Concept Group, an Indian independent agency network, has launched Puzzle Media, a dedicated Influencer Marketing vertical operating under its Concept BIU unit.

Puzzle Media offers end-to-end Influencer Marketing services spanning creator strategy, campaign conceptualization, creator operations, talent management, branded content, experiential activations, paid amplification, and performance-led campaigns. 

The vertical operates through a full-service team of strategists, creator managers, negotiators, editors, and campaign specialists.

Global-First Approach

The vertical pursues what it describes as a global-first approach, working with international creators and executing campaigns across markets including the United States, Dubai, and Australia. Puzzle Media draws on creator networks across India, APAC, and the U.S.

The unit aims to address persistent industry challenges, including fragmented creator discovery, inconsistent quality, unclear pricing, and overreliance on vanity metrics through structured briefing, contracting, and measurement frameworks.

Leadership Commentary

Ashish Jalan, Managing Director of Concept Public Relations India, cited the shift toward integrated communications as the catalyst for the launch. “Influencer marketing needs to be included as an important element in our armoury within our holistic offering,” he said.

Vidyut Ghuwalewala, CEO of Puzzle Media, said the focus within influencer marketing has shifted. “The focus has moved from visibility to relevance and trust,” he said. “We aim to help brands work with the right voices, tell relevant stories, and drive engagement that translates into real impact.”

Concept Group marked the launch with an invite-only event in Mumbai, bringing together 40 digital creators for networking and content creation.

Source: Manifest Media

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