Mumbai, 6th July, 2026: There is a new kind of creative company emerging in India. It is founder-led and culture-native. It thinks in strategy and moves in culture. It was never going to come from a holding group. BTG is one of them. Today, it joins WTF, and the most deliberate creative platform to emerge from India’s new-age economy takes its next significant step.
WTF, the media and venture platform founded by Nikhil Kamath, has acquired BTG, the Mumbai-based independent creative agency founded by Aaliya Amrin, Eman Batliwalla and Danisha Kohli. The acquisition marks WTF’s second in an independent creative agency, following One Hand Clap (OHC), and extends the platform’s strategy of building a portfolio of founder-led, culture-first creative businesses in India.
Under the terms of the partnership, 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 the organisational depth to compete for larger client mandates at a scale the agency could not reach independently.
Founded in 2018 without institutional backing, BTG has spent eight years building a reputation, and a client base, that most agencies spend careers chasing. The agency works with Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa across luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer sectors. What sets BTG apart is not the roster. It is the way BTG works: strategy first, culture always, with founder-level thinking on every brief regardless of the size of the mandate.
Rather than specialising in a single category or discipline, BTG built its practice around intersections, where culture meets commerce, founders become brands, communities shape business, and industries increasingly overlap. That approach has defined the agency’s reputation for perspective-led thinking and long-term brand building.
Speaking on the acquisition, Aaliya Amrin, Eman Batliwalla and Danisha Kohli, Founders, BTG, said:
“BTG has always been deeply personal to us. We built this over eight years, slowly, carefully, client by client, with a very clear belief in the company we wanted to create. What made this feel right was that every conversation with Nikhil and his team was about where culture and brands are headed over the next decade, and whether we wanted to build that future together. This isn’t about changing what BTG is. It’s about finally having the infrastructure to take it where we always knew it could go.”
Nikhil Kamath, Founder, WTF, said:
“BTG doesn’t come along often. A creative business with a genuine point of view that’s never been compromised. What Aaliya, Eman and Danisha have built has real cultural intelligence, and that isn’t something you can manufacture. The most interesting creative companies coming out of India right now were never built for India alone. BTG has always known that. I just want to help them prove it.”
The acquisition follows a broader pattern of consolidation among India’s independent creative agencies, as platform investors begin to recognise founder-led creative companies as strategic assets rather than service vendors. WTF’s acquisitions of OHC and BTG are among the most visible examples of this shift. This is not consolidation for scale. It is consolidation for conviction.
For BTG, the next chapter will focus on three priorities: building deeper, longer-term client relationships in place of a broader base of project work; investing in owned content, brands and intellectual property that generate value independent of the agency’s core service business; and expanding senior creative and strategic leadership so the business scales beyond its founders without losing what made it valuable in the first place.
The most influential creative companies to emerge from India will not be built from the top down. BTG has spent eight years proving that. This acquisition is what comes next.
BTG’s full team, clients, and creative practice continue unchanged under the leadership of its founders.
About BTG
BTG is a premium, strategy-led creative agency founded in 2018 by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli. Based in Mumbai, the agency works across luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle, and consumer categories, partnering with brands to build thoughtful, culturally relevant, and commercially meaningful work.
btg.studio | @btg.studios
About WTF
WTF is a media and venture platform founded by Nikhil Kamath, entrepreneur and investor, focused on supporting founder-led, culturally relevant businesses across sectors.
