The acquisition advances Creativefuel’s strategy to expand its cultural footprint and connect with India’s evolving digital and creative communities.
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Creativefuel, one of India’s fastest-growing creative agencies and a leading name in digital IP creation, has announced the acquisition of two influential community-led platforms, Recommendation Community and Music Community, strengthening its presence in the country’s fast-evolving media and entertainment ecosystem.
The move marks a significant step in Creativefuel’s strategy to expand its network of owned digital properties that shape conversations in culture, entertainment, and content. The two communities join Creativefuel’s growing IP portfolio, which already includes Sarcasm, HalseyIndia, MissMalini, ScrawledStories, Rupees, and others.
Empowering Creative Communities Across Film and Music
Launched during the early OTT boom in India, Recommendation Community became one of the country’s first digital spaces for cinephiles, curating conversations around films, series, and storytelling. Built purely out of passion for cinema, it quickly evolved into a trusted destination for creators and film lovers alike.
Building on that momentum, the team behind it launched Music Community, a vibrant platform designed to unite music lovers and creators across genres, fostering collaboration, discovery, and shared creative experiences.
With this acquisition, Creativefuel aims to amplify its reach across storytelling and entertainment-driven audiences, creating a more connected ecosystem between brands, creators, and consumers.
Strengthening Creativefuel’s Vision for Media & IPs
“At Creativefuel, we’ve always believed in shaping narratives that move culture forward,” said Tushar, Founder & CEO, Creativefuel. “The addition of Recommendation Community and Music Community strengthens our ability to create and influence stories that audiences genuinely connect with. As more of our clients come from OTT and entertainment sectors, this acquisition bridges creative communities with the storytellers driving India’s entertainment landscape.”
Nikhil, Co-founder at Creativefuel, added, “Creativefuel is evolving into a true house of brands for the internet. Every IP we acquire or build has its own audience and creative identity. Recommendation Community and Music Community fit perfectly into this vision, taking us closer to becoming the Mensa Brands of digital IPs.”
Sree, Vice President – Operations & Acquisitions, said,“This acquisition aligns with our mission to deepen Creativefuel’s IP network in the media and entertainment space. These communities complement our existing ecosystem, allowing us to build stronger connections with India’s growing digital audience.”
Aseel Sab, one of the founding members of both Recommendation Community and Music Community, will continue to lead the creative vision for these IPs under Creativefuel’s banner.
A Strategic Step in India’s Digital Culture Economy
This acquisition reinforces Creativefuel’s commitment to expanding its cultural footprint by integrating digital-first communities that reflect India’s evolving entertainment consumption patterns and creative aspirations.
By bringing together passionate audiences from film, OTT, and music, Creativefuel continues to shape the future of community-driven storytelling and branded entertainment in India.