The vertical, headed by Sudarshan Kailash, seeks to reinvent the influencer-driven brand narrative.

Social Panga, India’s creative and digital marketing agency, introduced TVU, an influencer marketing vertical. Sudarshan Kailash’s Viral Union will offer talent collaborations, performance-driven campaigns, and nano, micro, and macro influencers to organizations in the fast-growing creative economy.

Influencer marketing could reach INR 10,500 crore by 2027, growing 25% annually. Social Panga’s move into this area shows its commitment to scalable, data-driven, high-impact influencer marketing. According to Social Panga’s news release, this will strengthen its integrated ecosystem and solution-driven approach.

“Influencer marketing is no longer an add-on—it’s a core strategy for brands looking to engage audiences authentically,” said Social Panga co-founder Himanshu Arora, unveiling the new division. Content producers and brand narratives can collaborate with The Viral Union to develop financially beneficial and visible campaigns. TVU reinforces our commitment to innovative, data-driven storytelling that resonates.

“Influencer marketing is no longer just about visibility; it’s about delivering real impact,” said The Viral Union’s Sudarshan Kailash of the new vertical. The Viral Union creates ads based on facts, statistics, and innovation. Our goal is to set new industry standards and help brands interact with consumers more meaningfully.

“We have always believed in strong sector expertise and changing with market dynamics,” said Social Panga co-founder Gaurav Arora. The Viral Union uses authenticity, creativity, and analytics to boost brand engagement. Fortifying our integrated ecosystem with TVU will boost The Yellow Shutter’s production quality and Social Panga’s originality, improving the brand story and campaign effect.”