Mumbai-based marketing technology company Wondrlab has launched WondrAgents, a seven-agent artificial intelligence system designed to run Influencer Marketing campaigns end-to-end, from briefing and creator sourcing through negotiation, contracting, content review and performance reporting. The system will power Wondrlab’s two Influencer Marketing platforms, OPA and Opportune, according to Economic Times BrandEquity.

Wondrlab is describing WondrAgents as India’s first unified “agentic operating system” for influencer marketing, per MediaInfoline. The company says the system can cut campaign go-live time by up to 70%.

Each of the seven agents is assigned to a distinct stage of a campaign: planning, creator discovery and evaluation, outreach, negotiation, contracting, content evaluation and ROI reporting, according to BrandEquity. Wondrlab says human teams will continue to handle strategy, creative direction and relationship management, with the agents absorbing operational and optimization tasks.

The system was built by BigStep, Wondrlab’s technology unit, which the company acquired in January 2025, citing the unit’s generative AI, product engineering, automation and RPA capabilities. Wondrlab also says the system is meant to build a continuing, brand-specific “intelligence library” drawn from creator data, audience behavior and prior campaign results.

Built on a String of Influencer Acquisitions

WondrAgents sits on top of a network Wondrlab has been assembling since its 2020 founding. Founder and CEO Saurabh Varma, a 17-year Publicis Groupe veteran who ran agencies including Leo Burnett and Saatchi & Saatchi before launching Wondrlab, has completed seven acquisitions to date, including OPA and Opportune, the two platforms WondrAgents now runs on.

In a 2024 interview, Varma framed those acquisitions around a bet on smaller creators over celebrities. “The authenticity which comes from content creation, which an influencer can create in our mind, is five or six times more powerful than using celebrities,” he said, adding that spending the same budget on micro- or nano-influencers can generate “six times more engagement [and] reach impact” than celebrity-led campaigns.

Wondrlab’s current site lists OPA as covering more than 300,000 influencers with over 30 data points per creator, drawn from more than 400,000 past collaborations, according to the company.

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