AD Agencies
The Salt Inc acquires Simplus Information Services
Mumbai: The Salt Inc, a technology-powered content agency, has announced that it has acquired the services business of Mumbai-based Simplus Information Services Pvt Ltd, a content services provider with deep expertise in pure native content. The consolidated business will offer a wider range of content services to existing and new clients, allowing The Salt Inc. to cater to a broader spectrum of conversation needs for brands across multiple sectors.
Founded by Rajas Kelkar, a financial journalist with two decades of experience, Simplus Information Services Pvt Ltd has built a strong reputation in the BFSI sector since its inception in 2013. Over the past 10 years, Simplus has served more than 70 organisations, including renowned names like Axis Bank, Aditya Birla’s Sun Life Mutual Fund, Motilal Oswal Financial Services, and Geojit.
This strategic alliance will help brands integrate real-time consumer insights with The Salt Inc’s psychometric Ai product and Simplus’s content intelligence in the financial domain. The combined entity now becomes the only entity that combines science and art and provides relevant experiences to consumers ranging from brand love to brand promise.
The Salt Inc’s CEO and founder Neena Dasgupta added, “This expansion marks a significant milestone for us, we are thrilled to welcome Rajas and the Simplus team to be a part of The Salt Inc. family. Together we aim to set new standards in delivering powerful communication solutions that spark meaningful conversations.”
Simplus’ founder and publisher Rajas Kelkar, will be leading the entire editorial agenda for The Salt Inc, as editor of The Salt Inc bringing his extensive knowledge and leadership to the team. Commenting on the collaboration, Kelkar said, “The team at Salt Inc. brings formidable skills to the table that would raise the bar of conversations for our combined clients. I look forward to the exciting work ahead.”
The Salt Inc is confident that this move will reinforce its commitment to delivering personalised, insightful content solutions across consumer touchpoints including native digital formats, ad films, web series, and more. The combined expertise, powered by technology, will certainly redefine what’s possible in financial content and set new benchmarks in the industry.
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
