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February 15, 2012, 8:38 am UTC
China’s leading mobile ad network Madhouse has launched its operations in India. The biggest and most established provider of mobile marketing solutions will deliver complete mobile solutions across the spectrum of paid, owned and earned media on smart phones and tablets. WPP Group will be working with the company as a strategic partner and investor. To head its business in India, the company has appointed Vinod Thadani as the chief operating officer.
Madhouse hopes to exploit the potential of the mass media device with almost 850 million mobile connections in the country. After working closely with over 120 clients like HP, Intel, Coke, KFC, Unilever, VW, Madhouse hopes to work with the existing mobile marketing and digital agencies as partners to provide solutions.It hopes to attract the Indian mobile consumers with its unique and innovative services.
Giving his incepts about entering India, Mr Joshua Maa, Founder & CEO, Madhouse said, “We see tremendous growth and potential in India and are fully committed to investing in this market. With the right local partners, we believe that our technology and operational expertise can be leveraged to serve the unique mobile marketing needs of clients. In China, we have been working with partners such as Rovio Entertainment Ltd, Electronic Arts Inc., China Unicom Hong Kong Ltd’s app store, and ad agencies to grow our leadership position”.
Talking about the marketing operations in India, Maa further stated that the company plans to open offices across Mumbai, New Delhi and Bengaluru to service brands across categories. Madhouse India is already in talks with brands such as HSBC, Vodafone, Idea Cellular, Reliance, Nokia, LG, Sony Ericsson, Pepsi and Procter & Gamble, among others.
Mr. Vinod Thadani, Chief Operating Officer, Madhouse India said, “Mobile Advertising is beginning to transform the way brands communicate with their consumers. Madhouse will offer mobile marketing solutions created and carried out for advertisers by a team of experienced media professionals that understand this medium. On a technical level, mobile advertising can now achieve accurate intelligent targeting and can provide real-time reporting - a very convincing proposition for advertisers. The need of the hour is to unlock the potential and we are determined to change the face of the Indian Digital Media Landscape and grow the mobile media market from 125 to 1,000 crores within the next 3 years”
Comparing India and China in terms of markets, Ranjan Kapur, Country Manager of WPP, said, “Population-wise, India and China almost had the same statistics. But the advertising growth story was completely different. While China is a $55 billion advertising market, India is a $6 billion advertising market. The fact is that we are an underadvertised market. That’s because manufacturing needs to catch up with services and contribute to a much larger share of advertising.”
Madhouse is headquartered in Shanghai and is privately funded by a slew of strategic investors such as TDF Capital, Nokia Growth partners and Gobi Partners.
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