The Mobile Marketing Association (MMA) on Tuesday, June 23, 2009 elected Kunal Bajaj, Managing Director, BDA Connect, and Rajiv Hiranandani, Co-Founder & Executive Director, Mobile2Win - Altruist as the Co- Chairs for India Local Council, which was launched last month with an aim to encourage the growth of mobile marketing and allied technologies in the country.
In a conversation with exchange4media, Hiranandani, while listing out his priorities for 2009 said, “The biggest priority for this year would be to evangelize and grow the mobile marketing eco- system in India; and educate brands and advertising agencies on how mobile marketing can help brands achieve their goal. Secondly, putting in common measuring tools for brands, advertisers and agencies to embrace the effectiveness of the marketing and to adopt common guidelines for measurements for the campaign. Thirdly, getting across consumer best practices to all the relevant people and get everyone to accept and talk the same language whether it be anti- spamming guidelines, sharing consumer data and so on.”
As of now, the MMA India Local Council membership includes representation from 40 organisations in the field- Admob, Bharti Telesoft, Coca-Cola, Google, Group M, Microsoft, mKhoj, Nokia, Reuters, Vodafone, Tata Teleservices, Velti and Yahoo! India to name a few.
In a statement issued out in the media, Bajaj said, “We expect exciting mobile applications from India in the near future and it is therefore imperative that we create the appropriate measurement and tracking mechanisms to enable the ecosystem to grow. We also need to be mindful of consumer sentiments and ensure that the necessary best practices are implemented, while partnering with carriers, regulatory bodies, brands and agencies to realize the full potential this medium holds.”
One of the key priorities for MMA India Local Council is to evangelize mobile marketing and advertising about the effectiveness of the medium. Ensuring a universal metric system is the other key area of focus for the MMA India Council.
Both Bajaj and Hiranandani would also be a part of the MMA Regional Leadership Committee, the collaborating body across the Asia Pacific region. They will work closely with the Regional Board of Directors to determine strategy and priorities.