OMG launches sports agency Fuse in India with Jigar Rambhia as head

Sport and entertainment agency Fuse, part of Omnicom Media Group (OMG), has announced the opening of its new office in Mumbai, India, led by Jigar Rambhia. Through Fuse, OMG will capitalise on the burgeoning potential for sports marketing in India, offering a full suite of services to support brands with their end-to-end partnership needs. 

Rambhia previously held the position of Chief Operating Officer of Sporjo, a sports industry consultancy, where he drove business growth. Prior to this, he spent 16 years at Wavemaker and worked across agencies including TME (Rediffusion Y&R) and Madison Communications.

Kartik Sharma, Group CEO, Omnicom Media Group India said, “Sport and culture are increasingly seen to be significant growth drivers for brands and so we are excited to bring Fuse’s expertise into the market, it further underpins our commitment to create transformational experiences for our clients.”

Echoing Sharma’s sentiment, Rambhia added, “The momentum in sports in India is at an exciting juncture and we’re fully equipped to capitalise on this to drive effective partnerships for brands. Sport has increasingly become a vital part of India's cultural fabric, and with Fuse, we are strategically positioned to help brands harness the power of this medium to drive deeper connections with audiences across the market.”

The new office officially launches with Shriram Finance and Uni League Cricket as clients and will have a particular focus on supporting brands with strategic planning and activation of effective sports partnerships. 

While cricket continues to dominate the market, India's sports landscape has been further bolstered by the popularity of sports like Kabaddi, Football and Badminton, and the country's recent performance at the Olympics and Paralympics. India's sporting ecosystem is currently valued upwards of USD 1.8 billion, and with continued tech innovation, the rise of OTTs redefining the viewing experience, and immersive experiences taking centre stage, growth is expected to continue at pace. As India evolves into a multi-sport nation, not only is it paving the way for emerging talent across various sports but it is also experiencing heightened brand interest and investment in sports marketing.

The expanding agency network of the agency is already home to sports and entertainment professionals working across markets, across the globe. Most recently, the agency launched in Spain, with Juli Ferre heading the business and in Brazil led by Luiz Fiorese. Its current international clients include PepsiCo, Nissan and Philips.

Commenting on the India office launch, Louise Johnson, Global CEO at Fuse, said, “Fuse's expansion and launch in India marks yet another critical milestone for us, underscoring our commitment to driving growth for brands through the power of sports and entertainment. With Fuse's specialist sports marketing expertise combined with Omnicom Media Group's data and technology offering, we are exceptionally positioned to capitalise on the sports market in India.

Through our extensive network and under the leadership of Jigar we can offer brands the chance to create memorable experiences for their audiences and integrate themselves into the heart of India's sporting culture.”