MAM
Madison Media Ultra wins media mandate for Jyothy Labs
Mumbai: Madison World’s Madison Media Ultra has won the media mandate for Jyothy Labs. The agency will be responsible for traditional media and digital media mandates for the client including TV, print and digital.
Jyothy Labs is a well-established name in the FMCG category. As one of the leading brands in the household products industry renowned for its affordable products, national accessibility and exceptional packaging. Jyothy Labs operates several brands including Ujala, Pril, Maxo, Margo, EXO and Henko to name a few.
Madison Media also handles media planning and buying for blue-chip clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, Ceat, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others.
Speaking of this collaboration, Jyothy Labs managing director Jyothy MR said, “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”
Madison Media Ultra COO Jolene Fernandes Solanki commented, “Extremely delighted to partner with one of the pioneering brands in our country. We are pleased to have Jyothy Labs on board and partner with them in their growth journey. We believe that our framework at Madison – ‘keeping consumers and technology at the center’ – will complement Jyothy Labs’ growth journey.”
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.
