Balaji Wafers has appointed Creativefuel as its social and digital partner, marking the beginning of a strategic, year-long collaboration aimed at strengthening the brand’s presence across social media platforms in 2026. The move signals Balaji Wafers’ growing focus on digital-first brand building as consumer engagement increasingly shifts online.

The partnership reflects a broader trend among legacy FMCG brands that are now viewing social media not merely as a campaign amplification tool, but as a core pillar of long-term brand strategy. With this mandate, Creativefuel will take charge of Balaji Wafers’ social media strategy, content creation, digital storytelling, and community-led engagement across platforms.

The objective of the collaboration is to build a consistent, audience-first digital narrative that stays true to Balaji Wafers’ strong brand legacy while connecting with digitally native and evolving consumer segments. By combining Balaji Wafers’ mass appeal with Creativefuel’s culture-led digital expertise, the partnership aims to create an always-on social presence that feels relevant, relatable, and platform-native.

Creativefuel’s appointment underscores Balaji Wafers’ intent to work with agencies that demonstrate a deep understanding of internet culture, audience behavior, and scalable content ecosystems. The agency’s track record in building sustained digital engagement for large consumer brands played a key role in securing the mandate.

Commenting on the partnership, Sandeep Roy, Marketing Lead at Balaji Wafers, said the collaboration aligns with the brand’s philosophy of staying close to consumers while evolving with changing times. Echoing this sentiment, Tiya Wadhwani, COO of Creativefuel, highlighted the opportunity to bring culture-driven digital thinking to a brand with a decades-long consumer connect.

The mandate further strengthens Creativefuel’s growing FMCG portfolio and reinforces its focus on long-term, content-led digital brand building.