Ruchika Mehta has launched CultureNXT, a creator and IP-led marketing venture focused on influencer partnerships, branded content, experiential formats and AI-enabled marketing solutions. The launch marks Mehta’s move into entrepreneurial leadership after more than two decades in hospitality and brand marketing.
CultureNXT has been positioned as a new-age marketing company designed to help brands build long-term engagement through creators, owned intellectual properties and audience-led storytelling. The venture combines creator-led campaigns with experiential marketing formats and technology-backed marketing frameworks aimed at helping brands navigate the rapidly evolving influencer ecosystem.
Mehta brings over 20 years of experience in hospitality marketing, including more than 15 years at Apeejay Surrendra Park Hotels, where she led brand growth, repositioning and communications initiatives, including the company’s IPO journey. Her background across hospitality, lifestyle and consumer engagement forms the foundation of CultureNXT’s marketing approach, which focuses on building relevance through creators and community-driven formats.
The company aims to move beyond short-term influencer collaborations by developing scalable marketing ecosystems that integrate creators, experiences and owned content properties. Its offering includes influencer strategy, creator partnerships, branded content development, experiential campaigns and intellectual property creation tailored for brands seeking sustained consumer engagement.
Mehta said, “Consumers today engage with people before they engage with advertising. Brands need marketing ecosystems that feel real, participative, and continuous, not just campaign bursts. With CultureNXT, we will work across influencer strategy, creator collaborations, branded content, experiential marketing, and owned IP development, helping brands build stronger relevance and engagement with modern consumers.”
Alongside creator-led campaigns, CultureNXT is also developing proprietary AI-enabled marketing frameworks and tools designed to support creator discovery, audience alignment, campaign measurement and engagement analysis. The company said these solutions are intended to help brands manage influencer partnerships more strategically while improving campaign effectiveness and scalability.
One of the venture’s early properties, Foodjam, has already gained traction as a creator-led food and lifestyle platform that brings together brands, creators and live experiences. The format has worked with companies including PepsiCo India, Dabur India, Horlicks, Diageo, the US Agricultural Board and Barista.
The launch reflects broader shifts within the marketing industry as brands increasingly invest in creator-led storytelling, experiential engagement and community-driven content formats. Agencies and independent ventures are also expanding AI capabilities to improve campaign personalisation, measurement and creator management as influencer marketing matures into a larger strategic discipline.
With CultureNXT, Mehta aims to combine strategic brand thinking with creator-led engagement models and digital-first marketing practices to help brands connect with contemporary audiences across platforms and experiences.
