From Madan Gowri to Varun Mayya, how creators from the South are rewriting the talent management playbook

In India, creators from the South are redefining the talent management landscape, with personalities like Madan Gowri and Varun Mayya making a significant impact. These creators have amassed large followings and are now leveraging their influence to build their own brands and businesses, changing the way talent management works in the region.

This shift in the talent management playbook matters for social commerce as it highlights the growing importance of creator-led commerce and the role of social media in shaping consumer behavior. As creators build their own brands and engage with their audiences directly, they are creating new opportunities for social commerce and influencer marketing, which can have a significant impact on the way products are marketed and sold online.