MAM
Emirates shortlists Grey, Everest from a pool of four agencies
NEW DELHI: Dubai-based Emirates Airline has short-listed two agencies Grey Worldwide and Everest Integrated Communications for its Indian sub-continent advertising account.
Besides Grey and Everest, the other two agencies, which were in the fray, included Ogilvy & Mather and Lowe. The client team, which has reached the final stage after two rounds of presentations, is expected to finalise its agency soon.
“Emirates reviewed its advertising resources for the Indian sub-continent and the new agency would not only handle India (advertising account) but would also be the co-ordination point for Pakistan, Bangladesh, and Sri Lanka. Decision on the final agency would be taken by end September 2003,” says a communiqué from Emirates Airline’s public relations agency.
On the due course, the statement added that the client “will be conducting reference checks at the local station level in all the four markets to choose between Grey and Everest.”
The criteria for short-listing the agencies included evaluation of the “network capabilities, understanding of the brief, creative/media
capabilities and financials.” While the first presentation was credential-based, the second one was relatively more exhaustive; and it included assessment of several factors including response to the brief by the client and other strategic inputs.
Grey India, which has performed fairly well in the recent past, is optimistic about the outcome. On agency’s decent run of late, Grey’s managing director Nirvik Singh, says, “This is due to a combination of several factors. Firstly, we have an active account planning cell. We are being invited for every pitch, which is taking place. We have also hired new creative people and the entire focus is on building brands.”
Emirates Airline has been releasing print advertisements on continuous basis here. For instance, one of its campaigns in the past, focused on comfortable and luxurious traveling experience provided by the airline. “Why can’t life always be this good?” says the text of the campaign, which highlights Emirates’ value-added services.
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.
