Balaji Wafers Appoints Creativefuel

As retail-led FMCG brands look to build deeper consumer engagement beyond physical touchpoints, Balaji Wafers has appointed Creativefuel as its social and digital partner for 2026. The year-long partnership is aimed at strengthening the brand’s digital presence as an extension of its strong retail connect across regional and national markets.

The appointment reflects a broader shift among legacy FMCG brands, where social media is increasingly being used as a brand-building channel to complement in-store visibility and reinforce consumer trust beyond the shelf.

As part of the mandate, Creativefuel will lead Balaji Wafers’ social media strategy, content creation, digital storytelling, and community-led engagement. The partnership aims to build a consistent, audience-first digital narrative that aligns with Balaji Wafers’ strong brand legacy while resonating with today’s evolving digital consumers.

Balaji Wafers is one of India’s most trusted and widely loved homegrown FMCG brands, with a deep-rooted presence across general trade and modern retail. Known for its mass appeal and strong distributor network, the brand continues to invest in digital platforms as a key channel to deepen consumer engagement and storytelling alongside its retail strength.

The partnership reflects Balaji Wafers’ focus on working with agencies that bring a strong understanding of internet culture, audience behaviour, and platform-native content creation. Creativefuel’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate.

Sandeep Roy, Marketing Lead, Balaji Wafers, said “Balaji Wafers has always focused on staying close to its consumers while evolving with changing times. As we strengthen our digital presence in 2026, Creativefuel’s understanding of audience behaviour and digital culture made them a strong partner for this journey. We look forward to working together to build a meaningful and consistent digital narrative for the brand across platforms.”

Tiya Wadhwani, COO, Creativefuel, added “This mandate reflects Creativefuel’s ability to partner with large, legacy FMCG brands at scale. Balaji Wafers has a powerful consumer connect built over decades, and we’re excited to apply our culture-led digital thinking to create a consistent, relatable presence for the brand across social platforms in 2026.”

The association highlights how retail-first FMCG brands are increasingly using digital platforms to reinforce brand affinity, complement physical retail presence, and build long-term consumer relationships beyond the point of purchase.