MAM
Budget boost to ad industry: WRM’s Shrenik Gandhi foretells the future
MUMBAI: Like many others before him, Shrenik Gandhi, co-founder & CEO of White Rivers Media (WRM), has predicted a significant uptick in advertising expenditure across consumption-driven sectors following the latest Union Budget announcement. With the government providing income tax relief up to Rs 12 lakh, Gandhi anticipates a ripple effect benefiting both brands and advertisers.
He remarked, “With more disposable income in the hands of consumers, ad spends are expected to see a positive uptick, particularly in consumption-driven sectors from the salaried class.”
Sectoral Impact on Ad Spends
The overall advertising market is projected to witness a 10 per cent growth, driven by increased discretionary spending. Gandhi highlighted key sectors likely to ramp up marketing investments:
* Retail & E-commerce: Boosted by increased purchasing power, aggressive online and offline campaigns are anticipated.
* Automobiles: Higher disposable incomes often translate into greater car and two-wheeler sales, prompting auto brands to invest more in promotions.
* Real Estate: With improved affordability, developers are expected to push marketing efforts for mid-income housing projects.
* Consumer Electronics & Smartphones: This segment is poised for heightened promotional activity.
* Travel & Hospitality: Financial ease could drive a surge in both domestic and international travel advertisements.
* Fintech & BFSI: Additional savings may lead to increased interest in investments and insurance products, encouraging BFSI companies to up their advertising budgets.
Digital advertising, already experiencing robust growth, is expected to accelerate further as brands seek to capture positive consumer sentiment. Gandhi concluded that the budget’s impact on the advertising landscape signals a promising year ahead for the industry.
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.
