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Nykaa has partnered with YouTube to advance creator-led commerce through the YouTube Shopping Affiliate Programme, marki...
14/10/2025

Nykaa has partnered with YouTube to advance creator-led commerce through the YouTube Shopping Affiliate Programme, marking a significant collaboration in India’s digital retail space. 

The partnership allows creators to tag and recommend Nykaa products directly within their videos, connecting content with instant purchase options for millions of viewers.

As part of this collaboration, YouTube and Nykaa will introduce an incubator programme to discover and support emerging beauty and lifestyle creators in India, helping them grow through content-driven engagement and product integration.

For more than a decade, Nykaa has worked closely with content creators, positioning them as a key part of its brand storytelling and consumer engagement strategy. The company has collaborated with a wide spectrum of creators, from early YouTube tutorial makers to professional artists, fostering a community built on authenticity and trust.

Through this partnership, creators will be able to feature Nykaa’s curated range of products across makeup, skincare, wellness, and luxury segments within their YouTube content. 

The move comes amid a surge in shopping-related watch time on YouTube in India, which has increased by 250% year-on-year, with over 200 million logged-in users searching for shopping-related content.



Bajaj Auto has launched Pulsar Underground, an AI-enabled platform designed to give creators across India a space to sho...
09/10/2025

Bajaj Auto has launched Pulsar Underground, an AI-enabled platform designed to give creators across India a space to showcase their skills in music, art, dance, graffiti, biking, stunts, and AI-based content.

The initiative invites participants to take part in six challenges over six weeks, concluding on November 15. 

Those selected can win a virtual internship with the Pulsar content team, motorcycles including the NS200 or NS400Z, exclusive merchandise, and Amazon vouchers. Top creators may also be featured on Pulsar’s social channels alongside established influencers.

The platform integrates AI tools to simplify the creation process, enabling participants to produce content more efficiently. Interested creators can participate by selecting a challenge, producing their content, and posting it on Instagram using the hashtag while tagging

Instagram has launched a global awards programme recognising 25 creators who have made a cultural impact and pushed crea...
07/10/2025

Instagram has launched a global awards programme recognising 25 creators who have made a cultural impact and pushed creative boundaries. 

Winners of the inaugural initiative will receive a custom gold ring designed by British fashion designer Grace Wales Bonner, along with a digital golden ring around their Instagram profile. Each recipient can also create a custom “Like” button for their posts. There will be no monetary prize attached to the award.

The judging panel includes Instagram head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, tech YouTuber Marques Brownlee, actress Yara Shahidi, and makeup artist Pat McGrath.

Instagram described the awards as “all about celebrating those who aren’t afraid to take creative chances and do it their way. Those who bring people together over their creativity, and deserve recognition.” 

The company likened the initiative to the Oscars for content creators, though there will be no physical ceremony. Winners are scheduled to be announced on October 16.

The launch comes amid a period in which Meta, Instagram’s parent company, has reduced creator payment programmes. 

Earlier this year, it ended payments for ad placements on creator profiles, while in 2023 it discontinued bonuses for Reels creators on Instagram and Facebook, and closed affiliate marketing bonuses the year prior.

Popular comedian and content creator Tanmay Bhat has responded with his signature wit to a viral report naming him as In...
07/10/2025

Popular comedian and content creator Tanmay Bhat has responded with his signature wit to a viral report naming him as India's wealthiest YouTuber, with an alleged net worth of Rs 665 crore. 

The claim, which quickly spread across social media, prompted Bhat to quip on X (formerly Twitter) that if he truly had that much money, he wouldn't be hustling to sell YouTube memberships.

The report, published by Tech Informer, highlights the booming creator economy in India and ranks the top earners based on estimated net worths. 

According to the list, Bhat tops the chart at Rs 665 crore, followed by Technical Guruji (Gaurav Chaudhary) at Rs 356 crore, Bhuvan Bam at Rs 122 crore, Amit Bhadana at Rs 80 crore, and Triggered Insaan (Nischay Malhan) at Rs 65 crore. 

Other notable names include Dhruv Rathee (Rs 60 crore), Ranveer Allahbadia of BeerBiceps (Rs 58 crore), and Sourav Joshi (Rs 50 crore).

Bhat's reaction came in a post on X, where he wrote, "Bhai itne paise hote toh main YouTube membership nahi bech raha hota" (Brother, if I had that much money, I wouldn't be selling YouTube memberships). 

The post has garnered over 1,300 likes and sparked numerous amused replies from fans and followers. Many echoed his sentiment, with one user joking that with such wealth, he would have quit YouTube long ago.

This isn't the first time Bhat has addressed misconceptions about creators' earnings. Known for his candid takes on the industry, he has previously called out inaccurate reports on YouTuber incomes, emphasising the challenges behind the glamour.

Bhat, 37, rose to fame as a co-founder of the comedy collective All India Bakchod (AIB) in 2012, which gained massive popularity through satirical sketches and celebrity roasts. After AIB disbanded in 2019 amid controversies, Bhat pivoted to solo content creation on YouTube, where his channel now boasts over 5.24 million subscribers. His videos range from reaction content and gaming streams to vlogs and comedy bits, often featuring collaborations with other creators.

Meta is tightening the loop between discovery, creative and conversion: easier brand–creator matchmaking, a faster jump ...
06/10/2025

Meta is tightening the loop between discovery, creative and conversion: easier brand–creator matchmaking, a faster jump from organic hits to paid ads, and fresh affiliate options on Reels—plus AI tools to localise and scale creative.

Popular podcaster and entrepreneur Raj Shamani is facing the heat on social media after hosting 21-year-old self-proclai...
03/10/2025

Popular podcaster and entrepreneur Raj Shamani is facing the heat on social media after hosting 21-year-old self-proclaimed millionaire Umar Punjabi in a now-deleted podcast episode. The backlash began soon after the video went live, with many netizens accusing Shamani of giving a platform to someone they allege has scammed Indian traders.

One of the top comments under the video read: “Shame on you, Raj Shamani. How can you invite this scammer, Umar Punjabi? Who scam lot of Indian traders. I’m a big fan of your podcast, but I never expected this from you.” Another user added that the episode was nothing more than a “Rs 150 crore clickbait podcast featuring a proven scammer.”

Some drew parallels between Shamani’s decision and the earlier controversy around Ranveer Allahbadia, remarking: “Raj Shamani’s Ranveer Allahbadia moment is here! Shameful!” Others accused the host of running a “paid podcast” that helped Umar Punjabi tap into an unaware audience while Shamani allegedly earned from sponsorships.

The criticism escalated when viewers linked the incident to Shamani’s recent high-profile episode with Vijay Mallya. Mallya, after years of silence, chose Shamani’s platform for a 4.3-hour-long conversation. Critics alleged that Shamani was “helping clean up the image” of controversial figures for money. One sharp comment read: “Hence, it is proved that he took money from Vijay Mallya as well to clean his image, after seeing his podcast with the scammer Umar Punjabi. Not expected from Raj Shamani.”

Adding to the controversy, users recalled Shamani’s statements about reinvesting 99% of his income back into his business, citing it as the reason for his explosive growth in the last four years. They pointed out the contradiction of featuring a guest who openly admitted to flaunting a Lamborghini and an Audemars Piguet watch to boost online course sales. “Not sure who looks worse out of the two,” one comment noted.

Haryana Police have arrested local YouTuber Wasim Akram from Palwal district, accusing him of spying for Pakistan's Inte...
03/10/2025

Haryana Police have arrested local YouTuber Wasim Akram from Palwal district, accusing him of spying for Pakistan's Inter-Services Intelligence (ISI) and the Pakistani High Commission in New Delhi. 

The arrest, which took place on Wednesday, highlights growing concerns over digital networks used for intelligence gathering.

Akram, a resident of Kot village in Palwal and known for his YouTube channel focused on the history of the Mewat region, was taken into custody following leads from a recent interrogation. 

News reports stated that authorities claim he has been in contact with Pakistani agents since 2021, initially during an attempt to apply for a visa to Pakistan. Police allege that over the past three years, Akram provided SIM cards to ISI operatives and shared sensitive information via internet calls and WhatsApp. Incriminating chats were recovered from his phone, though some had been deleted; the cyber cell is working to retrieve additional data.

As per the reports, the breakthrough in the case came from the arrest of another suspected spy, Taufiq, from Alimev village in Palwal on September 26. During questioning, Taufiq reportedly named Akram as part of a larger espionage network relaying information to Pakistani handlers. Palwal Superintendent of Police Varun Singla confirmed the developments, stating that both suspects are under remand and being interrogated by the crime branch. "Our teams are questioning them, and further probe is underway," Singla said, adding that the Intelligence Bureau is coordinating with local forces.

Akram's family has denied any wrongdoing, insisting he never travelled to Pakistan and that his online activities were purely educational. However, police sources describe the case as part of a broader pattern of ISI's use of social media influencers for covert operations in India. This arrest follows similar incidents in the region, underscoring vulnerabilities in digital communication channels.

Two members of the Rohit Godara-Goldy Brar-Virender Charan gang, allegedly tasked with eliminating stand-up comedian Mun...
03/10/2025

Two members of the Rohit Godara-Goldy Brar-Virender Charan gang, allegedly tasked with eliminating stand-up comedian Munawar Faruqi, were arrested after a gunfight on Jaitpur-Kalindi Kunj Road here on Thursday, police said.

Identified as Rahul and Sahil, the two hail from Panipat and Bhiwani of Haryana, they said.

According to investigators, both men had been taking instructions from foreign-based gangster Rohit Godara, who was working with Goldy Brar and Virender Charan, to kill Faruqi.

They allegedly conducted reconnaissance in Mumbai and Bengaluru to track his movements, police said.

Faruqi won reality show Bigg Boss in 2024 and has 14.2 million followers on Instagram.

Rahul, who received a gunshot wound, was wanted in connection with a triple murder that took place in Yamunanagar, Haryana, in December 2024, an officer said.

He was taken to a hospital for treatment. Fi****ms used in the encounter and a motorcycle were seized, the officer added.

The Bombay High Court has directed major platforms, Meta, X (formerly Twitter) and Google, along with several news porta...
01/10/2025

The Bombay High Court has directed major platforms, Meta, X (formerly Twitter) and Google, along with several news portals, to immediately remove posts that falsely link Malabar Gold & Diamonds to Pakistan. 

A bench of Justice Sandeep Marne said a case was made out for an ad-interim injunction and ordered the content to be taken down.

In filings before the court, Malabar Gold submitted a list of 442 URLs carrying the disputed content and sought both deletion and restraint on further defamatory posts. 

The dispute stems from the brand’s UK campaign for a planned Birmingham showroom, where it engaged agency JAB Studios to source creators. 

One of the shortlisted creators was Alishba Khalid, a UK-based Instagram influencer of Pakistani origin. The company told the court that Khalid’s engagement predated the Pahalgam terror attack and her subsequent public comments condemning India’s “Operation Sindoor.” Malabar said it was not aware of her origin at the time and that her services were discontinued.

The court’s order targets misinformation and reputational harm rather than nationality. Still, the episode has immediate implications for marketers running cross-border creator programs. 

Brand-safety specialists point to a likely tightening of pre-engagement due diligence (including deeper reviews of public statements, political posts and geo-sensitive content), clear morality and termination clauses in contracts, and live monitoring during campaign flight. 

Legal and risk teams may also push for archive audits of approvals, crisis-response playbooks, and platform-specific takedown pathways to respond quickly if narratives turn defamatory.

Industry voices caution against framing this as a blanket shift away from collaborating with creators of any particular nationality. The more defensible takeaway is operational: improve screening, disclosures, and safeguards for all overseas creators, ensure timely disengagement where needed, and document actions to meet both legal and platform standards.

YouTuber and comedian Bhuvan Bam is set for his first leading role in Bollywood with Dharma Productions’ upcoming film. ...
30/09/2025

YouTuber and comedian Bhuvan Bam is set for his first leading role in Bollywood with Dharma Productions’ upcoming film. 

The project came to light after Karan Johar casually mentioned Bam during a recent interview, acknowledging him as “one of the biggest YouTubers” and hinting that the film had been kept under wraps.

Bam, the creator behind BB Ki Vines with more than 26 million subscribers, will star opposite Wamiqa Gabbi. The casting underscores Dharma’s push to tap digital-native talent with built-in audiences and proven on-camera chops.

The crossover from creator economy to cinema has been gathering pace.

Prajakta Koli (MostlySane) moved from YouTube sketches to Jug Jugg Jeeyo in 2022.

Kusha Kapila followed up her social comedy with roles in Ghost Stories and Sukhee.

Dolly Singh appeared in Double XL after building a strong Instagram and YouTube presence.

Harsh Beniwal transitioned with Student of the Year 2 and later headlined the web series Campus Diaries.

Niharika NM has also stepped into cinema, sharing screen space with Vijay Sethupathi in a pan-India project.

29/09/2025

Sunfeast has withdrawn its Dark Fantasy Choco Fills advertisement after nutrition advocate Revant Himatsingka, known as Food Pharmer, flagged the ad as misleading. The creative suggested chocolate biscuits could replace vegetables in kids’ lunchboxes, sparking debate around responsible advertising and child health.

29/09/2025

Ranveer Allahbadia witnessed the vibrant and colorful celebrations of Kolkata’s Durga Puja, soaking in the city’s unique blend of culture, devotion, and culinary delights. He expressed gratitude to Maa Durga ahead of the upcoming Anantam live show on October 19 at NSCI Dome.

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BuzzInContent.com

BuzzInContent.com is the first-ever news platform dedicated to ‘content marketing’ in India. As the name suggests, this platform will cover all the buzz in and around the content marketing space, including trends, views and case studies. BuzzInContent.com will bring out valuable inputs from the content marketing experts across the globe, their first-hand experience, key learnings and a dos and don’ts checklist for the never-ageing Content Marketers' fraternity.