Social Panga launches The Viral Union for Influencer Marketing

Social Panga, an integrated creative and digital marketing agency, has unveiled its latest venture: The Viral Union (TVU). Sudarshan Kailash leads this new influencer marketing division, which mainly connects brands with influencers across all tiers- nano, micro, and macro, facilitating talent partnerships and performance-driven campaigns.

The idea is Simple

Spearheaded by Sudarshan Kailash, The Viral Union provides impactful brand solutions through collaborations. It also focuses on talent partnerships and performance-driven campaigns, ensuring that brands connect effectively with their target audiences.

Why Now? The Growing Influencer Market

India’s influencer marketing industry is projected to grow 25% annually, reaching INR 10,500 crore by 2027. Recognising this rapid growth, Social Panga launched The Viral Union. This is designed to combine data, creativity, and authenticity, setting new standards in influencer marketing.

Voices from the Top

Gaurav Arora, Co-Founder of Social Panga, stated, “Influencer marketing is no longer an add-on, but a core strategy for brands looking to engage audiences authentically.” He added, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy. This will bring together data, creativity, and authenticity to drive meaningful brand engagement.”

Sudarshan Kailash, Head of The Viral Union, shared: “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.”

Brands On board

The Viral Union already works with major brands like Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M. With brands seeking more straightforward ROI and influencers asking for fair compensation, this new division will reshape partnerships within India’s evolving creator economy.

Building an Integrated Ecosystem

The launch of The Viral Union strengthens and complements The Yellow Shutter’s production excellence and Social Panga’s creative ingenuity, enhancing brand storytelling and campaign impact. The Yellow Shutter is Social Panga’s in-house production unit. This integrated approach allows Social Panga to deliver comprehensive, high-quality content, including videos, photography, and other creative assets for digital marketing campaigns and solutions.