Mumbai : Founder and former chairman of Dentsu India Sandeep Goyal, who currently owns and promotes the Mogae Group, is ready to launch Tango Media, a technology-driven company that aims to marry television commercials and content with mobile phones.
With his five-year non-compete clause coming to an end, Goyal said Tango Media is the first step towards his return to advertising, which tvnews4u.com had reported during April 2015.
“Tango Media is the first step towards that. But whatever I do will be mobile first, and then we will go backwards. So it will be mobile, digital and then other media,” said Goyal.
He admitted that traditional advertising business is both low on margins and satisfaction, but said that he “will work towards building a new-age agency”. He said that Tango Media will be a wholly-owned subsidiary of Mogae Media and the company has spent the past three years building the platform. While Tango Media has already been incorporated, the platform will go live from 15th August.
“Ninety per cent of all advertising is intended to elicit consumer response, mostly an action that pushes brand sales. But call-to-action (CTA) on TV tends to get lost as an end-frame super (mostly dwarfed by the brand logo), either asking the customer to send an SMS, or message a short-code, or call a particular number. Consumers rarely remember the number.
Hence, the brand never really gets the necessary bang for its buck,” said Goyal. “We have invested the last three years in figuring out, researching, developing and perfecting a solution that makes it easy for consumers to remember and recall both the brand and its call number. And the solution works without needing to download an app or use the internet,” he said.
Tango Media has roped in Sandeep Bajpai, who had previously worked with Tata DoCo-Mo and Spice as the marketing head. Yogesh Sachdeva, who formerly worked with Airtel and Aircel, has been appointed the chief technology officer. Tango Media is still scouting for a CEO. “In the next one year, we plan to spend upwards of Rs 100 crore on Tango Media of which we will spend Rs 40-50 crore in advertising. We plan to call for a multi-agency creative and media pitch soon,” said Goyal.