The acquisition reflects the growing interest of platform investors in founder-led creative agencies as strategic businesses.
BTG Studios (By The Gram), a Mumbai-based independent creative agency founded by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, has been acquired by WTF, a media and venture platform founded by Nikhil Kamath. The acquisition marks WTF’s second in an independent creative agency following One Hand Clap (OHC).Under the partnership’s terms, BTG’s founders and existing team retain full operational and creative control of the agency. The acquisition provides BTG with capital, access to WTF’s network and distribution infrastructure and improves its reach. Founded in 2018, the agency has previously worked with Netflix, Prime Video, IKEA, Volkswagen, Bumble and Soho House across the luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer sectors.Aaliya Amrin, Eman Batliwalla and Danisha Kohli expressed the acquisition’s ability to improve organisational depth, stating: “This isn’t about changing what BTG is. It’s about finally having the infrastructure to take it where we always knew it could go.”Nikhil Kamath, Founder, WTF, said: “The most interesting creative companies coming out of India right now were never built for India alone. BTG has always known that. I just want to help them prove it.” The acquisition follows a broader pattern of consolidation among India’s independent creative agencies, as platform investors begin to recognise founder-led creative companies as strategic assets rather than service vendors. WTF’s acquisitions of OHC and BTG are among the most visible examples of this shift.Published on July 6, 2026
