Top Story

e4m_logo.png

Home >> Advertising >> Article

Tango Media formally unveils StarStar for measurable advertising ROI

09-February-2016
Font Size   16
Tango Media formally unveils StarStar for measurable advertising ROI

Tango Media, a wholly owned subsidiary of Mogae Media, leading provider of integrated mobile marketing services, has launched an innovative and revolutionary technology solution that enables brands to connect better and quicker with their target audiences on the mobile.

The solution, ‘StarStar’ (**), a patented technology, enables customers to merely dial a name rather than dial a number. For example, when you dial **BREAKFAST (**273253278) you reach Kellogg’s. When you dial **BANK (**2265), you reach YES BANK.

“The biggest problem with brand advertising has always been customer amnesia. Even after a brand spends crores advertising their connect number, in the moment of reckoning, when the customer actually wants to buy the product, the customer does not remember the number to call! We are merely solving that problem of forgetfulness,” says Sandeep Goyal, Chairman Mogae Media.

StarStar is mobile solution designed to enhance the Call-To-Action (CTA) of a brand. This path breaking technology basically takes away the burden of remembering short codes, toll free numbers, web URLs, QR codes or missed call numbers of any brand. Now all a user has to do is dial the name of the brand or the generic category to connect to that choice brand.

StarStar works across all major mobile operators, on all features and smartphones and requires no internet connection or data connectivity and breaks the ice between brands and consumers at one of the most important modern day touch points –the mobile. For brands it is a golden opportunity to establish that connect with their consumers, where80-90 per cent of the response to all advertising is lost in the complexity of response mechanisms, and of course customers’ forgetfulness and memory lapse.

Adds Sandeep Goyal, “StarStar is like owning your ‘mobile domain’ much like you own a ‘web domain’. Star TV has for example taken **STAR (**7827) and Urban Clap, the young market place start-up, has booked **URBANCLAP (**872262527). Similarly, Discovery has invested behind **TV (**88). One day soon, StarStar (**) will become to the mobile what hashtag (#) has today become to the world of social media. We have signed up a dozen clients, and at least another 40-50 should be on board very soon.”

StarStar (**) is live in beta test mode. The product is expected to go commercial live later this month.

Mogae Media has been on the forefront of innovative mobile solutions since 2006 and continues to evolve and engage users and consumers through technology. Team at Tango Media, the subsidiary of Mogae Media, estimates to service about 100 clients with 300 – 400 domains between January and March this year. Targeting to cross the Rs 100 crore mark by December 2016, the founding team is bullish on the latent potential of StarStar that is sure to emerge as a phenomenon very soon.

Sandeep Goyal, the man behind StarStar (**) is a former President of Rediffusion DY&R, and the ex-Group CEO of Zee Telefilms. In 2003, Sandeep partnered Dentsu of Japan, the world’s largest advertising agency, for a joint venture for India and the Middle East. Sandeep Goyal exited the Dentsu JV in 2011. He has been at the forefront of evangelizing mobile as a medium since he set up Mogae Digital in 2006, in partnership with Maxis of Malaysia. Mogae Media was launched in 2012.

Tags Tango Technology

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular