Content distribution and creator-led marketing company WLDD has secured a strategic investment from Adfactors PR and Vikas Khemani, Founder and CIO of Carnelian Asset Management & Advisors, who have acquired a stake in the company.
Founded in 2018, Bengaluru-headquartered WLDD plans to use the investment to scale its technology, creator network, content platforms and brand solutions as brands increasingly look to build relevance and recall in a fragmented digital attention economy.
The investment follows WLDD’s previous funding round in 2023, which was led by Negen Capital.
WLDD has recorded a 55% CAGR over the past three years and currently has a workforce of more than 350 employees, with offices in Bengaluru, Mumbai and Delhi. Its client roster includes brands such as Amazon, Coca-Cola, OpenAI, Spotify, Netflix, Tata Motors, Philips, Rapido, Tinder and Audible.
The company operates across creators, communities, content and distribution. Its proprietary platform, Solo, connects brands with creators and supports campaign execution through a combination of AI, technology and human expertise. Meme’d focuses on converting brand content into shareable short-form formats, while Crunchy Studios offers production capabilities across branded and digital-first content.
WLDD’s Imagined Studio operates as an end-to-end product and brand design studio, focusing on research-led brand building, positioning and digital experiences.
The company has also expanded its media portfolio through the acquisition of ScoopWhoop, adding an established content and lifestyle platform to its creator and distribution ecosystem.
The combination of these businesses gives WLDD capabilities across creator marketing, short-form storytelling, community-led distribution, owned media and brand building.
For Adfactors PR, the investment represents a strategic move to strengthen its digital and creator-led capabilities for its more than 700 retained clients. Nijay N. Nair, Chief Executive Officer of Adfactors PR, who also oversees the firm’s M&A and global initiatives, will join WLDD’s board.
Arihant Jain, Co-founder and CEO of WLDD, said the company was built on the belief that memes, creators and internet communities were evolving into a new language of attention. He added that brands now require cultural understanding, speed, distribution and credibility beyond traditional campaigns.
Madan Bahal, Co-founder and Managing Director of Adfactors PR, said the partnership comes as reputation and influence are increasingly shaped by digital culture, creator communities and the speed at which narratives travel. He added that WLDD’s platform could create synergies with Adfactors PR’s communications capabilities.
Vikas Khemani, Founder and CIO of Carnelian Asset Management & Advisors, said he was investing in WLDD in his personal capacity and highlighted the opportunity created by the shift in advertising and marketing spends towards creator-led distribution.
The investment comes as Indian brands increasingly look beyond traditional media to engage audiences through creators, communities and short-form content. WLDD plans to deploy the capital towards expanding its creator marketplace, strengthening technology-led campaign execution, scaling its media properties and enhancing its design and brand-building capabilities.
