MAM
Aircel unveils new ad campaign ‘Joy of Little Extra’
MUMBAI: Aircel has launched its new brand campaign titled ‘Joy of Little Extra‘ which captures a slice from daily life pertaining to the joy experienced when one unexpectedly gets a little extra.
Under the new ad campaign, Aircel will launch products and services which will offer that “little extra” in value for its subscribers through all its products, be it Extra SMS‘, Extra Talk time or Extra Data.
Aircel‘s new campaign is a series of commercials, on the plank of always bringing to its subscribers that joy of a little extra. The campaign is conceived by McCann Worldgroup India.
Aircel chief marketing officer Anupam Vasudev said, “With the launch of our new ‘Joy of Little Extra‘ campaign, we hope to bring more joy to the lives of our customers by giving them opportunities to feel that unexpected ‘Extra‘ happiness through the use of our products and services. By means of this, we also wish to get closer to the hearts of our customers and continue to build on our commitment to them. The new campaign series will see three products launches shortly.”
The ‘Joy of Little Extra‘ is based on customer insights highlighting that joy is not always derived by big things in life, such as an increment at work or additional funding for business but the same happiness could also be felt through little things like getting an extra run in a friendly neighbourhood match or getting a few extra minutes to complete an examination paper.
The new campaign highlights the power of ‘Extra‘ as delivered by Aircel‘s voice and data products as a simple way of bringing big happiness.
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.
