MxMIndia

Tag: Sandeep Goyal

  • An innovative and futuristic mobile solution that shortens distance between brands and consumers

    Tango Media launches StarStar for measurable ad ROI

    By A Correspondent

     

    Tango Media has launched an innovative and revolutionary technology solution that enables brands to connect better and quicker with their target audiences on the mobile.

     

    The solution, ‘StarStar’ (**), a patented technology, enables customers to merely dial a name rather than dial a number. For example, when you dial **BREAKFAST (**273253278) you reach Kellogg’s. When you dial **BANK (**2265), you reach YES BANK. “The biggest problem with brand advertising has always been customer amnesia. Even after a brand spends crores advertising their connect number, in the moment of reckoning, when the customer actually wants to buy the product, the customer does not remember the number to call! We are merely solving that problem of forgetfulness,” says Sandeep Goyal, Chairman Mogae Media.

     

    StarStar is mobile solution designed to enhance the Call-To-Action (CTA) of a brand. This path breaking technology basically takes away the burden of remembering short codes, toll free numbers, web URLs, QR codes or missed call numbers of any brand. All a user has to do is dial the name of the brand or the generic category to connect to that choice brand.

     

    StarStar works across all major mobile operators, on all features and smartphones and requires no internet connection or data connectivity and breaks the ice between brands and consumers at one of the most important modern day touch points –the mobile. For brands it is a golden opportunity to establish that connect with their consumers, where80-90 per cent of the response to all advertising is lost in the complexity of response mechanisms, and of course customers’ forgetfulness and memory lapse.

     

    Sandeep Goya

    Adds Sandeep Goyal, “StarStar is like owning your ‘mobile domain’ much like you own a ‘web domain’. Star TV has for example taken **STAR (**7827) and Urban Clap, the young market place start-up, has booked **URBANCLAP (**872262527). Similarly, Discovery has invested behind **TV (**88). One day soon, StarStar (**) will become to the mobile what hashtag (#) has today become to the world of social media. We have signed up a dozen clients, and at least another 40-50 should be on board very soon.”

     

    StarStar (**) is live in beta test mode. The product is expected to go commercial live later this month.

     

  • Goyal is currently scouting for a name and a head for the new company that will focus on programmatic advertising, or automated media management

    Former Dentsu India chief Sandeep Goyal to launch equal JV with Zeotap

    By Pritha Mitra Dasgupta

     

    Former Dentsu India chairman Sandeep Goyal is launching an equal joint venture with German startup Zeotap that will provide a platform for advertisers to buy media space on mobile platforms through real time bidding, based on browsing history of individuals. Goyal is currently scouting for a name and a head for the new company that will focus on programmatic advertising, or automated media management. The venture will be operational within the next 4-6 weeks, he said.

     

    His company Mogae Media has signed a memorandum of understanding with Zeotap to float a 50:50 joint venture in India. Goyal, whose non-compete clause with Dentsu is ending this year, said financial structures of the new entity are being worked out.

     

    In India, programmatic buying is usually used for the digital platform. But the Mogae-Zeotap venture is looking to do it on smart phones and smart devices. “This company is primarily targeted to programmatic advertising on the mobile, both WAP and inapp”, said Goyal.

     

    “The new company has four parts – a data management platform, an ad exchange that enables real time bidding (RTB), a supply side platform (SSP) that brings publishers together, and a demand side platform (DSP) that aggregates demand from advertisers,” he said.

     

    Zeotap was launched in November 2014 by a team with extensive experience at Vodafone, IBM and Fyber (RNTS Media) as a data platform for leveraging the real time bidding (RTB) advertising ecosystem.

     

    It recently raised series A funding of $6.4 million, or about Rs 42 crore, from Capnamic Ventures, Iris Capital (backed by advertising conglomerate Publicis and telecoms giant Orange) and prominent business angels including former executives at Nokia and Yahoo.

     

    Daniel Heer, cofounder and CEO of Zeotap, had said that the new investment “will be employed towards Zeotap’s international expansion as well as to substantially grow our global technology centre in Bengaluru”.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

  • The Mob will be India's first 'mobile first' agency and will be HQ-ed out of Gurgaon

    The Mob takes charge

    By A Correspondent

     

    Chraneeta Mann, till recently National Creative Director of Rediffusion Y&R, and Nitin Suri, former National Creative Director of Dentsu and till recently Partner at FHO (From Here On) have come together to form The Mob.

     

    The Mob will be India’s first ‘mobile first’ agency and will be HQ-ed out of Gurgaon.

     

    “More and more communication is being consumed through the increasing plethora of devices available at our fingertips, allowing a convergence of brandspeak, digital and interactive communication on what we call the ‘personal screen’ – our window to the way the world lives, buys, chats, works/networks and entertains itself today. The nuance of the mobile is very interactivity driven and weaving exceptional design and ease of interaction into the UI is essential today. We see a big opportunity in crafting content particularly for this space and hope to lead the way in creating mobile solutions that enhance the relevance and impact of mainline communication,” says Chraneeta Mann.

     

    The Mob has already started work on a couple of brands including some initial work with Yes Bank. A corporate identity project is also being done for Sandeep Goyal owned Tango Media. A team of 16 is already on board. “Yes, business is good. We should be signing on at least one larger client next week,” added Suri.

     

  • Whatever I do will be mobile first, and then we will go backwards. So it will be mobile, digital and then other media," says Goyal

    Sandeep Goyal to launch mobile-first ad agency Tango Media

    By Pritha Mitra Dasgupta

     

    Sandeep Goyal, founder and former chairman of Dentsu India and current owner-promoter of the Mogae Group, is ready to launch Tango Media – a technology-driven company that aims to marry television commercials and content with mobile phones.

     

    With his five-year non-compete clause coming to an end, Goyal said Tango Media is the first step towards his return to advertising which was first reported on April 28. While Goyal had declined to comment on the development then, he admitted as much now. “Tango Media is the first step towards that. But whatever I do will be mobile first, and then we will go backwards. So it will be mobile, digital and then other media,” said Goyal.

     

    He admitted that traditional advertising business is both low on margins and satisfaction, but said that he “will work towards building a new-age agency”. He said that Tango Media will be a wholly-owned subsidiary of Mogae Media and the company has spent the past three years building the platform. While Tango Media has already been incorporated, the platform will go live from August 15.

     

    “Ninety per cent of all advertising is intended to elicit consumer response, mostly an action that pushes brand sales. But call-to-action (CTA) on TV tends to get lost as an end-frame super (mostly dwarfed by the brand logo), either asking the customer to send an SMS, or message a short-code, or call a particular number. Consumers rarely remember the number.

     

    Hence, the brand never really gets the necessary bang for its buck,” said Goyal. “We have invested the last three years in figuring out, researching, developing and perfecting a solution that makes it easy for consumers to remember and recall both the brand and its call number. And the solution works without needing to download an app or use the internet,” he said.

     

    Tango Media has roped in Sandeep Bajpai, who had previously worked with Tata DoCo-Mo and Spice as the marketing head. Yogesh Sachdeva, who formerly worked with Airtel and Aircel, has been appointed the chief technology officer. Tango Media is still scouting for a CEO. “In the next one year, we plan to spend upwards of Rs 100 crore on Tango Media of which we will spend Rs 40-50 crore in advertising. We plan to call for a multi-agency creative and media pitch soon,” said Goyal.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Adman and former chairman of Dentsu India Sandeep Goyal's Mogae Media is working on ways to monetize the mobile phone has come up with mobile couponing for brands to reach customers.

    MoCoupons will be boon for FMCG companies: Sandeep Goyal

    By Gulveen Aulakh

     

    Since selling his 26 per cent stake in Dentsu India in 2011, former chairman of the company and adman Sandeep Goyal wrote the CAT exam at the age of 50 for admission into FMS, Delhi, launched a food channel on television with Sanjeev Kapoor and then floated Mogae Media for venturing into the nascent mobile marketing and advertising sector.

     

    He has since raised Rs 100 crore from private equity players for the new venture.

     

    In a conversation with, Mr Goyal said that his company is inventing ways to monetise the ubiquitous mobile phone and has come up with mobile-couponing or MoCoupons – the most direct way for brands to reach out to consumers without spending a bomb on advertising. Excerpts:

     

    How does mobile couponing work?

    Companies spend large amounts on TV and print media marketing campaigns to prompt customers to buy a product. Today, it can be done far easier, more cost effectively and time efficiently, using mobile phones. This is how it works: A brand sends out coupons to consumers using a telecom operator’s database. The operator knows where the telecom subscriber lives, works, his monthly ARPU, a good surrogate of spending, the type of handset owned, a good indicator of affluence, and hundreds of pieces of information.The coupon can be sent to all consumers in a specific geography, say NCR or just Gurgaon, or while the consumer is entering a mall using a geofenced solution that serves the coupon in real time based on location of the customer. The consumer then takes coupon to the participating merchant, gets an instant discount or gratification . The MoCoupon system reimburses the merchant on the brandowner’s behalf through the mobile money account.

     

    How will it work in India where not everyone has a data connection?

    Consumers don’t need a smartphone or data connection. Mobile coupons can be sent as an SMS or USSD (text message based interactive system) with an alpha-numeric code that merchants can authenticate.

     

    What benefits do corporates see in associating with mobile couponing? Have you signed up any clients?

    MoCoupons is an end-to-end couponing ecosystem that allows brands to access consumer base of the mobile phone company and target consumers by geography, time-of-day, location, ARPU, handset and a host of other tags. No such system of such magnitude and reach exists in India. For FMCG companies, this is a boon. We have signed up 1,500 grocers in Delhi, which will swell to 2,500-3,000 by end September across NCR (national capital region). By end of the year we will have 5,000 grocers, general merchants and above-the-counter pharmacies in the system. Post Diwali, we will reach out to the other metros. In 2014, we’re aiming for a base of 30,000 grocers in 20 cities.

     

    How will customers benefit from mobile couponing? Please share some instances.

    Customers (those who are not on DND) will receive offers or discounts from their favourite brands above and beyond those offered to other customers. Recently, a pizza brand used us to send out MoCoupons in a select business district of Gurgaon between 11 am and 12 30 pm, pre-lunch. Customers got a dessert free with the pizza. We are currently working with a large multinational bank for a promotion at Palladium Mall, Mumbai, where the bank’s credit card users get an extra 10-20per cent off at 40 participating outlets. But the big impact will come once we have a large enough base of grocers so that FMCG companies can run promotions on every day products. For instance, offering Rs 10 off on a toothpaste or Rs 20 off on (a bottle of) ketchup.

     

    Does Mogae Media plan to reach out to a multi-operator base?

    We are today forging many alliances that will allow us to reach out to different type of customers across geographies, as well as income strata. We are integrating with the point of sale systems of modern retail to allow seamless and quick couponing.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • It is India's first single window mobile creative agency

    Mogae launches mobile creative agency ‘Mobocracy’

    By A Correspondent

     

    Mogae Media has announced the launch of Mobocracy, India’s first single window mobile creative agency. Headquartered at its Gurgaon offices, the new mobile boutique already has a team of 12 professionals across design, creative, technology and mobile integration.

     

    “The world is getting smaller. At Mobocracy we’ve invested in founding the right skills for optimizing design for the small screen and strengthening communication strategies for this next wave of advertising. We are already working with our diverse portfolio of clients to integrate smart mobile thinking into new and existing campaigns,” said Tanya Goyal, Executive Director of the Mogae Group.

     

    With massive rise in the number of mobile phone users accessing the web on their handhelds, it is very important for a brand to have mobile version and Mobocracy offers top-notch mobile web design services to help a brand reach its target audience that is scattered over many handsets & versions in a unified way.

     

    “It’s hard to believe that as recently as a decade ago; most businesses did not even have a website or, at best, maintained a meagre online presence. Today it is as much a staple of our daily lives as is the personal computer, making it vital for businesses to not only maintain a comprehensive website, but to keep updated with advances in technology that will offer customers easy access to the information they desire. Further the advent of ‘smart phones’ such as the iPhone, Android phone or Blackberry has prompted those in the business of building and hosting websites to explore new technological avenues, leading to the creation of ‘mobile web sites’,” said Tanya Goyal. “Ultimately, mobile websites are a win-win both for clients and consumers – helping to deliver a brand’s message and compelling content to current and potential customers with just a glance at their mobile phone screen.”

     

    Mogae Media, the parent entity of Mobocracy, was set up in October 2011 by veteran ad-man Sandeep Goyal, former JV partner and Chairman of Dentsu India.

     

  • Introduces a unique mobile platform for advertisers to reach out to the right audience.. expects m-advertising to grow 40 percent

    Airtel forays into m-advtg, expects 40% growth

    By A Correspondent

     

    Bharti Airtel recently announced its strategic foray into the mobile advertising (m-advertising) segment in India. With this, Airtel will equip advertisers to connect with their potential customers in a targeted and personalized fashion via their mobile phones. The platform is designed to meet all the essential demands of advertisers such as inventory management, campaign management, reporting and analytics. As has been reported by MxMIndia in the past, Airtel has mandated Mogae Digital, a company owned co-owned by Sandeep & Tanya Goyal, former JV partners of Dentsu in India & the Middle East, to be its sole and exclusive monetization partner.

     

    Commenting on the development, K Srinivas, President – Consumer Business, Bharti Airtel, said: “We are excited to launch our mobile advertising platform. Personalization, sharp segmentation and contextualization are increasingly making this platform an exciting proposition for brands. With the mobile advertising market poised to grow by more than 40 per cent over the next few years, Airtel with its technology, scale and customer intelligence is placed uniquely to leverage this growing medium. Airtel’s m-advertising platform will enable advertisers to land their message in a simple, effective manner in an increasingly complex media environment.”

     

    Through Airtel’s m-Advertising platform, advertisers will be able to leverage multiple communications outlets and tools such as mobile internet (WAP), Messaging services and Airtel digital TV to engage their audiences. With this platform, companies can also extend their access to the rural audience with voice solutions.

     

  • 11 developments in media and advertising that 2011 will be remembered for.

    The Anchor: 11 noteworthy happenings of 2011

    By Tuhina Anand

     

    #1 The Dentsu deal. This was one of the earliest developments of 2011, creating a buzz when Sandeep Goyal made a fortune after selling his 26 percent stake in Dentsu India. Denstu Inc, the Japanese company which had a JV with Goyal’s Mogae Group became the sole owner. This development later saw some senior appointments like Rohit Ohri moving out of JWT to be the Executive Chairman of Dentsu Group India and much recently appointed Divya Gupta as the CEO of Dentsu Media.

     

    #2 World Cup comes home. India gave a stupendous show of its cricketing prowess when it lifted the World Cup. The series was a great opportunity for advertisers to get maximum eyeballs while ESPN Star Sports got the status of the official broadcaster of the series. Captain Cool, MSD walked away not just with the cup but also was given the title of the most influential Indian in Time’s list. Not to forget all the endorsement deals that the Indian team got post the win.

     

    #3 UTV-Disney deal. This was the mother of all deals when Walt Disney declared to buy stakes of UTV Software Communications. The deal is valued to be around Rs 2000 crore. Walt Disney already had a majority stake in UTV. The former will launch an offer to delist shares of the latter which will begin early next year.

     

    #4 Tough time for Kalaignar TV. The DMK run Kalaignar TV was in the news albeit for the wrong reasons. It got dragged in the 2G spectrum license episode and the brand took a further dip with its MD Sharad Kumar behind bars. This was one incident that Kalaignar would like to forget but its easier said than done especially because its taxpayers money that has been misused if the paper trail is proved correct.

     

    #5 Appointments and Dis-appointments. Ashish Bagga was elected President of The Indian Newspaper Society for the year 2011-Uday Shankar of Star India for was re-elected as the President of the Indian Broadcasting Foundation (IBF) for his second term. Also Shashi Sinha of Lodestar was elected as the President of Ad Club Bombay. After being with TV Today Network for almost 16 years, G Krishnan, the Chief Executive Officer and Executive Director quit. Haresh Chawla, the CEO of Network18 Group too decided to call it a day. Meanwhile Raj Nayak filled in the place left vacant by Rajesh Kamat when he took over as the CEO for Colors.

     

    #6 Justice Katju’s policing. Press Council Chairman, Justice Markandeya Katju had earned the ire of media by constantly trying to police media and gag the freedom of press. His suggestions to bring media under strict government purview and his thoughts on objectionable content had many in media being vociferous in their protest.

     

    #7 Rise of independents. The year marked the rise of independents in the advertising agency business who did well and earned name purely on their talent be it Taproot India with their fabulous work on Airtel and Pepsi or Creativeland Asia winning applauds at international awards arena.

     

    #8 AdAsia in Delhi. Delhi became the place to be for the advertising folks from around Asia who gathered for AdAsia. It was in 2003 that AdAsia was held in India in Jaipur and it came back only in 2011. The lineup of speakers was enviable and the number of delegates impressive. Thus a stimulating conference for all present.

     

    #9 Omnicom stake in Mudra. The Omnicom Group that has been trying to gain greater foothold in India managed to do so by taking a majority stake in Mudra. Post this Mudra also made its first structural change where it would be known as DDB Mudra and have DDB, Mudra, and Mudra Max under its umbrella.

     

    #10 Bobby and JWT shake hands. Bobby Pawar declared his intention to move out of Mudra soon after the Omnicom deal, thus giving enough fodder to the media to speculate on. His next destination is JWT and promptly Colvyn Harris took the opportunity to set his agency in order and went appointing three NCDs and a CCO at the helm. They sure will have their hands full in the New Year.

     

    #11 Anna Hazare’s magic. Who would have thought that a septuagenarian clad in Gandhi topi would become the most recognized face of 2011 and maybe even scoring more than Salman Khan in his meteoric rise to popularity? Not to mention that his fasts and LokPal Bill has taken enough of newsprint and debates on TV and has become a trending topic on the social media.