Mumbai’s Komli Media acquires UK ethnic ad agency

Mumbai-based Komli Media has acquired the UK’s online ethnic marketing media company, Indoor Media.

Founded in 2007 by Murly Tiwari and Jay Rai, and headquartered in London, Indoor Media has established itself in the UK market as the leader in online ethnic marketing with a focus on South Asians.

It has built a strong reputation by providing unique and effective solutions to brand marketers helping them reach out to the UK’s ethnic minority consumers through its proprietary ad network, AdMasala. Covering more than 400 websites across verticals like News, Business, Entertainment and Women it offers an aggregate UK reach of 2.6 million ethnic minority unique users, primarily comprised of South Asians. South Asians are the largest ethnic minority group in the United Kingdom, representing around half of all of ethnic minorities according to the latest national census.

Indoor’s clients include marketers such as Mercedes, the UK Government, O2, Vodafone and Western Union among others.

With this acquisition Komli Media now offers ethnic marketing solutions for Asian audiences in the four largest English speaking economies in the western world – Australia, Canada, United Kingdom, and the United States, a total population base of nearly 15 million.

Commenting on the acquisition, Murly Tiwari, Founder of Indoor Media said; “We are very excited to be part of the Komli Media team. We have grown year on year, every year, since we started by ensuring that everything we did was about adding value, accountability and expertise to both clients and publishers business. Now we see a significant opportunity to expand our UK business by bringing the best of breed platforms and solutions that Komli has to our advertisers, agencies, and publishers partners.”

Prashant Mehta, COO of Komli Media added; “Komli Media has established itself as a leader in ethnic marketing in the US and Canada over the last several years. Working with the Indoor Media team allows us to expand to the UK market, as well as add a great team to the Komli family. We are most excited about that and look forward to learning from them.”