MAM
Kirloskar and CNNIC celebrate 16 years of partnership
Mumbai: Kirloskar, a multi-engineering conglomerate in India celebrates its 16th consecutive year of partnership with CNN International Commercial (CNNIC) to promote sustainability solutions and green initiatives to global audiences.
This long-standing collaboration centers around Kirloskar’s sponsorship of CNN’s Going Green initiative, a series that showcase advancements in sustainability, visionary innovators, and influential leaders dedicated to tackling pressing environmental challenges. Over the past 16 years, through this partnership Kirloskar has reached global audiences including environmentally conscious viewers and business decision-makers to foster a deeper understanding of sustainable innovations.
This year’s campaign focuses on Kirloskar’s sponsorship of two Going Green shows airing on CNN International in July and November. The first show delves into the world of sustainable style, looking at designers who are revolutionizing the industry, innovations in low-impact textiles, and how major brands are incorporating eco-friendly practices. Additional content highlighting the green agenda, also sponsored by Kirloskar, will also be available across CNN’s TV, digital and social platforms.
CNN International Commercial SVP Cathy Ibal said, “Sixteen years ago, Kirloskar’s vision for a sustainable future resonated deeply with CNNIC. Since then, our partnership has blossomed as we’ve witnessed their unwavering mission to promote environmental sustainability. By aligning their brand with our compelling Going Green content, we are positioning Kirloskar alongside the story of a movement towards a healthier planet. We’re incredibly proud of this enduring collaboration and excited to see what the next chapter holds.”
Kirloskar Proprietary Ltd VP Anand V. Chitley said, “At Kirloskar, we’ve always been a champion for positive environmental impact. Partnering with CNN, a visionary media leader who shares our commitment to a sustainable future, allows us to spark powerful conversations that ignite real change. Together, we’re empowering people to become active participants in building a greener tomorrow.”
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.
