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Tag: Tango Media

  • 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.

     

  • 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

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