Ad Campaigns
Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency
Mumbai: Fulcro, announced its entry into the mainline communication space through their new company, Fulcro Communications. The move comes after they onboard mainline industry young talent to bring creative firepower and build a completely independent business unit that would compete with the best mainline agencies out there.
Fulcro has always been a disruptive agency, they yet again prove it by reverse integrating the integrated agency structure. In a perfect world mainline agency have forayed into digital through partners, Fulcro takes a disruptive step of integrating mainline into digital integrated ecosystem.
Commenting on the move, Mr. Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “When the world has moved onto a multi-screen experience, then why does mainline advertising have to be just a TV experience. The integration of Digital with TV was inevitable, we have just positioned ourselves as the ultimate hybrid, since we have a legacy of digital and now the creative brains of mainline.”
“In a digital first world, where ideas are born with a digital audience in mind, the lines between ‘mainline’ and ‘digital’ are purely imaginary. While mainline agencies have either acquired digital agencies or setup in house digital teams to stay competitive, it was time for Fulcro to add the mainline story telling might to its portfolio so as to be able to offer clients a real fully integrated service. We had always had best in industry strategy, planning, digital, technology and data capabilities, by adding world class mainline communications capabilities we complete our portfolio. This will give clients a nimble, digital first and cost competitive mainline offering that can compete with the best out there.” adds Mitter.
Fulcro communications, will be spearheaded by 3 seasoned advertising specialists, they bring together their young energy and over a decade of advertising experience
Akshat Trivedi, who brings in the storytelling expertise that he has proven through work on Saregama Carvaan, FOGG, Star TV, Cadbury Perk, Nutrela, Zeel Rainwear, ASUS, SBI Life insurance, Coverfox, TB awareness campaign and so on.
Brijesh Parmar, who has bagged a bagful of national and international awards including Cannes for his design, for work on brands like McDonalds, Bajaj Electricals, Tata Capital, Cadbury Eclairs, etc.
Jugal Kathuria leads the charge on the agency management and strategy front with experience across brands like Tata Sky+, Microsoft, FOGG, Aditya Birla group, Saregama etc.
The trio are moving steadfast towards a singular goal to make communication truly integrated, memorable and disruptive.
Currently, the new arm has been serving the needs of current clients of Fulcro, but soon they will be visible on the pitch block against some of the best in the industry. Fulcro has been in business with reputed Indian companies like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The integrated digital marketing and communication agency has been instrumental in creating innovative and effective marketing campaigns that synchronize the approach of the creative medium backed by technology and data. The parent company is dedicated to catering to the business needs of a brand in every aspect.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
