Mumbai: Social Panga, an integrated creative and digital marketing agency, has launched The Viral Union (TVU), a new influencer marketing vertical aimed at revolutionizing the creator economy. Led by Sudarshan Kailash, TVU will offer brands comprehensive solutions across nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns.
With influencer marketing expected to grow at an annual rate of 25%, reaching ₹10,500 crore by 2027, Social Panga’s move into this rapidly expanding sector underscores its commitment to providing high-impact, data-driven, and scalable influencer marketing solutions. The launch of TVU strengthens Social Panga’s integrated ecosystem, aligning with its approach to delivering end-to-end creative and digital marketing solutions.
Speaking on the launch, Himanshu Arora, Co-Founder of Social Panga, emphasized the evolving role of influencer marketing, “Influencer marketing is no longer an add-on—it’s a core strategy for brands looking to engage audiences authentically. The Viral Union is designed to bridge the gap between content creators and brand narratives, ensuring campaigns that not only drive visibility but also deliver tangible business impact. With TVU, we are doubling down on our commitment to data-backed, creative-first storytelling that truly resonates.”
Gaurav Arora, Co-Founder of Social Panga, further highlighted the agency’s focus on vertical expertise and market adaptability, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy, bringing together data, creativity, and authenticity to drive meaningful engagement for brands. With TVU, we are strengthening our integrated ecosystem—complementing the production excellence of The Yellow Shutter and the creative ingenuity of Social Panga—to elevate brand storytelling and campaign impact.”
Sudarshan Kailash, Head of The Viral Union, shared his vision for the new vertical, “Influencer marketing is no longer just about visibility; it’s about delivering real impact. At The Viral Union, we are committed to building campaigns rooted in authenticity, backed by data, and driven by creativity. Our goal is to set new benchmarks in the industry, helping brands connect with audiences in more meaningful and effective ways.”
TVU is already working with leading brands, including Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M, among others. The vertical is poised to scale influencer-driven strategies across platforms, industries, and audience segments, positioning Social Panga as a leader in the influencer marketing space.
Social Panga, a part of LS Digital, also houses a production unit, The Yellow Shutter, further reinforcing its commitment to delivering integrated creative solutions.
