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Madhouse to partner with WPP as it targets Indian marketplace with mobile solutions

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By The Drum Team, Editorial

February 15, 2012 | 2 min read

Chinese mobile solutions and advertising network company Madhouse has launched in India as part of a strategic partnership with WPP.

The launch will see Madhouse aim to target the Indian marketplace and position its mobile offering as a mass media device, with over 850 million mobile connections already in the country.

Joshua Maa, founder of 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. Similarly, in India, we value our association with WPP to help develop and take leadership in this market as well.”

The company will aim to overcome mobile marketing barriers faced by India, with a lack of scaled data solutions and tools available.

Vinod Thadani, COO, Madhouse India, added: “Mobile advertising is beginning to transform the way brands communicate with their consumers. On a technical level, mobile advertising can now achieve accurate intelligent targeting and can provide real-time reporting- a very convincing proposition for advertisers. We are determined to change the face of the Indian digital media landscape and grow the mobile media market from Rs 125 to 1,000 crore within the next three years.”

Ranjan Kapur, country manager for WPP, commented: “Digital media is evolving and innovating at a very fast pace in India. 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.”

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