GullakMaster to launch in August

01 Aug,2012

By Tuhina Anand


The enforcement of DND (Do Not Disturb) in many ways has spelt doom for SMS marketing in India. However, the same played a key role in the genesis of GullakMaster – a customer engagement platform for merchants. Still being piloted in Mumbai, GullakMaster is due to be launched in the last week of August in Mumbai followed by Bangalore and Pune and then in a span of six months time in Delhi and Ahmedabad.


The venture is being spearheaded by Abhishek Dadoo who explained it as ‘intelligence on SMS’. Explaining the mobile advertising network, he said: “There is still a big market for SMS advertising which remains untapped because of the restriction. So what we are offering is on demand advertising. We ask permission and then sms promotions tailor made to the person’s requirement. We have TRAI approval and we do not fall into the DND list as we are not sending unsolicited messages.”


So how does GullakMaster work? To start with when one visits a mall, if GullakMaster has an association there, then one could see information as one enters the mall. If interested, one could sms on the number given and get information on the deals available in the mall. Mr Dadoo explained that the concept can be taken beyond the malls; in fact anywhere that is close to the merchant’s location.


For starters, the company will be advertising heavily in malls and outdoor locations like auto rickshaws to spread awareness of their offering. The same will be taken to the radio medium if their funding plan comes through.


Mr Dadoo dubs his offering as providing a dashboard to the merchants to communicate to potential customers in an effective way. The company is a subsidiary of Dadoo Pvt Ltd, which is a Singapore-based company. The company is also eyeing the markets in Indonesia and Philippines.



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