Amit Dhawan and Sanya Bajaj launch Crack’d, a new influencer marketing agency

New Delhi: Marketing professionals Amit Dhawan and Sanya Bajaj have launched Crack’d, a new influencer marketing and user-generated content agency, as part of The Nuural Network, a group of ventures founded by Dhawan that operates at the intersection of creativity, AI, and strategy.

Crack’d focuses on UGC creation, influencer strategy, AI-powered content production, and full-funnel performance storytelling, offering brands a structured approach to building creator networks and scalable content.

“Influencer marketing isn’t broken, it’s just bloated,” said Amit Dhawan. “Everyone’s chasing reach, but very few are building real influence. With Crack’d, we want to flip that script to make content that feels human, yet performs with precision. We’ve Crack’d the code to scaling influence without losing authenticity. It’s not about going viral anymore. It’s about staying valuable.”

“The creator space has evolved, and it’s time agencies did too,” added Sanya Bajaj. “Crack’d is built on clarity and collaboration between brands, creators, and audiences. We want to build stories that people trust, not just trends they scroll past. For us, every partnership and every piece of content has to create both impact and integrity.”

Dhawan, an IIM-A alumnus, has previously led and scaled agencies including Schbang Delhi, Sociowash, and Art-E, bringing over a decade of experience in creative strategy, brand building, and digital transformation. Bajaj, founder and CEO of Column Inches, has more than 13 years of expertise in brand communications, public relations, and influencer strategy.