MAM
Dentsu Aegis Network acquires majority stake in WATConsult
MUMBAI: Dentsu Aegis Network today announced the acquisition of WATConsult, one of India’s leading social and digital media agencies, with over 160 professionals in Mumbai, Delhi, Bangalore and Kolkata. WATConsult will become part of Isobar, Dentsu Aegis Network’s global digital marketing agency and will be referred to as “WATConsult – Linked by Isobar”.
Having evolved from being a social media agency to a full service digital agency, WATConsult also provides its client base with creative and technology services across mobile, digital and video. Other specialist areas include an in-house analytics capability with dashboards and tools for social and digital media. Clients include the Godrej Group, Nikon, Tata Chemicals, Bestseller Group, Bajaj Allianz and more than 70 other national and global brands.
Dentsu Aegis Network Asia Pacific CEO Nick Waters said, “The acquisition of WATConsult marks another significant step for our group in India. This is a high quality award winning market leader specialising in one of the fastest growing and critical segments of the market. Alongside Isobar, iProspect, and WebChutney we have created the largest and highest quality digital services capability in India. We view India as a priority market and will continue to seek scaled and quality investment opportunities here.”
Dentsu Aegis Network chairman and CEO south Asia Ashish Bhasin added, “Having WATConsult, a leader in social media, as a member of our family will further enhance our digital offering to our clients and support our growth in the market. WATConsult, will join iProspect, Isobar and Webchutney in making our digital offering the most comprehensive in India.”
Digital
The human edge: Why creativity beats AI in communication, Starstuff Labs report
As AI floods content, human insight and originality remain irreplaceable
NEW DELHI: Artificial intelligence is cheaper, faster, and more accessible than ever, yet creativity and human judgement remain the secret sauce that machines cannot replicate.
What started as a tool for efficiency is now shaping how messages are crafted, audiences are reached, and decisions are made. But as AI-generated content multiplies, questions about quality, trust, and originality are multiplying too.
Ahead of the AI Impact Summit 2026 in New Delhi, Starstuff Labs has weighed in with The Human Edge: AI, Creativity, and the Future of Communication. The report examines how organisations are embracing AI in creative workflows, while highlighting why judgement, originality, and accountability remain distinctly human.
“Even as AI boosts speed and scale, it struggles with nuance, empathy, and cultural context. Human oversight is essential to keep content authentic,” said Starstuff Labs director Raghu Kalra. “This study explores how creatives can prepare for a future flooded by AI-generated material.”
The research draws insights from creative, psychological, corporate, and developmental professionals across the globe. One clear trend stands out: while being AI-enabled is now expected, safeguarding a unique voice and ethical judgement sets organisations apart.
With teams layering AI onto existing workflows without rethinking authorship, differentiation no longer comes from technology alone. The ability to interpret context, question outputs, and decide what is appropriate is what gives humans the edge.
Designed to be accessible for visually impaired readers, the report signals a turning point for the creative industry: in a world awash with AI, it’s not the tool but the human touch that will truly stand out.
