Dentsu Aegis Network acquires experiential design studio Fractal

Dentsu Aegis Network has acquired Fractal Ink Design Studio, an experiential design studio in India, in a bid to add scale to the agency’s expertise in mobility and user experience, the most in-demand disciplines in the market.

Fractal will join Dentsu’s digital agency Isobar and it will be rebranded as Fractal Ink Design Studio – Linked By Isobar. It will bring together a team of 1000 digital experts, one of the largest in India, including the combined Isobar team and the existing network digital brands iProspect, WATConsult and Dentsu Webchutney.

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

Bhasin said, “Today, Dentsu Aegis Network’s digital share in India is three times that of the market average and this will help us continue on our journey of being the leading digital group as well as bring us closer to our mission of being the second largest agency group in India by end 2017, overturning – for the first time – the existing ranking which has historically been in place for over 80 years in India.”

Established in 2010, Fractal specialises in user experience and user interface design (UI/UX) and digital design strategy services for clients including Aditya Birla Group, Raymond, Idea group, MetLife, Times Network and Axis Bank. It boasts of 65 digital experts operating from Mumbai and Bengaluru.

Jean Lin, Isobar global CEO, said, “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. We are very excited to welcome the Fractal team on board as part of the Isobar global family.”