Balaji Wafers taps Creativefuel for social media push

MUMBAI: Balaji Wafers is turning up the volume online. The homegrown FMCG major has appointed Creativefuel as its social and digital partner, signalling a clear intent to make social media a main course rather than a side dish.

The year-long partnership comes as more legacy consumer brands rethink their digital playbooks, moving beyond campaign-led bursts to always-on storytelling. For Balaji Wafers, the goal is simple but ambitious: build a strong, consistent digital presence that feels as familiar as its wafers, yet fresh enough for today’s scrolling generation.

Under the mandate, Creativefuel will handle the brand’s social media strategy, content creation, digital storytelling and community-led engagement across platforms. The focus will be on audience-first narratives that respect Balaji’s decades-old consumer connect while speaking the language of contemporary internet culture.

The appointment reflects a wider shift in the FMCG sector, where social media is no longer just a support act for big campaigns but a primary brand-building stage. For brands like Balaji, with deep roots in regional and national markets, this means finding new ways to stay relevant without losing their core identity.

Creativefuel’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate. Its strength lies in blending platform-native content with a sharp understanding of audience behaviour, a combination Balaji sees as critical for 2026.

Commenting on the partnership, Balaji Wafers marketing lead Sandeep Roy, said the brand has always prioritised staying close to consumers while evolving with the times. He noted that Creativefuel’s grasp of digital culture and audience insights made it a natural fit as Balaji steps up its social presence.

Creativefuel COO Tiya Wadhwani, said the mandate underscores the agency’s growing role as a long-term digital partner for legacy FMCG brands. She added that Balaji Wafers’ strong consumer connect offers a rich foundation for building a relatable and consistent social presence.

The win further strengthens Creativefuel’s FMCG portfolio and reinforces its focus on content-led, community-driven brand building. As Balaji Wafers looks to turn likes into loyalty, its latest move suggests that in 2026, even the most familiar snacks are ready to speak fluent social.