Adfactors PR, Vikas Khemani buy stake in ScoopWhoop owner WLDD
What's the deal? Adfactors PRDealroom has a profile for this one. Try Dealroom →, India's largest public relations firm, and Vikas KhemaniDealroom has a profile for this one. Try Dealroom →, founder and chief investment officer at Carnelian Asset Management & AdvisorsDealroom has a profile for this one. Try Dealroom →, have acquired a stake in WLDDDealroom has a profile for this one. Try Dealroom →, the Bengaluru-based creator-led marketing company that owns content platform ScoopWhoopDealroom has a profile for this one. Try Dealroom →. The deal value was not disclosed.
What does WLDD do? Founded in 2018, it connects brands with creators through its Solo platform and turns brand content into short-form formats via its Meme'd tool. Its clients include Amazon, Coca-ColaDealroom has a profile for this one. Try Dealroom →, OpenAI, Spotify, Netflix and Tata Motors.
The company has recorded 55% compound annual growth over the past three years and now employs more than 350 people, with offices in Mumbai and Delhi. Its previous funding round, in 2023, was led by Negen CapitalDealroom has a profile for this one. Try Dealroom →.
Why now? Nijay N. Nair, CEO of Adfactors PR, who leads the firm's M&A and global initiatives, will join WLDD's board. It marks the firm's second investment in recent weeks, following its majority stake in Australia's SenateSHJ in August.
What's the endgame? For Adfactors, the deal expands its digital and creator-led offerings across its 700-plus retained clients. WLDD will use the capital to scale its technology, creator network, owned-media platforms and brand solutions.
What they're saying: "Reputation and influence are being reshaped by digital culture, creator communities and the speed at which narratives now travel," said Madan Bahal, co-founder and managing director of Adfactors PR. "WLDD has built a distinctive and entrepreneurial platform for this new world."
Khemani, who is investing in a personal capacity, said India's attention economy is "at an inflection point, with spends shifting from traditional media to creator-led distribution."
The signal: Indian brands are rethinking how they build influence across fragmented digital platforms as audiences shift to creators and short-form content. Traditional PR firms are buying into that shift rather than building it from scratch.
Read more: prmoment.in
Image credit: Generated with Gemini
