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Dentsu Aegis Network acquires India experiential design shop Fractal

Dentsu Aegis Network (DAN) has acquired Fractal Ink Design Studio (Fractal), an experiential design studio in India. Fractal will join DAN’s digital agency Isobar and be rebranded as “Fractal Ink Design Studio – Linked By Isobar”.

Tanay Kumar (pictured far right), CEO, co-founder and creative director of Fractal, will join the Dentsu Aegis leadership team in India and will report to Ashish Bhasin (pictured centre), chairman and CEO of Dentsu Aegis Network South Asia. Co-founders Geeta Suthar (pictured second from left), Hemant Suthar (pictured far left) and Priyanka Agrawal (pictured second from right) will also continue in their roles as part of the management team.

According to a press statement, the acquisition will add significant scale to the agency’s expertise in mobility and user experience, the most in-demand disciplines in the market. It will also bring together a team of 1,000 digital experts, including the combined Isobar team and the existing network digital brands iProspect, WATConsult and Dentsu Webchutney.

Fractal has been around since 2010, doing work for clients such as Aditya Birla Group, Raymond, Idea group, MetLife, Times Network and Axis Bank.

According to Ashish Bhasin, chairman and CEO of Dentsu Aegis Network South Asia, DAN’s digital share in India is currently three times the market average. The acquisition will allow it to be closer to its mission of being the second largest agency group in India by end 2017.

“Fractal is the leading digital design studio in the country that provides not only the mobility and UI/UX design capability, but also has an ideal combination of technology and creative services. Given the impending explosion of Internet of Things, wearables and mobile, this unique skill set will add to the group’s status of being digitally ahead in India,” Bhasin added.

“To deliver immersive brand commerce experiences that close the gap between brand inspiration and transaction, we need passionate talent with strong in-market design capabilities. Fractal is a highly reputable digital design studio in India and having them on board further strengthens our local mobile and experience design capability,” Jean Lin, Isobar Global CEO, said.

“We have come a long way in the last six years in establishing ourselves as leaders in the digital design and strategy space. Dentsu Aegis Network is the fastest growing group in the country and has demonstrated a strong momentum not just in terms of growth, but also in their culture and values,” Tanay Kumar, CEO, co-founder and creative director of Fractal, said.

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