Mumbai-based advertising technology firm Fork Media has launched Hauterfly, a fashion and lifestyle website targeted specifically towards millennial women in India. The website is a discovery and shopping platform for brands. Fork will launch a digital vertical called Superfly for men soon, targeted at urban Indian men, with style content. Samar Varma, Fork Media’s CEO said that launching Hauterfly was a natural step for the company, given its focus on native advertising. He added that Fork plans to incubate and fund other content verticals under the Fork Media network. Hauterfly was launched by Zahra Khan, who will be the CEO and editor in chief. Khan has previously worked with Harper’s Bazaar, Mint Lounge, Cosmopolitan, DNA After Hours, Hello! India, Mid Day, Pune and Bombay Times. She has also worked as a part of the team that launched, marketed and distributed luxury brands Gucci, Jimmy Choo and Bottega Veneta in India when they launched. Spid stake: Last month, Fork Media acquired an undisclosed equity stake in WiFi ad network Spid, for building an alternate ad inventory space and leverage Spid’s technology. Spid is present in over 1,200 locations including major airports, restaurant and cafe chains such as McDonalds, KFC, Starbucks, and Costa Coffee. Fork Media will use Spid’s platform to know the a user’s location and deliver relevant advertising. Fork Media was founded by Verma and Upen Rai in 2013 as part Ant Farm, former Times Internet CEO Rishi Khiani’s incubator. Through its flagship platforms, it provides a suite of native…
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