Big Media Communications: Building India’s Creator Economy
The advertising landscape has witnessed tectonic shifts in the last couple of decades. Social media, propelled by media personalities and content creators, has become an indispensable part of Gen Z life. From the latest updates to trending topics and news, everything is consumed through these platforms.
With escalating eyeballs and the rise of influencers, brands have increasingly targeted social media, creating a burgeoning industry. The global affiliate marketing industry is projected to reach $40 billion by 2030, and the creator economy could be worth $480 billion dollars by 2027.
Pune-based Samay Kirad and Suyog Jadhav witnessed this first-hand and decided to start BIG Media Communications to bridge the gap between creators and brands while establishing a profitable ecosystem.
When asked about the journey, Samay recalls starting by making content on LinkedIn during COVID. The resulting confinement and boredom caused a surge in usage of Instagram, LinkedIn, and performance marketing.
He subsequently landed an internship at IPLIX, an influencer marketing and talent management agency. During his three years at IPLIX, he saw an astronomical rise in the company's revenue, also meeting his future co-founder, Suyog Jadhav. The duo started interacting with many influencers and learning the nitty-gritty of the space.
From Colleagues to Founders:
Suyog has completed his diploma in computer engineering and a BS in Information Technology, whereas Samay finished his Bachelor’s in Business Administration. Divided by streams and united by passion, they’ve managed to forge an identity for themselves in a relatively short time span.
In their time at IPLIX, the roster of creators grew from 10 to 200, but Samay noticed an issue. Most of these firms have big rosters and growing manpower, but rarely does each creator get the same attention.
Buoyed by this and a deep desire to start their own company, BIG Media Communications was formed in 2023, starting with a roster of five creators and two brands. They built a solid foundation, expanded slowly with an impressive growth trajectory, helping them earn Rs 25 crore in revenue last year. Their plan was simple - to make a creator-first agency, giving enough time and attention to each creator, something rarely done at the big firms.
Building from the Ground Up:
The first six months were tough; their savings slowly depleted to build systems, hire people and get work based on their experience. Additionally, a back surgery during that period would make things even worse. But persistence pays off, and two years later, they have a team of 25 people with two offices, one in Mumbai and the other in Pune.
Samay advises young entrepreneurs that founders or individuals can only provide the initial push, but scaling systems, delegation, and trusting people should be the core values of any business. It helps build sustainable momentum, and only a good team can push you in the right direction.
Ultimately, he concedes that one should start even if there is 1% chance of achieving something. Many people give up too early because of no results, and those who brave the early storms succeed in their pursuit.
As service businesses grow, they often become more efficient but less personal. Big Media’s positioning attempts to balance the tightrope between growth and personal attention.