Indian publisher HT Media will get closer to its readers with the acquisition of social media-focussed marketing agency Webitude this week.
The business – acquired through the HT Mobile Solutions division – will form part of Digital Quotient, a new unit committed to providing mobile and social media solutions and services to clients.
HT Mobile chief operating officer Vinish Kathuria says the deal positions HT to offer advertisers “not only the large reach of media like print and radio, but also the engagement possibilities of mobile and social media”.
Digital business head Amit Garg added, “Social forms one of the biggest aggregator for audiences. Any media company cannot ignore it.”
Based in Gurgaon, Webitude has delivered digital solutions to more than 50 brands, including Cleartrip, Intuit, Digivive, Slice, Karbonn Mobile, Himalayan… and HT Media.
Kathuria says the Indian digital marketing landscape is characterised by 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,”
The acquisition is the latest in a string of digital deals in India, with HT Media acquiring social networking site Desimartini.com and a share of online recruitment site MyParichay.
Terms of the Webitude deal have not been announced.