Led by Sudarshan Kailash, the vertical aims to redefine influencer-driven brand storytelling
Mumbai: Social Panga, one of India’s leading 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 brands comprehensive solutions in the rapidly expanding creator economy, spanning nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns.
With influencer marketing projected to grow at 25% annually, reaching ₹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. This step will further strengthen Social Panga’s solution-driven approach and integrated ecosystem.
Speaking on the launch of the new vertical, Himanshu Arora, Co-Founder, Social Panga, highlighted the importance of influencer marketing in today’s brand ecosystem saying, “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. With TVU, we are doubling down on our commitment to data-backed, creative-first storytelling that truly resonates.”
Gaurav Arora, Co-Founder, Social Panga, further emphasized, “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 of The Viral Union, shared his vision for the new vertical saying, “Influencer marketing is no longer just about visibility; it’s about delivering real impact. 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 already working with leading brands, including Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M, among others. The vertical is set to scale influencer-driven strategies across platforms, industries, and audience segments.
Social Panga, which is a part of LS Digital also has a production house called The Yellow Shutter.
The Viral Union Instagram – https://www.instagram.com/theviralunion?igsh=MWYwdm5raGZveWc1OQ==
The Viral Union Facebook – https://www.facebook.com/share/15sfGntiCd/?mibextid=wwXIfr
The Viral Union LinkedIn – https://www.linkedin.com/company/the-viral-union/
The Viral Union X (Twitter) – https://x.com/theviralunion?s=21