Havas Buys Data-led Agency PivotRoots in India

Global marcoms group Havas has acquired Mumbai-based digital marketing agency PivotRoots, which lists audience research and web and app analytics among its services. Terms of the deal were not disclosed.

Launched in 2016 by Shibu Shivanandan, Hetal Khalsa, Dhruvi Joshi and Yogesh Khanchandani, PivotRoots' creative approach is built on data and insights, covering digital consulting, brand solutions and strategy, performance marketing, creative and technology, and social media and content marketing. Through its PivotConsult digital transformation division, the company offers UI/UX testing, attribution modelling, and digital and CRM integration and measurement, while applying data to understand human behaviour and connect with customers.

Havas Media India will now tap into PivotRoots' knowledge of the Indian market and enhance its capabilities in the digital advertising space. In a statement, Havas said that the buy will supplement its own meaningful media experiences (Mx) approach to create a 'unique audience-first data-driven solution' for clients.

Havas India CEO Rana Barua (pictured) comments: 'I'm delighted to welcome Shibu and the PivotRoots team to the Havas Family. The addition of PivotRoots and their capabilities, advanced analytics and technology, and a new perspective on creativity and innovation distinguishes Havas Media India in the industry in meeting the evolving needs of its clients and succeeding in an increasingly competitive and extremely dynamic market'.

Web site: www.havas.com and www.pivotroots.com .