Calling BTG “a natural fit,” Nikhil Kamath says the acquisition reflects WTF’s ambition to build stronger creative capabilities and long-term brand partnerships.
WTF acquires independent agency BTG as it expands its creative capabilities while preserving the agency’s independent identity
WTF, the media and venture platform founded by Nikhil Kamath, has acquired Mumbai-based independent creative agency BTG, marking another step in its strategy to build a broader ecosystem for founder-led creative businesses.
The companies have not disclosed the financial terms of the transaction.
Despite the acquisition, BTG will continue to operate independently under its existing leadership, with founders Aaliya Amrin, Eman Batliwalla, and Danisha Kohli continuing to lead the agency alongside the current team.
BTG will retain its creative independence
Founded in 2018, BTG has grown into one of India’s recognised independent creative agencies without external institutional funding.
Over the past eight years, the agency has built its reputation by combining strategic thinking with culturally relevant creative work across industries including luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle, and consumer brands.
Its client portfolio includes companies such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa, alongside a growing number of founder-led businesses.
Following the acquisition, the agency’s leadership, employees, client relationships, and creative philosophy will remain unchanged.
Access to capital and long-term growth
By joining WTF, BTG gains access to additional investment, operational expertise, and long-term growth opportunities that are often difficult for independent agencies to secure.
The founders said the partnership was driven by a shared vision for the future of culture, creativity, and brand building rather than a traditional acquisition focused solely on expansion.
In a joint statement, Aaliya Amrin, Eman Batliwalla, and Danisha Kohli said BTG had always been a deeply personal venture built carefully over eight years.
They added that the partnership allows the agency to preserve the qualities that made it successful while significantly expanding its ability to grow and demonstrate what an independent creative company from India can achieve on a larger scale.
Nikhil Kamath explains the acquisition.
Commenting on the acquisition, Nikhil Kamath said BTG had built something uncommon in the creative industry.
He described the agency as a business with a clear point of view, consistently strong creative standards, and long-standing client relationships.
Kamath said WTF’s approach is to partner with founders who have already built meaningful businesses and provide them with the resources to grow without changing the qualities that made those businesses successful.
According to him, BTG was “a natural fit” because of the clarity of its vision, the strength of its creative work, and the ambition shared by its founders for the next stage of growth.
Expanding WTF’s creative portfolio
BTG becomes the second creative agency to join WTF’s growing portfolio, following the earlier addition of One Hand Clap.
The acquisition reflects WTF’s broader strategy of building an ecosystem that combines media, entrepreneurship, and creative services while supporting founder-led businesses with long-term capital and operational support.
Rather than integrating agencies into a single operating structure, the platform has chosen to preserve each company’s independent identity while helping them scale.
Strengthening India’s independent creative industry
The acquisition also highlights growing investor interest in India’s independent creative agencies as brands increasingly seek culturally relevant storytelling and long-term strategic partnerships.
For BTG, the partnership provides access to greater resources while maintaining the independence that helped define its reputation.
For WTF, the acquisition strengthens its creative capabilities and expands its network of founder-led companies focused on building brands through strategy, storytelling, and creative excellence.
Together, the partnership reflects a shared belief that independent agencies can scale successfully without compromising the vision, culture, or creative standards that set them apart.
