Not your agency, not yet SaaS: BrandPipal picks a third lane

In her many conversations with chief marketing officers (CMOs), Ashima Kakar noticed a recurring sentiment—an undercurrent of frustration with traditional agency models. "There is a clear demand for partners who are agile, precise, and capable of balancing short-term responsiveness with long-term strategic thinking," she said.

That insight didn’t just stay on paper—it became the foundation of BrandPipal, a new Marketing-as-a-Service (MaaS) venture co-founded by Kakar and incubated by NLB Services.

BrandPipal’s launch marks the global technology and digital talent solutions provider’s first major foray beyond its core business of talent and technology solutions. It is part of its broader diversification vision that seeks to offer clients an integrated stack of services—from human capital to brand capital.

As Sachin Alug, CEO of NLB Services, put it, “The intersection of technology and talent has long been a critical driver of business success. Taking that a step further, NLB’s move into martech with BrandPipal is about staying in tune with where the market is headed. This integration helps us offer smarter, more agile solutions that stay relevant through different market cycles.”

Taking a swipe at MaaS

Marketing, often the first to face the axe in times of economic uncertainty, still suffers from being seen as a cost centre. Kakar, who also serves as CMO at NLB, believes that this is a legacy mindset that can—and should—be overturned. “Marketing doesn’t need to shrink—it needs to evolve,” she asserted.

Ashima Kakar, co-founder of BrandPipal.

That evolution, in BrandPipal’s view, comes through the MaaS model—outsourcing marketing functions to expert-led teams that provide cross-channel execution, strategic agility, and performance-driven results. From digital campaigns to CRM strategies, from ABM to AI-driven personalisation, the model offers flexibility to scale up or down without the usual six to 12-month lead time needed to build in-house teams.

The Indian digital marketing industry grew from $2.39 billion in FY20 to $6.46 billion in FY24 at a CAGR of approximately 28.5%, according to India Brand Equity Foundation. Yet, despite this exponential growth, many marketing functions are still siloed, often lacking cohesion between data, content, and execution. BrandPipal intends to fill this gap—not just with a roster of services, but with a philosophy.

“BrandPipal was built to give brands flexibility without losing strategic depth. We’re not chasing trends—we’re helping brands build their edge and stay there,” said Kakar. “At its core, the idea is a philosophy that strategic alignment is internal and execution capabilities are sourced.”

A scalable, transparent model for CMOs and CFOs

In an industry where CMOs juggle fragmented agency relationships and CFOs bemoan unpredictable retainers, BrandPipal is positioning itself as the antidote.

“For CFOs, it's about predictable costs and clear ROI, with no inflated retainers or ambiguous deliverables. For CMOs, we plug in as an extended team offering seamless cross-channel execution. One brief, one point of contact, and full visibility,” Kakar explained.

This “outcomes-first” approach is designed to de-risk execution, remove inefficiencies, and deliver measurable impact—whether the objective is brand visibility, lead velocity, or improving hire-to-join ratios through employer branding.

Early client engagements have delivered tangible success across the funnel—from building brand identity for stealth-mode startups to delivering 100x Marketing Qualified Leads (MQLs) with minimal ad spends.

“We’ve helped brands improve metrics through the funnel be it attraction or conversion. In terms of employer branding, we’ve improved community size, talent pipeline, hire-to-join ratio, and even conversion from referral campaigns,” Kakar said.

Building for speed, scale and specialisation

At launch, BrandPipal is powered by a 75-strong member team, primarily based in India. its goal is to grow this to over 500 martech specialists in five years, with 85% of the talent pool continuing to be India-based initially. However, as global mandates scale, this ratio is expected to evolve.

“Creative, content, and CRM are our current strongholds, but we’re doubling down on ABM, performance, and AI-led initiatives next,” Kakar said. “The idea is to blend sharp thinking with smart execution.”

Sachin Alug, CEO of NLB Services.

To ensure consistency and scale without compromising quality, BrandPipal plans to invest in internal Centres of Excellence (CoEs). These CoEs will drive knowledge development, best practices, and operational excellence, even as execution models become increasingly localised.

“Our approach balances growth with excellence by establishing internal CoEs to develop best-in-class capabilities. These CoEs are backed by a strong central engine for consistency while staying tuned in to market context,” Alug noted.

From silos to synthesis

One of the consistent criticisms from marketing leaders has been the lack of transparency in agency billing. From scope creep to inconsistent pricing, the lack of clarity often undermines trust.

At BrandPipal, Alug says the model has been intentionally designed to sidestep those legacy pitfalls and break the traditional separation between creativity and data science. “Our model is modular, outcome-led, and built for clarity. Clients know exactly what’s in scope, what it’ll cost, and what success looks like. It’s designed to keep things transparent, fast, and frustration-free.”

Kakar emphasised the importance of embedding analytical and creative thinking from the start, so that data insights inspire—not limit—the creative process. “We don’t treat data and creativity as separate entities. Much like the human brain, we balance the interplay between right and left with well-constructed teams,” she said. “For clients who are accustomed to either creative agencies or tech-focused teams, we bridge the gap by making sure that creativity is always backed by actionable insights. Because that data is not just about numbers—it tells a story as well.”

Pricing models built for accountability

NLB and BrandPipal have set a $25 million revenue target for the new venture, with a calculated approach to geographies and sectors. “Our strategy is to leverage India for scale, the U.S. for high-value engagements, and APAC for sustained growth momentum,” said Alug. “We are focusing on sectors undergoing significant digital transformation like tech, BFSI, healthcare, and consumer brands.”

With a current base of over 10 strategic clients, the goal is to build a portfolio of 50–60 clients over five years. Much of this growth will be underpinned by Global Capability Centers (GCCs), especially in India, which Alug views as a prime engine of opportunity.

“We are selectively targeting markets and verticals where we can drive meaningful impact quickly. The growing presence of GCCs in India presents a unique opportunity we intend to capitalise on,” he noted. The founders believe that the predictability of its “outcomes-first” approach will appeal as much to finance heads as it will to marketing leaders—especially those under pressure to show consistent, measurable returns.

Competing in a crowded martech arena

With martech spend growing globally, BrandPipal enters a competitive field populated by creative agencies pivoting to digital, SaaS platforms offering plug-and-play solutions, and large consultancies investing in end-to-end marketing services.

So, what’s the differentiator?

“At BrandPipal, we intentionally position ourselves not as an agency, but as a solutions-driven company,” said Alug. “Marketing is a science and an art and we are well creative scientists who put together a roadmap that paves way for final measurable outcomes with real business meaning.”

By offering strategic partnership over deliverable-based engagement, and by positioning itself as a business ally—not a vendor—BrandPipal hopes to appeal to brands looking for long-term clarity over short-term execution.

For NLB Services, BrandPipal is more than a diversification play—it’s a way to embed marketing into its existing technology and talent ecosystem. It also opens the door for synergistic cross-sell opportunities, especially in global markets where digital transformation is accelerating.

As the martech space becomes more fragmented—with tools, teams, and timelines increasingly difficult to align—BrandPipal’s bet is on simplification and scale. The founders are clear: this isn’t about vanity metrics or viral moments. It’s about consistent growth, backed by creative intelligence and strategic intent.

Whether it can live up to that promise in an industry rife with reinvention remains to be seen. But for now, the intent is sharp, the model is lean, and the ambition is unmistakable.