OMG Launches Sports Agency Fuse in India, Appoints Jigar Rambhia as Head

Fuse, the sports and entertainment agency of Omnicom Media Group (OMG), has launched a new office in Mumbai, India, helmed by Jigar Rambhia. Through this establishment, OMG intends to convey the increasing sports marketing opportunities in India while offering a complete range of services for brands concerned. 

Before joining Fuse, Rambhia served as the Chief Operating Officer at Sporjo, a sports industry consultancy, where he spearheaded business growth. He also spent 16 years at Wavemaker and worked with agencies such as 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 is coming onboard with Shriram Finance and Uni League Cricket as clients and is set to enhance partnerships with impact in sports through strategic planning and activation for brands moving forward. Cricket will always remain India's top sport; there has been more strengthening around new sports such as Kabaddi, Football, and Badminton, given the strides India has been making in the Olympics and Paralympics. The sporting eco-system in India is already over USD 1.

8 billion and is bound to keep growing, thanks to advances in technology, the emergence of various OTT platforms creating new viewing experiences, and the increasing popularization of immersive experiences. The nation is moving toward a truly multi-sport destination, where it is not only developing potential sportspersons in many sports but also drawing greater brand interest and investment through sports marketing.

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.”