WLDD secures strategic investment from Adfactors PR & Vikas Khemani
CE DESK 
WLDD, the content distribution and creator-led marketing company founded in 2018, has secured a strategic investment from Adfactors PR and Vikas Khemani, Founder & CIO of Carnelian Asset Management & Advisors, who have acquired a stake in the company. The deal follows WLDD’s previous funding round in 2023, led by Negen Capital.
The investment will be used to scale WLDD’s technology, creator ecosystem, content platforms and brand-building capabilities as businesses increasingly look to build relevance and trust in the attention economy. Specifically, the capital will be deployed towards strengthening its creator marketplace, technology-enabled campaign execution, media properties, and design and brand-building capabilities.
For Adfactors PR, the investment represents an expansion of its digital and creator-led capabilities for its more than 700 retained clients. Nijay N. Nair, Chief Executive Officer of Adfactors PR, who also leads the firm’s M&A and global initiatives, will join WLDD’s board.
Madan Bahal, Co-founder and Managing Director, Adfactors PR, said, “Reputation and influence are being reshaped by digital culture, creator communities and the speed at which narratives now travel. WLDD has built a distinctive and entrepreneurial platform for this new world, and we are excited to explore the synergies from this partnership.”
Vikas Khemani, Founder & CIO, Carnelian Asset Management & Advisors, said, “In three decades of investing, I have learnt that great businesses are ultimately a bet on great founders. Arihant and the WLDD team have that rare combination of energy, hunger to build and obsessive client-centricity. India’s attention economy is at an inflection point, with spends shifting from traditional media to creator-led distribution, and WLDD is well positioned at the centre of that shift. I am delighted to invest in WLDD in my personal capacity.”
WLDD, which owns properties including ScoopWhoop, has been expanding beyond meme and influencer marketing into creator platforms, content, production and broader brand solutions. The new investment is expected to accelerate this transition and deepen its partnerships with brands looking to leverage creator-led distribution at scale.
