Shashi Sinha, who stepped down as strategic advisor at Omnicom Media India in late July, has invested in Qoruz, the creator-tech company behind the creator platform HashFame.

As reported by ET Brand Equity, Sinha made the investment through his family office. The size was not disclosed, though he confirmed it was a sizable commitment for him personally. “I have been looking at how the digital and creator ecosystem is evolving, and I see a significant opportunity here. While many people are looking at influencers, a lot of that ecosystem is still managed very manually. What excited me about Qoruz is that it is building a platform for influencers, which is a separate opportunity altogether and, potentially, a much bigger space,” Sinha told ET BrandEquity.

He described the decision as more than a financial stake. “For me, an investment is a real commitment. I also want to guide them and contribute in whatever way I can,” he said.

Qoruz co-founder and CEO Praanesh Bhuvaneswar said the capital will go toward building and scaling the platform’s creator-facing tools. “Influencers are increasingly becoming like small business owners. The industry needs much more than just paid campaigns. We want to go beyond campaigns and payments and help influencers build sustainable, independent businesses,” he said.

In March, Qoruz became one of the first in India to integrate YouTube’s Creator Partnerships API, an invite-only system unveiled at YouTube’s 2026 NewFronts that gives approved third-party platforms direct access to audience demographics, geographic distribution, and content performance metrics for creators enrolled in the YouTube Partner Program who have enabled data sharing. The integration, which links to YouTube Studio on the creator side and to Google Ads and Display & Video 360 on the advertiser side, lets brands using Qoruz evaluate creators against verified platform data rather than self-reported metrics.

Sinha framed his investment as a bet on where the broader Creator Economy is headed. He said he sees the category eventually extending into commerce, with creators taking a direct share of the sales they generate for brands. “In the long run, influencers will drive volumes that will be paid for through sales. If they generate sales, they could get a share of the revenue. That, for me, is the holy grail,” he said.

Subscribe to Our Newsletter

Check Out Our Podcast