Quasar co-founder Deven Dharamdasani is launching SeventyNine, a mobile media distribution and analytics platform. His venture has been incubated by digital media professional and investor Manish Vij's Vun Network and Harish Bahl's Smile Group.
SeventyNine is a cross-platform Pay-for-Performance mobile network that offers a platform to enable app downloads and seeks to provide higher reach and visibility to brands besides bringing in new media advertising formats on mobile. The platform will be rolled out on Thursday.
Declining to comment on the stake each of the investor has picked, Vij confirmed the news to Techcircle.in.
According to Vij, "The era of advertising is transforming at a vivacious pace. Traditional advertising channels are being now replaced by new media formats that exhume content in multiple ways. There is a paradigm shift in channelising and levelling market and brand imagery to consumers which has greatly improved over the last few years in digital media."
Vij who started his career with Rediff, eventually shifted his focus to entrepreneurship and joined Smile Interactive Technologies Group. He is also one of the founders of Quasar, Zoomtra, Tyroo Media Pvt Ltd and Letsbuy.
Dharamdasani said, "New forms of media are transforming the way advertising works. With growing consumer expectations, this shift was always on the cards. In this highly engaging ecosystem, no abiding channel holds more potential than the humble yet powerful mobile device."
An MBA in marketing Dharamdasani started his career with The Andhra Pradesh Paper Mills Ltd, before co-founding Blazar - a unit of Quasar Media Pvt Ltd.