Ruchika Mehta, a hospitality and global marketing communications leader, has launched CultureNXT, a marketing venture focused on creator-led campaigns, influencer partnerships, scalable brand IPs, and AI-enabled solutions.
Mehta brings over two decades of experience in hospitality marketing, including more than 15 years at Apeejay Surrendra Park Hotels Ltd (ASPHL), where she played a key role in brand growth, repositioning, and significant business milestones, including the company’s IPO journey. Her cross-sector experience spanning hospitality, lifestyle, and consumer engagement forms the foundation of CultureNXT’s approach.
“Consumers today engage with people before they engage with advertising,” said Mehta. “Brands need marketing ecosystems that feel real, participative, and continuous, not just campaign bursts. With CultureNXT, we aim to work across influencer strategy, creator collaborations, branded content, experiential marketing, and owned IP development to help brands build stronger relevance and engagement.”
In addition to its creator- and IP-led model, CultureNXT is developing proprietary tools and AI-driven frameworks to help brands navigate the evolving creator economy. These solutions aim to support functions such as creator discovery, audience alignment, engagement insights, and campaign effectiveness.
One of the company’s early platforms, Foodjam, has already gained traction as a creator-led food and lifestyle format that integrates brands, creators, and live experiences. The IP has collaborated with brands including PepsiCo India, Dabur India, Horlicks, Diageo, the US Agricultural Board, and Barista.
With CultureNXT, Mehta aims to move beyond transactional influencer marketing toward building long-term engagement platforms that combine strategic brand thinking with the authenticity and scale of the creator ecosystem.
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