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Balaji Wafers appoints Creativefuel as social & digital partner for 2026
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Saturday, 24 January, 2026, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Indian snack maker Balaji Wafers has signed on Creativefuel as its social and digital partner for 2026, kicking off a strategic, year-long collaboration aimed at strengthening the brand’s presence across social media platforms and digital channels. The mandate positions social media as a key avenue for brand building in an increasingly digital-first consumer landscape, rather than merely a support channel for traditional campaigns.
Under the partnership, Creativefuel will lead Balaji Wafers’ social media strategy, content creation, digital storytelling and community engagement, focusing on crafting consistent, audience-first narratives that reflect both the company’s legacy and contemporary consumer behaviour. The agency’s mandate includes developing platform-native content and interactive campaigns designed to deepen connections with younger, digitally active audiences.
The move reflects a broader trend among established FMCG firms to enhance their digital footprint and evolve how they communicate with consumers in a fragmented online ecosystem. Legacy snack brands like Balaji Wafers, which boasts a strong market presence and deep consumer connections, are increasingly treating social platforms as strategic tools for long-term engagement rather than isolated promotional spaces.
Balaji Wafers’ marketing leadership highlighted the importance of staying close to consumers as digital behaviours evolve, noting that Creativefuel’s expertise in audience insights and internet culture was a significant factor in the appointment. The agency’s track record of building scalable, always-on digital ecosystems for large consumer brands was also cited as a key reason behind the collaboration.
For Creativefuel, the mandate reinforces its growing portfolio of FMCG clients and underscores its capability to deliver culture-led and community-focused digital strategies at scale. The two organisations will work together over the next year to advance Balaji Wafers’ digital presence and drive deeper audience engagement across key social platforms.
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