Why Did WTF Acquire Creative Agency BTG?
WTF, the content and media platform backed by Nikhil Kamath, has acquired Mumbai based creative agency BTG (By The Gram), further expanding its presence in the branding and creative services space. The acquisition marks WTF’s second strategic buyout after acquiring One Hand Clap (OHC), reflecting its ambition to build a diversified portfolio of founder led creative businesses.
Despite the acquisition, BTG will continue to operate independently under its existing leadership, with its founders and team retaining full operational and creative control. The deal is aimed at helping the agency scale its business while preserving its creative identity.
How Will BTG Benefit From the Acquisition?
Founded in 2018 by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli, BTG has established itself as a creative agency serving several leading consumer and lifestyle brands. Through the acquisition, the agency will gain access to capital, WTF’s business network, and its distribution infrastructure, enabling it to pursue larger mandates and expand its client base.
The founders will continue to lead the agency independently while leveraging WTF’s ecosystem to accelerate growth. This structure allows BTG to maintain its creative culture while benefiting from stronger financial and strategic support.
Which Brands Does BTG Work With?
BTG has built an impressive portfolio of clients across multiple industries, working with global and domestic brands including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa.
The agency offers services spanning brand strategy, creative campaigns, content development, and marketing communications across sectors such as beauty, hospitality, entertainment, technology, tourism, and consumer brands.
Its strong client roster has positioned BTG among India’s emerging independent creative agencies catering to premium brands.
Why Is WTF Expanding Through Acquisitions?
The acquisition reflects WTF’s broader strategy of building an integrated creative ecosystem through selective acquisitions. Earlier, the company acquired One Hand Clap (OHC), and with BTG now joining its portfolio, WTF is strengthening its capabilities across branding, storytelling, content creation, strategy, and creative execution.
The move also comes at a time when investor interest in founder led creative agencies is increasing, driven by rising demand for high quality digital content, brand building, and marketing solutions.
Rather than merging agencies into a single entity, WTF appears to be following a platform approach that allows individual businesses to retain their identity while benefiting from shared resources and growth opportunities.
What Does This Mean for India’s Creative Industry?
The acquisition highlights the growing consolidation within India’s creative and branding ecosystem, where independent agencies are increasingly partnering with larger platforms to accelerate expansion without sacrificing creative independence.
Going forward, BTG plans to deepen relationships with existing clients, invest in owned content and intellectual property (IP), and strengthen its senior leadership team. These initiatives are expected to support the agency’s next phase of growth while expanding its capabilities across content, strategy, and brand partnerships.
As businesses continue investing heavily in digital-first branding and content-led marketing, acquisitions such as this underscore the increasing value of specialised creative agencies. For WTF, the deal strengthens its long-term vision of building a diversified creative services platform capable of serving brands across multiple industries and formats.
