Concept Group has announced the launch of Puzzle Media, a dedicated influencer marketing arm created to support brands in navigating the evolving creator economy. The initiative operates under Concept BIU and aims to deliver structured, outcome-led influencer marketing programmes for brands seeking stronger engagement and credibility across digital platforms.
The new vertical has been introduced as influencer marketing increasingly becomes central to how brands build trust and drive consumer engagement. Puzzle Media will offer end-to-end influencer marketing services, combining creator-led storytelling with measurable campaign outcomes across multiple categories.
Its service offering includes creator strategy, campaign conceptualisation, creator operations, talent management, branded content development, experiential activations, paid amplification and performance-driven influencer campaigns. The vertical will also focus on building long-term creator partnerships, supported by audience insights and content designed to resonate organically with consumers while delivering business impact.
Ashish Jalan 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 also adopts a global-first approach. The company is positioned among the early Indian influencer marketing firms to collaborate 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, the vertical aims to support brands looking to scale influencer campaigns both domestically and internationally.
Vidyut Ghuwalewala 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 will operate through a team of strategists, creator managers, negotiators, editors and campaign specialists, designed to maintain consistency and transparency across campaigns. The vertical aims to address common industry challenges such as fragmented creator discovery, inconsistent quality, unclear pricing and reliance 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, which brought together 40 digital creators for networking, collaboration and content creation. The event was designed to reflect the brand’s belief in building environments where influence and partnerships can develop organically.
With access to creator networks, audience insights and integrated campaign capabilities, Puzzle Media aims to help brands develop cohesive influencer marketing strategies that combine storytelling, engagement and measurable outcomes.
