AD Agencies
Madison in talks to acquire Wondrlab in what could be India’s biggest agency deal
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.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
