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HT Media acquires social media marketing agency Webitude

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VCCircle_WebitudeHT Mobile Solutions, a subsidiary of HT Media Ltd, has acquired the digital marketing agency Webitude for an undisclosed sum. Webitude, owned and operated by Lucknow-based Bluelemon Technologies Pvt Ltd, is a full service digital agency located in Gurgaon and offers a host of digital marketing solutions including digital media planning & buying, social media marketing, social application development & deployment and online reputation management.

With this acquisition, Webitude will offer its solutions under an umbrella brand called Digital Quotient, according to a Press statement issued on Tuesday.

Techcircle.in first reported that HT Mobile has acquired the digital media marketing business of Bluelemon.

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"Webitude is our go-to-market brand name. Post-acquisition, it will be part of HT Mobile, but will be run as an independent firm as it is now. The promoters will also join HT Mobile," Webitude co-founder and director Santosh Kumar told Techcircle.in.

He also added that Bluelemon would continue to exist as a separate venture. Webitude was founded in 2009 by Kumar, along with Girish Mahajan and Mahesh Singh. Kumar holds an MBA in Marketing while Mahajan holds a PG diploma in Advertising and Public Relations and Singh holds a degree in Computer Science. Kumar and Mahajan also co-founded Buzzref.com, an open analytics tool for Facebook.

Webitude

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"The Indian digital marketing landscape can be summarised by three megatrends – explosive growth in mobile usage, social media and videos consumption. As Digital Quotient, we will 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 meaningful connect with consumers," said Vinish Kathuria, COO of HT Mobile.

HT Mobile offers value-added services, digital content distribution and digital marketing on mobile. It provides QR codes & application development for smartphone platforms and has been looking to develop competencies in augmented reality and Windows application development platforms. The company also plans to venture into location-based programming and ad networks.

HT Mobile had Rs 11 crore in revenues for the year ended March 31, 2012, or a quarter of all digital media revenues of HT Media for the year. HT Media owns 65 per cent of HT Mobile Solutions.

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For the media firm, this is yet another deal involving the digital media business. Earlier, it struck a deal to acquire a large strategic stake in MyParichay, which expanded the social media integration for its existing job site Shine.com.

(Edited by Sanghamitra Mandal)


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