Nikhil Kamath’s WTF Acquires Mumbai-based Creative Agency BTG

WTF, a media and venture platform founded by Nikhil Kamath, has acquired BTG, a Mumbai-based creative agency. 

The acquisition marks WTF’s second in an independent creative agency, following One Hand Clap (OHC). 

Founded in 2018 by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, BTG 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. 

““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,” founders said in a joint statement. 

Nikhil Kamath, Founder, WTF, adds: “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.”

Following the acquisition, the BTG team aims at building deeper, longer-term client relationships in place of a broader base of project work; investing in owned content, brands and intellectual property, and expanding senior creative and strategic leadership.