Wit & Chai's Accidental Rise: From Cafe Instagram to Global Brands like Starbucks, ICICI Bank

• Wit & Chai, co-founded by Mohit Ghate, started accidentally managing a café's Instagram, evolving into a multi-vertical marketing group.
• The agency focuses on business growth over vanity metrics, attracting major clients like Starbucks, Kotak, ICICI Bank, and John Deere.
• Wit & Chai operates as a group of specialized companies including LMN Communications, TMRW Factory, Yellout Media, and Pratisaad Communications.
• AI is reshaping the industry, threatening traditional performance marketing by automating targeting and being used for AI-generated content for brands like John Deere India.
• Influencer marketing is shifting towards long-term deals, block deals, performance-based payouts, and even equity partnerships for top creators.