Accenture Song dethrones traditional ad agencies, wins Indian retail mandates with tech-led playbook

Now the world's largest ad agency at $20B revenue, Accenture Song is capturing Indian consumer brands through tech-driven work — from Bajaj Chetak's website to Malabar Gold's AI-trained celebrity models. L'Oréal India's move from WPP to Publicis underscores the industry's pivot from relationships to technology.

— Source publishedTue, 9 Jun, 2026, 08:00 IST·First seen Tue, 9 Jun, 2026, 08:05 IST·Source The Ken · Free list

What happened

Accenture Song, now world's largest ad agency at $20B revenue, is winning Indian retail/consumer mandates through tech-led work like Bajaj Chetak's website and

Key facts

  • Rs 900 crore
  • $20 billion
  • 16-year
  • FY25

Why this matters

The L'Oréal-style agency churn opens a window to acquire mid-tier creative shops with proprietary AI/martech IP before consultancies bid them up or clients bypass them entirely.