Established in 2010, Fractal specialises in user experience and user interface design (UI/UX) and digital design strategy services for major clients including Aditya Birla Group, Raymond, Idea group, MetLife, Times Network and Axis Bank. It is amongst the top three design studios in India with 65 digital experts operating from Mumbai and Bangalore. Fractal co-founder and CEO Tanay Kumar will join the Dentsu Aegis leadership team in India and will report to Bhasin post acquisition.