Nikhil Kamath’s platform, WTF, has acquired a majority stake in Mumbai-based creative agency BTG. This move is part of a strategy to support founder-led creative businesses by providing capital and distribution reach. The agency, known for campaigns with brands like Netflix and IKEA, will continue to operate under its existing leadership team.
Nikhil Kamath’s media and venture platform, WTF, has completed the acquisition of By The Gram, commonly known as BTG, a Mumbai-based creative agency. This deal represents the second such acquisition for the platform in the independent creative sector, following its earlier investment in One Hand Clap. The move highlights a strategic shift toward backing niche, founder-driven creative companies in the Indian market.
Scaling Founder-Led Creative Businesses
By integrating BTG into its portfolio, WTF aims to provide the agency with increased capital, operational support, and access to a wider distribution network. Despite the acquisition, the founders of BTG—Aaliya Amrin, Eman Batliwalla, and Danisha Kohli—will retain full creative and operational control. This structure is intended to allow the agency to pursue larger mandates while maintaining the independent culture that helped it grow since its inception in 2018.
Historical Performance and Client Base
BTG has established a significant footprint in the advertising sector over the last eight years without prior institutional funding. The agency has worked with high-profile global and domestic brands, including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa. Its business model focuses on blending brand strategy with cultural insights, which has served as a point of differentiation from traditional advertising firms.
Strategic Objectives for WTF
Nikhil Kamath stated that the agency’s focus on founder-led values and its ability to gather cultural intelligence were primary drivers for the investment. For investors and observers, the acquisition signals that WTF is positioning itself as a platform that helps Indian creative firms scale their operations. The partnership is specifically aimed at assisting BTG in its long-term ambition to compete for and execute global projects.
Investors may monitor how this partnership impacts the agency’s ability to secure larger contracts and its subsequent growth trajectory. The key monitorable moving forward will be how the agency balances its independent operating style with the infrastructure support provided by WTF, and whether this model successfully translates into increased market share within the competitive creative and digital marketing sector.