Nikhil Kamath’s WTF acquires creative agency BTG

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Nikhil Kamath-led WTF has acquired Mumbai-based creative agency BTG (By The Gram), marking its second acquisition in the creative services space after One Hand Clap (OHC).
Founded in 2018 by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, BTG will continue to operate independently under its existing leadership. The founders and current team will retain operational and creative control of the agency.
As part of the deal, BTG will gain access to capital, WTF’s network and its distribution infrastructure. The acquisition is expected to help the agency pursue larger client mandates and expand its business.
BTG works with brands including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa. The agency provides strategy and creative services across sectors such as beauty, hospitality, entertainment, technology, tourism and consumer brands.
The acquisition comes amid increasing investor interest in founder-led creative agencies. Through the acquisitions of OHC and BTG, WTF is building a portfolio of creative businesses focused on branding, content and strategy.
Going forward, BTG plans to focus on deeper client relationships, investment in owned content and intellectual property, and expansion of its senior leadership team.

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