India’s leading media house, HT Media’s digital business arm, Firefly e-Ventures Ltd and UK-based Velti Inc announced an alliance to offer mobile marketing services to advertisers.

HT Media will have 65 percent stake in the Joint Venutre which will be based in Gurgaon and Firefly’s Head Amit Garg will oversee the operations of the JV.

“We look forward to offering breakthrough and patented mobile based marketing services to our valued customers. It also reinforces our position as India’s leading media house, providing a multi-channel advertising platform across print, radio, internet and mobile,” Rajiv Verma, chief executive officer of HT Media.

“India is a key market for Velti and establishing this JV (joint venture) with the Hindustan Times represents a significant strategic move in our global expansion,” Alex Moukas, CEO of Velti, said.