MAM
History appoints MPG as its agency on record
MUMBAI: The A + E Networks and TV 18 JV has taken MPG onboard for media duties for the soon-to-be-launched History channel in India. History will focus on factual entertainment. The agency will work on the media strategy for the launch of History channel and sustenance thereof in India.
MPG was appointed for the account, following pitches made by four agencies.
A+E Networks TV18 JV president Ajay Chacko said, “The subject history has always been associated with the past in India, but with the all new HISTORY channel, we hope to hange people‘s perception of history. The channel today is contemporary, it‘s also about action & adventure. It is about people making history every day. We found the MPG approach to be thorough and insightful. Their strategic thinking, drive and passion give us the confidence to believe that MPG India will truly help us make HISTORY in India and we are looking forward to making this genre as popular in India as it is around the world.”
A+E Networks TV18 JV GM marketing Sangeetha Aiyer, said, “We have extensive and ambitious plans for the launch of History in India. Being familiar with the agency‘s work, we completely trust MPG to deliver as per our expectations.”
MPG South Asia CEO Anita Nayyar said, “History‘s launch in India is a landmark development in itself and we are pleased to have won the marketing teams confidence. The team at MPG that worked on the pitch is personally passionate about History‘s content and this passion is what helped us clinch the business.”
MPG executive director of for West India Kunal Jamuar said, “History channel has a loyal following in most countries it is present in and we feel fortunate to have been tasked to build a buzz around a channel of such distinction. We have put together some interesting plans, which will be rolled out in the next few months. Our aim is to skyrocket the channel into the minds of Indian audiences.”
History will position itself as having content which is gripping and racy.
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.
