CE DESK 
Alchemist Marketing Solutions Group acquires legacy agency Triton Communications, expanding integrated marketing services into FMCG, D2C, durables, and beyond real estate.
Alchemist Marketing Solutions Group, a leader in real estate communications with 15 years of expertise and 200 professionals across four offices, has acquired Triton Communications—a legacy Indian advertising agency founded in 1991 by Ali Merchant and Munawar Syed. The move diversifies Alchemist beyond real estate and healthcare into FMCG, durables, services, D2C, new-age sectors, and corporate brands.
Known for iconic campaigns like Moov’s “Aah se Aaha Tak,” SetWet’s “Very Very Sexy,” and Aquaguard’s “Paani ka Doctor,” Triton brings a creative heritage that Alchemist aims to revitalize with its agile, strategy-first infrastructure. Triton will operate independently under Alchemist, blending legacy with modern integration.
Manish Porwal, group managing director, Alchemist Marketing Solutions, said, “Triton is not just an agency; it is an institution that Ali and Munawar built with distinct passion. While Alchemist has undisputed leadership in the Real Estate & Health domain over the last 15 years, our ambition has been to replicate that success across a broader spectrum. With Triton, we are looking forward to injecting new energy into the brand, while taking forward the DNA so unique to Triton. We are not just acquiring a name; we are revitalizing a legacy.”
Rajkumar Remalli, director at Alchemist Marketing Solution,s said, “This acquisition allows us to inherit a rich legacy of brand building and upgrade it with Alchemist’s agile, integrated, and strategy-first machinery. It is about taking that foundational creative soul and powering it with the pace and performance-driven mindset that defines the Alchemist Group today.”
Anujita Jain, director & CEO (Digital) at Alchemist Marketing Solutions, said, “We have the distinct advantage of crafting the Triton product as a fresh, new-age offering. The post-pandemic consumer and the marketing landscape now require a different level of agility and integration. We will build the ‘new’ Triton to address those evolved needs, ensuring its relevance for the next three decades as it was for the last three.”
Ali Merchant, founder of Triton Communications, stated: “For over three decades, Triton has been synonymous with building resilient Indian brands. However, the industry has evolved rapidly, and the post-pandemic world demands a new kind of agility and a comprehensive strategic ecosystem to scale further. I needed to hand over the baton to a group that not only understands the ‘Triton spirit’ but has the structural strength to future-proof it. In Manish and Alchemist, I see the perfect blend of respect for our past and the hunger to drive our future.”
