BTG, the independent creative agency founded by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, has joined WTF, the media and venture platform founded by Nikhil Kamath. The partnership marks one of the most significant moves yet in India's emerging creative economy: serious, long-term backing for an independent agency on its own terms, rather than absorbing it into a holding company.
For an Indian creative industry long defined by network-owned shops and foreign-headquartered giants, the move is a statement of intent. It signals that the next generation of culturally fluent, founder-led agencies coming out of India can scale without surrendering what makes them distinctive.
Founded in 2018 and built entirely without institutional backing, BTG has spent eight years earning a reputation for strategy-led, culturally precise creative work, the kind of independent practice that holding companies spend decades trying to acquire and rarely manage to replicate. The agency works across luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer brands, partnering with clients including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, alongside a sharp portfolio of founder-led and emerging brands.
BTG has grown by guiding brands through their most consequential moments, launches, repositionings, market expansions and the long, deliberate work of building brands that last. It is precisely that discipline, built client by client without a safety net, that drew WTF.
As part of WTF's ecosystem, BTG will continue to operate under its founders and existing team, with its creative practice untouched, now backed by significant investment, operational depth and the runway to build at a scale few independent Indian agencies have had access to.
"BTG has always been deeply personal to us," said Aaliya Amrin, Eman Batliwalla and Danisha Kohli, Founders of BTG. “We built this over eight years, slowly, carefully, client by client. What made this partnership feel right was that every conversation was about where culture and brands are headed over the next decade. This partnership exists to protect everything that made BTG valuable, while dramatically expanding what becomes possible, not just for us, but for what an independent creative company from India can become.”
"What BTG has built is rare," said Nikhil Kamath, Founder of WTF. “A company with a strong point of view, consistent creative quality and deep, long-term relationships. At WTF, we back founders who have already built something meaningful, and we create the conditions for them to grow without losing what made them special. BTG felt like a natural fit, the clarity with which they’ve built the business, and the ambition for what comes next.”
BTG becomes the second creative agency to join WTF's ecosystem, following One Hand Clap (OHC), reinforcing the platform's conviction in founder-led companies with strong points of view and the potential to define their categories.
For BTG, the next chapter is about scale on its own terms: expanding capabilities, investing in exceptional talent, and building creative work that travels across categories, markets and audiences, including beyond India. The team, the client relationships and the creative practice that built the agency remain unchanged.
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