Nikhil Kamath-led WTF has acquired Mumbai-based creative agency BTG (By The Gram), marking its second acquisition in the creative services sector following its earlier purchase of One Hand Clap (OHC).
Founded in 2018 by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli, BTG will continue to operate independently under its existing leadership. The founders and current team will retain full responsibility for the agency’s day-to-day operations and creative direction.
Through the acquisition, BTG will gain access to additional capital, WTF’s business network, and its distribution capabilities. The partnership is expected to support the agency’s expansion by enabling it to pursue larger client engagements and accelerate business growth.
BTG’s client roster includes brands such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa. The agency offers strategy and creative services across industries including beauty, hospitality, entertainment, technology, tourism, and consumer products.
The transaction comes as investor interest in founder-led creative agencies continues to grow. With the acquisitions of OHC and BTG, WTF is building a portfolio of creative businesses specializing in branding, content creation, and strategic consulting.
Looking ahead, BTG plans to deepen relationships with existing clients, invest in proprietary content and intellectual property, and strengthen its senior leadership team to support its next phase of growth.
