New Delhi: GroupM-owned media agency Mediacom on Friday announced it had won the media mandate for the Mobile Premier League (MPL) following a multi-agency pitch. Launched in 2018, MPL is a mobile gaming platform. The account is estimated to be upwards of 100 crore.

As the agency on record of MPL, Mediacom will be responsible for media strategy, planning and buying.

“We are extremely delighted to appoint Mediacom as our media partner. Their understanding of the gaming audience as well as their strategy on how media can leverage the same is very sharp and focused. We are confident that together we will be able to achieve our business objectives and make MPL India’s top mobile e-gaming destination," according to Abhishek Madhavan, vice-president - growth, Mobile Premier League.

The account will be managed and supervised from Mediacom's Bengaluru office under the leadership of Hariharan Vishwanath, managing partner, MediaCom.

“The e-gaming space is exploding, primarily due to the increasing penetration of smartphones and rising number of Internet users. We are confident that together we will make MPL the go-to destination for Indian gamers. With e-gamers increasing every hour and new games added every week, the platform will need repeat users and also add new users every day," said Navin Khemka, chief executive, MediaCom South Asia.

MediaCom is a member of WPP, the world’s largest marketing communications services group. According to Recma (Research Company Evaluating the Media Agency Industry), the agency has a billing of $33 billion globally. It employs 7,000 people in 125 offices across 100 countries.

In India, the agency handles clients such as P&G, Mars, online travel agent MakeMyTrip, Future Group, motorcycle brand Royal Enfield, Dell, Shell and PayPal among others.

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