The Unfiltered Truth About Creator Friendships and Support Systems

In the world of social media influencers, filters, formats, and fast-moving fame, it’s easy to believe a content creator’s journey is a solo act. The follower count climbs, brand deals roll in, viral campaigns go live, and all eyes stay glued to the person in front of the camera. But behind every trending reel, perfectly-timed punchline, or aesthetic flatlay, there’s almost always someone else – off-screen, often uncredited, but always essential.

This Friendship Day, we’re going beyond the likes, views, and curated grids to spotlight the real MVPs behind India’s top creators. We’re celebrating the unsung heroes of the influencer economy – the ones who answer SOS calls when a brand brief explodes, who cheer you on before a pitch, show up for 2 AM shoots, 8 AM edits, and everything in between. The best friend who became your manager. The manager who became your therapist. The co-creator who became your creative soulmate.

These are the real +1s – to every campaign win, every behind-the-scenes breakdown, and every story that never made it to the ‘gram.

The idea behind Creator +1 is simple: in an industry built on virality and unpredictability, it’s often the people behind the camera who carry creators through the hardest parts. From brand campaigns that fall flat to creative blocks and late-night existential spirals, these friendships have weathered it all – and stayed rock solid. 

“Talent management has always been more than a profession. It’s a bond rooted in trust, shared ambition, and a deep sense of care. A true manager walks through the setbacks, fuels the pivots, and keeps aiming for the moon, together. Says Ayush Tiwari, VP – Talent, Monk Entertainment, Over time, these relationships deepen into something far beyond execution. They become part partnership, part mentorship, and full-time friendship.
At Monk-E, I’m incredibly proud to lead a team of 30 highly skilled managers who treat 120 talents like family. They fight for them, grow with them, and stand by them through every chapter. At its core, this job is about real connection, unwavering support, and a kind of friendship that’s built to last.”

Momager and The Three Musketeers: Riya & Leisha + Jhanvi + Muskan

Riya Hetampuria, manager to creators like Leisha Patidar, Jhanvi Bhatia, and Muskan Chanchlani, describes herself as a full-time momager, part-time chaos controller, and 24×7 FaceTime recipient.

“My +1s? I’m their +1, all day, every day,” she laughs. “Leisha was my first talent – total Tom & Jerry situation since day one. With Jhanvi, I admired her content and kind of manifested that bond. And with Muskan, one collaboration turned into a full-blown friendship.”

From iced tea rituals to nazar paranoia (they don’t reveal brands until the deal is sealed), their bond runs deep. “They’ve had my back during shoot emergencies, last-minute SOS calls, and yes, missed deadlines,” Riya admits. “Deadlines are our biggest fight, always!”

Jhanvi calls Riya her “second mother,” and jokes, “We don’t even reveal collabs until they’re being executed because we’re such desi moms – scared of nazar 24/7!”

Leisha, meanwhile, sums it up best: “I thought it wouldn’t work at first, but now I FaceTime her for everything – work, life, even outfit approvals. She’s my constant.”

The Chaos Creators: Manya + Taneesho + Nisman

When Manya Jolly joined Monk-E as a manager, she didn’t expect to find not one, but two friendships that would define her day-to-day. “My plus one? Tanners and Nissers,” she grins. “My friends, gossip buddies, and of course, my talents.”

With Taneesho, the connection was instant. “She was introduced to me as someone who would ‘match my vibe.’ And she did!” Taneesho calls her “Manyager,” a nickname born out of love, memes, and long fake work meetings that are 30% gossip, 70% chaotic laughter.

“She once played DOP, spot dada, light boy and manager – all in one shoot,” Taneesho recalls. “We’ve only ever fought about one thing: whether to take on more brands and if Ranbir Kapoor is actually hot.”

Their unspoken ritual? Eye contact in public every time something ridiculous happens, followed by an immediate post-mortem chat.

With Nisman, it all started on a brand briefing call where she thought Manya’s last name was a joke. “Turns out it’s real – Jolly! And we’ve been laughing ever since,” says Nisman. “She’s my mom, BFF, SOS hotline, and fashion critic. Who else do I need?”

From pep talks during creator spirals to lighthearted delusions when fatigue sets in, their friendship is both therapy and comedy.

“There have been so many times I’ve doubted myself. She reminds me who I am. She gets angry when I don’t see my own worth. That’s love,” Nisman shares.

Her Friendship Day message? “Be you, Manyers. And maybe clear the payments? Just kidding… ly 😜”

Every Creator’s Realest Collaboration!

In the fast-paced world of content creators and influencers, where algorithms shift overnight and viral trends disappear before lunch, one thing stays constant – the +1s.

They’re more than just a  manager or co-creator. They’re the ones who create safe spaces amidst the chaos of brand campaigns, creator deadlines, and influencer burnout. The voice of reason when the comments section gets brutal. The cheerleader before a brand pitch. The co-conspirator during all-nighters. And often, the reason creators keep going.

What makes these creator friendships so powerful? They’re not built for the ‘gram – they’re built in Ubers after rough meetings, over Maggi breaks during late-night edits, and through those long “is this even worth it?” rants that don’t make it to Stories.

They’re raw. They’re real. They’re not part of the strategy – and that’s exactly why they last.

So here’s to the ones behind the ring lights, DMs, spreadsheets, shoot schedules, and scenes. The ones who show up with iced tea, backup reels, meme therapy, contracts, and comfort.

Because behind every great influencer or digital creator, there’s always a +1 who believed – long before the internet did.