Alchemist Marketing Solutions Group has announced the acquisition of Triton Communications, a well-known Indian advertising agency established in 1991. The move signals Alchemist’s strategic expansion into newer categories beyond its traditional strongholds.
With over 15 years of operations, Alchemist plans to leverage the Triton brand to broaden its integrated marketing offerings across sectors such as FMCG, services, consumer durables, D2C, and corporate communications. Triton will continue to operate as an independent brand within the Alchemist group structure.
Founded by Ali Merchant and Munawar Syed, Triton Communications has played a significant role in shaping Indian advertising for more than three decades. Its client portfolio includes brands such as Eureka Forbes, Vicco, ABD, Adani Wilmar, Wagh Bakri, Mother’s Recipe, UB Group, and Yes Bank. The agency is also known for iconic campaigns like Aquaguard’s ‘Paani ka Doctor’, Moov’s ‘aah se aaha tak’, and SetWet’s ‘very very sexy’.
Commenting on the acquisition, Manish Porwal, Group Managing Director, Alchemist Marketing Solutions, said: “Triton is not just an agency; it is an institution that Ali and Munawar built with distinct passion. While Alchemist has undisputed leadership in the Real Estate & Health domain over the last 15 years, our ambition has been to replicate that success across a broader spectrum. With Triton, we are looking forward to inject new energy into the brand, while taking forward the DNA so unique to Triton. We are not just acquiring a name; we are revitalizing a legacy.”
Rajkumar Remalli, Director at Alchemist Marketing Solutions, added: ” This acquisition allows us to inherit a rich legacy of brand building and upgrade it with Alchemist’s agile, integrated, and strategy-first machinery. It is about taking that foundational creative soul and powering it with the pace and performance-driven mindset that defines the Alchemist Group today”
Anujita Jain, Director & CEO (Digital), Alchemist Marketing Solutions, said: “We have the distinct advantage of crafting the Triton product as a fresh, new-age offering. The post-pandemic consumer and the marketing landscape now require a different level of agility and integration. We will build the ‘new’ Triton to address those evolved needs, ensuring its relevance for the next three decades as it was for the last three”
Reflecting on the transition, Ali Merchant, Founder, Triton Communications, stated: “For over three decades, Triton has been synonymous with building resilient Indian brands. However, the industry has evolved rapidly, and the post-pandemic world demands a new kind of agility and a comprehensive strategic ecosystem to scale further. It was crucial for me to hand over the baton to a group that not only understands the ‘Triton spirit’ but has the structural strength to future-proof it. In Manish and Alchemist, I see the perfect blend of respect for our past and the hunger to drive our future.”
Alchemist also confirmed that it is evaluating leadership options for Triton, including the appointment of a CEO or co-founder, who will operate the agency independently while working closely with the group’s board.
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