Godrej L’Affaire select countdown unveiling India’s top 25 content creators

The inaugural edition of 'Godrej L'Affaire Select,' India's premier influencer hunt program, is finally here. Curated by Godrej L'Affaire, the luxury lifestyle owned media platform by the Godrej Industries Limited and Associate Companies, this program is set to felicitate the top 25 content creators at the sixth edition of Godrej L’Affaire on March 29, 2024.

These individuals have outshone over 10,000 participants from 200 Indian cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, known as Beer Biceps, the selected 25 creators will now be inducted into the exclusive Godrej L'Affaire Select creators' group. This platform empowers content creators and creative talent from across India, including tier 2 and tier 3 cities, offering a valuable avenue for showcasing their skills and connecting with a wider audience.

With the creator economy estimated to be worth USD 500 billion by 2027,^[1] India is poised to claim the title of the world's largest hub for social media content creators. Fuelled by a youthful population, with a median age of 28.2, these creators will significantly contribute to propelling our economy, fostering growth, and influencing consumption trends. Recognizing this potential, Godrej L’Affaire initiated this commitment last year, aligning itself with the country’s vision of Vikshit Bharat, by focusing on nurturing emerging talent and skilling India’s youth. The selection process benefitted from the expertise of a jury comprised of prominent figures across various fields, including lifestyle, travel, luxury, health, and parenting.

"Godrej was among the first to embrace the Digital PR space, and we've had the privilege of witnessing countless creators embark on their journeys and evolve into the influential figures they are today. Through Godrej L'Affaire Select, we leverage our experience and understanding of the evolving creator landscape to give back to the creator economy by empowering the next generation of talent. I am looking forward to meeting the top 25 budding content creators at L’Affaire 2024", said, Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Industries Limited and Associate Companies.

“As someone who is passionate about the creator community, I'm incredibly excited about Godrej L'Affaire Select. The program's commitment to discovering and nurturing raw talent from diverse backgrounds is truly inspiring. I believe these creators have the potential to become the next generation of content leaders, and I'm eager to see their journeys unfold and felicitate them at Godrej L’Affaire 2024”, expressed, Ranveer Allahbadia, Mentor, Godrej L’Affaire Select.

10,000 aspiring creators vied for selection through a rigorous process. We looked at parameters like brand collaborations, consistent posting, authenticity, page aesthetics, engagement, content representation etc. Beyond the numbers, genuine content creation passion, English/Hindi fluency, video skills, and event participation were crucial. We meticulously sifted 100 entries which underwent scrutiny through both general public polls and the final judgment of a discerning jury. The content creation environment has always been rife with credibility and authenticity issues, this three-layered filtration process ensured a thorough evaluation and addressed those challenges.

The top 25 content creators selected from various states across India include Ashwita Behera representing Odisha, Manik Kaur from Dehradun, Gaurav Tomar, Jahnvi Batra, and Aditya Panwar from Delhi, Akshay Amrut Volvoiker from Goa, Deon Demamount from Himachal Pradesh, Pranee Magotra from Jammu, and a group from Maharashtra consisting of Sagar Kadrekar, Anandita Bakshi, Ayesha Lakhani, Sanika Poyekar, Shoaib Ali, Yogita Naik, Rupesh Jadwani, Payal Agarwal Mukherjee, and Nidhi Chauhan. Additionally, Kratika Kharra and Prachi Jain represent Rajasthan, while Amisha Sinha, Vaibhav Navlani, Sakshi Dikshit, Swati Sodhi, and Devyanshi Bajaj hail from Uttar Pradesh. Aishi Sarkar rounds out the list, representing West Bengal.

This diverse mix of states underscores Godrej's dedication to nurturing emerging talent on a national scale, further solidifying India's standing as a central hub for social media content creators. Mentored by Ranveer Allahbadia’s expertise and empowered by Godrej’s support, these 25 individuals are well-positioned to leave an indelible mark in the content creation landscape.