Hindustan Times joined Indoor Media’s portfolio of UK-represented Asian sites in November 2007, and in doing so, created the reach opportunity from any single ethnic media buying point. Launched in 2007, Indoor Media now represents 30 sites, including 10 of the largest South Asian sites in the world.
Bringing quality Asian sites like The Times of India, Money Control and The Hindustan Times into one ‘AdMasala’ media collection enables Indoor Media to offer advertisers and agencies the opportunity to reach out and target their brands and services to an affluent and highly desirable audience.
Paul Capleton, Account Director for Daimler Chrysler (BJK&E), said, “Our research has shown that Asians in the UK tend to be predisposed to aspirational brands like Mercedes and have an income level to match. With Indoor Media’s expertise in targeting this hard to reach audience, we were able to deliver a successful campaign. We expect to continue communicating to this lucrative audience via Indoor Media.”
Murly Tiwari, Managing Director, Indoor Media, said, “Niche/diversity targeting itself is not a new concept, many agencies and advertisers had previously considered this, but found it difficult to implement. The market was fragmented and confusing, but AdMasala is like your favourite Indian restaurant menu. One simply looks at it and decides what they want (or takes our advice on the hottest or most popular dishes) and we do the rest. We will slice, dice and mix it and then deliver it to perfection.”
Pooja Puri, National Sales Head, Hindustan Times, said, “Web-based advertising in India is a young and growing industry. At Hindustan Times, we are working flat out coping with national demand and have little bandwidth to handle international sales. Indoor Media, with their online experience, professional approach and UK knowledge, have helped us monetise international traffic and added another revenue stream to our bottom line. Moreover, the advertisements are extremely relevant to our user base. This makes our relationship with Indoor Media a win-win situation.”