Sorrell's S4 adds Indian production shop WhiteBalance to the fold

Josh McDonnell
By Josh McDonnell | 21 November 2019

Martin Sorrell's S4Capital has added another agency to its growing portfolio, with its content agency MediaMonks conditionally agreeing to a merger with Delhi-based content creation and production company, WhiteBalance.

After opening an office in Bangalore in February this year and appointing Poran Malani as S4Capital’s director for India, the
company further strengthens its position in the region.

WhiteBalance was founded in 2010 by Robert Godinho with the intent of creating a one-stop shop for high quality visual productions.

With a state of the art content studio and in-house film, 3D and postproduction talent, WhiteBalance is fully equipped to produce content from feature films, commercials and documentaries to high-end digital content.

To support its credibility within the Indian production market, WhiteBalance has also recently won Gold at the ICMA 2019 in Digital
Branded Content, Marketed Content & Digital Non-Branded Content categories. 

With the merger, MediaMonks adds 50 experts to the team, with the intent of doubling the India business in the coming six months.

MediaMonks will also continue to invest in growing the content studio in Bangalore into a creative hub for APAC, and aims to size up the teams and studio facility in Delhi.

"As you can imagine, I’m delighted to continue to expand into this fast growing market, offering a wealth of talent and significant growth opportunities, and the merger with WhiteBalance is the next step for us to build a leading creative content business here," Sorrell says.

"At the same time we’re strengthening our position in the APAC region – ever more important – as India continues its trajectory to become the most populous country on earth.”

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