To bolster digital experience capabilities in Germany, across Europe and Northeast Asia, IT major Infosys Ltd signed a definitive agreement to acquire oddity, a German-based digital marketing, experience and commerce agency for 50 million euros ( approximately s.419 crores). It includes earn-outs, management incentives and bonuses.

Oddity is known to be one of the largest independent digital agencies in Germany with over 300 digital experts situated in Stuttgart, Berlin, Cologne, Belgrade, Shanghai and Taipei. Additionally, it is said to have secured a revenue of 21.6 million euros fr CY21.

The deal is believed to bolster the IT major’s creative, branding and experience design capabilities, while pursuing its commitment to co-create with clients and enable them to navigate their digital transformation journey.

Subject to customary closing conditions, the acquisition is probable to close in the first quarter of fiscal 2023 (April 2022).

Oddity will enable global CMOs and organizations to survive in a digital commerce environment with complementary talents and expertise, similar to Infosys' prior acquisition of WONGDOODY, which provides creative and marketing services.

Oddity will become part of WONGDOODY, an Infosys firm, and will join its network of studios in Seattle, Los Angeles, New York, Providence, Houston, and London, as well as design centres in five Indian cities, as part of Infosys' digital experience and design offering.

“The future of better human-centered marketing lies in the symbiosis of creativity and technology (data, automation, AI). This is where we see the opportunity for a unique differentiation together with Infosys and WONGDOODY”, says oddity founders Frank Boegner, Marc Bürkle, Simon Umbreit and Christian Gölz.

They further asserted by saying, “we are ambitious to further develop our services jointly and are proud to become part of one of the world's most respected digital tech companies”.

Ravi Kumar S, President, Infosys says, “we find ourselves at the cusp of the next generation of the internet, the merging of the physical and virtual worlds. With this vision, we are excited to strengthen our experience and marketing skills with oddity, to deliver forward-thinking, holistic solutions at a global scale”.

“With oddity’s digital commerce and marketing knowledge as well as its metaverse-ready set-up, it is the perfect complement to Infosys’ prowess in technological transformation”, adds Ravi.