New Delhi: Dentsu Aegis Network Ltd has acquired Fractal Ink Design Studio Pvt. Ltd, an experiential design studio which will join the network’s digital agency Isobar. The agency will be rebranded as Fractal Ink Design Studio—Linked by Isobar, Dentsu said in a statement Thursday.
The deal size is estimated at around Rs250 crore, said a person familiar with the deal, requesting anonymity.
The acquisition will add scale to Isobar’s expertise in mobility and user experience, Dentsu said in the statement.
Established in 2010, Fractal specializes in user experience (UX) and user interface design (UI) and offers digital design strategy services for clients including Aditya Birla Group, Raymond, Idea group, MetLife, Times Network and Axis Bank. With offices in Bengaluru and Mumbai, it has a staff strength of 65 digital experts.
Tanay Kumar, chief executive and co-founder at Fractal, will join the Dentsu Aegis leadership team in India and report to Ashish Bhasin, chairman and chief executive of Dentsu Aegis Network South Asia.
The co-founders of Fractal Geeta Suthar, Hemant Suthar and Priyanka Agrawal will also continue in their roles as part of the management team.
Bhasin said, “Fractal combines creativity with technology. I believe that (with) wearables, Internet of Things (IoT) and mobile becoming big in the Indian market, this unique skill set will add to the group’s status of being digitally ahead.”
The Fractal deal will boost Dentsu Aegis Network’s combined digital team, which includes digital agencies Isobar, iProspect, WATConsult and Dentsu Webchutney.
Fractal’s Tanay Kumar said, “Our vision for the agency was in line with what Dentsu stands for. Being one of the largest networks in the country, they did not seem intimidating to me. This acquisition will give Fractal the much-needed scale and opportunity to work with bigger clients. Our focus will be to grow into technologies which will create experiences out of everyday objects for consumers.”
Dentsu Aegis Network, which is aiming to become second biggest advertising network in India, has announced two big acquisitions this year. In October, it acquired Bengaluru-based creative marketing agency, Happy Creative Services. The deal size was estimated to be Rs300 crore. Perfect Relations, the public relations firm, owned by Dileep Cherian was acquired by Dentsu Aegis Network in September for an estimated Rs200-250 crore.
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. It has recently acquired local brands such as Milestone Brandcom, WATConsult and Fountainhead MKTG.