Alchemist Marketing Solutions Acquires Legacy Agency Triton to Expand IMC Services

Alchemist Marketing Solutions (Alchemist), one of India’s leading Integrated Marketing Communications (IMC) groups and a dominant force in real estate communications, has announced the strategic acquisition of the legacy agency brand Triton Communications.

The move marks a transformative phase for Alchemist, which, with a 15-year track record, a 200-strong workforce, and a presence across four offices, is now leveraging this acquisition to diversify its portfolio aggressively. Under the Triton brand, Alchemist will extend its specialized IMC services to FMCG, Services, Durables, D2C, New Age sectors, and Corporate clients.

Founded in 1991 by Ali Merchant and Munawar Syed, Triton has been a cornerstone of India’s independent agency era, creating iconic campaigns for brands such as Eureka Forbes (Aquaguard), Vicco, Officers Choice, Adani Wilmar (Fortune), NECC, Mother’s Recipe, Wagh Bakri, Yes Bank, and many more. Legendary campaigns like Moov’s “aah se aaha tak”, SetWet’s “very very sexy”, and Aquaguard’s “Paani ka Doctor” reflect its unmatched creative legacy.

Manish Porwal, Group Managing Director, Alchemist Marketing Solutions, commented, “Triton is more than an agency—it’s an institution. While Alchemist leads in Real Estate and Health for over 15 years, our ambition is to replicate that success across sectors. With Triton, we aim to inject new energy into a brand with a rich legacy while preserving its unique DNA. This isn’t just about acquiring a name; it’s about revitalizing a legacy.”

Rajkumar Remalli, Director, Alchemist Marketing Solutions, added, “This acquisition allows us to inherit Triton’s rich brand-building heritage and combine it with Alchemist’s agile, integrated, strategy-first approach. We aim to power Triton’s foundational creative soul with the performance-driven mindset that defines Alchemist today.”

Anujita Jain, Director & CEO (Digital), Alchemist Marketing Solutions, said, “The post-pandemic marketing landscape demands agility and integration. We are building a ‘new’ Triton to address these evolving needs, ensuring its relevance for the next three decades, just as it has been for the last three.”

Reflecting on the transition, Ali Merchant, Founder of Triton Communications, shared, “Triton has built resilient Indian brands for over 30 years. As the industry evolves rapidly, it was crucial to hand over the baton to a group that respects the Triton spirit while future-proofing it. In Alchemist, I see both respect for our past and hunger to drive the future.”

Leadership Search: Alchemist is actively seeking a CEO/Co-Founder to lead Triton as an independent agency under the Alchemist umbrella, combining start-up autonomy with the infrastructure and resources of one of India’s largest IMC groups.

About Alchemist Marketing Solutions:
Alchemist is a premier IMC group in India with 15 years of expertise providing end-to-end marketing solutions, including creative strategy, digital transformation, activations, celebrity collaborations, film production, and events. Headquartered in Mumbai, with offices in Gurugram, Pune, and Bengaluru, and partner offices in Chennai, Indore, and Jaipur, Alchemist operates independent units like Clay (Real Estate), Dotwise (Digital), Aurange (Healthcare & BFSI), Auntourage (Celebrity associations), Crew (Film production & content), Alchemist Live (IPs & formats), Beep (Experiential marketing), Dotmatic (Programmatic), Buzzwise (Influencer marketing), and Earthwise (Sustainability marketing). Notable IPs include Delhi Theatre Festival, Bengaluru Theatre Festival, Hyderabad Theatre Festival, Celebscore, and Clay Dialogues.

About Triton Communications:
Founded in 1991, Triton Communications is a legacy Indian advertising agency recognized for building iconic brands with deep consumer insights and creative excellence across multiple sectors.

Contact:
Pranay Ramaiya, EA to Management & Head – Corporate Affairs
+91 9619569292