Mobocracy is India’s first full-service mobile advertising agency that helps clients with mobile strategy, mobile-solutions, enriched targeting and programmatic advertising. The agency also helps clients with research-on-mobile, quality-checks via mobile and consumer groups based on targeted profiles.
“Being pioneers and fore-runners in mobile advertising in India since 2011, and because of our keen understanding of mobile apertures and applications, we felt more and more clients need help with managing mobile communications. We launched Mobocracy at full throttle in March this year,” says Tanya Goyal, Executive Director, Mogae. “And Leena Sharma was the natural choice to lead this new agency, Mobocracy, as she has shaped and delivered over 200 campaigns for the best of brands over the last two years at Mogae. She understands advertising, and understands the mobile medium.”
An MBA with nearly 25 years in the business, Leena started her advertising career at Ulka in the early 90s. She has worked at Parle, American Express and Mastercard over the years. Leena joined Mogae Media two years ago.
40 new recruits from IIT Kharagpur, IIT Kanpur, IIT Roorkee, BITS Pilani, Delhi School of Economics, IIM Shillong, IIM Kozhikode, IIM Indore, IIM Rohtak, XLRI and other leading B-schools joined Mogae earlier this month, and will be based at its Delhi, Mumbai and Bangalore offices. Many of them have been assigned to Mobocracy.
One of Mobocracy’s first assignment was the pre-embed of the Hotstar app for Star TV. “It is the largest pre-embed ever in India, and running across 10 top OEs including Micromax, Karbonn, Lava …” explains Leena. “We are also pioneering products like i-SMS which will change the face of consumer research. And creating a she-radio, and a multi-brand rural radio, and more. Our TagDash product with Twitter is already making waves. We have executed campaigns for HUL, Aircel, CNBC and others too. There is lots of traction in the mobile space. I have 2-3 invites a week at Mobocracy already.”
Mogae Media, the holding company of Mobocracy, is co-promoted by Sandeep and Tanya Goyal, former JV partners of Dentsu in India, Mogae is the sole-and-exclusive partner of Airtel for mAdvertising. Mogae raised Rs. 100 crores last year from Renuka Ramnath’s Multiples PE.