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Dublin-based mobile marketing company Brandtone enters India

The launch follows the recent deal between Brandtone and global giant Unilever to drive the mobile presence of the FMCG giant in the emerging markets.

Brandtone, a Dublin-based mobile marketing company, has launched its operations in India.

Mandeep Singh
Keith Weed

The company has appointed Mandeep Singh as its managing director.

The launch follows the recent deal between Brandtone and global giant Unilever to drive the mobile presence of the FMCG giant in the emerging markets.

As a part of this association, Brandtone will help Unilever brands in India to use the power of mobile and big data to build long term one-to-one relationships with consumers. Brandtone has already run a number of successful campaigns for Unilever in other countries.

Keith Weed, chief marketing officer, Unilever, says, "Over half our turnover comes from emerging markets. Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands' growth.

"People are willing to share information about themselves in order to get more relevant advertising and offers. So the opportunity is there - if we do it correctly. We need to approach people with respect - maintaining trust and ensuring two-way dialogue. The work we do with Brandtone enables us to do exactly that. By building relationships with our consumers and adding something of value to them we can increase both purchase and brand loyalty," adds Weed.

Brandtone facilitates "high-impact, measurable marketing campaigns that drive sales and build long term brand loyalty." Its model is based on providing incentives, such as free mobile airtime using codes on product packaging, to reward consumers for interacting with brands and sharing information via their mobile phones.

Singh says, "We have entered India at a time when the mobile penetration in the country is at an all time high. Our partnership with Unilever has helped us open up to this key growth market and has taken our association with the company to a new level. We will develop strategies and region specific campaigns for Unilever brands in India to responsibly and sustainably engage consumers across various states. Over the next three years, Brandtone India will endeavour to become the most trusted organisation having the permission to engage and reward the ever growing mobile user population by partnering the best brands in India and together create a positive eco-system where purchase and loyalty are rewarded through meaningful value exchange."

Singh has over two decades of experience of providing strategic direction, operation leadership and process deployment to some of the most globally renowned FMCG and FMCD brands including Amul, Dhara, Kodak, Western Union, Bayer, Reed Exhibitions India and d.light Energy. He aspires to apply his vast experience and deep rooted knowledge of the diverse consumer patterns in India to develop new and innovative mobile marketing campaigns for FMCG majors in the country.

Besides Unilever, Brandtone's global clientele includes SAB-Miller, Kellogg's, Kimberley Clark, PepsiCo, Kraft, Old Mutual and British Petroleum. Some of the highly successful campaigns that have been executed by the company include PepsiCo's Torcida snacks in Brazil and a Carling campaign for SAB-Miller in South Africa, among others.

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