NIKHIL KAMATH’S WTF ACQUIRES BTG TO STRENGTHEN INDIA’S INDEPENDENT CREATIVE AGENCY ECOSYSTEM

Nikhil Kamath-led WTF has acquired Mumbai-based creative agency BTG (By The Gram), its second deal in the creative services space after One Hand Clap. BTG will continue to operate independently under its founders and leadership, while gaining investment and operational support to expand capabilities and international reach.  

Nikhil Kamath’s WTF has announced the acquisition of Mumbai-based creative agency BTG (By The Gram), marking its second move in the creative services sector after its earlier purchase of One Hand Clap (OHC). The deal underscores WTF’s ambition to build a robust ecosystem of independent, founder-led creative agencies in India.  

Under the terms of the partnership, BTG will retain its existing leadership, team and client relationships, ensuring continuity of its creative independence. At the same time, the agency will benefit from WTF’s investment and operational support, enabling it to scale its capabilities and explore new growth opportunities.  

Founded in 2018, BTG has carved out a reputation for strategy-led creative work across diverse sectors including luxury, beauty, hospitality, entertainment, technology, tourism, wellness and consumer brands. Its client roster features marquee names such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, alongside a growing portfolio of emerging and founder-led brands.  

BTG’s expertise spans brand launches, repositioning, market expansion and long-term brand building, positioning it as one of India’s leading independent creative agencies. Its ability to grow without institutional funding has further cemented its reputation as a resilient and innovative player in the industry.  

The acquisition of BTG follows WTF’s earlier integration of One Hand Clap, reinforcing its strategy of supporting independent creative businesses while preserving their unique cultures. By bringing BTG into its fold, WTF is signalling its commitment to nurturing entrepreneurial creativity and strengthening India’s independent agency landscape.  

Looking ahead, BTG plans to expand its talent base, broaden its category expertise and extend its footprint into international markets. The agency has emphasised that it will continue to uphold its independent ethos and client-first approach, even as it leverages WTF’s backing to accelerate growth.  

For WTF, the acquisition represents a step towards building a collaborative network of creative agencies that can deliver integrated solutions while retaining their individuality. For BTG, it offers the resources to scale while maintaining the spirit of independence that has defined its journey so far.