Creator Management Firm Aims to Build Faster and More Transparent Payment Systems
New Delhi, September 4, 2026: Creator management company Opraah has introduced “OPay: 48 Hour Creator Payments”, a new payment initiative under which its exclusive creators will receive payments within 48 hours of a brand campaign going live, subject to the completion of the campaign and fulfilment of the required payment documentation and processes.
The initiative comes as India’s creator economy continues to evolve, with digital creators increasingly operating as businesses rather than individuals working solely on brand collaborations. Many creators now manage teams, production costs, editors, travel expenses and other operational requirements, making predictable cash flows an increasingly important part of their professional operations.
Addressing Long Payment Cycles in the Creator Economy
While brand campaigns are often delivered within tight timelines, payments to creators can take considerably longer. Opraah believes the systems supporting the creator economy need to evolve alongside the businesses being built by creators.
“The creator economy has evolved, but the systems around creators haven’t evolved at the same pace. Creators today are running real businesses, managing teams and investing significantly into their work. They shouldn’t have to chase money they’ve already earned,” said Pranav Panpalia, Co-Founder, Opraah.
The company said OPay is designed to address this gap by establishing a defined payment commitment for creators who work exclusively with the platform.
OPay Applies to Exclusive Creators
Under the new policy, Opraah’s 48-hour payment commitment will apply specifically to its exclusive creators. The payment timeline will begin once the defined payment trigger has been met, including campaign completion and fulfilment of the required documentation and processes.
The company sees the initiative as part of a broader effort to make creator management more professional and transparent. Rather than limiting the role of a creator management company to securing brand opportunities, Opraah aims to build systems that address other aspects of creators’ professional experiences.
Professionalising Creator Management
The rapid expansion of India’s creator economy has changed the way digital creators operate. Influencers and content creators increasingly function as independent businesses, with expenses related to content production, staffing, equipment, travel and distribution.
For creators managing these costs, delayed payments can create operational challenges even after campaign obligations have been completed. Opraah’s latest initiative seeks to bring greater predictability to this part of the creator brand ecosystem.
Mansi Panpalia, Co-Founder, Opraah, said professional creators deserve professional systems and that the company’s relationship with its exclusive creators should extend beyond campaigns and opportunities to their overall experience.
“Our exclusive creators trust us with an important part of their professional journey, and we believe that trust needs to extend beyond campaigns and opportunities to the way we manage their overall experience, hence OPay,” she said.
Opraah Seeks to Establish a New Industry Standard
The company views the 48-hour payment commitment as more than an internal operational policy. Opraah said it hopes the approach can contribute to a broader shift in how creator management is viewed across the industry.
The company believes that as the creator economy matures, the infrastructure surrounding creators will also need to become more responsive to their evolving business requirements. Faster payments are positioned as one component of a wider creator-first management ecosystem.
“The creator economy has evolved. The way creators get paid should too. This is one step towards building the kind of infrastructure that creators need as their businesses continue to grow,” Mansi Panpalia added.
Outlook
Opraah’s OPay initiative comes at a time when creator management is becoming increasingly structured, with creators building businesses around their audiences, content and brand partnerships. By committing to payments within 48 hours for eligible exclusive creators, the company is attempting to address one of the operational challenges associated with traditional campaign payment cycles. Whether the model can influence broader industry practices will depend on its execution, but the initiative signals a shift towards treating creators not simply as campaign partners, but as businesses requiring more professional financial and operational systems.