MAM
Maxus partners IoTBLR to create unique campaigns & product prototypes
MUMBAI: With an aim to co-create unique campaigns and product prototypes, Maxus has entered into a partnership with the IoTBLR Foundation for Pervasive Computing, which is one of world’s largest IoT (Internet of Things) focused meet up group.
Maxus and IoTBLR will work together with brands in building new products and consumer engagement solutions.
Talking about the partnership, IoTBLR founder Nihal Kashinath said, “We are very excited about working with Maxus and look forward to co-creating more campaigns and product prototypes that have rarely, if ever, been conceptualised before. We bring in a lot of technological firepower around the Internet of Things, wearable tech, virtual and augmented reality, rapid prototyping, etc as well as a massive developer network from which to crowd-source ideas plus expertise. To put these to work in the context of a brand’s story is terribly exciting for us. There is a symbiotic relationship between creative campaigns and bleeding-edge technologies, and from our interactions so far with the Maxus team, we can confidently say that this partnership is going to push creative technology to stratospheric levels (possibly literally). So get ready to see futuristic tech come alive today.”
Maxus chief digital officer Unny Radhakrishnan added, “We have been working with IoTBLR for some time now and it is a great learning experience. We had earlier launched Maxus Metalworks, our R&D lab, to work in the areas of emerging technologies and completed a couple of projects. Our teams have been conducting specialised workshops for some of our clients as well. This new partnership will help us keep our pace in understanding technology and leverage it for marketing and consumer services.”
IoTBLR was founded as an open community by Kashinath with a vision to grow awareness on IoT, empower individuals and organisations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.
MUMBAI: Mar-tech network Wondrlab Network is in talks to acquire advertising major Madison World, according to media reports, in a move that could reshape India’s agency landscape.
In a statement shared with Social Samosa, Wondrlab Network founder and CEO Saurabh Varma, confirmed that the group is actively evaluating acquisition opportunities but declined to confirm any specific transaction.
“We have consistently stated that Wondrlab is building for scale, and acquisitions remain an important part of that strategy. We are in discussions with multiple companies across capabilities that strengthen our platform-first, full-funnel marketing and technology offering. Any development will be communicated at the appropriate time,” Varma said.
Wondrlab has pursued acquisitions as part of an ambitious plan to buy 26 agencies across three phases. In 2025, it completed its seventh acquisition, underscoring its appetite for inorganic growth.
According to reports, Madison founder Sam Balsara is seeking around Rs 1,000 crore for the agency. If the Wondrlab deal goes through, it would rank as the largest acquisition of an Indian agency by another Indian agency.
Wondrlab was launched in November 2020 by Saurabh Varma, Vandana Varma, and Rakesh Hinduja. Its first acquisition followed swiftly with the December 2020 purchase of Amit Akali’s creative shop, What’s Your Problem.
Since then, the group has steadily expanded its footprint. It acquired influencer marketing firm Opportune and performance marketing agency Neon in 2022. In 2023, it bought Salesforce consultancy and data analytics firm Cymetrix, alongside Poland-based WebTalk, marking its entry into Europe. It later added influencer marketing agency OPA and, last year, took a majority stake in BigStep Technologies, a generative AI and cloud-native software firm.
Madison, meanwhile, has long been a target for global advertising groups. Over the years, it has drawn interest from WPP, Publicis Groupe and Dentsu. In May 2025, Havas was reported to be the frontrunner, with an offer of about Rs 700 crore for a majority stake.
Earlier talks with WPP in 2015, when Madison was valued at roughly Rs 500 crore, collapsed over valuation and equity differences. Discussions with Publicis and Dentsu also failed to yield a deal.
