Concept Group launches Puzzle Media, a dedicated influencer marketing vertical

New Delhi: Concept Group, one of India’s largest independent agency networks, has announced the launch of Puzzle Media, a new vertical focused on influencer marketing under Concept BIU. The vertical has been set up to help brands navigate the evolving creator ecosystem with structured and brand-safe influencer solutions.

Puzzle Media offers services including creator strategy, campaign conceptualisation, talent management, branded content, experiential activations, paid amplification, and performance-led influencer campaigns. The vertical is intended to foster long-term partnerships with creators, informed by audience insights and content that resonates naturally.

Ashish Jalan, Managing Director of Concept Public Relations India, said, “The PR landscape has changed significantly in the last decade, in fact communication to be effective has to be integrated rather than disjointed. Understanding this evolution has led us to believe that influencer marketing needs to be included as an important element in our armoury within our holistic offering. Hence the need and launch of Puzzle Media and I am excited to see Vidyut, Shanav and Alok leading this venture.”

Puzzle Media follows a global-first approach, working with international creators and executing campaigns across markets including the US, Dubai, and Australia. The vertical also leverages diversified creator networks across India, APAC, and the US to support brands looking to scale influencer campaigns both locally and internationally.

Vidyut Ghuwalewala, Chief Executive Officer of Puzzle Media, added, “Brands are approaching influencer marketing with greater clarity and intent. The focus has moved from visibility to relevance and trust. Puzzle Media brings structure to creator marketing by combining clear strategy, creator-first thinking, and strong execution. Our aim is to help brands work with the right voices, tell relevant stories, and drive engagement that translates into real impact.”

Puzzle Media’s team includes strategists, creator managers, negotiators, editors, and campaign specialists, ensuring transparency and consistency at every stage. The vertical addresses industry challenges such as fragmented creator discovery, inconsistent quality, unclear pricing, and overreliance on vanity metrics through structured briefing, contracting, and measurement frameworks.

The launch of Puzzle Media was marked by an invite-only yacht experience in Mumbai, attended by 40 leading digital creators for networking, collaboration, and content creation. The event reflected the company’s approach to creating environments where influence develops organically.