Dentsu Aegis Network (DAN), one of the fastest growing agency networks, has acquired the leading experiential design studio Fractal Ink Design Studio (Fractal).
DAN is expected to shell out anything between Rs 215-300 crore at the closure of the deal. After the acquisition, Fractal will join DAN’s digital agency – Isobar, and will be rebranded as “Fractal Ink Design Studio – Linked By Isobar.” The acquisition will add significant scale to the agency’s expertise in mobility and user experience.
In addition, 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.
“Given the impending explosion of Internet of Things, wearables and mobile, Fractal’s unique skill set will add to the group’s status of being digitally ahead in India,” said Ashish Bhasin, chairman, South Asia at DAN.
Established in 2010, Fractal specializes in user experience and user interface design (UI/UX) and digital design strategy services for major clients including Aditya Birla Group, Raymond, Idea group, MetLife, Times Network and Axis Bank. It is amongst the top three design studios in India with 65 digital experts operating from Mumbai and Bangalore.
Fractal co-founder and CEO Tanay Kumar will join the Dentsu Aegis leadership team in India and will report to Bhasin post acquisition.
