Alchemist Marketing Solutions Group, one of India’s premier Integrated Marketing Communications (IMC) firms and market leader in real estate communications, has announced the strategic acquisition of Triton Communications, a legacy agency brand founded in 1991. The move marks a transformative expansion for Alchemist, enabling it to extend its specialized IMC services beyond real estate and healthcare into FMCG, durables, services, D2C, and corporate sectors.
With a 15-year track record, a workforce of 200 professionals, and four offices servicing clients nationwide, Alchemist is leveraging Triton’s brand equity to aggressively diversify its portfolio. Triton, co-founded by Ali Merchant and Munawar Syed, was a titan of India’s independent agency era, credited with iconic campaigns such as Moov’s “aah se aaha tak,” SetWet’s “very very sexy,” and Aquaguard’s “Paani ka Doctor.”
Manish Porwal, Group Managing Director, Alchemist Marketing Solutions, said: “Triton is not just an agency; it is an institution built with passion. While Alchemist has undisputed leadership in real estate and health, our ambition is to replicate that success across a broader spectrum. With Triton, we are revitalizing a legacy and injecting new energy into the brand.”
Rajkumar Remalli, Director at Alchemist, 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.”
Anujita Jain, Director & CEO (Digital), Alchemist, emphasized: “We have the distinct advantage of crafting Triton as a fresh, new-age offering. The post-pandemic consumer requires agility and integration, and we will build the ‘new’ Triton to meet those evolved needs.”
Reflecting on the transition, Ali Merchant, Founder of Triton Communications, noted: “For over three decades, Triton has been synonymous with building resilient Indian brands. The industry now demands agility and scale. In Alchemist, I see the perfect blend of respect for our past and hunger to drive our future.”
In a unique move, Alchemist also announced its search for a CEO/Co-Founder to lead Triton as an independent agency under the Alchemist umbrella. The chosen leader will enjoy the autonomy of a start-up founder while being backed by the resources, infrastructure, and ambition of one of India’s largest IMC groups.
This acquisition positions Alchemist to redefine integrated communications in India, combining Triton’s creative legacy with Alchemist’s performance-driven approach to meet the demands of a rapidly evolving marketing landscape.
