MUMBAI: Two digital marketing outfits have decided that in the cutthroat world of online advertising, it's better to bed down together than battle it out alone. Liqvd Asia, a digital-first advertising agency, has snapped up Adlift, a performance marketing and SEO specialist, in a move that promises to shake up the industry's established order.
The tie-up, announced on 20 March, creates a full-service digital powerhouse that marries Liqvd Asia's creative chops with Adlift's data-driven prowess. The combined entity aims to offer clients the holy grail of marketing: campaigns that not only look pretty but actually deliver the goods.
Founded in 2013, Liqvd Asia has made its name flogging digital branding and content campaigns. By acquiring Adlift, which has been pushing data-driven performance marketing since 2009, the agency is clearly gunning for a bigger slice of the digital marketing pie.
Liqvd Asia founder & managing director Arnab Mitra couldn't resist a bit of corporate speak when explaining the deal: "This acquisition marks a natural evolution in our journey to create an end-to-end marketing powerhouse that blends storytelling with performance at scale." Strip away the jargon and the message is clear: they want to be the biggest and the best.
Adlift co-founder & chief executive Prashant Puri was equally bullish about the union: "This acquisition is not just about expansion—it's about setting new benchmarks in digital marketing innovation." Translation: we're coming for everyone else's lunch.
With Adlift's team staying put under a joint leadership framework, the merger should avoid the usual corporate bedlam that follows such deals. The companies are betting that their combined financial muscle will allow them to splash the cash on fancy AI platforms and automation technologies.
Liqvd Asia, which already has studios in Mumbai, Gurgaon, Bengaluru and Kolkata, has made no secret of its global ambitions. The firm has its sights set on the US, Gulf states, Asia-Pacific and Europe, with Adlift's international connections providing a ready-made launchpad.
Adlift brings to the table a team of over 200 digital experts and relationships with more than 250 blue-chip clients, including Walmart, Shopify and HDFC Bank. The agency has built its reputation on the back of search engine optimisation, paid media and content marketing—all areas where Liqvd Asia was looking to beef up its offerings.
If the two agencies can successfully merge their strengths without stepping on each other's toes, they might just create the digital marketing juggernaut they're promising. But as many a corporate marriage has shown, the path from honeymoon to happily ever after is often strewn with unexpected obstacles.
