MESC Partners With KlugKlug To Identify Creators And Build Skilling Programmes

The Media & Entertainment Skills Council (MESC) has signed an MoU with KlugKlug, an AI-powered influencer marketing intelligence platform. The partnership aims to support talent discovery and skill development in India’s growing creator economy. Under the agreement, KlugKlug will serve as MESC’s official Influencer Intelligence Platform. The partnership will use creator and audience data to identify talent across different genres. It will also develop relevant skill pathways and explore opportunities for creators in India and international markets. The agreement was formalised at an MESC board meeting. Chairperson Shankar Mahadevan, CEO Dr Mohit Soni, and governing council members Salim Arif and Amit Behl attended the meeting.

Using Data To Identify Emerging Creators

Shankar Mahadevan, Chairperson, MESC, said the creator economy is increasingly shaping the media and entertainment industry as well as youth aspirations.

“The creator economy is one of the most dynamic forces shaping media, entertainment, and youth aspirations today. By partnering with KlugKlug as our official Creator Intelligence Platform, MESC is equipping the ecosystem with world-class data and insights to boost this emerging economy,” he said.

The partnership is expected to help MESC identify emerging creators and understand the skills required across the evolving creator economy.

Dr Mohit Soni, CEO, MESC, said KlugKlug’s database and intelligence capabilities would help the council identify emerging talent, design relevant programmes and connect creators with opportunities.

He added that the partnership would focus on strengthening employability and entrepreneurship within the creator economy.

From Creator Discovery To Skilling

The agreement goes beyond identifying influencers.

MESC and KlugKlug will explore how creator data can help inform training programmes and skill pathways. This could help identify the changing requirements of the creator economy and align training with emerging opportunities.

The partnership will also look at connecting talent with potential partners in India and overseas.

Kalyan Kumar, Co-Founder & CEO, KlugKlug, said, “We are honoured to partner with MESC as its official Influencer Intelligence Platform. Together we will use data to skill talent, build transparent partnerships, and elevate India’s global creator footprint.”

KlugKlug’s Creator Database

KlugKlug provides creator and audience data across platforms including Instagram, YouTube and TikTok.

According to the company, its AI-powered influencer marketing intelligence platform covers 455 million creators globally, including 14 million in India.

However, the company’s public website currently lists a database of 252 million creators worldwide, creating a discrepancy between the figures cited in the announcement and the number displayed publicly.

MESC is an industry-led council focused on developing occupational standards and supporting training and certification for jobs across India’s media and entertainment sector.

The partnership comes as India’s creator economy increasingly moves beyond influencer marketing towards formalised skills, employment, entrepreneurship and creator-led businesses. With MESC bringing its skilling framework and KlugKlug bringing creator intelligence, the partnership aims to connect the two sides of that ecosystem.