MAM
Tata Capital unveils new campaign for Flexi Plus Loans
Mumbai: Tata Capital, the flagship financial services company of the Tata Group, has unveiled its integrated marketing campaign titled ‘India – Apne Mann Ki Karo’ to promote its latest offering, Flexi Plus Loans. According to a statement, the campaign will run across social and digital media platforms, radio and television.
Conceptualised by Viscomm, the campaign is a series of three humorous short films. Each film is a slice of an everyday life situation where the protagonist – a family man wants to do things his way and seeks approval from his loved ones. Each film portrays how the protagonist‘s wishes are suddenly fulfilled, much to his surprise, and with this introduces the features and benefits of Flexi-Plus loans.
“Tata Capital’s latest campaign aims to resonate with our customers in a fun-loving way. The 3 films are expressions of situations where each one of us seeks freedom in our daily lives,” said Tata Capital chief digital and marketing officer Abonty Banerjee. “Flexi Plus Loans gives our customers enhanced flexibility and ability to personalize the loan and repayment options as per their requirements. This campaign once again gives us the opportunity to reinforce in our customers the belief that they can always #CountOnUs.”
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.
