Celebrating 10 Years of M+C Saatchi Performance India

It’s incredible how time flies. Ten years ago, we set up our first two offices in India. Today, our teams in Bangalore, Delhi NCR, and Mumbai help some of the country’s most ambitious brands grow. As we celebrate a decade in India, here’s a look back at how we got here, what we’ve learned, and where we’re heading next. 

How it all started 

Our agency was founded in 2006 as one of the world’s first mobile marketing agencies. We grew up alongside the app ecosystem, helping some of the world’s biggest apps launch in new markets and grow their user base. 

India was a natural next step. It was becoming one of the world’s most exciting mobile-first markets, and as an app specialist, we wanted to be part of it. So, ten years ago, we set up two offices in the country and started small. 

“I want to celebrate with us today the talent that we’ve been able to acquire and nurture over the years to become leaders in their field, to work with some of the best brands in the market. It has been an incredible experience to see how it has flourished over the last 10 years, and I’m very excited to see how it continues to develop over the next 10 years.”

Chris Steedman, Chief Revenue Officer, M+C Saatchi Performance

Growing with India’s app economy 

Looking back, our India story has followed India’s digital story. As more of the country came online through smartphones, a new generation of apps changed how people play, learn, shop, and create. We grew alongside the brands building them. 

“One of the most important parts has been how our agency has evolved with how the digital ecosystem of India has evolved. India has been at the centre of the digital evolution and the app evolution, and as an app specialist and a digital-native agency, we’ve seen the growth of India and our agency together.”

Kabeer Chaudhary, Global CEO, M+C Saatchi Performance

From a team of 10 to a Global Centre of Excellence 

Our Bangalore office started as a team of 10. Today, it is a strong Global Centre of Excellence. Based in India’s tech capital, the team doesn’t just serve clients across India; it contributes to the agency’s work around the world. Our Delhi team, based at Ambience Island in Gurugram, works with national brands and digital disruptors to reach consumers across India’s regions, languages, and devices. 

Over the past decade, our India teams have helped brands grow in India and beyond. A few highlights: 

• Canva in India: To build brand awareness across India’s regions and languages, we combined OTT, audio and programmatic. The campaign reached 80 million unique viewers, with a 90% video completion rate.  

• A23 Rummy: Our partnership with A23 began in 2020. For the 2024 A23 Maha Mela tournament, we ran an influencer campaign with around 400 creators. It delivered a 67% increase in weekly downloads and a 17% boost in active users.

None of this happened because of a plan on paper. It happened because of the people who joined us, stayed with us and grew with us. 

What a decade in India has taught us 

• India is many markets, not one: India is a market of many ‘Indias’: diverse in culture, price sensitivity, language and platform preference. Growing here needs local nuance first. 
• Mobile-first still matters: Indian audiences are mobile-first. Our mobile heritage has become more relevant here over time, not less. 
• Measurement builds trust: In a market this diverse, clicks don’t tell the whole story. Success comes from understanding how channels work together, measuring incrementality, and making smarter decisions based on data.
• Innovation never stands still: From the early days of mobile marketing to today’s AI-powered ecosystem, success comes from embracing change rather than resisting it.
• Adaptation beats assumption: India’s digital ecosystem has evolved at remarkable speed. The platforms, formats, and behaviours that worked five years ago are often very different today. Staying relevant means constantly learning and adapting.

Recognition along the way 

Over the years, our India teams have helped shape work that has been recognised across South Asia and globally. From Campaign Asia’s South Asia Specialist Agency of the Year to award-winning work for brands such as Canva, A23 and Mobile Premier League, the recognition reflects the expertise, innovation and dedication of the teams behind the work.

Highlights from our awards page: 

• Campaign Asia Awards: South Asia Specialist Agency of the Year, Gold (2023 and 2025). 

• e4M Programmatic Awards 2024: Seven awards for work with Mobile Premier League and Urban Company, including three Golds. 

• Social Samosa 2024 and Indian Agency Awards 2024: Performance Marketing Agency of the Year, Silver. 

What’s next 

India’s digital journey is still in its early chapters. Internet adoption continues to grow, new technologies are reshaping how people discover brands, and businesses are finding new ways to connect with consumers across every stage of the customer journey.

As the market evolves, so will we. We’ll continue investing in talent, innovation, measurement, and the capabilities that help brands grow in an increasingly complex digital landscape. The goal remains the same as it was ten years ago: helping ambitious brands achieve sustainable growth while staying ahead of what’s next.

Ten years in, we still enjoy the same part of the work most: talking with people who are trying to build something. If you’d like to discuss what’s next for your business, we’d be glad to hear from you.

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