MAM
Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach
Mumbai: Publicis Groupe owned Leo Burnett India has announced the launch of LB regional-a specialised division that aims to help brands maximise their reach with national audiences by understanding region-wise insights. LB regional will help brands create localised content to build relevance with national audiences.
Often, marketing campaigns miss cultural nuances and appropriate generalised stereotypes of different communities. Leo Burnett Regional aims to break this cycle and help brands create region-appropriate content by bringing in experts from each region, making content more relatable and relevant. The specialised division currently focuses on five key languages-Tamil, Telugu, Malayalam, Punjabi, and Bengali-and has a team of creatives and writers who are experts in each of them.
“To succeed in today’s times, brands need to win in regions, not just nationally,” said Leo Burnett South Asia CEO and BBH India chairman Dheeraj Sinha, speaking about the launch of the division. “Often, brands have opportunities or problems that are typical of certain regions. We have to deploy region-up thinking, using insights from that region’s context, to be able to solve these. Also, there is a growing demand for local, vernacular, Indianised content, which, if done right, presents a big opportunity for brands to grow their audiences.”
“With this in mind, we have created this division which helps brands think and create regional-level solutions. We have already created local level interventions for some brands and have seen great results in going region-up rather than national-down in our thinking and creation,” he added.
The strategy and thinking is backed by an in-depth quantitative survey undertaken by Leo Burnett India, spanning across ten states (Maharashtra, Tamil Nadu, Andhra Pradesh, Telangana, West Bengal, Karnataka, Rajasthan, Uttar Pradesh, Punjab, Chandigarh, Kerala, and Delhi), with 2,805 respondents across different age groups (18-30, 31-45, and 45+ age groups). The survey covers attitudes and sentiments across seven categories: food, mobility, finance, life motivations and relationships, health, and fashion.
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.
