MAM
Fulcro appoints Akshat Trivedi as executive creative director
MUMBAI: Fulcro, an integrated digital marketing and communication agency that works with brands to build effective and innovative brand campaigns leveraging the power of creative, technology and data, has appointed Akshat Trivedi as the executive creative director. He will lead the creative team at the venture.
Trivedi brings over a decade of experience in creative communication to the Fulcro team.
He started his creative career at Ogilvy, Mumbai. Where he worked on different brands including Star TV, Cadbury Perk, HUL, Mumbai Indians, Nutrela, and SBI life, to name a few. Akshat also scripted social awareness campaigns at Ogilvy like ‘TB Haarega, DeshJeetega’ and ‘KarodonAansoon Hain LekinKarodon Hum Bhi Hain’ for Star TV’s Pro Bono programme ‘Saath Hain Hum Uttarakhand’ during the unfortunate floods that shook the entire country.
He later functioned as an independent creative consultant before joining The Womb, where he scripted popular TV campaigns for Fogg. Some of these include ‘Kya ChalRaha Hai’; ‘Baaki sab uddjaayega, Fogg RehJaayega’, Fogg ‘Train’TVC. He also wrote the launch campaigns for youthful brands like Asus Zenfone 4 ‘JinkiDuniyaBadiUnki Selfie Badhi’ and Zeelrainwear’s ‘Fiyer’ film.
Trivedi is renowned for writing SaregamaCaravaan’s sensitive campaigns like ‘Aapkepehleypyaarkeliye, aapkimaakekiye’, ‘Iss Diwali Shor YaSangeet’, andJinheshaayadaapkabhikehnahipaaye,unhekahiye‘Thank You’ have been impactful in creating a pure voice for the brand. Carvaan’s Mother campaign not only won people’s hearts but also creative and effectiveness awards.
Apart from this, as a creative consultant to Coverfox, he scripted the campaign ‘Cover Karo, KaamAayega’ that also bagged the South Asia Pacific Gender sensitivity Award at LaadliAwards.
Speaking about his association with Fulcro, Trivedi said, “It is indeed heartening to lead the creative souls at Fulcro, I look forward to sharing my learnings while creating a few of my own, through the young tech brains at Fulcro. So together we can do some awesome work for a new set of brands and take the company to greater heights.”
On this appointment, Fulcro founder and managing director Sabyasachi Mitter said, “As we grow, it is also important to continue to offer our partners the very best output. We’ve long admired the incredible campaigns that Akshat delivers and at a time of increasing opportunity for our long form content, we are excited to welcome him to the team.”
MUMBAI: Mar-tech network Wondrlab Network is in talks to acquire advertising major Madison World, according to media reports, in a move that could reshape India’s agency landscape.
In a statement shared with Social Samosa, Wondrlab Network founder and CEO Saurabh Varma, confirmed that the group is actively evaluating acquisition opportunities but declined to confirm any specific transaction.
“We have consistently stated that Wondrlab is building for scale, and acquisitions remain an important part of that strategy. We are in discussions with multiple companies across capabilities that strengthen our platform-first, full-funnel marketing and technology offering. Any development will be communicated at the appropriate time,” Varma said.
Wondrlab has pursued acquisitions as part of an ambitious plan to buy 26 agencies across three phases. In 2025, it completed its seventh acquisition, underscoring its appetite for inorganic growth.
According to reports, Madison founder Sam Balsara is seeking around Rs 1,000 crore for the agency. If the Wondrlab deal goes through, it would rank as the largest acquisition of an Indian agency by another Indian agency.
Wondrlab was launched in November 2020 by Saurabh Varma, Vandana Varma, and Rakesh Hinduja. Its first acquisition followed swiftly with the December 2020 purchase of Amit Akali’s creative shop, What’s Your Problem.
Since then, the group has steadily expanded its footprint. It acquired influencer marketing firm Opportune and performance marketing agency Neon in 2022. In 2023, it bought Salesforce consultancy and data analytics firm Cymetrix, alongside Poland-based WebTalk, marking its entry into Europe. It later added influencer marketing agency OPA and, last year, took a majority stake in BigStep Technologies, a generative AI and cloud-native software firm.
Madison, meanwhile, has long been a target for global advertising groups. Over the years, it has drawn interest from WPP, Publicis Groupe and Dentsu. In May 2025, Havas was reported to be the frontrunner, with an offer of about Rs 700 crore for a majority stake.
Earlier talks with WPP in 2015, when Madison was valued at roughly Rs 500 crore, collapsed over valuation and equity differences. Discussions with Publicis and Dentsu also failed to yield a deal.
