Creators Are Redefining Events in India, Says Comic Con India’s Jatin Varma

The live events industry in India is staging a strong comeback, and at the heart of this resurgence are not just stages and brands, but creators. According to Jatin Varma, founder and managing director of Comic Con India, creators are now the true lifeline of any modern event.

While digital only events make up a small slice of the market, what really brings audiences out and keeps them engaged is the real time presence of creators. They are the ones who inject energy, authenticity, and emotional connection into the experience. Their influence is no longer optional, it is central.

With Comic Con poised as one of the most prominent youth focused event platforms in the country, it has become more than a fan gathering. It is now a playground for brands across tech, auto, FMCG, and finance to create cultural moments. From interactive showcases to collectible launches, everything hinges on capturing attention through immersive storytelling. For Jatin, the key lies in understanding that Comic Con is not just a place to exhibit, it is a place to enchant.

Comic Con’s own marketing engine is 90 percent digital, using platforms like Meta, YouTube, Snapchat, and streaming services. While influencer marketing is part of the mix, Jatin is quick to note that relying solely on it is risky. Real results come only after the event ends, making it a gamble unless backed by the right creators.

He also makes a clear distinction between creators and influencers. A creator builds something original, like a comic, an artwork, or a story. An influencer, on the other hand, often amplifies but may not always originate. In today’s environment, the lines blur when creators become influential. Jatin cites examples like Prasad Bhat, who bridges the roles of artist, comic, and influencer.

Comic Con doesn’t invite influencers just for celebrity. Instead, the focus is on those who contribute meaningfully creators who bring their work, meet fans, tell stories, and turn followers into loyal supporters. These creators do not just show up for applause. They engage, they listen, and they share. It’s this human connection that leaves a lasting impact.

Competition in the events space, according to Jatin, is no longer about just ticket sales. It is a battle for mindspace in an increasingly packed calendar. People are flooded with options. To win, events need to be memorable, not just visible.

Jatin also shares advice for brands entering the space. Consistency is non negotiable. Brands cannot expect long term impact from one off campaigns. The magic lies in ongoing storytelling, just like Amul or Vodafone’s legendary campaigns.

Comic Con India continues to thrive as more than a comic festival. It is a space where people come for the vibe, even if they are not die hard fans of superheroes. From the meaningful stories shared by artists to fans discovering their favorite illustrators in person, the event thrives on real, emotional connections. It is where friendships begin, where ideas come alive, and where creators don’t just build brands they build communities.

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