HT Media acquires social media agency Webitude

Webitude will be merged under an umbrella brand called Digital Quotient, which provides mobile and social media solutions and services to clients.

HT Mobile Solutions, the mobile marketing unit of HT Media, has acquired Webitude, a social media organisation based in Gurgaon, for an undisclosed amount. With this acquisition, the company aims to offer digital solutions that leverage the combined power of mobile and social media under an umbrella brand called Digital Quotient.

Gurgaon-based Webitude is a four year old digital marketing agency with major focus on social media. It has delivered successful digital solutions to more than 50 brands such as Cleartrip, Intuit, Digivive, Slice, Karbonn Mobile and Himalayan. Interestingly, HT Media was one of Webitude's clients.

Vinish Kathuria, COO, HT Mobile Solutions, says, "The Indian digital marketing landscape can be summarised by three major trends - explosive growth in mobile usage, social media and video consumption. As Digital Quotient, we're going to be able to offer our clients a rich array of solutions across mobile and social media, and leverage the power of multimedia to help establish a strong, meaningful connect with consumers."

Santosh Kumar, co-founder, Webitude, says, "We are looking forward to leveraging the scale and the mobile acumen of the HT Group to take our offerings to the next level. While we will retain our identity as Webitude and continue to operate our agency business, we will now also operate as part of the larger group Digital Quotient, where social and mobile will together drive exponentially higher value."

Girish Mahajan, co-founder, Webitude, says, "Add to the existing social media capabilities at Webitude, the mobile expertise of HTMobile, and the result is value for clients that very few in this business provide. For our existing team who have made Webitude the recognisable name it is, this opens a whole new world of possibilities. It also means growth on a personal level, just as the business grows."

In 2007, HT Media bought Desimartini.com, an Indian social networking site, for an unspecified amount through its subsidiary Firefly eVentures. In December 2012, the media group had acquired 40 per cent stake in MyParichay, an online recruitment business, which augments HT Media's recruitment portal, Shine.com.

In March 2013, Publicis had acquired Mumbai-based Convonix for an undisclosed amount. In April 2012, it had acquired Mumbai-based digital marketing and web development agency Indigo Consulting. In August 2012, it had acquired a performance marketing firm, Resultrix and in December 2012, it had acquired iStrat, an integrated digital agency and MarketGate, a strategic business and marketing consulting firm.

Global advertising major WPP Group had also recently acquired a majority (51 per cent) stake in Hungama Digital Services via its wholly-owned agency JWT Singapore. Omnicom-owned advertising agency TBWA had acquired Indian digital agency group Magnon.

In August 2012, Japanese advertising major, Dentsu, had acquired a 51 per cent stake in Mumbai-based Indian advertising agency, Taproot India; while Ad2c, a joint venture between Affle and D2 Communications (a Dentsu and NTT Docomo JV) had acquired mobile marketing firm Mobimasta. In May 2013, Dentsu had also acquired 80 per cent stake in the digital advertising agency and consulting firm Webchutney for an undisclosed amount.