Nikhil Kamath-led WTF Acquires Majority Stake in Creative Agency BTG

Nikhil Kamath-led WTF has acquired a majority stake in Mumbai-based independent creative agency BTG (By The Gram), marking its second investment in the creative services sector following its backing of One Hand Clap (OHC). Financial details of the transaction were not disclosed.

Following the acquisition, BTG will gain access to additional growth capital, WTF’s operating expertise, strategic network, and distribution capabilities. The partnership is expected to help the agency take on larger client mandates while accelerating its long-term expansion plans.

Founded in 2018 by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli, BTG will continue to operate as an independent agency under its existing leadership. The founders and the current team will retain creative control while leveraging WTF’s ecosystem to scale the business.

Over the years, BTG has built a strong portfolio of clients including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa. The agency provides brand strategy, creative campaigns, content production, and digital marketing services across sectors such as entertainment, beauty, hospitality, technology, tourism, and consumer goods.

The acquisition comes as independent, founder-led creative agencies attract growing investor interest amid rising demand for digital-first storytelling and brand-building capabilities. With investments in both One Hand Clap and BTG, WTF is steadily building a portfolio of creative businesses focused on branding, content creation, production, and strategic marketing services.

Looking ahead, BTG plans to deepen long-term client relationships, invest in original intellectual property and content creation, strengthen its senior leadership team, and expand its creative capabilities while preserving the independent culture that has defined the agency since its inception.