MAM
ad2c sets up shop in Indonesia
MUMBAI: Full service mobile advertising and marketing agency ad2c has expanded its South East Asia operations with the launch of its Indonesia office.
The joint venture between Singapore headquartered Affle Group and D2C INC of Japan was launched in India one year ago with the acquisition of mobile marketing agency MobiMasta.
The launch of ad2c in Indonesia comes at a time when the region is experiencing a significant increase in the penetration of smart devices. The mobile phone has become a core device through which consumers receive information and stay connected. This presents a significant opportunity for brands to reach out to consumers but the key challenge is how to do so in a creative, engaging and interactive way.
The marketing and advertising industry in Indonesia has been experiencing steady growth over the years that has extended from traditional avenues to online and social media platforms. Indonesia has a mobile penetration rate of 80 per cent and boasts the region‘s largest smartphone market. As it stands, 50 per cent of internet users in Indonesia access the web through their mobile devices and this figure is set to grow. With the increasing use of smart devices in Indonesia, the country‘s mobile advertising spend is expected to reach $100 million by 2015.
ad2c India cofounder and managing director Madan Sanglikar said, “My team and I are delighted to have gotten off to a great start in Indonesia. There is a very high level of acceptance for our specialism amongst colleagues from the Indonesian marketing industry. We are committed to providing innovative, engaging, result oriented strategies to brand owners and our agency partners in the region. In addition to our marketing services, our unique campaign management platform, ad2campaign, will be very useful for brand owners. We will be able to plan and place campaigns across multiple publishers, ad networks, apps and ad exchanges, for any TG with much greater efficiencies.”
Affle Group and ad2c founder and chairman Anuj Khanna Sohum said, “ad2c‘s launch in Indonesia opens a new chapter for Affle Group. Launching our second company in Indonesia is a sign of our deep commitment to this very exciting market. Mobile industry will play an important role in the economic and social development of the country, as has been witnessed in other developing markets. We will certainly play our part in bolstering the mobile economy in Indonesia.”
D2C Inc CEO Takayuki Hoshuyama said, “We are delighted to see the growth registered by ad2c in its very first year and congratulate them for opening up their South East Asia operations. In Japan we have been through the cycle, which consumers and brands are experiencing in Indonesia and other SEA markets. From D2C Inc.‘s experience we feel super-specialist companies like ad2c can play an important role of a catalyst in improving experiences on mobile both for consumers and brands alike. It is wonderful for the industry and great for consumers.”
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
