Dentsu Aegis Network (DAN), a
global digital marketing major headquartered in London, UK, has acquired Indian
marketing services group SVG Media Pvt. Ltd in an all cash deal. Smile Group
owns majority stake in SVG Media, which counts Xplorer Capital as an
institutional backer.
SVG Media was founded in 2006 as a
business owned by Smile Group, that runs a slew of e-commerce and internet
businesses. SVG Media has four business units, namely DGM (focused on banking,
financial service and e-commerce clients), Komli (premium digital marketing
through Facebook and Twitter), SeventyNine (mobile-focused advertising
platform) and Tyroo (ad-tech platform similar to InMobi), together reaching
over 150 million unique viewers in India. It has offices in Gurgaon, Mumbai,
Chennai and Bengaluru.
As part of the deal, Smile Group has
sold DGM, Komli and SeventyNine (under SVG Media) to DAN. Tyroo, which is
retained, is transferred to a separate legal entity and will continue to be
owned by Smile Group. SVG Media had acquired Komli Media and SeventyNine in
August 2015 and December 2014, respectively, and DGM in 2010.
For DAN this comes as their 10th
acquisition in India since 2012, according to data shared by the company. Some
of these include Fractal Ink Design Studio, Happy Creative, WATConsult,
Webchutney and Taproot. Just recently, it closed the acquisition of Grant
Group, a 59-year old family run advertising services company in Sir Lanka. DAN
was formed in 2012 through the acquisition of Japanese advertising giant Dentsu
by British media buying Aegis Media in 2012.
Part of Dentsu Inc., DAN is made up
of 10 global network brands: Carat, Dentsu, Dentsu media, iProspect, Isobar,
mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum. Headquartered in London, it
operates in 145 countries worldwide with more than 38,000 dedicated specialists.
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