Affle, D2 Communications Launch ad2c; New JV Acquires Mobile Marketing Startup MobiMasta

Singapore-headquartered mobile media messaging and advertising company Affle and Japan-based mobile advertising firm, D2 Communications Inc. have floated a joint venture called ad2c to serve as an independent, full-service mobile advertising and marketing agency. The venture ad2c has also announced the acquisition of MobiMasta, a Gurgaon-based mobile marketing startup, for an undisclosed amount, as the company looks to scale up its India business.

MobiMasta was established in 2009 by Anurag Singh, Viraj Singh and Alok Pabalkar.

Madan Sanglikar, previously a Principal Partner at Mindshare India, has joined ad2c as its CEO while Anurag Singh has been made the COO. Anuj Khanna Sohum, founder of Affle, has come on board as the chairman.

ad2c 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."

Currently a team of 10, ad2c is based in Mumbai with an additional office in Bangalore. It has plans to open two more – one in Bangalore and another in Indonesia by the end of this year.

ad2c has already partnered with various traditional agencies like Dentsu and Starcom MediaVest, and is open to more such partnerships to increase its client base. In addition, the company will independently pitch for clients.

Sanglikar said, "Mobile is the largest reached medium, which can reach the consumers in the right manner with lots of innovations, capabilities and a blend of technical expertise."

The opportunity is big as well. Globally, during 2011, $3.3 billion was spent on mobile advertising and it will reach $20 billion by 2015, according to a Gartner study. 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.

Last October, Affle raised over Rs 50 crore in its second round of funding from existing investor D2 Communications, a joint venture between Japanese telco NTT DoCoMo Inc. and ad agency Dentsu. D2 Communications first invested in Affle in February last year – a 'token investment' as a part of a strategic alliance.