New Delhi: In a bold move to redefine India’s creator economy, marketing veterans Amit Dhawan and Sanya Bajaj have announced the launch of Crack’d, a next-generation influencer marketing and UGC-at-scale agency built to make the ecosystem more authentic, transparent, and performance-driven.
Crack’d is part of The Nuural Network, an emerging collective of ventures founded by Amit Dhawan that operates at the intersection of creativity, AI, and strategy. The agency is designed to help brands build powerful creator ecosystems that drive measurable results, combining influencer strategy, UGC creation, AI-powered content production, and performance storytelling under one roof.
Amit Dhawan, an IIM-A alumnus, has led and scaled some of India’s most dynamic creative agencies including Schbang Delhi, Sociowash, and Art-E, bringing over a decade of expertise in creative strategy, brand building, and digital transformation.
Sanya Bajaj, Founder and CEO of Column Inches, brings over 13 years of experience in brand communications, public relations, and influencer strategy, having shaped campaigns that merge credibility with culture for leading Indian and global brands.
“Influencer marketing isn’t broken, it’s just bloated,” said Amit Dhawan. “Everyone’s chasing reach, but very few are building real influence. With Crack’d, we want to flip that script to make content that feels human, yet performs with precision. We’ve Crack’d the code to scaling influence without losing authenticity. It’s not about going viral anymore. It’s about staying valuable.”
“The creator space has evolved, and it’s time agencies did too,” added Sanya Bajaj. “Crack’d is built on clarity and collaboration between brands, creators, and audiences. We want to build stories that people trust, not just trends they scroll past. For us, every partnership and every piece of content has to create both impact and integrity.”
At a time when influencer marketing is transitioning from vanity metrics to value-based impact, Crack’d aims to redefine what effective creator collaborations look like — where creativity meets accountability.
By blending strategy, storytelling, and technology, Crack’d positions itself as the most reliable growth partner for brands in the creator age, setting new benchmarks for trust, transparency, and creative efficiency in India’s fast-evolving influencer landscape.
