New Delhi, April 2 -- As the creator economy evolves, it's getting harder to tell where a creator's real voice gives way to engineered packaging.

East Midnapore, West Bengal-based creator Pujarini Pradhan, who has over 719,000 followers on her Instagram account @lifeofpujaa, recently came into the limelight facing accusations that her persona is created by her talent management agency through scripting and editing for better engagement. Pradhan and her agency denied the claims, but the controversy led to a debate on how such agencies operate and their role in shaping creators and monetizing their influence.

Pradhan, a graduate, who has been putting out videos about her opinions and daily experiences related to everything-from parenting ...