MAM
HUL maintains lead in week 44: Barc
Mumbai: With ad volumes of 5074.45 (‘000s), Hindustan Lever Ltd (HUL) was the most prolific advertiser in week 44 (30 October to 5 November) according to Broadcast Audience Research Council (Barc) data. Reckitt Benckiser grabbed the second spot at 1480.15.
At the third to ninth positions were Ponds India, Brooke Bond Lipton India Ltd, Godrej Consumer Products Ltd, Procter & Gamble, Amazon Online India Pvt Ltd, Cadbury India Ltd, and Colgate Palmolive India Ltd. Lakme Lever Ltd was the new entrant at the tenth spot with ad volumes of 416.15 (‘000s).
Horlicks was the most advertised brand in week 44 with ad volumes of 443.06 (‘000s). At 319.42 Clinic Plus Shampoo was second. It was followed by Brooke Bond Bru Instant (260.48) at the third position.
Amazon Prime Video, Lalithaa Jewellery, Amazon India, Surf Excel Easy Wash, Close Up Ever Fresh (new) Vaseline Intensive Care Deep Moisture Body Lotion (new), and Boost followed.
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.
