Webchutney launches mobile arm, Culture Mafia

Webchutney has recently launched its mobile division called Culture Mafia. Culture Mafia is a full service independent mobile agency, which will integrate mobile marketing, advertising, and mobile Internet development supported with in-house media and technology capabilities.

by exchange4media Chennai Bureau
Published - Mar 18, 2009 9:58 AM Updated: Mar 18, 2009 9:58 AM
Webchutney launches mobile arm, Culture Mafia

Webchutney has recently launched its mobile division called Culture Mafia. Culture Mafia is a full service independent mobile agency, which will integrate mobile marketing, advertising, and mobile Internet development supported with in-house media and technology capabilities.

With 300 million unique mobile phone users, the opportunity seems to be twice as large theoretically when compared to the television households in India. But ironically, the size of the pie for mobile advertising industry seems to be less than Rs 30 crore.

“We don’t think it’s only a function of the medium, being in early days, we do believe it has not been harnessed well enough. The medium is personal, immediate and addictive – within arms reach 80 per cent of the time in a day. For the advertiser, it is a direct marketing tool, which is localisable and interactive at a one-to-one level, thus creating unique and inimitable brand impact. And with 3G services expected to launch soon, ‘wireless web’ will offer ubiquity like never before,” said Sidharth Rao, CEO and Co-Founder of Webchutney.

Culture Mafia aims to be an evangelist of a spiralling opportunity, offering to take the brand experience to a whole new level. The company is closely working with existing customers like Airtel, HP, Eristoff (Bacardi Martini India), among others, while building new prospects. Operations will ensue from offices spread across three locations – Delhi, Mumbai and Bangalore.

Culture Mafia will continue to make investments in the category, adding new people, services and partnerships that enhance the efficacy of the medium for its clients.

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