MAM
Raymond selects Madison to handle its Rs 100 crore AOR biz
MUMBAI: Textile, apparel and fashion retailer Raymond‘s tag line is “the complete man.” And it was looking for the complete media agency to look after its advertising spends. And it found that it in the Sam Balsara-founded Madison Media which will now be its agency of record (AOR), following a multi-agency pitch. Madison, which bills about Rs 3,000 crore on a gross level, will be responsible for the entire media mandate, including digital and out- of-home (OOH), for all Raymond group brands.
The Raymond AOR including its branded apparel, denim, cosmetics and toiletries, engineering tools and hardware, auto components and prophylactics businesses is estimated to be worth about Rs 100 crore annually.
Raymond director – marketing Mrinmoy Mukherjee said, “Raymond requires an expert media advisor and partner. We are delighted to have Madison on board as our media partner. Their leadership status as one of the best integrated media solutions agencies in India and well-integrated service and processes will help our brands scale newer heights of success.”
Madison Media Group CEO Gautam Kiyawat added “We are delighted with this new win and are confident that we can add substantially to building the Raymond group brands.”
Madison Media has been on an account winning spree, having recently won a host of new businesses including Epic TV, Maxx Mobile, McCain Foods, Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves. This apart, it handles media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Levis, SpiceJet, Domino‘s, Bharti AXA, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others.
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.
