Indian snack manufacturer Balaji Wafers has appointed Creativefuel as its social and digital partner for 2026, entering into a year-long strategic collaboration aimed at strengthening the brand’s presence across social media platforms and digital channels.
Under the mandate, Creativefuel will lead Balaji Wafers’ social media strategy, content development, digital storytelling and community engagement. The partnership is designed to position social media as a core brand-building platform rather than a support channel for traditional advertising, reflecting the shift towards a digital-first consumer environment.
The agency will focus on creating platform-native content and interactive campaigns that resonate with younger, digitally active audiences, while maintaining consistency with Balaji Wafers’ legacy and brand values. The approach will emphasize audience-first narratives and sustained engagement across key social platforms.
The move mirrors a broader trend among established FMCG companies that are re-evaluating their digital strategies to stay relevant in a fragmented online ecosystem. Legacy snack brands with strong market recall and deep consumer connections are increasingly using social platforms as long-term engagement tools rather than one-off promotional outlets.
Balaji Wafers’ marketing leadership said the appointment reflects the need to stay closely connected with consumers as digital behaviour continues to evolve, adding that Creativefuel’s strength in audience insights and understanding of internet culture played a key role in the decision. The agency’s experience in building scalable, always-on digital ecosystems for large consumer brands was also cited.
For Creativefuel, the partnership adds to its growing FMCG portfolio and reinforces its positioning as a provider of culture-led, community-driven digital strategies. Both companies will work together over the next year to deepen Balaji Wafers’ digital footprint and enhance consumer engagement across social channels.