Adfactors PR and Vikas Khemani Invest in WLDD as Creator Marketing Expands

Adfactors PR and investor Vikas Khemani have acquired a stake in creator-led marketing company WLDD, as the firm expands beyond influencer and meme marketing into content, production and creator platforms. The size of the stake and financial terms have not been disclosed. As part of the investment, Adfactors PR CEO Nijay N Nair will join WLDD’s board.

For WLDD, the deal comes at a point when the creator economy is moving beyond individual influencer campaigns. Brands are increasingly looking for platforms that can combine creators, content, distribution, production and brand strategy.

Founded in 2018 by Arihant Jain, Jaidev Kesti and Vivekanand Kilari, WLDD began as a meme-marketing company. It has since expanded into creator marketing, content distribution, production and brand solutions.

The company now operates businesses including creator platform Solo, short-form content unit Meme’d, production arm Crunchy Studios and brand and product design business Imagined Studio.

Also Read: Making Money Requires Conviction, Not Borrowing: Lessons from Vikas Khemani

WLDD’s Growth, Client Base and Expansion

WLDD says it has recorded a 55% CAGR over the past three years and employs more than 350 people across Bengaluru, Mumbai and Delhi. Its client roster includes Amazon, Coca-Cola, OpenAI, Spotify, Netflix and Tata Motors.

The company had previously raised $1.25 million in a 2023 seed round led by Negen Capital. In 2025, it also acquired select intellectual property of ScoopWhoop from The Good Glamm Group in a transaction reportedly valued at around Rs 20 crore.

Why Adfactors PR Is Investing

For Adfactors PR, the investment offers a way to strengthen its capabilities around creators and digital culture.

Traditional communications businesses have increasingly had to work alongside creator communities, social platforms and digital-first media. Creators can now influence brand perception, cultural conversations and distribution, making them relevant beyond conventional influencer campaigns.

The WLDD investment gives Adfactors exposure to that ecosystem while potentially creating opportunities to combine its communications expertise with WLDD’s creator and content capabilities.

Nair joining WLDD’s board also gives the partnership a direct leadership connection.

An Investor Bet on the Attention Economy

Khemani has invested in WLDD in his personal capacity.

His investment reflects a broader thesis around the changing economics of attention. As audiences spend more time with creators and digital communities, brands are allocating more resources towards creator-led distribution.

That shift does not necessarily replace traditional advertising or communications. Instead, it expands the range of channels through which brands can build relevance and reach.

WLDD is positioning itself around that broader opportunity rather than remaining a specialist influencer-marketing agency.

From Memes to a Broader Creator Business

WLDD’s evolution also reflects how the creator-marketing industry itself is changing.

Meme pages and influencers were once primarily treated as distribution channels for campaigns. The market has since developed towards creator platforms, original content, production, intellectual property and integrated brand solutions. WLDD’s portfolio reflects this transition.

Its challenge will now be to scale these different businesses while maintaining the cultural understanding and speed that initially helped it establish itself in internet marketing.

The investment from Adfactors PR and Khemani gives the company additional strategic backing as it attempts to build that broader proposition.

For the Indian creator economy, the deal is another indication that creator-led marketing is increasingly being viewed as a wider media and communications business rather than simply an influencer campaign model.