Flytxt on Wednesday announced its partnership with Idea Cellular, the third largest mobile operator in India. As part of this deal, Flytxt will deploy its multi-channel mobile advertising platform, QREDA, and connect to its mobile advertising market place, mADmart, that would facilitate brands and agencies to engage with over 130 million Idea subscribers directly, delivering relevant ads.

Flytxt’s mobile advertising platform will enable Idea to leverage its expertise in Data Analytics, enabling brands to do the most relevant contextual advertising on mobile. It will also enhance customer satisfaction and ad campaign effectiveness. 

Srinivasa Ravi, Head-mADmart, stated, “We are excited to partner with Idea to deliver this unique value proposition to brands and advertisers in India. Going forward we expect the value of mobile channels in India to go up as smartphone penetration and adoption of new generation services increases  and this would bring in much higher ad spent on mobile media”.

mADmart is a unique CSP anchored mobile ad marketplace launched by Flytxt that follows two sided business model. It provides an opportunity for CSPs to leverage their in-depth understanding of subscribers, thus enabling brands and advertisers to deliver highly relevant offers. mADmart, on the other side, would increase ROI for advertisers providing them with better reach and meaningful engagement than any existing media today.

“mADmart will serve as a self-service advertising platform for brands to manage end-to-end multi-channel, cross-channel mobile ad campaigns. It is a totally inclusive business model protecting the interests of consumers, CSPs and brands”, said Abhay Doshi, Head-Product and Marketing, Flytxt.

mADmart, the mobile advertising marketplace of Flytxt will ensure better experience for Idea’s subscribers as they will receive highly relevant offers through preferred mobile media.  The ad marketplace will also enable brands and advertisers to engage with both rural and urban population, offering them with the capability to serve consumers from both markets distinctly.