Both the companies had agreed `in principle' to become partners in India with DMB&B acquiring a majority shareholding in Ambience, according to an Ambience release.

However, Ambience sources did not answer a query on the level of shareholding that DMB&B would acquire. The new entity would be called Ambience D'arcy, the release stated adding with this move, DMB&B would end its association with Madison in India.

The management structure of Ambience D'arcy would be a continuation of the current structure of Ambience Advertising, the release said.

Commenting on the alliance, Ambience chairman and managing director Ashok Kurien said, "in DMB&B we have found our ideal partners. They are recognised the world over in the art of brand building.

"DMB&B, with its proprietary tools and global experience inbrand building and Ambience, with its extremely strong creative talent would add tremendous value to the company's clients' brands", he added.

"We are looking forward to utilising the talents of Ambience on behalf of our global clients in India as well as for our global network," DMB&B Asia/Pacific president Garry Titterton, said.