Acquisition Tales: Social Panga eyes global presence after joining hands with LS Digital

After merging with LS Digital, Social Panga is aiming to broaden its digital horizons. Co-founder Himanshu Arora of Social Panga gives details behind this merger. 

Social Panga started its journey in 2014 when the advertising industry had started believing more in digital marketing’s potential. In its ninth year, the agency recently joined forces with LS Digital. It is now turning a new leaf under LS Digital’s wing, which has added over 130 new companies in FY 2022-23.

With the aim of casting a wider net and strengthening its expertise, Social Panga partnered with LS Digital. Social Panga and LS Digital aim to provide their clients with a complete bouquet of services needed for digital marketing under one roof. 

Apart from Social Panga, LS Digital recently added home-grown agencies like Langoor Digital and F1 Studioz. 

Back in the 1980s, when the IT industry was dominated by international companies such as Infosys and Wipro, Indian company TCS grew strength-by-strength. A similar approach can be brought to the digital marketing ecosystem. 

Himanshu Arora, Co-Founder, Social Panga told Social Samosa said, “There is a massive want for India and its ‘make in India’ goals globally. When the whole world is looking at the nation so differently, we thought, why don’t we create our own group of networks from India.” 

“ we are pioneering the change and bringing in a fresh thought process in the Indian advertising industry,” added Arora. 

Four Agencies, One Vision

With this merger, four specialized agencies have joined forces and built a group that will provide niche solutions on their own. There’s one common thread that brings the group together. 

Arora said, “Culturally, the four organizations are very different but have a single goal – one vision, one thought process.”

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Leveraging cross competencies, the companies are aiming to deliver well-rounded solutions to their clients under one roof. Although the group will make use of each other’s strengths, they plan on working on their own, and Arora also said that members at Social Panga will be retaining their current positions. 

Challenges Ahead

As this is perhaps a first-of-its-kind collaboration the Indian advertising industry is witnessing, there isn't a blueprint for the merging agencies to follow. Arora mentioned that there might be newer obstacles and challenges that the parties will have to face. 

Arora said, “There is no template. We are moving in a specific direction and on the way to setting up a template where the right and over-communication will be more crucial than under-communication.”

Focus areas for the future 

Arora divided the group’s focus areas into three major sections: 

• Short term: Making sure that our vision and mission are communicated clearly to a larger set of people.

• Mid-Term: To leverage complementary skills within the group(s). 

• Long Run: Taking this idea beyond just the papers and bringing the Indian story to the globe. 
  

Post this collaboration, Social Panga aims at not just restraining itself to its current portfolio but also hopes to broaden its horizons and take the agency on the global platform.