Mumbai: As influencer marketing continues to play a crucial role in helping brands build credibility and connect with audiences, Concept Group, an independent agency network, has introduced Puzzle Media, a dedicated influencer marketing vertical under Concept BIU. The new unit aims to support brands in navigating the evolving creator economy with structured, results-driven and brand-safe influencer marketing solutions.
Puzzle Media will provide comprehensive influencer marketing services, covering everything from strategy development to campaign execution. Its offerings include creator strategy, campaign ideation, creator management, talent partnerships, branded content, experiential activations, paid amplification, and performance-driven influencer campaigns. The focus is on building long-term relationships with creators while delivering authentic content that resonates with audiences and drives measurable business outcomes.
Ashish Jalan, MD, Concept Public Relations India, said, “The PR landscape has changed significantly in the last decade, in fact communication to be effective has to be integrated rather than disjointed. Understanding this evolution has led us to believe that influencer marketing needs to be included as an important element in our armoury within our holistic offering. Hence the need and launch of Puzzle media and I am excited to see Vidyut, Shanav and Alok leading this venture.”
Adopting a global-first approach, Puzzle Media is among the early Indian influencer marketing companies to collaborate with international creators and manage campaigns across global markets such as the US, Dubai, and Australia. With access to diverse creator networks spanning India, APAC, and the United States, the vertical will help brands scale influencer-led campaigns across both domestic and international markets.
Vidyut Ghuwalewala, CEO, Puzzle Media, said, “Brands are approaching influencer marketing with greater clarity and intent. The focus has moved from visibility to relevance and trust. Puzzle Media brings structure to creator marketing by combining clear strategy, creator-first thinking, and strong execution. Our aim is to help brands work with the right voices, tell relevant stories, and drive engagement that translates into real impact.”
The vertical operates with a dedicated team comprising strategists, creator managers, negotiators, editors, and campaign specialists. This structure is designed to ensure consistency, transparency, and brand safety across every stage of a campaign. Puzzle Media also aims to address common industry challenges such as fragmented creator discovery, inconsistent content quality, pricing ambiguity, and excessive reliance on vanity metrics through clear briefing, contracting, and measurement processes.
To mark its launch, Puzzle Media hosted an invite-only yacht experience in Mumbai, bringing together around 40 digital creators for networking, collaboration, and content creation. The event highlighted the brand’s approach of creating environments where authentic influence can emerge naturally.
With a combination of strong creator networks, audience insights, and integrated campaign execution, Puzzle Media aims to help brands manage influencer marketing in a more cohesive, strategic, and effective manner.
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