Social Panga launches new influencer marketing vertical The Viral Union

New Delhi: Social Panga, one of India’s integrated creative and digital marketing agencies, has announced the launch of The Viral Union (TVU), a dedicated influencer marketing vertical.

Spearheaded by Sudarshan Kailash, The Viral Union will offer brand solutions in the creator economy spanning nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns.

Influencer marketing is projected to grow at 25% annually, reaching Rs 10,500 crore by 2027. Social Panga’s foray into this space underscores its commitment to delivering high-impact, data-driven, and scalable influencer marketing solutions, said Social Panga in a statement.

Gaurav Arora, Co-Founder, Social Panga, said, “Influencer marketing is no longer an add-on—it’s a core strategy for brands looking to engage audiences authentically. The Viral Union is designed to bridge the gap between content creators and brand narratives, ensuring campaigns that not only drive visibility but also deliver tangible business impact.”

Arora added, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy, bringing together data, creativity, and authenticity to drive meaningful engagement for brands. With TVU, we are strengthening our integrated ecosystem—complementing the production excellence of The Yellow Shutter and the creative ingenuity of Social Panga—to elevate brand storytelling and campaign impact."

Sudarshan Kailash, Head, The Viral Union, said, “At The Viral Union, we are committed to building campaigns rooted in authenticity, backed by data, and driven by creativity. Our goal is to set new benchmarks in the industry, helping brands connect with audiences in more meaningful and effective ways."

The Viral Union is working with brands, including Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M, among others. Social Panga, which is a part of LS Digital also has a production house called The Yellow Shutter.