Mindshare to set up mobile content production hub in India

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | January 20, 2012
The Indian operations will become the network's Mobile Marketing Centre of Excellence.

Mindshare has announced that its India operations will act as a production hub for mobile content production, including mobile websites, augmented reality and online advertising units. It will be responsible for driving mobile thought-leadership and establishing best practice with the rest of the network as well as developing and nurturing new talent. The full-service offering will extend from conceptualizing from mobile strategies and ideas to actual development and execution. The Indian operations will become the network's Mobile Marketing Centre of Excellence.

Ashok Lalla

The centre of excellence team will be led by Ashok Lalla, leader, Digital Mindshare South Asia. He will be working with Vinod Thadani, regional director - GroupM South Asia.

Commenting about the development, Norm Johnston, global digital leader, Mindshare Worldwide says, "India is a fast evolving digital market with a strong history and future connected to mobile devices. Our Mumbai office has consistently been at the forefront of mobile marketing. We want to tap into this expertise and share it throughout our network. Our clients are looking for smart, cost-effective mobile marketing solutions given the exponential growth in smartphone and tablet penetration and the corresponding uptake in mobile internet usage."

Alice Manners, chief operating officer, GroupM Interaction, Asia-Pacific, adds, "The quality of service in India is arguably the best we have globally. From both production and advertising point of view, business is at a tipping point. We are producing some exceptional work, including a groundbreaking augmented reality campaign for Nike that connected the real and virtual worlds."

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