company, which was set up by Murly Tiwari
and Jay Rai, now has 850,000 unique British
Asian users, representing almost half of
all UK online Asian adults. With high-earning
British Asians being predisposed to aspirational
brands, advertisers like Mercedes, iPhone
and Barclays have sought out the services
of Indoor Media and have found the results
to be both effective and lucrative for their
business. The network has also been used
by public sector organisations National
Blood Service, Diabetes UK, and Food Standard
Agency to reach this demographic.
Capleton, Account Director for Daimler Chrysler,
said "With Indoor Media's expertise
in targeting this hard to reach audience,
we were able to deliver a successful campaign.
We expect to continue communicating to this
lucrative audience via Indoor Media".
Media has built AdMasala, an open ad network
of premium Asian content websites, to create
a single buying point for media buyers and
now represents over 125 sites and has exclusive
partnerships with the likes of The Times
of India, India's largest newspaper group
and Rediff, India's largest ISP and Web18,
one of India's largest publishing companies.
Murly Tiwari, Managing Director of Indoor
Media said "we have accomplished so
much in this first year. There are numerous
sales networks and advertising representation
businesses, but we are the first dedicated
central point of contact for national and
international brands who want to target
British Asian consumers via the web."
Rai, Sales and Marketing Director, Indoor
Media added "mainstream advertisers
are learning that by making subtle changes
to the message to reflect the audience,
they can achieve better results and Indoor
Media is helping them reach those audiences
directly. After achieving so much in our
first year, we are confident that the next
year is going to be even more successful,
for both us and our clients".
Tiwari, Founder and Managing Director of
Indoor Media has been in senior level advertising
for the for over 20 years, with senior positions
within companies including 24/7 Real Media,
bought in 2007 by WPP Group, and prior to
that AdTech, another ad technology provider.
Rai, Founder and Sales and Marketing Director
of Indoor Media is a veteran in online advertising,
having held senior management positions
with a number of leading web publishers
since 1995. Positions have included Head
of Sales at Wisden Cricinfo, which was sold
to ESPN in 2007, and ITN.co.uk, the news
and Murly launched Indoor Media after having
discovered in a chance conversation that
they were both looking at the same business
idea, but from different sides of the media
equation. Jay had tuned into the growing
demand from advertisers wanting to target
ethnic and was looking to create a more
efficient media buying solution, whilst
Murly had realised the potential of the
untapped UK inventory of the numerous Asian
based websites and held the technical expertise
to build such a network. As the two had
initially met on 7 January 2007, they decided
to launch the business on 7 July 2007.
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