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China's Madhouse comes to India

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MUMBAI: China’s mobile marketing company, Madhouse, announced the launch of its India operations on 14 February to capitalise on the demand for customised mobile marketing solutions.

Madhouse currently works closely with over 120 clients like HP, Intel, Coke, KFC, Unilever, VW and agency groups such as GroupM, Aegis, OMG, Vivaki and their associated agencies in China.

Madhouse India aims to leverage the opportunity of using mobile as a mass media device given that there are more than 850 million mobile connections in the country. Current barriers to mobile marketing are dearth of scaled solutions in data, voice and text, harmonizing the different operating systems with multiple stakeholders across mobile inventory and lack of established tools and systems which makes it difficult to answer the question of how this medium can be leveraged by advertisers to reach out to their consumers.

Madhouse India hopes to address this through unique and innovative services. Clients can look forward to mobile solutions across the spectrum of paid, owned and earned media on feature phones, smart phones and tablets.

Madhouse provides service across all operating systems with precise targeting by geography, user demographics and psychographics to ensure minimal media wastage.

Madhouse India chief operating officer Vinod Thadani said at the launch, “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 1000 crores within the next three years.”

Madhouse sees tremendous growth potential in India. Said Madhouse founder and CEO Joshua Maa, “We 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, EA, China Unicom’s app store, and ad agencies to grow our leadership position. Similarly in India we value our association with WPP to help develop and take leadership in this market as well.”

WPP country manager Ranjan Kapur explained, “Digital Media is evolving and innovating at a very fast pace in India where especially Mobile and handheld devices are poised to play a larger role in marketing communications. Madhouse India will help us build a unique value for our clients where in-depth domain and brand understanding is coupled with the strength of Madhouse technologies. A synergy is also established as our local market expertise and talent pool is well equipped in the Indian marketplace which is similar in complexity to China.”

One of the companies in business with Madhouse is Rovio Entertainment, the makers of the game Angry Birds.

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