MAM
OMS bags Spice Mobile AOR
MUMBAI: The BK Modi Group’s Spice Mobile has awarded its media planning and buying duties to Optimum Media Solutions (OMS). The multi-agency pitch involved three agencies including OMS.
While industry sources pegged the account between the range of Rs 120 – 150 million, Spice Mobile marketing head Payal Gaba declined to put a figure to the size of the account citing that they were a new and growing company and that the account is a sizable one.
Gaba says, “We are happy to announce OMS as our media planning and buying agency for Spice Mobile Phones. This selection has been done after undergoing a rigourous pitching process amongst a few other agencies. We appreciate the planning process followed in OMS and would believe that the same shall be taken forward for efficient planning of Spice Mobile Phones launch across the country. Being a crucial first year of launch, we would require their support in cost-efficient media buying for effective usage of media.”
Speaking on the size of the current mobile handset market in India, which has been pegged at between Rs 2 – 2.5 billion, she said that Spice Mobile will be competing with the Nokias, Samsungs and LGs of the world. After launching in North India, the company has set its eyes on the East and will be beginning operations there this month.
“Once we begin our country-wide roll out, our media budget will also increase and we will be resetting targets,” Gaba informs.
“We are delighted to partner Spice Mobile for its media launch across the country. I think our understanding and identification of the potential audience and markets for Spice Mobile has helped us winning this business. We are looking forward to some interesting and exciting work on the account,” says OMS regional director Madan Mohapatra.
Spice Mobile will be targeting males aged 20 – 40 years in the SEC B, C and D and also the R1 and R2 segments. The focus will be more on the SEC C and D segments. The company at present has three phone models priced at Rs 2499, Rs 3999 and Rs 5799. Gaba says that more models will be launched very soon.
Spice Mobile Phones is an M Corp Global venture into the cellular handset market in India. M Corp Global is India’s leading trans-national group with a $250 million turnover.
With a strong lineage in the cellular services in India, M Corp Global is expanding its business horizon and is all set to revolutionise the ‘ICE – Information, Communication and Entertainment’ sector, with its new age technologically advanced state of art mobile phones for the entry, mid and premium segment.
Former Miss World 2000 and actor Priyanka Chopra recently launched the range of Spice Mobile Phones in New Delhi. She will be playing a key role in building a strong bond with the Indian consumers and communicating the Spice Imagery of ‘Style International, Dil Phir Bhi Indian.’
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.
