S4 Capital boosts India offering with new merger for MediaMonks and Mumbai office for MightyHive

S4 Capital has doubled down on its India operations with a merger between MediaMonks and Delhi-based content creation and production firm WhiteBalance as well the launch of its programmatic offering MightyHive in Mumbai.

 A note from S4 Capital said: “MediaMonks today conditionally agreed a merger with Delhi-based content creation and production company, WhiteBalance. After opening an office in Bangalore in February this year and appointing Poran Malani as S4 Capital’s director for India, the company further strengthens its position in the region.”

WhiteBalance was founded by Robert Godinho who spent several years working as a producer for TV channels like NDTV and CNN IBN. He left CNN IBN as creative director to start White Balance in 2010.

White Balance is equipped with in-house film, 3D and post production talent and can handle assignments like feature films, commercials, documentaries and high-end digital content. 

The merger brings 50 additional team members to MediaMonks. The intention is doubling the India business over the next six months. Apart from the merger, MediaMonks is investing in growing a content studio in Bangalore as a creative hub for Asia-Pacific besides expanding its operations in Delhi.  

Commenting on the development, S4 Capital CEO Sir Martin Sorrell said: “India is a country very close to my heart – one built on a heritage of creativity, and characterised by a vibrant culture. 

“As you can imagine, I’m delighted to continue to expand into this fast growing market, offering a wealth of talent and significant growth opportunities, and the merger with WhiteBalance is the next step for us to build a leading creative content business here. 

“At the same time we’re strengthening our position in the Asia-Pacific region – ever more important – as India continues its trajectory to become the most populous country on earth.”

Godinho said: “WhiteBalance is a close-knit family of artists, designers and visual storytellers. Our dream is to put a ding in the universe by creating internationally recognised work from our home, India. 

“Having worked with the world’s leading media organisations, we’re incredibly excited that our journey has led us to join forces with MediaMonks. We’re looking forward to bringing the same professionalism to customising creative solutions for our clients in the Asia-Pacific region.”

MediaMonks global CEO  Victor Knaap added: “We are happy to welcome a company this talented to the MediaMonks family. It’s unbelievable how well our cultures match in terms of passion for creativity and quality. What MediaMonks can bring to the Indian market is merging the disciplines of film and tech, by inviting directors and developers to come together and produce world-class digital storytelling.”

 S4 Capital India director Poran Malani said: “The opportunity for our model in India is huge. India is globally recognised for its creativity and its leading-edge technology, making it the perfect place for integrating the two into a new service model. With operations in our current production hub in Bangalore, combined with the strength of WhiteBalance, bundling our forces in the pursuit of excellent fit-for-format content is an exciting prospect as we introduce our global network to this dynamic market and open it up to world-class digital work.”

In addition, MightyHive started operations in Mumbai . Other offices in the Asia region include Bangkok, Hong Kong, Jakarta,Seoul, Singapore, and Tokyo. 

A note from S4 Capital said: “The Mumbai location will allow MightyHive to extend the sales and service of its integrated programmatic buying and analytics approach into India, a key area of programmatic growth. The company plans to build a full-service team in India over the coming months.”

MightyHive CEO Peter Kim said: “To help our clients in India take greater control of their programmatic operations, it’s critical to provide them with local talent.

“India has the fastest growth in digital ad spend in the Asia-Pacific region. Marketers are ready for solutions that help them keep pace with changes in data and technology.”

MightyHive India country manager Smita Salgaonkar added: “For India, MightyHive’s mandate is to deliver absolute transparency to both advertisers and their support system.

“In partnering with us, our clients find comfort in understanding what works and what doesn’t, are quick to respond to changes in the market, and are more confident when investing in technology, creative and media.”


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