Creator management company Opraah has announced a new payment initiative, “OPay: 48 Hour Creator Payments,” under which its exclusive creators will receive payments within 48 hours of a brand campaign going live, subject to the completion of required campaign and payment formalities.
The company says the initiative is designed to address one of the recurring challenges faced by professional content creators, long and uncertain payment cycles.
As India’s creator economy expands, many established creators increasingly operate like small businesses. Their work often involves production teams, editors, managers, equipment, travel and other operating expenses. While campaign execution frequently takes place against tight deadlines, payments can take several weeks, and in some cases months, to reach creators.
Through OPay, Opraah is looking to bring greater predictability to this part of the creator-brand ecosystem.
Pranav Panpalia, Co-Founder of Opraah, said that while the creator economy has developed rapidly, some of the systems supporting creators have not evolved at the same pace. He noted that creators today make significant investments in producing content and managing their businesses, making timely payments an important part of building a professional ecosystem.
Moving Beyond Campaign Management
The announcement also reflects a broader shift in how creator management companies are positioning their role.
Traditionally, management firms have largely focused on connecting creators with brands, negotiating campaigns and coordinating deliverables. Opraah’s latest initiative expands that responsibility to include improving the creator’s overall professional experience.
Mansi Panpalia, Co-Founder of Opraah, said professional creators require professional systems and that the trust creators place in management companies should extend beyond securing campaigns and opportunities.
According to the company, the 48-hour payment commitment will currently apply to its exclusive creator roster. Payments will be processed after the relevant campaign conditions have been met and the required documentation and internal payment procedures have been completed.
Addressing a Key Creator-Economy Challenge
Delayed payments have long been a concern across advertising, influencer marketing and independent creative work, where multiple stakeholders can be involved in approvals and payment processing.
For creators managing regular production expenses, predictable cash flow can become particularly important as their operations grow.
Opraah believes faster payments can therefore play a larger role in creating a more sustainable creator-management environment, rather than simply serving as an administrative improvement.
The company also hopes its new policy encourages the wider industry to reconsider existing payment practices.
Mansi Panpalia said the infrastructure surrounding creators needs to evolve alongside the creator economy itself, particularly as creators build larger and more sophisticated businesses.
Raising the Standard for Creator Management
With OPay, Opraah is attempting to move the creator-management conversation beyond brand collaborations and campaign volumes towards transparency, operational efficiency and creator support.
If adopted more widely, shorter and more predictable payment cycles could strengthen relationships between creators, management agencies and brands while making professional content creation a more sustainable business.
For Opraah, the 48-hour payment initiative represents an effort to establish a creator-first operating standard within its own ecosystem, with the larger ambition of influencing how payments are handled across the growing creator economy.