Chinese Mobile Marketing and advertising company Madhouse, has announced the launch of its Indian subsidiary Madhouse India, signaling its entry into the Indian market. The company has also entered into a partnership with WPP Group under which the latter is expected to pick up stake in Madhouse India, as noted by The Hindu Business Line.

Madhouse India will be headed by Vinod Thadani, who was previously the Regional Mobile Director at GroupM, and will be offering end-to-end mobile marketing solutions across paid, owned and earned media on feature phones, smart phones and tablets for brand owners, advertising agencies and other marketing partners. The company plans to open offices in three cities – New Delhi, Bengaluru and Mumbai, and is reportedly in talks with brands like HSBC, Vodafone, Idea Cellular, Reliance, Nokia, LG, Sony Ericsson, Pepsi and Procter & Gamble, as noted by Afaqs.

Solutions: Madhouse currently offers three types of services – A mobile marketing solution MadSolutions, an in-house mobile ad serving system MadServing and a mobile ad network MadNetwork with media partners like 3G.cn, QQ.com. Baidu.com, and wap.sohu.com.

Rovio Partnership: Rovio Entertainment (of Angry Birds fame) had partnered with Madhouse to engage their fans in China and Bijay Gurung, Key Account Director, Rovio Entertainment, stated that they intend to extend the partnership to India as well, recognizing the country as one of its most important markets.

Founded in January 2006, Madhouse is a privately held company with funding from venture capital investments from TDF Capital, Gobi Partners, JAFCO Asia, Nokia Growth Partners and D2 Communications Inc. It currently offers customized mobile ad network and mobile marketing solutions in China and claims to have worked closely with over 120 clients including HP, Intel, Coke, KFC, Unilever, VW and agency groups such as GroupM, Vivaki, Aegis, OMG and their associated agencies. In China, the company has worked with partners like Rovio Entertainment, Electronic Arts (EA), China Unicom’s app store and Chinese ad agencies. It is headquartered in Shanghai and has offices in Beijing and Guangzhou.

Other Players: In India, Madhouse would be competing with Affle which raised Rs 50 crore last October, Celltick which launched its Indian operations in November last year; Netcore which acquired Ravience last October, InMobi, VServ.mobi, Komli, Blyk, and Flytxt.