New Delhi: In an era where content floods every corner of the internet, and influence is often measured in clicks and views, the breakout session “The Business of Influence: Creators Shaping Global Culture” at WAVES 2025 stood out as a poignant reminder of the human stories behind the screens. Moderated by Gautam Anand, Vice President of YouTube APAC, the session brought together four trailblazing creators who have redefined digital engagement—not with virality, but with vision.
Anand opened the session by invoking Prime Minister Narendra Modi’s rallying call from the summit’s inauguration—“a billion voices rising from India.” He hailed creators as “the heart of YouTube,” vital agents of cultural storytelling whose voices transcend borders and languages.
What followed was less a panel and more a soulful dialogue, stitched with laughter, honesty, and purpose. The room drew breath as Japanese creator Mayo Murasaki—best known for her channel Mayo Japan—began speaking in fluent Hindi. Her journey from corporate Japan to a Hindi-speaking creator passionate about India stunned and moved the audience. “I never speak negatively about other countries,” she said. “India deserves to be seen in its full depth, not just as a postcard.”
Culinary maestro and YouTube icon Chef Ranveer Brar shared how cooking became a medium of emotional storytelling. “I want people to find their Sunday in cooking,” he said. His refusal to compromise authenticity for brand deals resonated with many. “Relationship first, transaction second. That’s my motto.”
Akash Jadhav, founder of the Indian Farmer channel, spoke passionately about agricultural empowerment. His Hindi-language videos offer practical farming solutions, watched by viewers from across the globe. “Farming is not content; it’s our culture. Clean food and prosperity for farmers—that’s why I do this.”
For Jeetendra Advani, creator of Chess Talk, digital influence means bringing India back to the chessboard. “I use cricket analogies, pop culture, and humor to make chess accessible,” he shared. His platform now sees audiences from grandparents to Gen Z rediscovering the ancient game.
Across the board, creators agreed on one thing: authenticity can’t be faked. The conversation turned to brand partnerships and artificial intelligence, two hot-button topics. Brar stressed discernment in collaborations—“I always start by saying no”—while Mayo admitted that while AI is useful, it can feel “scary” at times. Others shared their cautious optimism, noting that AI can assist, but never replace, human connection.
When asked what advice they’d give to aspiring creators, the panel became reflective. “Don’t chase algorithms, chase your dreams,” Brar advised. Jadhav emphasized consistency and community. “Start with what you love,” echoed Advani. Mayo added, “If you’re true to yourself, everything else will follow.”
As the session concluded, Anand’s final words lingered long after the applause: “Real influence isn’t about going viral. It’s about having a voice—and using it with heart.”
In a world too often filtered and fast-paced, this session reminded everyone in the room that stories told with honesty—and listened to with intent—can shape culture, community, and even the future. One creator at a time.
