Amit Dhawan and Sanya Bajaj introduce Crack’d to reshape influencer marketing

Amit Dhawan and Sanya Bajaj have announced the launch of Crack’d, a next-generation influencer marketing and user-generated content (UGC) agency designed to make the creator economy more authentic, transparent and performance-focused. Crack’d operates under The Nuural Network, an emerging collective of ventures founded by Dhawan that brings together creativity, artificial intelligence and strategic thinking.

The agency combines creativity, community and AI to help brands develop creator networks and produce scalable, high-performing content. Its core offerings include UGC creation, influencer strategy, AI-led content production and full-funnel performance storytelling. Crack’d aims to provide brands with an integrated ecosystem that drives measurable creator-led growth.

Dhawan, an IIM Ahmedabad alumnus, has previously led and scaled some of India’s leading creative agencies, including Schbang Delhi, Sociowash and Art-E. With more than a decade of experience in creative strategy, brand building and digital transformation, he brings a strategic perspective to the evolving creator economy.

Bajaj, founder and chief executive officer of Column Inches, has over 13 years of experience in brand communications, public relations and influencer strategy. She has worked with leading brands to build credible narratives and culture-driven campaigns that resonate with audiences.

Speaking about the launch, Dhawan said, “Influencer marketing isn’t broken, it’s just bloated. 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. It’s not about going viral anymore. It’s about staying valuable.”

Bajaj added, “The creator space has evolved, and it’s time agencies did too. Crack’d is built on clarity and collaboration between brands, creators and audiences. Every partnership and every piece of content should create both impact and integrity.”