Mumbai: MobiMasta, a mobile marketing agency, has been jointly acquired by Singapore based mobile messaging company Affle, and Japan’s D2Communications for an undisclosed amount. Affle and D2Communications have formed a mobile marketing joint venture in the Indian market called ad2c.

MobiMasta was founded in November 2009 by Anurag Singh, Viraj Singh and Alok Pabalkar as a full service mobile marketing agency to address skill gaps within the mobile marketing value chain. Anurag is now the COO of ad2c, while Madam Sanglikar who previously was a Principal Partner at Mindshare India has joined ad2c as its CEO.

ad2c was founded by Anuj Khanna Sohum who is also the Chairman of the company. His company has acquired MobiMasta with an ambition of vitalizing the Asian mobile advertising industry. Before this, Sohum started three hi-tech companies of which two companies have been acquired, Affle is the third, making ad2c his forth venture. Sohum is an alumnus of the National University of Singapore, Electrical and Computer Engineering and the Stanford University, Graduate School of Business.

ad2c will use mobile as a medium to reach its consumers. The India venture has offices in Delhi and Mumbai and plans to launch offices in Bangalore and Indonesia. Apart from the video-based and location-based content, it would also focus on more HD quality, personalized and interactive form of mobile advertising.

D2Communications is a subsidiary of NTT DOCOMO in a joint venture with Dentsu, and has invested around 50 crore in Affle last year for product development and strengthening business in existing Asian markets and launching in newer markets.