Independent creative agency BTG has joined the ecosystem of WTF, the media and venture platform founded by Nikhil Kamath, in a move that gives the agency long-term backing while allowing it to retain its founders, team and creative independence. Founded in 2018 by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, BTG will continue to operate under its existing leadership, now with access to investment and operational support to scale its next phase of growth.
The partnership marks a notable development in India’s independent creative landscape, with BTG maintaining its strategy-led and culturally focused practice while gaining the runway to expand without being absorbed into a traditional holding company structure. The agency works across sectors including luxury, beauty, hospitality, entertainment, technology and lifestyle, with clients such as Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa.
"BTG has always been deeply personal to us," said Aaliya Amrin, Eman Batliwalla and Danisha Kohli, Founders of BTG. "We built this over eight years, slowly, carefully, client by client. What made this partnership feel right was that every conversation was about where culture and brands are headed over the next decade. This partnership exists to protect everything that made BTG valuable, while dramatically expanding what becomes possible, not just for us, but for what an independent creative company from India can become."
"What BTG has built is rare," said Nikhil Kamath, Founder of WTF. "A company with a strong point of view, consistent creative quality and deep, long-term relationships. At WTF, we back founders who have already built something meaningful, and we create the conditions for them to grow without losing what made them special. BTG felt like a natural fit, the clarity with which they've built the business, and the ambition for what comes next."
BTG is the second creative agency to join WTF’s portfolio after One Hand Clap, reinforcing the platform’s focus on founder-led businesses with a strong point of view and category-defining potential.
