MAM
Mobile content player Mauj teams up with Filmkraft
MUMBAI: Mobile content player and telecom solutions firm Mauj has tied up with filmmaker Rakesh Roshan’s company Filmkraft.
Through the tie up Mauj will offer mobile consumers a range of mobile content. This includes games, wallpapers, video and themes from all Filmkraft productions.
The association will also allow mobile users to play games based on Characters from Bollywood Blockbusters like Koi Mil Gaya, Kaho Na Pyaar Hain, Karan Arjun, Koyla, King Uncle and the upcoming Krrish.
Filmkraft CEO Shashank Jare says, “There is no limit to technological advent. If the mobile handset has the potential to entertain the user, why not go for it. I believe in tapping new vistas for revenue. We have partnered with Mauj which is a leading mobile entertainment company to develop games, wallpapers, themes, videos etc for films under Filmkraft banner. We look forward to a jadoobhara association.”
Mauj COO Arun Gupta said “Rakesh Roshan’s films have always been a craze among youngsters and characters such as Jadoo are very close to people’s hearts. This partnership will bring the jadoo of Rakesh Roshan to mobile phones. Mauj is extremely thrilled to tie up with Filmkraft to fashion games, wallpapers, videos ` for films under the Filmkraft banner.”
Mauj develops services on all leading platforms including J2ME, Smartphone, BREW, Symbian, SS7 and I-Mode and is partnered with some of the leading wireless operators in the world.
MAUJ offers services in three areas. These are mobile content and applications (games, wallpapers, news, matrimonials) mobile software and services (middleware solutions, roaming applications, SMS gateways) and mobile media – solutions (advertising and branding opportunities).
Mauj claims to develop over 20 original titles every month and has the marketing rights for 800 international mobile games.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
