Nikhil Kamath-led WTF has acquired Mumbai-based creative agency BTG (By The Gram), marking its second acquisition in the creative services space after 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, with its founders and team retaining operational and creative control. As part of the deal, BTG gains access to capital, WTF’s network, and its distribution infrastructure, positioning the agency to pursue larger client mandates.
BTG works with brands including Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa, providing strategy and creative services across beauty, hospitality, entertainment, technology, tourism, and consumer sectors. Going forward, the agency plans to focus on deeper client relationships, investment in owned content and intellectual property, and expansion of its senior leadership team.
The acquisition comes amid rising investor interest in founder-led creative agencies. Through its purchases of OHC and now BTG, WTF is building a portfolio of creative businesses spanning branding, content and strategy — extending Kamath’s investment footprint beyond his core fintech and wealth management ventures into the consumer and marketing services space.
