Admatazz invests in ScaleSale to deepen performance marketing play

Admatazz has announced a strategic partnership and investment in performance marketing agency ScaleSale — its first step in building a network of specialised agencies to complement its creative and media services. Founded by Aryan Mirchandani in 2023, ScaleSale has scaled quickly, operating with an over 10-member team and managing over 30 clients in less than two years.

The partnership is more than a financial tie-up. It reflects a deliberate choice by Mumbai-based Admatazz to expand its performance marketing vertical through ownership and incubation rather than hiring external senior leadership.

“This is a natural evolution of how Admatazz intends to grow in the digital marketing space in India and globally,” said Yash Chandiramani, founder and chief strategist of the digital marketing agency. “We’ve always believed in blending creativity with accountability guided by a science-backed approach to problem-solving. Aryan’s performance mindset aligns seamlessly with our philosophy.”

He added that ScaleSale’s performance-driven mindset and deep media expertise, gives Admatazz the partner that strengthens its ability to deliver full-funnel digital solutions from strategy to outcomes. “While they will continue to operate independently, this collaboration strengthens our performance team, enables us to scale smarter and drive even greater impact for our clients,” Chandiramani stated.

A mentorship-turned-partnership

The relationship between the two founders is long-standing — Mirchandani began his career as a college intern at Admatazz before launching ScaleSale. Admatazz became the sole investor at the agency’s inception, backing a performance-first approach in a competitive digital advertising market.

ScaleSale’s services cover ROI-driven campaign planning and execution across Meta, Google, and programmatic channels, with a focus on lead generation, funnel optimisation, and creative testing. Its client roster spans finance, real estate, education, and e-commerce — sectors where measurable returns and conversion efficiency are critical.

Mirchandani noted that the alignment of philosophies was key to formalising the tie-up: “ScaleSale was built on the principles of performance, precision, and evidence. Partnering with Admatazz connects us with a creative powerhouse that operates with the same evidence-based approach. We are excited to scale faster, innovate more, and deliver integrated campaigns that outperform expectations.”

Betting on performance without saying ‘bet’

Performance marketing’s rise has been one of the most significant shifts in the advertising sector over the past decade. As brands demand accountability and tighter ROI tracking, the appeal of performance-led models — where spend is tied to measurable outcomes like sales, leads, and clicks — has grown sharply.

Mobile-first consumption, the dominance of social platforms, and increasingly sophisticated ad tech have made such models not just possible, but scalable. Social media advertising is projected to reach unprecedented levels in the coming years, while programmatic tools are enabling hyper-targeting and automated optimisation.

In 2025, performance marketing is inseparable from data analytics. Real-time reporting enables marketers to tweak campaigns mid-flight, maximising efficiency and reducing wastage. For agencies, this creates both a challenge and an opportunity: the capability gap between traditional creative-led shops and integrated performance specialists is widening.

Why invest instead of hire?

Admatazz’s decision to deepen its performance marketing capability by investing in ScaleSale — rather than bringing in senior hires to lead an in-house expansion — suggests a preference for autonomy, agility, and cultural alignment.

Building a network of specialised agencies allows for sharper focus without diluting each entity’s brand or operating style. ScaleSale will continue to function independently, but with strategic alignment to Admatazz’s broader offering.

This model could also sidestep the integration friction that often accompanies senior hires from outside the organisation. This is particularly in performance marketing where speed, platform expertise, and iterative testing are essential.

By incubating talent and capability internally through ownership, Admatazz is effectively creating a closed-loop ecosystem: research-driven creative work from Admatazz can now be paired seamlessly with ScaleSale’s ROI-focused media execution. This aligns with the market shift towards full-funnel solutions where brand-building and performance marketing operate in tandem rather than in silos.

The strategic fit

Admatazz, founded in 2017, has built its reputation on blending creative strategy with evidence-based decision-making. Its 70-member Mumbai-based team spans creative development, integrated media planning, mar-tech implementation, and marketing experimentation for brands in BFSI, consumer goods, automotive, fintech, hospitality, health, and education.

ScaleSale, meanwhile, brings a data-led execution layer that thrives on optimisation and rapid iteration. Its campaigns are rooted in metrics, not just messaging — a critical advantage in sectors like finance and real estate where cost per acquisition and lead quality directly impact business outcomes.

The pairing allows both entities to offer clients end-to-end capability — from brand strategy and creative assets to multi-platform performance campaigns with measurable results. This could prove compelling for marketers increasingly seeking partners who can operate across the entire customer journey without outsourcing key functions.

Context in the wider market

Performance marketing is no longer a niche discipline within the digital spectrum — it’s becoming a central pillar of brand strategy. As India’s digital ad market continues to expand, fuelled by rising internet penetration and e-commerce adoption, the pressure on agencies to deliver not just reach but conversions is intensifying.

For creative agencies like Admatazz, the risk of being outpaced by performance-first competitors is real. Investing in a proven, fast-growing player like ScaleSale offers a way to bridge that gap without compromising the agency’s core creative positioning.

If the model succeeds, Admatazz’s decision to grow via a network of specialised agencies — starting with ScaleSale — could serve as a template for other mid-sized independents seeking to expand capability in high-growth verticals without losing their strategic focus.