Mumbai: WLDD, a content distribution and creator-led marketing company, has secured a strategic investment from Adfactors PR and Vikas Khemani, Founder & CIO, Carnelian Asset Management & Advisors, who have acquired a stake in the company.
Founded in 2018, WLDD plans to use the investment to scale its technology, creator ecosystem, content platforms and brand-building capabilities as businesses increasingly look to build relevance and trust in the attention economy.
The investment follows WLDD’s previous funding round in 2023, led by Negen Capital. The company has recorded a 55% CAGR over the last three years and currently has more than 350 employees across Bengaluru, Mumbai and Delhi.
WLDD works with brands including Amazon, Coca-Cola, OpenAI, Spotify, Netflix, Tata Motors, Philips, Rapido, Tinder and Audible, among others.
The company operates across communities, creators, content and distribution through a portfolio of platforms and capabilities. Its proprietary platform Solo connects brands with creators and supports campaign execution using AI, technology and human judgement. Meme’d focuses on short-form content, while Crunchy Studios provides production capabilities across branded and digital-first content. Imagined Studio serves as the company’s product and brand design studio, offering research-led brand building, positioning and digital experiences.
WLDD has also expanded its media and content portfolio through the acquisition of ScoopWhoop, strengthening its capabilities across creator networks, short-form storytelling, community-led distribution and owned media.
For Adfactors PR, the investment represents an expansion of its digital and creator-led capabilities 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.
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. 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, “Reputation and influence are being reshaped by digital culture, creator communities and the speed at which narratives now travel. For communications consultancies, staying relevant requires investing in new capabilities at the intersection of media, markets, technology and earned influence. WLDD has built a distinctive and entrepreneurial platform for this new world, and we are excited to explore the synergies from this partnership.”
Vikas Khemani, Founder & CIO, Carnelian Asset Management & Advisors, said, “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. India’s attention economy is at an inflection point, with spends shifting from traditional media to creator-led distribution, and WLDD is well positioned at the centre of that shift. I am delighted to invest in WLDD in my personal capacity.”
WLDD said the capital will be deployed towards strengthening its creator marketplace, technology-enabled campaign execution, media properties, and design and brand-building capabilities.
The investment comes as brands increasingly look beyond traditional media and campaigns towards creators, communities and short-form content to build influence across fragmented digital platforms. WLDD aims to strengthen its position as an integrated platform combining creator-led distribution, content and owned media for brands.
