Fetch, a New Delhi-based influencer management and PR agency, is introducing entrepreneurs to the Cannes Film Festival ecosystem as part of its 2025 strategy, per The Voice of Fashion. 

Since 2018, the agency has facilitated partnerships between brands like L’Oréal, BMW, Grey Goose, and Magnum with traditional celebrities and content creators. Now, it is expanding its roster to include business leaders.

“We are bringing in entrepreneurs to create meaningful conversations from a different perspective,” Pankhuri Harikrishnan, founder and director of Fetch, said in a statement. “Smart business women will introduce variety into what we can do at Cannes.”

This year’s Fetch lineup features Kanika Tekriwal, founder and CEO of private jet company JetSetGo; Devangi Nishar Parekh, managing director of multi-design retailer Aza Fashions; and Shalini Passi, art collector and reality TV star.

Creator Economy Takes Center Stage at Festival

The pivot aligns with broader trends at the Cannes Lions International Festival of Creativity, which announced its 2025 program highlighting the growing influence of creators in advertising. This year, the festival officially rebranded its “Social & Influencer Lions” as “Social & Creator Lions.”

Multiple sessions focus explicitly on creator impact, including UTA’s “The New C-level: How Creator Entrepreneurism Is Reshaping Business” and SevenSix Agency’s “The Creator Economy in Focus: The 2025 Influencer Pricing Report.”

Harikrishnan noted that “creators have a strong voice today and the marketing spend on them has also increased,” reflecting on the industry’s progress toward influencer integration.

Despite criticism from cinephiles that creators dilute the integrity of the film festival, influencers remain firmly established in the Cannes ecosystem, particularly for brand activations.

“At the core of all these appearances is visibility for the right kind of brands,” Harikrishnan explained, highlighting the business objective behind Fetch’s approach.

According to Viraj Sheth, founder and CEO of event management company Monk Entertainment, the Cannes platform represents significant earned media value for brands, making it an attractive destination for strategic marketing initiatives.