Balaji Wafers has appointed Creativefuel as its social and digital partner for 2026, awarding the agency a year-long mandate focused on strengthening and modernising the brand’s digital presence. This collaboration marks a significant step for the snack major as it looks to build deeper, more sustained engagement with consumers in an increasingly digital-first marketplace.
The move underscores a broader trend among legacy FMCG brands that are shifting from campaign-led digital activity to treating social media as a strategic, always-on brand-building engine. With younger audiences consuming content across multiple platforms, Balaji Wafers aims to establish a consistent, audience-first digital narrative that highlights its heritage while aligning with current cultural and behavioural trends.
Under the mandate, Creativefuel will lead the brand’s end-to-end social media strategy, including creative development, content production, digital storytelling, and community engagement. The agency will also be responsible for crafting platform-native formats, interactive content, and community-driven initiatives that boost visibility, drive conversations and reinforce long-term brand affinity.
The partnership is expected to help Balaji Wafers strengthen its digital identity, expand reach across new audience clusters, and build a more cohesive and modern communication ecosystem across social platforms.