MUMBAI: Social Panga is stepping up its game in the creator economy. The integrated creative and digital marketing agency has launched The Viral Union (TVU)—a dedicated influencer marketing vertical designed to bridge the gap between brands and content creators.
Led by Sudarshan Kailash, TVU will offer brands 360-degree influencer solutions, spanning nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns. With influencer marketing expected to grow at 25 per cent annually, reaching Rs 10,500 crore by 2027, Social Panga is seizing the opportunity to provide data-backed, scalable, and high-impact influencer marketing strategies.
Social Panga co-founder Himanshu Arora underscored the significance of this move, “Influencer marketing is no longer an add-on—it’s a core strategy for brands looking to engage audiences authentically. The Viral Union is designed to bridge the gap between content creators and brand narratives, ensuring campaigns that not only drive visibility but also deliver tangible business impact. With TVU, we are doubling down on our commitment to data-backed, creative-first storytelling that truly resonates.”
Social Panga co-founder Gaurav Arora echoed the sentiment, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy, bringing together data, creativity, and authenticity to drive meaningful engagement for brands. With TVU, we are strengthening our integrated ecosystem—complementing the production excellence of The Yellow Shutter and the creative ingenuity of Social Panga—to elevate brand storytelling and campaign impact.”
Kailash emphasised the evolving nature of influencer marketing, “Influencer marketing is no longer just about visibility; it’s about delivering real impact. At The Viral Union, we are committed to building campaigns rooted in authenticity, backed by data, and driven by creativity. Our goal is to set new benchmarks in the industry, helping brands connect with audiences in more meaningful and effective ways.”
TVU is already working with major brands such as Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M. With plans to scale influencer-driven strategies across multiple platforms, industries, and audience segments, the vertical is set to redefine how brands leverage the power of digital storytelling.
Social Panga, a part of LS Digital, also operates a production house called The Yellow Shutter, further enhancing its creative capabilities.
