Starcom Mediavest Group (SMG) has firmed up plans to launch a Diaspora Marketing Unit. The unit will begin with a focus on the South Asian diaspora, which is globally spread across 11 markets. The objective of this unit is to be a one-stop shop for focussed diaspora advertising in order to deliver specific target groups. The concept has not been seen in Indian advertising and perhaps even internationally prior to this.
While officials at SMG declined to comment on the development, industry sources inform that SMG has already finalised on an American partner for this initiative and that a head for the unit would be finalised in the next three weeks. Sources also inform that the targeted launch period for the unit is July 2007.
As is known, various Indian and international marketers are at present trying to reach out to this audience. Currently, there is no one body that can deliver this TG at one go. Sources familiar with the situation also inform that SMG will have offices in various locations worldwide for this unit, which will be headquartered in India. Some of the other markets that would have offices for this unit are New York in the US, Canada, the UK, Singapore, Gulf, among others.
No further details were available at the time of filing this report. Watch this space for more developments.