Veteran ad-man Sandeep Goyal last week announced the launch of Tango Media, a wholly owned subsidiary of Mogae Media that will lead the way in ‘performance advertising’ on mobile.
Tango's new B2B2C offering will enable brands to connect their (TV) Advertising with customers through a convenient/memorable ‘call-to-action’ both from feature or smartphones.
Tango Media started sending out invites to both creative and media agencies this week, calling for presentations. An ad budget of Rs. 50 crores has been earmarked for the launch.
Group M’s Xaxis and Zenith Optimedia have already had initial meetings. Other presentations are in the pipeline.
Leo Burnett and Contract have already received presentation invites. Publicis too is likely to participate. A couple of creative boutiques may also be invited.
Sandeep Bajpai, who has worked earlier at Tata DoCoMo and Spice will head Marketing at Tango Media, while Yogesh Sachdeva, formerly at Airtel and Aircel, will be the CTO. A new CEO is likely to join next month. 40 new recruits from IIT Kharagpur, IIT Kanpur, IIT Roorkee, BITS Pilani, Delhi School of Economics, IIM Shillong, IIM Kozhikode, IIM Indore, IIM Rohtak, XLRI and other leading B-schools joined earlier this month, and will be based at the Delhi, Mumbai and Bangalore offices of Tango.
“We are looking to partner agencies that understand the new customer and his mobile device. That is very different from traditional advertising,” says Tanya Goyal, Executive Director. The pitch presentations are slated for early July.
Our typical marketing budget is usually 10 per cent of the topline spend
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