WLDD Attracts Strategic Investment from Adfactors PR and Vikas Khemani

WLDD, a new-age content distribution and creator-led marketing company founded in 2018, has secured strategic investment from Adfactors PR, India’s largest public relations firm, and Vikas Khemani, Founder & CIO at Carnelian Asset Management & Advisors.

The investment will support WLDD’s plans to scale its technology, creator ecosystem, content platforms and brand solutions as businesses increasingly compete for relevance, trust and recall in the attention economy. The investment follows WLDD’s previous funding round in 2023, which was led by Negen Capital.

Expanding WLDD’s Attention Economy Platform

WLDD has recorded a 55% CAGR over the last three years. Headquartered in Bengaluru, the company has grown to more than 350 employees, with offices in Mumbai and Delhi.

The company works with brands including Amazon, Coca-Cola, OpenAI, Spotify, Netflix, Tata Motors, Philips, Rapido, Tinder and Audible, among others.

Built around communities, creators, content and distribution, WLDD helps brands engage audiences across digital culture. Its proprietary platform, Solo, connects brands with creators and supports campaign execution through a combination of AI, technology and human judgement.

Its other businesses include Meme’d, which converts brand content into shareable short-form formats; Crunchy Studios, focused on branded and digital-first content production; and Imagined Studio, an end-to-end product and brand design studio focused on research-led brand building, positioning and digital experiences.

WLDD has also expanded its media and content presence through the acquisition of ScoopWhoop, the popular content and lifestyle platform. Together, these assets give WLDD capabilities across creator networks, short-form storytelling, community-led distribution and owned media.

Adfactors PR Expands Digital and Creator Capabilities

For Adfactors PR, the investment represents a strategic expansion of its digital and creator-led offerings for its more than 700 retained clients.

Nijay N. Nair, Chief Executive Officer of Adfactors PR, who also leads the firm’s M&A and global initiatives, will join WLDD’s board.

Commenting on the investment, Arihant Jain, Co-founder and CEO, WLDD, said, “When we started WLDD, we saw that memes, creators and internet communities were not just entertainment; they were becoming the new language of attention. Today, brands need more than campaigns – they need cultural understanding, speed, distribution and credibility.”

He added, “With the support of Adfactors PR and Vikas Khemani, we are building WLDD as the partner of choice for brands that want to create lasting currency in the attention economy.”

Madan Bahal, Co-founder and Managing Director, 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.

“WLDD has built a distinctive and entrepreneurial platform for this new world, and we are excited to explore the synergies from this partnership,” Bahal said.

Vikas Khemani Backs WLDD

Vikas Khemani, Founder & CIO, Carnelian Asset Management & Advisors, said the investment reflects his confidence in WLDD’s founders and the opportunity emerging in India’s attention economy.

“In three decades of investing, I have learnt that great businesses are ultimately a bet on great founders. Arihant and the WLDD team have that rare combination of energy, hunger to build and obsessive client-centricity,” Khemani said.

He added that India’s attention economy is at an inflection point as spending shifts from traditional media towards creator-led distribution, positioning WLDD at the centre of this transition.

Focus on Technology, Creators and Digital Media

The investment comes as Indian brands increasingly rethink how they build influence across fragmented digital platforms. With audiences consuming more content through creators, communities and short-form formats, WLDD plans to use the capital to deepen its creator marketplace, strengthen technology-enabled campaign execution, scale its media properties and expand its design and brand-building capabilities.

The partnership with Adfactors PR and investment from Khemani are expected to support WLDD’s next phase of growth as it builds out its position across the creator economy, digital content and brand solutions.