WTF Acquires BTG – Pioneering Growth in Creative Services

WTF has made headlines by acquiring BTG (By The Gram), a creative agency based in Mumbai, marking a significant move in its growth strategy. This acquisition, spearheaded by Nikhil Kamath, stands as the second significant addition to its creative services portfolio, following the earlier acquisition of One Hand Clap (OHC).

About BTG and Its Founders

Founded in 2018 by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli, BTG will maintain its independent operations under the current leadership. The founders along with the existing team will uphold both operational and creative authority over the agency.

Benefits of Acquisition

As a result of this acquisition, BTG is set to benefit from increased capital, alongside access to WTF’s extensive network and distribution capabilities. This strategic move is anticipated to enable BTG in securing larger client mandates and expanding its business horizons.

Key Clientele and Services

BTG has partnered with prominent brands such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa. The agency excels in providing a blend of strategic and creative services across varied sectors including beauty, hospitality, entertainment, technology, tourism, and consumer brands.

Market Trends and Future Plans

This acquisition arrives during a surge in investor interest towards founder-led creative agencies. With the integrations of OHC and BTG, WTF is dedicated to constructing a diverse portfolio of creative enterprises centred on branding, content creation, and strategic insight.

Moving ahead, BTG aims to prioritise deeper relationships with clients, invest in proprietary content and intellectual property, and expand its senior leadership team to better serve a growing client base.