MAM
Sony India to up marketing spend by 25% to Rs 4.5 bn in FY’13
MUMBAI: Despite the difficult economic environment and high inflation, Japanese consumer electronics company Sony India plans to up its marketing spend by 25 per cent to Rs 4.5 billion as it aims at 30 per cent growth in sales.
The company‘s marketing spend in the previous fiscal was Rs 3.6 billion. Sales stood at Rs 63.13 billion, up from Rs 54.46 billion in the trailing fiscal.
All the brand campaigns in the previous fiscal were supported with above-the-line and below-the-line activities, including print and television commercial, Web, PR, cinema and shop-front. This fiscal Sony plans to pump up the investment, which will be in sync with the business growth.
Its brand campaigns for Cyber-shot with brand ambassador Deepika Padukone and Handycam are currently on-air. They started from last week of April and will be visible till end of May. A Vaio campaign with brand ambassador Kareena Kapoor is expected to hit next month followed by Bravia campaign in August.
The company says that it has a favourable presence over the digital domain as well and the site sony.co.in is a ready reckoner for product information, retail outlets and help guide and tutorials for product usage. It says that the site got about 30 million visits in the previous fiscal.
Sony’s Facebook page has more than 650,000 fans and over 500,000 channel views on YouTube.
The consumer electronics company also plans to enhance the existing distribution network from 10,400 to 12,200. It will also boost after-sales service with 285 service touch points across India. As per latest GFK Research Findings, Bravia is the top selling brand in all screen sizes right from 22/26 inch up to 46/55 inch.
As a matter of fact, Sony Bravia Internet TV has been the favourite in India, garnering a market share of 53 per cent of Internet TV (with Browser) sales in CY11. In the fiscal ended 31 March 2011, Sony had sold 830,000 Bravia TVs, which went up to 900,000 units by end of the previous fiscal.
The company claimed that Sony has been ranked as the number one brand that comes to consumer’s mind, when prompted with the word ‘General Electronics’, as per a Customer Equity Tracking Study done by Nielsen in March.
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.
