Mobile marketing company, Brandtone, enters India in association with Unilever

Mandeep Singh appointed Managing Director. Brandtone will develop strategies and region-specific campaigns for Unilever brands in India to engage consumers across various states

BestMediaInfo Bureau | Mumbai | November 5, 2013

Brandtone, an international company that provides the means for leading brands in fast-growing markets to conduct mobile marketing campaigns that increase sales, profile engaged consumers and build trusted brands has recently launched its operations in India. Mandeep Singh has been appointed as Managing Director, Brandtone India.

The India entry follows the recent deal between Brandtone and global giant Unilever to drive the mobile presence of the FMCG giant in emerging markets. As part of this association, Brandtone will help Unilever brands in India to use the power of mobile and big data to build long-term one-to-one relationships with consumers.

On the company's decision to use mobile as a means for reaching out to the end consumer in emerging markets, Keith Weed, Unilever Chief Marketing Officer, said, “Over half our turnover comes from emerging markets. Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands' growth. People are willing to share information about themselves in order to get more relevant advertising and offers. So the opportunity is there – if we do it correctly. We need to approach people with respect – maintaining trust and ensuring two-way dialogue. The work we do with Brandtone enables us to do exactly that. By building relationships with our consumers and adding something of value to them we can increase both purchase and brand loyalty.”

Brandtone will utilise the huge potential available for mobile marketing campaigns in a country where mobile penetration is very high. It will be led by Mandeep Singh who has over two decades of experience providing strategic direction, operation leadership and process deployment to some of the most globally renowned FMCG and FMCD brands including Amul, Dhara, Kodak, Western Union, Bayer, Reed Exhibitions India and d.light Energy.

Singh said, “We have entered India at a time when the mobile penetration in the country is at an all-time high. Our partnership with Unilever has helped us open up to this key growth market and has taken our association with the company to a new level. We will develop strategies and region-specific campaigns for Unilever brands in India to responsibly and sustainably engage consumers across various states. Over the next three years, Brandtone India will endeavour to become the most trusted organisation having the permission to engage and reward the ever growing mobile user population by partnering the best brands in India and together create a positive eco-system where purchase and loyalty is rewarded through meaningful value exchange.”

Besides Unilever, Brandtone's global clientele includes SAB-Miller, Kellogg's, Kimberley Clark, PepsiCo, Kraft, Old Mutual and British Petroleum. Some of the highly successful campaigns that have been executed by the company include PepsiCo's Torcida snacks in Brazil and a Carling campaign for SAB-Miller in South Africa among others.

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