Social Ketchup - October 2025

I dette nummeret

hen Social Ketchup published its first cover in 2020, the term “creator” was just starting to find its place in conversations. Audiences were beginning to understand their influence, brands were experimenting with collaborations, and creators themselves were learning to turn passions into professions. Fast-forward five years, and creators now sit at the heart of India’s media, marketing, and cultural ecosystem.
This 5th Anniversary Edition celebrates that journey, the chaos, the hustle, and the brilliance that built India’s creator economy. But while the faces on our screens grab the spotlight, another story quietly unfolds: that of the people building the structures behind the scenes.
Our cover stars, Vinay Pillai, Chief Business Officer, Pocket Aces, Preranaa, Chief Business Officer, Only Much Louder, and Ayush Guha, National Head, Creator 18, are the leaders shaping the ecosystem. They are the ones turning creativity into sustainable careers, influence into structured businesses, and helping creators scale globally.
This edition of Social Ketchup is dedicated to that shift: to the builders, the strategists, and the visionaries behind the scenes. As you download and flip through these pages, we hope you see what we saw, that amidst the chaos of clicks and trends, something more thoughtful is taking shape, and the future of India’s creator economy is being written today.