Balaji Wafers appoints Creativefuel as social and digital partner

Balaji Wafers has appointed Creativefuel as its social and digital partner, marking the start of a strategic, year-long partnership focused on strengthening the brand’s presence across social platforms.

As part of the mandate, Creativefuel will lead Balaji Wafers’ social media strategy, content creation, digital storytelling and community-led engagement. The partnership aims to build a consistent, audience-first digital narrative that aligns with Balaji Wafers’ strong brand legacy while resonating with today’s evolving digital consumers.

The appointment reflects a broader shift among legacy FMCG brands toward treating social media as a primary means of brand-building channel rather than a support function for campaigns.

Creativefuel’s win reflects Balaji Wafers’ focus on partnering with agencies that bring a strong understanding of internet culture, audience behaviour and platform-native content creation. The agency’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate.

Commenting on the partnership, Sandeep Roy, marketing lead, Balaji Wafers, said, “Balaji Wafers has always focused on staying close to its consumers while evolving with changing times. As we strengthen our digital presence in 2026, Creativefuel’s understanding of audience behaviour and digital culture made them a strong partner for this journey. We look forward to working together to build a meaningful and consistent digital narrative for the brand across platforms.”

Tiya Wadhwani, chief operating officer, Creativefuel, added, “This mandate reflects Creativefuel’s ability to partner with large, legacy FMCG brands at scale. Balaji Wafers has a powerful consumer connect built over decades, and we’re excited to apply our culture-led digital thinking to create a consistent, relatable presence for the brand across social platforms in 2026.”

The mandate builds upon Creativefuel’s FMCG portfolio and reinforces its focus on long-term digital brand building through content-led and community-driven approaches.

Balaji Wafers is one of India’s most trusted and widely loved homegrown FMCG brands, with a strong presence across regional and national markets. Known for its deep consumer connect and mass appeal, the brand continues to invest in digital platforms as a key channel for engagement and storytelling.