In the fast-evolving world of digital marketing, some agencies stand out by creating campaigns that capture the pulse of the audience. One Hand Clap, a Mumbai-based advertising agency, has been making waves with its unique, social-first approach. Known for its meme-driven creativity, the agency has worked with major brands like Swiggy, Prime Video, Netflix, and Battleground Mobile India (BGMI), among others. However, it’s their bold and unexpected collaborations, such as getting MS Dhoni to re-enact Ranbir Kapoor’s character from Animal, that truly make them stand apart.
From Creators to Agency Founders: The Birth of One Hand Clap
One Hand Clap’s journey began in 2019, when founders Aakash Shah and Naveed Manakkodan, both former members of the popular comedy collective AIB, identified a gap in the advertising world. They noticed that brands struggled to create content that resonated with the digital audience. Armed with their experience in content creation and social media, they set out to develop campaigns that were funny, shareable, and packed with pop culture references.
Starting small, with no formal office and a team made up of meme-makers and internet creators, One Hand Clap quickly gained traction. Their big break came when they landed Prime Video, Bumble India, and YouTube India as clients—relationships that continue to this day.
The Pandemic Pivot: Social Media Becomes Central
The COVID-19 pandemic played a pivotal role in the agency’s growth. As traditional advertising channels became less accessible, brands turned to social media as a lifeline. With people spending more time on platforms like Instagram and Twitter, One Hand Clap capitalized on this shift by creating relevant, timely content.
During the pandemic, the agency grew from a team of 10 to 60, and their client list expanded rapidly. By 2025, One Hand Clap was collaborating with industry giants such as Swiggy, Netflix, and BGMI, solidifying their position as leaders in the social media marketing space.
MS Dhoni X EMotorad
MS Dhoni, Pop Culture, and One Hand Clap’s Signature Style
One Hand Clap’s work with MS Dhoni for electric cycle brand EMotorad exemplifies their ability to tap into cultural moments. The agency’s Bole Jo Koyal campaign with Dhoni, where the cricket icon embraced a meme about himself, was a massive hit. It demonstrated the agency’s knack for blending humor with star power. Dhoni’s willingness to participate in such a playful campaign, despite his usually stoic public persona, was a game-changer.
The success of Bole Jo Koyal set the stage for their follow-up campaign, where Dhoni re-enacted Ranbir Kapoor’s intense character from Animal. The contrast between Dhoni’s calm nature and the film’s aggressive tone created a viral moment that captured the imagination of viewers. To add authenticity, the agency even involved Animal‘s director, Sandeep Reddy Vanga, in the project.
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Collaboration Over Competition: The Growing Ecosystem
Despite the seemingly competitive landscape, Shah maintains that the advertising ecosystem is collaborative. With more brands wanting to connect with their audiences through social media, the demand for specialized agencies like One Hand Clap has only grown. The agency often collaborates with others to distribute meme content and amplify their reach.
This collaborative approach reflects a larger trend in the industry where mainline agencies are losing control over social media marketing. With more specialists entering the field, agencies are now carving niches and offering unique expertise.
The Road Ahead: A Focused Future
Looking to the future, One Hand Clap plans to focus on four core areas: social media retainers, influencer marketing, writing & campaigns, and production. Rather than diversifying into many fields, the agency aims to double down on what it does best—creating exceptional, social-first content.
In a world where advertising is rapidly evolving, One Hand Clap’s commitment to staying true to their niche while expanding their expertise is the key to their continued success.
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Conclusion: A Social-First Strategy for the Future
One Hand Clap’s success story is a testament to the power of understanding digital culture and staying focused on creating shareable, engaging content. By combining a deep understanding of pop culture, social media trends, and the power of influencers, the agency has positioned itself as a leader in the rapidly growing social-first advertising space. As brands continue to prioritize social media, One Hand Clap’s niche expertise ensures that it will remain a key player in the future of advertising.
