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ibs rebrands as Fulcro, positions itself as strategic partner for brands


Fulcro Red LogoDigital marketing agency ibs has rebranded itself as Fulcro. With the evolving needs of clients in a digital-first world, the agency repositioned itself from a digital agency to a strategic partner for such brands.

Sabyasachi mitter“I believe disruption is always just around the corner. It is better to disrupt and reinvent one’s own business than to be disrupted by someone else,” said Sabyasachi Mitter, Founder, and Managing Director, Fulcro, when explaining the reason for the change. “In the day and age when digital is a key driver of a brand’s success in the market, our clients were looking for thought leadership as well as best-in-class service in each service vertical that they needed. It was no longer about clients choosing a single agency for ease of operations but the best-in-class in every vertical. We did not want to be the Jack of all but the master of all, and that is the premise on which Fulcro has been built,” Mitter added.

It all started with a dream to build something of his own. In 2003, Sabyasachi founded his entrepreneurial venture Interface Business Solutions (ibs) to offer technology-led digital solutions to brands. That later transformed into a complete digital marketing services agency along with every conceivable digital service, including social, experiential, direct response, online media planning and buying among others.

With the evolution of digital, Sabyasachi realised the need to elevate his organisation from a digital agency to a strategic partner that delivered an enhanced and expanded the portfolio of services. Thus, the decision to rebrand ibs to reflect its new purpose and also avoid confusion with its namesake agency in the market. Fulcro is built on the shoulders of a team with Sabyasachi at the helm. The new avatar is led by specialists in each of its category who deliver services encompassing strategy, digital, communications, media, technology, and data. The objective is to provide best-in-class services and solutions across each vertical while providing an overarching consultative approach to let brands deliver exponential growth and impact.

Each of Fulcro’s five specialised verticals are domain-specific and headed by distinct business leaders.

Fulcro Digital: Catering to the lifeline of 21st-century businesses, Fulcro Digital specialises in providing state-of-the-art digital and content marketing services to brands.

Fulcro Communications: Engaged in creating disruptive communications with story-telling at its core, Fulcro Communications is spearheaded by industry stalwarts and delivers all-encompassing, integrated solutions including mainline advertising.

Fulcro Technology: A cutting-edge system integrator for Adobe Experience Cloud, IBM, AWS and Azure clouds. Fulcro is also a Microsoft Gold Certified ISV partner as well as an Adobe Solution Partner. Fulcro offers end-to-end services and enterprise-grade solutions to its clients.

Fulcro Media: A specialist in handling 360-degree digital media mandates including programmatic, Fulcro Media is the partner to some of the biggest brands in India.

Fulcro Data:  A cohort of category specialist data crunchers focused on delivering business enhancing solutions.

Fulcro has built a consultative practice that helps organisations undertake end-to-end digital transformation mandates to make sure all the elements of the digital strategy talk to each other holistically and work towards tangible business goals. The consulting arm has on board industry veterans, including former CXOs of some of India’s largest brands. 

Fulcro has worked with some of the largest and most renowned Indian brands across various business domains such as Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Tata Motors, P&G, Croma, ACC Cement, MakeMyTrip, Standard Chartered, HDFC Bank, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Anchor by Panasonic, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Pearson Education, Kohler, Religare, Vivanta By Taj, Goodyear to name a few.

These brands continue to invest their certitude in Fulcro to ensure their path is paved for a digital-ready future.


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