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Affle and D2Communications jointly acquire mobile marketing firm MobiMasta
Affle and D2Communications jointly acquire mobile marketing firm MobiMasta
By: iMedia News Bureau

Affle, a Singapore based mobile messaging and advertising company and Japan’s D2Communications (D2C) has jointly ventured to acquire MobiMasta, a mobile marketing agency. The amount for acquisition is still undisclosed.

The venture ad2c will now serve as an independent, full-service mobile advertising and marketing agency. MobiMasta was founded by Anurag Singh, Viraj Singh and Alok  Pabalkar in 2009. The Gurgaon based company provides end to end mobile marketing services, ranging from creative ideation and development to media buying and campaign implementation. Companies clientele includes Samsung, Yahoo, Coca Cola, Reebok, Adidas and NDTV.

As a result of the acquitison, Anurag Singh will be the COO of ad2c and Anuj Khanna Sohum, founder of Affle, has come on board as the chairman.

Anuj Khanna Sohum, Founder and Chairman, ad2c, said, “Backed by credible partners that have dominated the mobile advertising business with over 10,000 campaigns delivered in Japan and Asia, ad2c’s entry in India will fulfill the need of an experienced and a competent partner to fuel innovations in mobile advertising and communications industry and this we believe would enable the disproportionate growth for mobile advertising in India.”

ad2c is currently has offices in Mumbai and Bangalore and plans to open an additional office in Bangalore and Indonesia by the end of this year. With 10 members, the company will use mobile as a medium to reach its consumers. Apart from video-based and location-based content, it would also focus on more HD quality, personalised and interactive form of mobile advertising.

Talking about the ownership pattern, Sohum said, “We are an India-focused company with a Singapore holding. ad2c has also received investment from other private investors

D2Communications is a subsidiary of NTT DOCOMO in a JV with Dentsu. Last Oct, Affle raised more than R50Cr in funding from D2 Communications for product development and strengthening business in existing Asian markets and launching in newer markets.

According to a Gartner study, globally, during 2011, $3.3 billion was spent on mobile advertising and it will reach $20 billion by 2015. The comparable figure for India stood at just $25-30 million or a mere 0.5 per cent of the total ad spends, which is estimated to reach $200 million by 2015.