They demonstrate that while financial gain is significant, it should not come at the expense of one's values and the trust of their audience. This commitment to authenticity ensures they remain not just content creators, but trusted voices in a rapidly changing digital world.

Also Read: <a href="https://www.storyboard18.com/special-coverage/opinion-trading-platform-is-betting-and-gambling-mc-sarangan-of-tnoga-at-storyboard18-des-2025-72127.htm">Opinion Trading platform is betting and gambling: MC Sarangan of TNOGA at Storyboard18 DES 2025</a>

Watch the whole episode here

<iframe width="560" height="315" src="https://www.youtube.com/embed/W4uadPM2E9M?si=CrRfNbRvcg0Ow3KS" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

These creators reject betting ads despite 3x payouts - here’s why

The Press Information Bureau's (PIB) Fact Check unit has raised a red flag over a manipulated video circulating on social media, which falsely shows Prime Minister Narendra Modi promoting an investment scheme.

The video falsely shows PM Modi endorsing an investment platform promising daily returns of Rs 1.25 lakh on an initial investment of just Rs 21,000. 

Also Read: <a href="https://www.storyboard18.com/how-it-works/central-government-designates-pib-fact-check-unit-as-official-fact-checking-body-under-it-rules-2021-clause-26971.htm">Central Government designates PIB Fact Check Unit as official fact-checking body under IT Rules 2021 clause</a> 

The government has categorically denied any affiliation with such a scheme, labelling the video as completely fake.

According to PIB, the video has been created using artificial intelligence-based deepfake technology to make it appear as though the Prime Minister is personally endorsing the scam. "Neither PM Modi nor the Government of India is associated with any such scheme. Citizens are advised to not fall for such fraudulent content," the fact-check unit said in an official clarification.

This isn't the first time deepfake content has been used to deceive the public. A similar fabricated claim recently surfaced online, falsely suggesting that the Prime Minister had launched another "earn Rs 10,000 per day" scheme. That too was debunked by PIB, which also exposed a fake website involved in the hoax.

These AI-powered scams exploit public trust by impersonating political leaders, banking authorities, and other credible figures. They do so by using hyper-realistic video or audio to push fraudulent investment platforms or extract sensitive personal data.

Also Read: <a href="https://www.storyboard18.com/agency-news/pib-cracks-down-on-12-youtube-channels-for-spreading-fake-news-about-govt-34326.htm">PIB cracks down on 12 YouTube channels for spreading fake news</a>

What are Deepfakes?

Deepfakes are artificial intelligence to generate convincing audio-visual media of real people, making it appear as if they said or did something they never actually did. 

These tools are increasingly being weaponised by fraudsters to spread disinformation and conduct financial scams.

How to Stay Safe:

- Verify sources: Always cross-check any investment or scheme via official government websites or verified social media handles.

- Avoid suspicious links: Steer clear of unsolicited messages or videos promoting unrealistic returns.

- Never share sensitive data: No genuine scheme will ask for your OTPs, passwords, or banking details.

- Rely on trusted fact-checkers: Platforms like PIB Fact Check and public sector banks such as SBI regularly flag fake news and scam alerts.

Also Read: <a href="https://www.storyboard18.com/how-it-works/press-information-bureau-flags-1575-fake-news-cases-since-2022-ministry-of-ib-60317.htm">Press Information Bureau flags 1,575 fake news cases since 2022: Ministry of I&B</a>

PIB flags deepfake video of PM Modi endorsing fake Rs 1.25 lakh a day scheme - Here's how to stay safe

The University Grants Commission (UGC) has directed higher education institutions across India to monitor informal WhatsApp groups formed by senior students to target and harass juniors, reports PTI. 

The UGC has categorically stated that such actions will be treated as ragging and will attract strict disciplinary measures under prevailing anti-ragging regulations.

Also Read: <a href="https://www.storyboard18.com/how-it-works/iict-and-university-of-york-sign-mou-to-foster-talent-in-creative-technologies-70442.htm">IICT and University of York sign MoU to foster talent in creative technologies</a>

Every academic year, the commission receives numerous complaints from first-year students who report harassment by their seniors. In many of these instances, seniors allegedly create unofficial WhatsApp groups and use them to mentally intimidate and humiliate new students.

"In several cases, seniors form informal WhatsApp groups, contact juniors and subject them to mental harassment. This too amounts to ragging and will invite disciplinary measures," the UGC said in its latest advisory to educational institutions.

The commission emphasized that student safety on campus is "paramount and non-negotiable", and failure to uphold anti-ragging norms could lead to serious consequences, including the withholding of grants and other punitive action against the institution, the report added.

Also Read: <a href="https://www.storyboard18.com/digital/mib-maharashtra-fast-track-iict-development-university-vcs-meet-avgc-stakeholders-66101.htm">MIB, Maharashtra fast-track IICT development; University VCs meet AVGC stakeholders</a>

The advisory also shed light on disturbing forms of ragging, including threats of social boycott, forced haircutting, sleep deprivation, and verbal humiliation. 

According to the report, the UGC said these actions cause significant physical and psychological harm to students and violate the core principles of safe and inclusive campus environments.

"Such acts cause physical and psychological distress and are serious violations of anti-ragging regulations and completely unacceptable," the UGC noted, urging institutions to take proactive steps to prevent such behaviour.

Also Read: <a href="https://www.storyboard18.com/digital/iict-begins-admissions-for-avgc-xr-programs-from-august-72612.htm">IICT begins admissions for AVGC-XR programs from August</a>

Harassment of juniors via informal WhatsApp groups to be treated as ragging: UGC

A long-running and bitter feud between Sun TV Network chairman Kalanithi Maran and his younger brother, DMK MP and former Union Minister Dayanidhi Maran, appears to be on the brink of resolution — thanks to the quiet but firm intervention of Tamil Nadu Chief Minister MK Stalin.

According to Moneycontrol, people familiar with the matter, Stalin, a cousin to the warring Maran brothers, played a key role in brokering peace between the two factions of one of Tamil Nadu’s most influential families. The mediation meeting, held in the presence of Stalin and his son, Deputy Chief Minister Udhayanidhi Stalin, also included the Maran siblings and their sister Anbukarasi, who is said to have earlier received a ₹500 crore settlement from Kalanithi.

The rapprochement, still unfolding, marks a significant political and familial moment in Tamil Nadu’s power corridors. While details of the settlement remain under wraps — including whether it involves monetary compensation or a restructuring of business holdings — the development is being seen as a deft move by Stalin to prevent further embarrassment to the ruling DMK, of which Dayanidhi remains a prominent face.

This reconciliation effort comes just weeks after Moneycontrol exclusively reported the explosive intra-family dispute on June 19, 2025. Dayanidhi had accused his billionaire brother of cheating, money laundering, and misappropriation of company shares in a strongly worded legal notice dated June 10. The notice threatened legal action unless Kalanithi restored Sun TV’s shareholding structure to its 2003 state, citing alleged fraudulent share allotments, undervaluation of assets, and misrepresentation in IPO documents.

The allegations detailed a sprawling web of financial grievances, including accusations that Kalanithi Maran allotted 12 lakh equity shares to himself at a face value of ₹10 per share — when they were allegedly worth over ₹3,000 each — without proper consultation or documentation. The notice also pointed to dividends worth nearly ₹6,400 crore accrued by Kalanithi and his wife Kaveri Maran over the past two years alone.

The rift threatened to shake not only the corporate foundations of the Sun TV empire, but also the extended Karunanidhi political legacy. The Maran brothers are the sons of late Union Minister Murasoli Maran, a nephew of former CM and DMK patriarch M Karunanidhi. The legal complaint invoked the legacy of Karunanidhi's wife, MK Dayalu, who once held a stake in Sun TV.

The settlement efforts also resurface longstanding grievances within the Karunanidhi-Maran clan. In a previous dispute, MK Dayalu had allegedly been short-changed when her Sun TV stake was bought out for ₹100 crore despite the company's higher valuation at IPO.

While Sun TV shares faced brief pressure after the June revelations, the company dismissed the matter as a private family dispute with no material impact on operations.

Political analysts suggest that Stalin’s role in navigating this reconciliation demonstrates not just familial stewardship, but political calculus. With the DMK leadership keen to preserve unity and avoid public spats that could tarnish the party's image ahead of future elections, Stalin's intervention signals a return to quiet consensus-building, typical of the late Karunanidhi era.

Sun TV Saga: MK Stalin steps in to mend Maran brothers’ rift, family truce on the cards

The Tamil Nadu Real Estate Regulatory Authority (TNRERA) has issued a new directive mandating transparency and factual accuracy in all promotional content by builders and property developers, as per media reports.

Effective July 1, the new order mandates that all real estate advertisements - whether in print, digital, television, hoardings, and social media - must prominently display the project's TNRERA registration number, a scannable QR code (as per Form-C), the authority's official website, accurate project location, and complete promoter contact details.

Also Read: <a href="https://www.storyboard18.com/brand-makers/raymond-2-0-will-be-anchored-on-lifestyle-real-estate-and-engineering-gautam-singhania-72652.htm">'Raymond 2.0 will be anchored on Lifestyle, Real Estate, and Engineering': Gautam Singhania</a>

The order, issued by TNRERA chairperson Shiv Das Meena, aims to empower homebuyers with easily verifiable information and to eliminate deceptive marketing practices. “This directive is intended to ensure that buyers can authenticate claims and make informed decisions,” the order stated in the media report.

Among the key provisions:

- RERA registration details must be placed in the top right corner of every advertisement with a minimum font size for easy visibility.

- Promoters are prohibited from using vague disclaimers such as "terms and conditions apply" or claiming exaggerated features like "100+ amenities" unless substantiated by approved project plans.

- If a location-based landmark is cited, only the actual distance via the most commonly used route can be mentioned - not estimated travel time, which varies with traffic conditions.

- Ads must include the promoter’s name, office address, and contact information.

- For projects exempt from registration (like those completed before May 1, 2017), the reason for exemption must be explicitly stated.

S. Ramprabhu, chairman of the DTCP committee at the Builders Association of India, reinforced the importance of the new norms. “Promoters must now stick to the facts. From distances to project details, there’s no room for creative liberty anymore,” he said in the report.

Online real estate platforms are also being brought into the fold. They are now barred from listing or promoting any project that doesn’t carry valid TNRERA registration details, a QR code, and a reference to the official website.

Importantly, media outlets are not exempt. TNRERA has warned that any media platform - print or digital - that publishes non-compliant advertisements may be reported to the Ministry of Information and Broadcasting or other regulatory authorities. Violations will attract penalties under Sections 61 and 63 of the Real Estate (Regulation and Development) Act, 2016.

To reinforce the crackdown, Regulation 8(3) of the TNRERA (General) Regulations, 2018 has been amended to ensure all advertising, regardless of format or channel, carries the necessary RERA registration details, in line with the updated Regulation 6.

Also Read: <a href="https://www.storyboard18.com/brand-makers/arkade-developers-acquires-100-stake-in-filmistan-for-rs-182-crore-72832.htm">Reel to real estate: Arkade acquires iconic Filmistan for Rs183 cr, plots Rs 3000-cr luxury towers</a>

TNRERA cracks down on misleading real estate ads with tough new guidelines

What began as a side pursuit for many young Indians—writing scripts, appearing in videos, or experimenting with content on YouTube—has matured into a thriving digital economy where fame and financial independence are no longer outliers, but possibilities within reach.

In a conversation with Storyboard18's editor Delshad Irani, creators Ankush Bahuguna, Shibani Bedi, and Raj Grover reflected on the early uncertainty of their journeys and the moment they realised that creating content online could be more than a hobby.

“There was no such thing as a creator economy. We didn’t know whether this could be monetised,” Bedi said, recalling the ambiguity that defined those initial years. Bahuguna echoed the sentiment, describing the realisation that prompted him to leave traditional media roles. “If we can do this all by ourselves, why are we doing it for other people?” he said.

The path to stability was neither swift nor certain. Earnings were inconsistent, and the question of whether content creation could sustain a livelihood loomed large. “It took me about a year to be sure that the money I was making was enough to run my house,” Bahuguna said.

<iframe width="560" height="315" src="https://www.youtube.com/embed/n4VOcnI0hEw?si=22SKXMnNDT8vtlEo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


For Bedi, the turning point arrived when the first brand deal brought in ₹30,000 (about $360) for a single video. “I said if I create two videos, I will get extra income on top of my salary, and then after saving some amount, I can leave the job,” she said. The pandemic, which forced a shift in marketing strategies toward online platforms, accelerated the growth of the creator ecosystem, transforming it into what Bedi described as a “full profession.”

Grover, who began posting videos at the age of 13, noted the difference between then and now. “Back then, there was nothing. Now, you have a blueprint, platforms, and a price for everything,” he said. The infrastructure that now supports India’s creator economy—monetisation models, audience analytics, and branded collaborations—simply did not exist when he first started.

This shift reflects broader changes in India’s digital landscape, where platforms such as Instagram, YouTube, and regional apps have democratized fame, giving individuals across socio-economic backgrounds a stage and a business model to pursue their creative ambitions.

“Our culture is so diverse that regional content in India works really well,” Bahuguna said. “India loves relatability—we love watching people who live lives like ours.”

Grover argued that India’s vast pool of untapped talent has also fueled this boom. “Everywhere you go, you find dancers, singers—everything. But earlier, to get fame, the only option was to go to Bollywood,” he said. Now, creators can find audiences from their homes, with short-form videos and localised content offering a viable alternative to traditional paths to celebrity.

<iframe width="560" height="315" src="https://www.youtube.com/embed/goZ7XHSrNeU?si=USU_t1XKRY2bNVci" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


Bedi believes that the new digital platforms have “democratised fame,” giving people autonomy over their creative expression and financial future. The shift, she said, has been profound. “Now, it’s so much easier to say, ‘I’m a creator,’ and know you can earn a living from YouTube.”

But while the ecosystem has matured, uncertainty remains. The creators acknowledged that income can fluctuate, and questions persist about the long-term sustainability of the profession.

Still, for a generation of Indians armed with smartphones and stories, the promise of the creator economy is tangible—and growing. As Bahuguna put it: “Anybody can now become a creator. It doesn’t matter what your job profile is.”

WATCH The full chat here

<iframe width="560" height="315" src="https://www.youtube.com/embed/Bqe1uvDVqo8?si=ahA1SR3Yn4c8jYoD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

From Virality To Viability: Creators decode the future of content and commerce

Microsoft will cut about 9,000 jobs, its second major round of layoffs this year, as the technology giant moves to streamline operations and rein in costs while investing heavily in artificial intelligence. The reductions, which represent less than 4 percent of Microsoft’s global workforce, will affect employees across teams, regions and levels of seniority, according to reports. 

<a href="https://www.storyboard18.com/digital/intel-layoffs-2025-chipmaker-to-shut-automotive-division-lay-off-most-employees-in-the-unit-72093.htm">Intel layoffs 2025: Chipmaker to shut automotive division, lay off most employees in the unit</a>

<a href="https://www.storyboard18.com/brand-marketing/rose-and-redundancies-big-tech-big-ad-spend-and-the-cost-of-cannes-amid-mass-layoffs-70945.htm">Rosé and redundancies: Big tech, big ad spend, and the cost of Cannes amid mass layoffs</a>


Microsoft said the reductions would affect teams across its global operations, including its sales organization and Xbox gaming division.

“We continue to implement organizational changes necessary to best position the company and teams for success in a dynamic marketplace,” the company said.

The layoffs, which follow the elimination of about 6,000 positions in May, come as Microsoft, like many of its peers, confronts the ballooning costs of competing in the AI arms race. The company has spent tens of billions of dollars on data centers and infrastructure to support its ambitions in artificial intelligence, even as it has pledged that it would remain disciplined on expenses.

As previously reported, the latest layoffs would target sales teams and divisions including Xbox. Microsoft had 228,000 employees at the end of June 2024, including 45,000 in sales and marketing roles. 

Amidst these layoffs, the company’s top sales executive, Judson Althoff, is set to begin a two-month sabbatical in July. Microsoft has said the leave was previously planned and that Althoff is expected to return in September.

<a href="https://www.storyboard18.com/how-it-works/microsoft-to-lay-off-hundreds-in-xbox-division-amid-restructuring-push-71865.htm">Read more: Microsoft to lay off hundreds in Xbox division amid restructuring push</a>

HOW IT WORKS