In the past, if you wanted to make a brand look good, you hired a designer. A person who could create sleek visuals, pick the right colours, and make everything look “perfect.” But today, Indian ad agencies are increasingly hiring creators instead of traditional designers. Why the shift? Let’s break it down in simple terms.
1. Understanding the Difference: Creator vs Designer
( Source – freepik.com )
A designer focuses on visuals. They use tools like Photoshop, Illustrator, and Figma to make static or digital assets look clean and professional. Their work is about aesthetics and perfection.
A creator, however, is more versatile. They can:
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Shoot and edit videos
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Write captions and social posts
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Understand trending topics and memes
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Engage with audiences online
In short, creators do not just make things look good; they make people notice and connect with them.
Example: A designer can make a beautiful Instagram post about a new phone. A creator will make a 30-second video showing someone using that phone in a funny or relatable situation that people share instantly.
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2. Social Media Has Changed the Game
Social media platforms reward content that feels real and relatable, not just polished.
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Instagram Reels and YouTube Shorts favour short, engaging videos.
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X (Twitter) rewards witty, relatable posts.
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Meta platforms (Facebook/Instagram) prioritise content that sparks comments and shares.
A designer may create perfect visuals, but a creator can make content go viral. Agencies want reach and engagement, and creators deliver that better.
Example: Remember how small brands go viral on Reels with low-budget, funny videos? That’s creators at work, not designers.
ALSO READ | How to Earn Money Through Social Media Using User-Generated Content (UGC).
3. Speed Matters: Faster Turnaround
Creators often handle end-to-end content creation: brainstorming, filming, editing, and posting. Designers usually create assets that are later sent to other teams for publishing.
In India, trends change overnight. Campaigns need to be fast and flexible. A creator can adapt quickly to trends and produce content faster, keeping brands relevant.
4. Cost Efficiency: Multi-Skilled Talent
Hiring separate specialists, a designer, a video editor, social media manager can be expensive. Creators can handle multiple roles.
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They save agencies money
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Reduce team coordination delays
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Produce campaigns faster
For smaller agencies or brands with limited budgets, creators are a practical solution.
5. Relatable Content Wins Over Perfect Design
Indian audiences today prefer content that feels authentic.
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Memes, funny videos, and user-generated content often perform better than polished graphics.
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Creators know the tone, humour, and trends that appeal to audiences.
Example: A creator filming a short street interview about a trending topic can attract millions of views, whereas a perfectly designed infographic may get ignored.
6. Creators Are Trend-Sensitive
Creators live and breathe trends. They notice viral songs, memes, challenges, and social movements before they hit mainstream. Designers may not always have this real-time awareness.
Example: If a new TikTok song goes viral, a creator can immediately make a brand video using it, making the content timely and shareable.
7. Storytelling Matters More Than Design Skills
( Source – freepik.com )
Advertising today is more about stories than static visuals. A story grabs attention, creates engagement, and encourages sharing.
Creators think beyond visuals. They consider:
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Audience behaviour
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Narrative style
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Emotional connection
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Platform algorithm preferences
This storytelling skill ensures campaigns are more effective and memorable.
ALSO READ | Social Media Growth in India: The Untold Story of Tier-2 Brand Takeovers.
8. Case Studies in India
Some Indian brands are already seeing results by hiring creators:
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Fevicol: Short, humorous videos highlighting sticky situations performed better than traditional print ads.
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Swiggy: Trendy Reels and funny campaigns on social media increased engagement drastically.
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Mamaearth: Collaborated with micro-creators to make authentic reviews that audiences trust more than professional product photography.
These campaigns show that creators can create buzz and relatability in a way that designers alone cannot.
Key Takeaways
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Designers focus on perfection; creators focus on engagement.
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Social media-driven marketing prefers content that is fast, relatable, and shareable.
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Hiring creators is cost-effective and reduces workflow delays.
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Trend-aware and authentic content connects better with Indian audiences.
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Storytelling skills are as important as design skills for modern campaigns.
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Final Thoughts
The rise of creators does not mean designers are obsolete. Designers are still essential for branding, packaging, and complex visuals. But for ad agencies focused on social media, virality, and engagement, creators are the new MVPs. They are versatile, fast, and tuned in to what audiences actually want.
Indian ad agencies are simply adapting to a world where content is king, but relatability is queen. And creators are the perfect royal advisors.
