Tokyo-based global advertising and public relations group Hakuhodo Inc has acquired a 51% stake in MA&TH (Marching Ants & Trigger Happy) Entertainment Network Private Limited, one of India’s leading branding and entertainment agencies.
Cannes Film Festival-winning MA&TH Group is headquartered in Mumbai. It primarily serves clients in the content creation industry, including film producers, studios, streaming platforms, TV broadcasters and international brands.
Their theater credits include “Baahubali: The Beginning”, “3 idiot” and Danny Boyle’s Oscar-winning film “Slumdog Millionaire”.
The company also produced commercials for Netflix’s “Delhi Crime” and “AK vs AK”. The same goes for Amazon Prime Video’s “The Family Man” and Sony’s “Scam 1992” and “Shark Tank India.” It’s also behind the Emmy-winning “MasterChef.”
MA&TH’s group companies include Marching Ants Advertising Pvt Ltd established in 2001, where “MA” is the abbreviation. Trigger Happy Entertainment Pvt Ltd, established in 2007, is its other half, bringing “TH”.
The MA has expertise in strategic planning, key visual development and activation. Meanwhile, TH focuses on audiovisual promotion, video production and film marketing strategy.
As one of India’s leading entertainment marketing agencies, MA&TH conducts marketing campaigns for many Indian films and web shows.
MA&TH has also won several advertising awards in India and internationally, including Cannes Lions.
A one-stop shop for India’s fast-growing entertainment industry, MA&TH have been working together since 2019 when they merged into one group and one office.
Long-term partnership with the Hakuhodo Group
MA&TH is involved in many collaborative projects with Hakuhodo Group’s AdGlobal 360 (a MarTech digital agency) and PMG (an activation agency) based in New Delhi, India.
Amit Chandrra, co-founder and CEO of MA&TH, commented:
We have been setting trends for many years, and Hakuhodo’s global leadership will help us reach new heights.
Hakuhodo’s approach to business, people and creativity is really in line with our growth vision – both for our employees and our customers. Our focus will be to further strengthen our leadership in India and Asia Pacific.
Hakuhodo is one of the oldest and largest advertising agencies in the world. With 150 offices in more than 20 countries, the company is the backbone of the Hakuhodo DY Group and has a broad international reach.
Shuntaro Ito, Senior Corporate Officer, President and CEO of Hakuhodo International, said:
With the joining of MA&TH, Hakuhodo India Group will gain a firm foothold in Mumbai, the capital of India’s advertising industry, and be able to provide more Indian customers with effective and extensive marketing solutions based on Hakuhodo. life insight philosophy.
MA&TH, which provides unique services, will develop more comprehensive and seamless services by joining forces with AdGlobal360, which has the advantage of marketing technology, and PMG, which has the advantage of activation.
Furthermore, I believe that MA&TH will lead the development of the entire Hakuhodo Group to the next level by collaborating with our offices outside of India, Japan and Southeast Asia, especially in the field of entertainment business. By welcoming MA&TH into our family, Hakuhodo India Group will accelerate its growth and contribute to the growth of India’s economy and the well-being of its people.
By: Sean Fernando