Komli rebrands itself, adds logos to product offerings

Mumbai-based digital media technology platform Komli Media India Pvt Ltd has re-branded itself for enhanced visibility. The rebranding includes a change in the font style of the company logo and an addition of logos to (see picture) individual product offerings including Komli Play, Komli Mobile, Komli Engage, Komli ROI and Komli Audience. Earlier, these products did not have their own logos and the company claims that their presence will now create an effective visual impact.

"Advertisers, agencies and publishers seek companies who can bring an integrated platform across display, video, mobile and social media. In the past, there were instances when some of our customers in a particular market were using one of our products without knowing what else we are offering. The addition of logos will now provide better visibility to our individual offerings and also help customers choose the products as per their requirements," said Prashant Mehta, CEO of Komli Media.

The company has been extremely active this year and started 2012 by launching Komli Labs, a centre for research in advertising sciences. It also roped in Srinivasan H Sengamedu, the former director of research at Yahoo Labs, as the VP and head of Komli Analytics and Labs. This was followed by the company acquiring Admax Network, a South-east Asian digital media network, for an undisclosed amount. Admax is part of the DMS Group, which is backed by Softbank China & India Holdings – a wholly owned subsidiary of Softbank Corp.

In May this year, Komli appointed Rajesh Ghonasgi as its chief financial officer (CFO) and only last week, it raised a funding round of $39 million, led by Norwest Venture Partners. Nexus Venture Partners, Helion Venture Partners, Draper Fisher Jurvetson and Western Technology Investment also took part in the round. This was the company's fourth and largest financing till date.

Komli is still in the process of integrating with Admax and Mehta said that it would be complete in three months' time. However, the rebranding of Admax had already been done, he added. "When we acquired PostClick in 2010, it was a much stronger brand in Australia. So we stuck with the name for a while and gradually rebranded it to Komli. But I don't think we needed to do the same in the South Asian market. Hence, rebranding was the first step we took after the Admax acquisition," he said.

Although the company operates in several global markets like Australia, South-east Asia, the Middle East, North America and the UK, India is the most important market for the company, according to Mehta. As far as the company's India business is concerned, Komli ROI generates the maximum amount of business while Komli Mobile is the fastest growing unit.