One Hand Clap Cracks the Code of Social Media with Viral Pop-Culture Campaigns

In India’s ever-evolving digital landscape, one agency stands out for consistently hitting the cultural sweet spot—One Hand Clap. Whether it’s Swiggy’s influencer-meme army, CarryMinati’s tongue-in-cheek sanyas for BGMI, or Netflix’s Playback 2024, One Hand Clap delivers campaigns that feel like they were born from the internet itself. And most recently, the agency set social media on fire with MS Dhoni channeling Ranbir Kapoor’s Animal for EMotorad.

These campaigns don’t just trend—they live in the culture. And that’s no accident.

From Sketch Artists to Strategy Killers

Founded in January 2019 by Aakash Shah and Naveed Manakkodan, both former members of All India Bakchod (AIB), One Hand Clap was born out of frustration with how brands misunderstood content. With zero strategists and no traditional office space for the first year, the team operated from home, later moving into a co-working space. Instead of account managers, their first hires were meme-makers and internet creators.

“We started as a team of creators,” says Shah. And that creator-first DNA still drives the agency’s success today.

The Pandemic Pivot

As the world went into lockdown, social media became essential—not optional. With audiences glued to Instagram, Twitter, and TikTok, brands scrambled to stay relevant online. One Hand Clap seized this moment.

The agency scaled from 10 to 60 employees during the pandemic, now boasting a 90-member team and a high-profile client list that includes YouTube India, Prime Video, Bumble, Swiggy, Netflix, and BGMI.

Dhoni, Memes, and the Magic of Cultural Juxtaposition

Perhaps nothing captures their genius better than their work with EMotorad. In 2023, they convinced the stoic MS Dhoni to lip-sync to “Bole Jo Koyal” in a self-aware meme moment that went viral. This year, they took it up a notch—placing Dhoni in the gritty, hypermasculine world of Sandeep Reddy Vanga’s Animal.

The result? A cultural mashup so bold it couldn’t be ignored.

“Imagining Dhoni in Animal works because of the contrast,” Shah explains. “It functions as a meme, a video, and a campaign—all in one.”

Building a Social-First Future

Unlike traditional agencies, One Hand Clap sticks to what it does best—social-first storytelling. With growing competition from fellow new-gen agencies like Youngun, WLDD, and RVCJ, Shah remains unfazed. “There’s enough work for everyone. The pie is massive,” he says.

He credits this boom to the “unbundling” of traditional agency services, where specialized teams now own specific platforms. “Mainline agencies lost grip on social. That’s how we won,” he adds.

The Road Ahead

Looking forward, the agency focuses on four verticals—social media retainers, influencer marketing, content writing & campaigns, and production. Rather than diluting their expertise, they aim to double down on what they do best.

Shah leaves aspiring founders with a golden nugget: “Find one thing you can do better than anyone else—and own it.”

With its creator-led DNA, cultural instincts, and focused execution, One Hand Clap proves that in the age of scrolls, memes, and moments, attention isn’t bought—it’s earned.