Media Veterans Launch KraftXP to Build B2B Marketing Around Meaningful Engagement

Three media veterans are betting that the next phase of B2B marketing will be won through relationships rather than reach. Punya Sundar Raj, Atmadeep Sengupta and Anirban Biswas have launched KraftXP, an integrated B2B marketing and engagement solutions firm built to help businesses connect with enterprise decision-makers, industry leaders and business communities.

The founders arrive with more than 35 years of combined experience across some of India’s best-known media organisations, including Mirchi, Jagran, Radio City, ByteDance, Zee Media, Network18 and the Times of India Group. That grounding in media, digital platforms, advertising and brand solutions shapes how KraftXP describes itself: less an agency that buys attention, more a firm that curates the right rooms and the right conversations.

A full-stack approach to engagement

KraftXP’s offering spans account-based marketing, curated CXO roundtables, leadership profiling, podcasts, media amplification, partner engagements, distributor programmes and corporate experiences. The pitch is that these formats work best when they are designed together, with audience curation, content-led engagement and on-ground execution feeding into one another instead of sitting with separate vendors.

The firm is targeting enterprise-focused sectors, including technology, SaaS, BFSI, fintech and manufacturing. These are categories where buying decisions involve multiple stakeholders and long consideration cycles, and where a well-run conversation with a senior leader can matter more than a high-impression campaign.

Brands need more than visibility; they need access to relevant audiences, credible conversations and opportunities to build relationships with the people who influence business decisions. Atmadeep Sengupta, Co-founder, KraftXP

Early work points to the playbook

KraftXP has already put its model to use. Among its first engagements, the firm brought together more than 100 D2C founders for an industry engagement led by PayU and GoKwik, a gathering that placed payments and commerce-enablement players in direct conversation with the founders they serve.

It also conceptualised and coordinated a leadership profiling initiative featuring the global President and CEO of Manhattan Associates, paired with media amplification delivered within a short turnaround. Taken together, the two projects show the range the founders are aiming for: community-scale convening on one side, senior executive visibility on the other.

Before, during and after the interaction

For Raj, the opportunity lies in rethinking the entire engagement journey, from identifying the right audience to designing an experience that prompts real interaction. In his view, the value of any engagement is decided by what happens around the event as much as at it.

“We believe that the real value of an engagement lies in what happens before, during and after the interaction,” Raj said. “It is about bringing the right people together, creating a conversation that is relevant to them and ensuring that the brand’s objectives remain central to the experience.” He added that KraftXP was conceived to connect these elements seamlessly, combining thoughtful conceptualisation with strong execution.

Sengupta framed the firm’s thinking in similar terms, noting that after years in the media and marketing ecosystem he has watched the definition of brand engagement evolve. KraftXP, he said, wants to bring strategy, content, experiences and amplification together so that every engagement carries a clear purpose and a meaningful business context.

Why it matters for the market

B2B marketers have spent years expanding digital reach, yet many now find that access to the right senior audience is the harder problem. Closed-door roundtables, executive profiling and account-led programmes have gained ground as a result, and media-trained operators are well placed to run them because they already understand audiences, editorial credibility and amplification.

KraftXP is entering that space with a founding team drawn from radio, print, broadcast and digital, which should give it a working view of how a story travels once an engagement is complete. Whether that translates into repeat mandates will depend on execution, but the stated goal is clear: tie marketing strategy to business relationships, leadership visibility and measurable outcomes, with every engagement built around the right audience, clear objectives and meaningful connections.