Digital media giant ValueFirst has acquired 100% stake in Bangalore based mGinger, in an all cash deal. With India’s first of its kind opt-in permission based mobile marketing platform, ValueFirst adds another reputed and immensely popular name to its string of acquisitions.
The strategic acquisition will give ValueFirst another 4 million highly profiled opted-in registered users in addition to the 50 million opted in subscribers which they already have across their various other assets. The acquisition will also give ValueFirst an access to mGinger’s strong brand name and reputation with agencies. Also, it will help ValueFirst to strengthen the bond with media clients that the company has worked with to further leverage the exceptional trust and credibility that mGinger enjoys with its consumers.
Commenting on the acquisition, Vish Bajaj MD, ValueFirst said, “mGinger is an excellent brand name that enjoys huge trust with clients and media agencies. They were pioneers in permission based marketing and ended up building a huge profiled base of consumers for niche targeting. ValueFirst has big plans for the business where we want to extend their permission based approach to market beyond just sms to various platforms like internet, voice and email. In the recent months, mGinger had pivoted to promoting deals. We are evaluating what to do with the deals part of the business and will currently focus on scaling their media business.”
On the benefits ValueFirst would obtain from this acquisition, he further added, “ValueFirst has a great scalable technology platform and huge sales infra with over 4000 clients and plans to leverage mGinger brand name, profiled user base and niche targeting technology to offer innovative digital scalable solutions to clients and media agencies.
Since its inception in 2007, mGinger enjoyed huge viral growth initially and capitalising on it, built an excellent brand name known for high targeting and no spam mobile marketing. Apart from providing information to consumers related to their particular interests, mGinger also offers monetary incentives for every ad served on their mobile and network with up to two levels of referrals.
Chaitanya Nallan, founder and CEO mGinger said, “We were successful in establishing permission driven marketing as one of the most effective ways of advertising. It enabled us to create a vibrant mGinger community. This along with our highly sophisticated targeting technology produced high ROIs for our advertisers. ValueFirst had been our partner since the inception of mGinger. ValueFirst understands the core values of mGinger thoroughly and I am happy to know that mGinger will continue to grow under the ValueFirst umbrella.”