MAM
Bingo! & AIPA partner to popularise pickleball in India
Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.
The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.
Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.
Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.
ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”
All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”
GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”
This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.
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.
