MAM
Atit Mehta made media head for South Asia at Unilever
MUMBAI: Fast moving consumer goods giant Hindustan Unilever Ltd (HUL) has made a couple of changes in its senior management.
Atit Mehta, currently manager media services, has been appointed as head – media, South Asia, Unilever succeeding Abhiroop. He will report to Rahul Welde, vice president-media, Unilever.
An HUL spokesperson confirmed the news and spoke about the other change in the senior team. “Abhiroop Chuckarbutty, currently head – media, South Asia, Unilever, has been appointed as GM – packaged foods, HUL and will report to Geetu Verma, executive director – foods, HUL.”
Chuckarbutty was appointed to the post of head – media, South Asia in November 2011. Mehta has been with HUL since 2008 when he joined as senior media services manager. Before that he was with Colgate Palmolive as country media manager from 2007 to 2008. He has also worked on the agencies‘ side as business director with GroupM for seven years from 2000 to 2007.
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.
