Acquisition Overview
On 6 July 2026, in Mumbai, WTF – a media and venture platform founded by entrepreneur‑investor Nikhil Kamath – announced the acquisition of BTG Studios (By The Gram), an independent, strategy‑led creative agency established in 2018 by founders Aaliya Amrin, Eman Batliwalla and Danisha Kohli. The press release, dated 7 July 2026, states that this transaction is WTF’s second purchase of an independent creative agency, following its earlier acquisition of One Hand Clap (OHC).
Background of BTG Studios
BTG Studios was built without institutional backing and has operated for eight years, developing a reputation for culturally relevant, commercially meaningful work across luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer categories. Its client roster includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa.
Terms of the Acquisition
Under the partnership agreement, 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 organisational depth that enables the agency to compete for larger client mandates at a scale previously unattainable independently. No financial terms of the deal were disclosed.
Strategic Priorities Post‑Acquisition
BTG will focus on three priorities: (1) building deeper, longer‑term client relationships in place of a broader base of project work; (2) investing in owned content, brands and intellectual property that generate value independent of the agency’s core service business; and (3) expanding senior creative and strategic leadership so the business can scale beyond its founders without losing its distinctive value.
Founder and Investor Commentary
Founders Aaliya Amrin, Eman Batliwalla and Danisha Kohli said the acquisition aligns with their vision of leveraging infrastructure to realise BTG’s potential while preserving its culture‑first ethos. Nikhil Kamath remarked that BTG’s genuine cultural intelligence is rare and that the partnership will help the agency prove its global relevance.
Industry Context
The deal reflects a broader pattern of consolidation among India’s independent creative agencies, as platform investors increasingly view founder‑led creative companies as strategic assets rather than mere service vendors. WTF’s acquisitions of OHC and BTG are highlighted as visible examples of this shift, described as consolidation for conviction rather than scale.
Continuity
BTG’s full team, client relationships and creative practice will continue unchanged under the leadership of its founders.