BTG, the independent creative agency founded by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, has joined WTF, the media and venture platform founded by Nikhil Kamath.

The partnership sees BTG receive backing from WTF while continuing to operate under its existing founders and team, without being integrated into a holding company. The agency will retain its creative independence.

The deal reflects growing investor interest in India's founder-led creative agencies, a model historically associated with independent global agencies such as AKQA, Mother and Wieden+Kennedy.

Founded in 2018, BTG has grown without institutional funding and works across luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer brands. Its client roster includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, along with a portfolio of founder-led and emerging brands.

The agency has worked with clients on brand launches, repositioning exercises and market expansion projects.

Under the partnership, BTG will receive investment and operational support from WTF while continuing to run its existing creative practice. The agency said its leadership team, client relationships and creative operations will remain unchanged.

BTG becomes the second creative agency to join WTF's ecosystem after One Hand Clap (OHC). The move expands WTF's portfolio of founder-led creative businesses.

BTG said it plans to use the partnership to expand its capabilities, invest in talent and grow its work across categories and markets, including outside India.

Founders of BTG Amrin, Batliwalla and Kohli said, "BTG has always been deeply personal to us. 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."

Kamath added, "What BTG has built is rare—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."