MAM
Fortune launches new TV campaign ‘Har maa ke dil mein’
MUMBAI: Adani Wilmar‘s Fortune has launched a television campaign, ‘Har maa ke dil mein‘ today.
The 75 second TVC is rooted in the philosophy that there is no greater joy than the joy of eating home cooked meals.
It is developed by the Fortune‘s marketing team along with O&M and leverages the emotions of ‘the unmatched taste of mother‘s cooking‘ and the ‘lengths to which a mother will go to provide her child with nutritious food.‘
Adani Wilmar COO Angshu Mallick said, “Fortune‘s efforts is always to own the mother‘s heart, because when it comes to her child, it‘s always the heart that wins over the head. All mothers in our country love cooking for their children and providing them with delicious home cooked food; this thought forms the core of our communication strategy. The TVC reinforces Fortune‘s brand message to both our existing and prospective consumers.”
O&M EC and CD South Asia Piyush Pandey said, “Fortune is a market leader who needs to drive the brand as well as the category. The category is food, which is the basic essential in everyone‘s life, and the basic driver of emotions in any family.
“We have used SD Burman‘s song ‘Meri Duniya hai Maa…‘ as perhaps the most perfect ode to a mother. I am delighted with the film, which I think will touch a chord with every member of every family,” Pandey added.
The new campaign, with over 5000 spots (average 40 seconds each) will run across 20 channels, including Star Plus, Star Pravah and Star Jalsha (the first commercial break of all Serials in the evening to be exclusively Fortune 75-seconder ad). Other properties like cricket on Neo Cricket are also part of the deal.
There will also be an internet campaign with over 10 million impressions in digital media, outdoor campaign in metro cities and a radio campaign spanning 40 different locations. The campaign will also feature on over 2000 digital cinema screens across the country and on DTH channels of various providers.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
