Global advertising major WPP Group has acquired, via its wholly owned agency JWT Singapore, a majority 51% stake in Hungama Digital Services Private Limited, a new entity which will house the digital agency business of Hungama Digital. The business that now constitutes Hungama Digital Services is around 13 years old, and this is what Hungama began as, before it got into the music and content business.

Hungama Digital Services employs around 110 people, and offers agency services including “strategic planning, web design and maintenance, digital marketing, search engine marketing, social media optimisation and communications strategy, rich media, viral marketing campaigns, merchandising, events and conference management, and sampling”. Hungama’s activations arm, Hungama Promo Marketing will become a part of Hungama Digital Services and “provide an engagement platform linked to online and offline deliveries.” Its agency clients include Mahindra & Mahindra, Bacardi, Godfrey Philips, Britannia Industries, Tupperware India and Hindustan Unilever.

This is WPP’s second digital buy in India, after it acquired a controlling majority stake in Quasar Media in 2007.

A Hungama spokesperson told MediaNama that as of now, nothing changes, and Hungama will continue to manage the business. Hungama Digital Entertainment Private Limited, the parent company, operates businesses in mobile, gaming, online music retail including Hungama.com, voice services and integrated media (BollywoodHungama and ArtistsAloud).

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