Handset and electronics maker Micromax has signed a partnership with mobile commerce company Affle for audience intelligence and blended native advertising solutions. As part of the deal, Affle will deliver data driven content and ad experiences to Micromax users. The terms and duration of the deal have not been disclosed.

Micromax said that the deal was in line with its plan to evolve from being just a handset player to delivering relevant and personalized experiences to its users.

Last month, Micromax CMO Shubhajit Sen put down his papers, days after the company decided to discontinue its YU line of smartphones.

Singapore headquartered Affle had acquired the India-based mobile application development company Appstudioz in September 2014, and merged it with Affle’s Media Lab business. Following this, Affle set up its global R&D centre in India to help strengthen its mobile app and ad technology platform. Affle currently has offices in Singapore, UK, Indonesia and Malaysia, besides three offices in India (Gurgaon, Mumbai and Bangalore).

Affle provides a mobile apps and ads as service (MAAS) platform for publishers and marketers. Along with Appstudioz, which develops apps, Affle currently offers ad2campaign for ad serving, programmatic mobile media procurement and analytics, and Ripple for rich media/video ad-authoring across platforms.

Affle Partnerships: In 2013, Affle had inked an exclusive partnership with the India Today Group to power all the video and rich media advertising for India Today Group properties through the video ad network it launched in 2012, Ripple. The company also entered in a partnership with Yahoo India to sell Yahoo’s mobile ad inventory across mobile devices, and a partnership with Samsung to launch a co-branded cricket site for Windows phone 7, in 2012. The company had formed a mobile marketing joint venture with Japanese mobile advertising firm D2 Communications called ad2c for the Indian market, also in 2012.