Mumbai, November 4, 2025: Creativefuel, one of India’s fastest-growing creative agencies and among the few with the largest portfolio of owned IPs, has announced the strengthening of its media & entertainment portfolio with the acquisition of two leading community-led pages Recommendation Community and Music Community.
Recommendation Community, launched during the early OTT and cinephile wave in India, became one of the first digital spaces that shaped conversations around films and series. Built on pure passion for storytelling, Recommendation Community quickly turned into a trusted name among cinephiles and creators alike.
To build on that momentum, the team later introduced Music Community, an IP created for listeners and creators across genres, uniting people through their shared love for music, discovery, and creative collaboration.
With this acquisition, Creativefuel aims to deepen its foothold in the media and entertainment space, further strengthening its ecosystem of IPs across multiple genres. Recommendation Community and Music Community now join Creativefuel’s growing family of media-led IPs including Sarcasm, HalseyIndia, MissMalini, ScrawledStories, Rupees and several others, reinforcing the agency’s commitment to building digital properties that define conversations in culture and content.
Speaking about the acquisition, Tushar, Founder & CEO of Creativefuel, said: “At Creativefuel, we have always believed in shaping narratives that move culture forward. The addition of Recommendation Community and Music Community strengthens our ability to create and influence stories that audiences genuinely connect with. As our clients increasingly come from OTT platforms and production houses, this acquisition allows us to bridge creative communities with the storytellers driving India’s entertainment landscape.”
Nikhil, Co-founder at Creativefuel, added: “Creativefuel is evolving into a true house of brands for the internet. Each IP we acquire or build has its own identity, audience, and creative pulse. Recommendation Community and Music Community perfectly fit this vision, strengthening our journey toward becoming the Mensa Brands of digital IPs.”
Sree, Vice President – Operations & Acquisitions, said: “This acquisition continues our focus on strengthening Creativefuel’s IP network. Recommendation Community and Music Community perfectly complement our existing properties helping us build deeper, more connected ecosystems in the media & entertainment space.
Aseel Sab, one of the founding members of Recommendation Community and Music Community, will continue to play a key role in driving the creative vision of both IPs under the Creativefuel umbrella.
This acquisition is another step in Creativefuel’s broader strategy of expanding its cultural footprint, by integrating communities that represent India’s evolving digital audience and creative voices.
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