Nikhil Kamath’s WTF has acquired BTG (By The Gram), a Mumbai-based creative agency.
Khimani & Associates advised BTG and its founders Aaliya Amrin, Eman Batliwalla, and Danisha Kohli on this transaction.
The transaction was led by Priyanka Khimani (Founder and Managing Partner), Mohak Kapoor (Senior Associate), Surbhi Gupta (Senior Associate) and Saniya Gandotra (Associate).
Ascendus Law Partners acted for WTF on this acquisition. The Firm advised on diligence and transaction documentation.
The transaction team consisted of Vasundhra Minocha (Partner), Siddharth Tewari (Partner), Virali Nagda (Principal Associate), Muskan Dubey (Associate) and Sohair Wani (Associate)
The acquisition is WTF's second in the independent creative agency space, following its earlier acquisition of One Hand Clap, and builds on Kamath’s strategy of building a portfolio of founder-led, culture-first creative businesses in India.
BTG, built over eight years, without institutional backing by its three founders, enters its next chapter while retaining its independent identity and creative leadership. The Company will continue to operate under its existing founders and leadership team, with its creative practice, team structure, and client relationships remaining unchanged, while gaining access to additional capital and operational support to expand its capabilities.
BTG's client portfolio includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa, across sectors spanning luxury, beauty, hospitality, entertainment, technology, and consumer brands.
If you would like your Deals, Columns, Press Releases to be published on Bar & Bench, please fill in the form available here.