AD Agencies
Hybrid turns five, rewires the future of ad-tech
MUMBAI: From a tiny 6 by 6 ft room to powering some of India’s biggest brands, Hybrid India has come a long way in just five years. The Gurgaon-based digital advertising innovator is marking its fifth anniversary with a celebration of creativity, technology, and people power.
Founded in 2020 by Shreyas Sathe, who set out to redefine advertising during a turbulent time, Hybrid has become one of India’s fastest-growing Adtech players. Its suite of AI-powered solutions, including the Hybrid Platform, VOX (its contextual advertising engine), Hybrid Places, and CTV technologies, has reshaped how brands connect with audiences.
Today, the company’s 35-plus strong team drives campaigns for marquee names like Havells, Honda, Dabur, Rado, MG Motors, Mondelez, ITC, Group M, Dentsu, and Publicis.
“Our greatest strength lies in our people,” said Hybrid Insea CEO Shreyas Sathe. “Over the last five years, we’ve built not just a company, but a culture rooted in trust, empowerment, and shared ambition.”
That ethos is echoed by Hybrid India country head Gandharv Sachdeva, who believes that Hybrid’s collaborative culture is what truly fuels innovation. “From off-site retreats to fun Fridays, we’ve built an environment where people grow both professionally and personally,” he said.
As Hybrid looks ahead, its focus remains on innovation and sustainable success. With the digital advertising space evolving rapidly, the company is doubling down on its mission to empower brands with smarter, data-driven storytelling.
Five years on, Hybrid isn’t just building ads, it’s building the future of how India experiences them.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
