MUMBAI: With influencer marketing becoming central to how brands build trust and drive engagement, Concept Group, an independent agency network, today announced the launch of Puzzle Media, its dedicated influencer marketing vertical under Concept BIU. The initiative has been created to help brands respond to the changing creator ecosystem through structured, outcome-led, and brand-safe influencer solutions.
Puzzle Media delivers end-to-end influencer marketing services, combining strategy, creator-led storytelling, and measurable impact across categories. The vertical will offer creator strategy, campaign conceptualisation, creator operations, talent management, branded content, experiential activations, paid amplification, and performance-led influencer campaigns. Its focus is on building long-term creator partnerships, informed by audience insights and content that resonates naturally while delivering business results.
Ashish Jalan, MD, Concept Public Relations India, said, “The PR landscape has changed significantly in the last decade, in fact communication to be effective has to be integrated rather than disjointed. Understanding this evolution has led us to believe that influencer marketing needs to be included as an important element in our armoury within our holistic offering. Hence the need and launch of Puzzle media and I am excited to see Vidyut, Shanav and Alok leading this venture.”
Puzzle Media follows a global-first approach and is among the first Indian influencer marketing companies to work with international creators and execute campaigns across markets such as the US, Dubai, and Australia. With access to diversified creator networks across India, APAC, and the US, Puzzle Media supports brands looking to scale influencer campaigns both locally and internationally.
Vidyut Ghuwalewala, CEO, Puzzle Media, said, “Brands are approaching influencer marketing with greater clarity and intent. The focus has moved from visibility to relevance and trust. Puzzle Media brings structure to creator marketing by combining clear strategy, creator-first thinking, and strong execution. Our aim is to help brands work with the right voices, tell relevant stories, and drive engagement that translates into real impact.”
Puzzle Media operates through a full-service team of strategists, creator managers, negotiators, editors, and campaign specialists, ensuring consistency, transparency, and brand safety at every stage. The vertical addresses common industry challenges such as fragmented creator discovery, inconsistent quality, unclear pricing, and overreliance on vanity metrics through structured briefing, contracting, and measurement frameworks.
The launch of Puzzle Media was marked by an invite-only yacht experience in Mumbai, bringing together 40 digital creators for an evening of networking, collaboration, and content creation. The experience reflected the brand’s belief in creating environments where influence develops organically.
With creator networks, audience insights, and integrated campaign execution, Puzzle Media aims to help brands bring together all elements of their influencer marketing strategy in a cohesive and effective manner.
