AD Agencies
Chlorophyll launches offerings to bridge brand creation and execution gap
MUMBAI: End-to-end brand consultancy Chlorophyll has launched new offerings on Independence Day, as it enters its 20th year.
Chlorophyll co-founder and MD Kiran Khalap said, “As we complete 19 successful years powered by relentless learning, I am delighted to present chlorophyll 3.0, which, with several significant additions to its offerings, will help clients bridge and ‘Mind The Gap’ between brand creation and execution.”
“These offerings include chlorophyll innovation lab, a sports practice, and two new digital-driven, consumer-centred offerings – Chlorophyll digital business synthesiser and Chlorophyll leadership branding. Together, these additions will empower Chlorophyll to deliver greater salience and value to clients in the digital age where social media has been causing subterranean shifts in the concept of brands and branding,” he added.
Describing chlorophyll 3.0 as chlorophyll’s shift from brand creation to brand creation and execution, Khalap said it was necessitated because of a constant common feedback from clients: that once Chlorophyll had created and defined their brands, and the brand was handed over for execution to an ad agency, an event agency, an activation agency or a digital agency, there was a discernible gap in brand disciplines leading to loss of value.
Over the past two years, the company has systematically invested in an innovation lab, in modelling a sports practice and in modelling digital services and social media services.
The chlorophyll innovation lab is headed by veteran Chitresh Sinha, the sports practice is in partnership with Meraki, and for digital, Chlorophyll has Ashok Lalla as digital business advisor and principal consultant.
Chlorophyll innovation lab is India’s first brand innovations collective set up by chlorophyll. It helps build brand relevance by helping organisations create a culture of innovation and start-up thinking, co-creating IP by collaborating with young innovators, early stage start-ups and the evolving maker-spaces across the globe and creating disproportionate earned media for brands via innovation-driven integrated brand engagement.
Chlorophyll innovation lab CEO Chitresh Sinha said: “The key to innovation is that it needs to be created from the customer’s perspective and not from a technology or a domain perspective. That is why we have created a medium-agnostic model that merges evolving technologies, art and social impact to bring alive innovation for brands in integrated ways. The model is very different from the standard agency model. An ecosystem of 800+ innovators from across the globe set up fluid teams that create unique innovations.”
The lab invented the world’s first Inspiration Medal for the Tata Mumbai Marathon in 2018.
The sports practice allows brands to effectively invest in sport, helps sport teams, leagues, franchises and events define and align their brand thereby generating long term value and helps global sport properties navigate through India.
Meraki Sport and Entertainment MD and co-founder Ajit Ravindran said: “Sport sponsorships in India have traditionally been one dimensional with logo visibility being the only parameter used in decision making. However, today sponsorships need to evolve into value partnerships that allow organisations to leverage sport to achieve multiple objectives. The chlorophyll sports practice will help brands, teams, leagues, events, athletes and federations leverage the power of sport and will work towards enhancing fan connect.”
Chlorophyll also announced two new digital-driven, consumer-centered offerings that will help brands deliver better business impact. These are:
1) chlorophyll Digital Business Synthesiser – A time-bound, 5-step digital action model. It helps in creating ownable digital brand narratives to impact consumers and uplift business, through the use of proprietary models for research and branding, and its custom digital analytics tools.
2) chlorophyll leadership branding – this helps turn business leaders into leadership brands in the digital age through a proprietary leadership branding model.
Digital business advisor Ashok Lalla said: “I am excited to collaborate with chlorophyll, a firm I have long admired, to create these two exciting digital-driven offerings. These will help brands and business leaders use digital in a manner that will maximise their impact on consumers.”
Khalap said, “Over the past 19 years, chlorophyll has had the privilege of creating and transforming over 200 brands, including, for example Aptech, Ayush, BSE, CenturyPly, CG, CK Birla Group, FDC, Fortis, Ginger, Glenmark, India Today, Indigo Paints, Infosys, Mahindra, Mukand, Tata, The Lalit, Unilever and Zandu. It steps into its 20th year as chlorophyll 3.0, empowered to transform client brands by being their custodian and guide through brand creation and across all milestones of strategy and implementation for continued growth,” he added.
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.
