The Business of Influence: Stories, Passion, and Purpose at WAVES
In a captivating session titled “The Business of Influence: Creators Shaping Global Culture” at WAVES 2025, a diverse group of content creators shared their transformative journeys in the digital landscape. Moderated by Gautam Anand, Vice President of YouTube APAC, the discussion highlighted the power of authenticity and community in shaping narratives that resonate globally. The creators, each with unique backgrounds and passions, emphasized the importance of genuine storytelling and the impact of their work on audiences around the world.
Creators Embrace Authenticity
Gautam Anand opened the session by echoing Prime Minister Narendra Modi‘s vision of a billion voices rising from India. He emphasized that creators are the heartbeat of YouTube, showcasing a rich tapestry of diversity and depth. The session featured four remarkable creators, each illustrating how their passion has led to significant changes in their respective fields. Japanese creator Mayo Murasaki, known for her channel Mayo Japan, surprised the audience by speaking fluent Hindi. Her journey from corporate life to content creation was fueled by her desire to share authentic stories about India with a Japanese audience. Murasaki expressed her commitment to portraying India in its entirety, stating, โI never speak negatively about other countries. I try to show India in its full depth, not just the postcard version often seen abroad.โ
Passion-Driven Content Creation
Culinary artist Chef Ranveer Brar shared his insights on the emotional connection people have with cooking. He described the โmoment of truthโ in the kitchen, where authenticity takes precedence over brand collaborations. โI want people to find their Sunday in cooking,โ he remarked, emphasizing his motto: โRelationship first, transaction second.โ Akash Jadhav, the creator behind the channel โIndian Farmer,โ spoke passionately about making agriculture accessible and sustainable. His content focuses on practical farming tips, aiming to provide clean food and prosperity for farmers. โFarming is something we love, rooted in the soil. We do it for our own people,โ he stated.
Jeetendra Advani, from โChess Talk,โ highlighted the resurgence of chess in Indian households. He noted that the game is attracting interest from all age groups, and his teaching style incorporates elements of cricket and culture to make chess relatable. โI keep it light and love-filled,โ he said, showcasing how his approach resonates with viewers.
Global Engagement and Authenticity
The discussion also touched on how these creators engage with global audiences. Akash Jadhav revealed that a significant portion of his viewers are located outside India, despite his content being primarily in Hindi. This underscores the universal appeal of food, as he stated, โFood connects us all.โ Jeetendra Advani echoed this sentiment, noting that the love for chess transcends borders. The conversation shifted to the challenges of maintaining authenticity while collaborating with brands. Chef Ranveer Brar shared his approach, stating, โI always start by saying no. Only if the brand truly aligns with my values do I proceed.โ
Artificial intelligence also emerged as a topic of interest during the session. Mayo Murasaki acknowledged that while AI can aid in content creation, it can also be intimidating. Other creators, including Brar, Advani, and Jadhav, discussed their experiences with AI tools, emphasizing the importance of keeping human connection at the forefront of their work.
Advice for Aspiring Creators
As the session concluded, the creators offered heartfelt advice to aspiring content creators in the audience. Chef Ranveer Brar encouraged them not to chase algorithms but to pursue their dreams. โBe consistent, authentic, and think beyond content,โ urged Akash Jadhav. Jeetendra Advani advised starting with what one loves, while Mayo Murasaki emphasized the importance of being true to oneself. โIf youโre true to yourself, everything else will follow,โ she said. Gautam Anand wrapped up the session by thanking the speakers and the audience, highlighting that true influence is not about virality but about genuine storytelling and heart. The session served as a powerful reminder of the impact creators can have in shaping culture and connecting with audiences worldwide.
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