Crack’d agency
Seasoned entrepreneurs and marketing leaders Amit Dhawan and Sanya Bajaj have joined forces to launch Crack'd, a next-generation influencer marketing and UGC-at-scale agency built to make the creator economy more authentic, transparent, and performance-driven. Crack'd is part of The Nuural Network, an emerging ecosystem of ventures founded by Amit Dhawan that operate at the intersection of creativity, AI, and strategy.
Crack'd blends creativity, community, and AI to help brands build powerful creator networks and produce scalable, high-performing content that delivers real results. The agency focuses on UGC creation, influencer strategy, AI-powered content production, and full-funnel performance storytelling, offering brands an end-to-end ecosystem for creator-led growth.
Amit Dhawan, an IIM-A alumnus, has led and scaled some of India's top creative agencies including Schbang Delhi, Sociowash, and Art-E. He brings over a decade of experience in creative strategy, brand building, and digital transformation.
Sanya Bajaj, Founder and CEO of Column Inches, brings over 13 years of expertise in brand communications, Public Relations, and influencer strategy, helping leading brands craft credible and culture-shaping narratives.
"Influencer marketing isn't broken, it's just bloated," said Amit Dhawan. "Everyone's chasing reach, but very few are building real influence. With Crack'd, we want to flip that script to make content that feels human, yet performs with precision. We've Crack'd the code to scaling influence without losing authenticity. It's not about going viral anymore. It's about staying valuable."
"The creator space has evolved, and it's time agencies did too," added Sanya Bajaj. "Crack'd is built on clarity and collaboration between brands, creators, and audiences. We want to build stories that people trust, not just trends they scroll past. For us, every partnership and every piece of content has to create both impact and integrity."
With its unique blend of strategy, storytelling, and technology, Crack'd aims to set new benchmarks for transparency, trust, and creative efficiency in India's fast-evolving influencer marketing landscape, making it a brand's most reliable growth partner in the creator age.
