China-based mobile advertising network Madhouse officially launched its service in the Indian market last Tuesday, while disclosing that UK-based media communications corporation WPP will act as a partner in India, taking a stake in Madhouse.
Ranjan Kapur, country manager for India at WPP, said: "Digital Media is evolving and innovating at a very fast pace in India where especially mobile and handheld devices are poised to play a larger role in marketing communications. Madhouse India will help us build a unique value for our clients where in-depth domain and brand understanding is coupled with the strength of Madhouse technologies."
Madhouse has worked with more than 120 brands in China including HP, Intel, Coca Cola, KFC, Unilever and Volkswagen, and will be searching for local partners with which to develop the mobile advertising market in India.