Concept Group, India’s largest independent agency network, has announced the launch of Puzzle Media, a dedicated influencer marketing vertical under Concept BIU.

The move comes as influencer marketing becomes increasingly central to how brands build trust and drive engagement with audiences.

Puzzle Media has been created to help brands respond to the changing creator ecosystem through structured, outcome-led and brand-safe influencer solutions.

The vertical will offer end-to-end influencer marketing services, combining strategy, creator-led storytelling and measurable impact across categories. Its offerings include creator strategy, campaign conceptualisation, creator operations, talent management, branded content, experiential activations, paid amplification and performance-led influencer campaigns. The focus is on building long-term creator partnerships, supported by audience insights and content that resonates naturally while delivering business results.

Puzzle Media follows a global-first approach and is among the first Indian influencer marketing companies to work with international creators and execute campaigns across markets such as the US, Dubai and Australia. With access to diversified creator networks across India, APAC and the US, the vertical aims to support brands looking to scale influencer campaigns both locally and internationally.

The unit operates through a full-service team of strategists, creator managers, negotiators, editors and campaign specialists to ensure consistency, transparency and brand safety at every stage. It also aims to address industry challenges such as fragmented creator discovery, inconsistent quality, unclear pricing and an 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, bringing together 40 digital creators for an evening of networking, collaboration and content creation. The event reflected the brand’s focus on building environments where influence develops organically.

With its creator networks, audience insights and integrated campaign execution capabilities, Puzzle Media aims to help brands bring together all elements of their influencer marketing strategy cohesively and effectively.

Ashish Jalan, managing director, 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."

Vidyut Ghuwalewala, chief executive officer, 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. We aim to help brands work with the right voices, tell relevant stories, and drive engagement that translates into real impact."