Aanchal Kapoor appointed CEO to lead Adsgrove Digital’s next phase

Adsgrove Digital has appointed Aanchal Kapoor as chief executive officer, marking a key development in the agency’s leadership structure. Kapoor will work alongside founder Rajkumar Singh, previously vice president at ANS Commerce, and will oversee branding and performance operations. The move positions the agency to strengthen its integrated service model as it competes in an environment shaped by data-driven marketing and evolving consumer behaviour.

Kapoor brings more than 10 years of experience across GroupM, Madison, OMD and Xposure Media. During her career, she has worked on LG, Shell, Bose, Duracell, Honda, ETS and Dawaat as an integrated marketer. Her appointment reflects the agency’s intention to build a framework where technology and narrative-building operate in tandem, ensuring that campaigns generate both customer engagement and measurable business outcomes.

At the centre of the agency’s strategic direction is its focus on ‘brandformance’, a term coined by Adsgrove Digital to highlight the convergence of branding and performance marketing. The agency aims to balance long-term brand-building with short-term metrics to create growth that is profitable, scalable and steady. Kapoor is an advocate of operational efficiency, grounding her approach in the belief that ‘every ad rupee matters’. She notes: “Each penny needs to be counted, and we’re making it count.” Outlining her vision for the role, she adds: “Creativity gives brands their soul; data gives them direction. Our mission at Adsgrove is to blend both seamlessly to deliver meaningful, measurable impact.”

The agency’s services are structured to support this hybrid approach. Its branding offering focuses on constructing distinctive identity systems supported by visual storytelling, brand experiences and clear positioning. This approach is intended to help businesses communicate their value in a way that is both consistent and memorable.

In performance marketing, the agency manages campaigns across paid social, search and ROI-driven digital activations. Each campaign is built on analytics and structured for measurable return. The agency also invests in automation and analytics to enhance efficiency. Its technology stack includes automation platforms and dashboards that enable real-time optimisation and sharper decision-making.

Adsgrove Digital also places emphasis on social media and what it calls ‘search everywhere optimisation’. The agency integrates traditional SEO with answer engine optimisation, generative engine optimisation and voice search, acknowledging that discovery now spans multiple search behaviours. Combined with social media content designed for retention, the agency aims to ensure clients remain visible across all relevant digital environments.

The appointment of a CEO represents a shift in Adsgrove Digital’s evolution as it responds to changing market dynamics. As brands restructure their marketing strategies around data, creativity and faster experimentation cycles, the agency positions itself to lead with a ‘brandformance-first’ mindset. Guided by Kapoor’s leadership, the agency plans to continue strengthening its integrated model and reinforce its role as a partner for businesses seeking growth driven by both brand equity and measurable returns.