Theblurr bets big on AI to redraw agency rules

Launching a full-service marketing agency in India isn’t for the faint-hearted. Between talent battles, shifting client briefs, fractured attribution models, and a crowded playing field, these firms juggle more than just media plans.

Yet, despite the chaos—and perhaps because of it—a new breed of agencies is emerging, promising strategy, storytelling and performance under one roof. Theblurr is the latest entrant aims to cut through the clutter with sharper integration and smarter outcomes.

In a marketing world chasing both creativity and accountability, where agility must meet rigour and briefs can shift overnight, three industry veterans are betting on a new kind of agency. Shamsuddin Jasani, Gopa Kumar Menon, and Aatsi Desai Jasani have launched Theblurr as an AI-native, full-service marketing solutions company designed to deliver what they call "brilliant outputs and smarter outcomes." Their pitch? Don’t bolt on AI. Build with it from day one.

"Being ‘AI-native’ at Theblurr means AI isn’t an add-on—it’s built into our very foundation," said Shamsuddin Jasani, co-founder and CEO, who previously scaled digital-first agencies like Isobar. "It shapes how we structure teams, how we design workflows, and how we deliver results."

Theblurr’s differentiator lies not in offering AI tools, but in building AI into the bones of the business. Its proprietary HumAIne methodology combines human insight with machine intelligence to unlock agility, integration, and effectiveness. “We’re not just creating integrated campaigns,” Jasani told Campaign. “We’re engineering better results."

Pods, not silos

Theblurr’s business model is a pivot from the traditional agency grid. Operating via cross-functional pods, the company assembles teams dynamically based on client needs. Each pod is a blend of creative, media, tech, and data talent that co-creates from the brief stage.

"Instead of siloed departments, we operate through cross-functional pods," explained Jasani. "This ensures decisions are made faster and with complete context. It also fosters a shared responsibility for outcomes, not just task delivery."

While conceding that a lot of agencies claim to be full-service, he noted that very few are truly integrated across media and creative. And that is the gap that Theblurr wants to fill.

Its HumAIne process tries to tightly interlink various functions from the ground up—not in silos—so that it is focused on delivering outcomes, not just outputs. “This structural integration, powered by AI, is what gives us the agility and accountability today’s brands demand,” Jasani added.

In a market that’s now ROI-obsessed, Theblurr’s model is wired for measurement. Jasani broke down how they track smarter outcomes. "We benchmark success across three layers: brand growth (awareness, recall, sentiment), performance lift (conversions, cost efficiencies), and long-term value (customer LTV, retention, ROI)."

Theblurr has already begun working with clients across CPG, D2C, lifestyle and BFSI sectors, particularly those in high-growth phases. "These early engagements have shown us that our model significantly reduces planning-to-go-live time and increases campaign effectiveness," Jasani noted.

HumAIne in action

As co-founder and chief operating officer, Gopa Kumar Menon leads execution and integration at the newly-launched agency. He emphasised that the agency’s real edge lies in its HumAIne approach. "It fundamentally transforms the traditional briefing-to-deployment cycle by integrating AI intelligence at every touchpoint," Menon said.

The methodology kicks in from the briefing stage with AI-driven audience insights and predictive performance inputs. During creative development, AI generates content variants for faster iteration. In media planning, AI allocates budgets dynamically, and through deployment, it powers continuous campaign optimisation.

"We achieve 3X faster insights, 65% more agile plan-to-go-live processes, and 2X campaign effectiveness compared to conventional approaches," claimed Menon. "That’s our edge over both network agencies and indie outfits."

Theblurr is reportedly structured for responsiveness. With feedback loops and media signals shifting constantly, Menon says their internal systems enable real-time decision-making. "Our internal architecture is built around continuous knowledge sharing," he said. "We don’t need to restart workstreams when a brief changes—our pods can pivot collectively."

This flexibility is backed by a governance framework that ensures every AI-powered action has human oversight. "Our transparent processes eliminate the agency black-box problem," Menon added.

Beyond vendor thinking

In a climate of short-termism and brand promiscuity, how does an independent agency retain clients? For co-founder and chief growth officer Aatsi Desai Jasani, the answer is simple: redefine partnership.

"For us, it’s not a vendor-client relationship—it’s embedded teams, shared KPIs, and in some cases, outcome-linked compensation," she explained. "That creates real alignment."

Desai Jasani’s remit spans client growth, retention and positioning. She sees Theblurr’s edge as its hybrid model: human-led but tech-accelerated. "We’re not retrofitting AI," she said. "We are built from the ground up as an AI-native growth company designed for the new realities of marketing."

Desai Jasani is sharply focused on brands and categories that value speed and impact. "We’re focusing on segments where agility and innovation matter most," she said. "Our model—combining machine intelligence, full-funnel thinking, and rapid execution—can create disproportionate impact."

Theblurr is staying lean but deliberate in its investments. Priority areas include top-tier talent, AI tooling, strategic partnerships, and capability building for both teams and clients.

The empathy quotient

In balancing brand storytelling and performance delivery, Desai Jasani is betting on Theblurr’s dual engine: emotional intelligence and machine efficiency.

"Our teams work closely with clients to understand their brand ethos and business goals," she said. "At the same time, our AI systems optimise campaigns in real time. That combination lets us deliver both brand love and business results."

This is where HumAIne once again becomes the linchpin. "Brilliant Outputs without empathy feel hollow," she said. "And empathy without measurable outcomes falls short. It’s in that intersection that Theblurr thrives."

For all the marketing buzz around AI, most agencies still treat it as an enhancement, not a foundation. Theblurr aims to flip that narrative. In fusing technology with creativity and empathy, it wants to redefine what speed, scale and strategy look like in a full-service agency model.

"Our commitment is to deliver brilliant outputs and smarter outcomes," said Menon. "Every product, every execution is governed by that philosophy."

If the founding team’s clarity of structure and purpose translates into execution, Theblurr could set a new benchmark in an ecosystem flooded with sameness. One thing is certain: they aren’t here to blur lines. They’re eager to redraw them.