ZenithOptimedia (ZO) Group has launched a mobile marketing subsidiary Performics Mobile.
The unit has bagged the mandate for Nestle, SBI Life, Tata AIG, Musafir, ZeeQ and Cordlife, informed a ZO statement. The accounts will be handled by ZO’s Mumbai and Delhi offices.
Across display, search, social, SMS, MMS and video platforms, Performics Mobile will offer services to drive application downloads, incentivise activations, generate site traffic, m-commerce and content, the agency said. It will also bring in mobile programmatic buying using Publicis’s AOD (Audience On Demand) platform.
The subsidiary will be led by Nirvan Biswas who has 17 years of experience across companies like Netcore, Midday, Rediff.com and Boston Consulting in both technical and business roles. A cross-functional team across creative, development and media will support him.
Tanmay Mohanty, MD Performics, said, “The market for marketing via mobile devices is one of the fastest-growth areas in the advertising sector. That growth has continued over the last year – reflecting a 400 per cent rise. We believe that there is significant potential in offering this specialist expertise across our client base and new clients. ”
Anupriya Acharya, group CEO, Zenith Optimedia Group, added, “Mobiles, Tablets, Phablets are seeing explosive growth – a clear demo of insatiable consumer appetite for the convenience, content, information and connectivity provided by these. It is but obvious that as more and more consumers shift their attention here, the space becomes critical to have a focused full service offering in this space. I am confident that Nirvan and team are set for explosive growth and will transform the way Mobile marketing is being looked at currently.”