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MUMBAI: AnyMind Group, a technology company in the marketing, entertainment, HR and direct-to-consumer (D2C) industries, is set to launch CastingAsia, its influencer marketing platform, in India through Indian subsidiary, POKKT.

CastingAsia, a full-stack influencer management platform, claims to be one of the largest influencers and creators’ networks in Asia with over 170,000 influencers.

The influencer marketing platform will be rolled out in India by POKKT, the in-app mobile gaming ads platform, which was acquired by AnyMind Group in March this year.

“This is a huge initiative for us and we are immensely committed to this project in terms of investments and resources in the Indian market. With multiple marketing firms entering the lucrative segment of influencer marketing, we aim to introduce a systematic and measurable system, in the otherwise relatively fragmented market,” said Rohit Sharma, COO, Anymind Group and co-founder, POKKT.

CastingAsia is an end-to-end solution that includes influencer discovery and analysis, campaign and content management, and real-time reporting and attribution. It has a potential audience reach of over 72 million users across Asia.

In India, CastingAsia Creators Network will sign both exclusive and non-exclusive influencers and content creators, including celebrities, musicians, athletes, photographers, entertainers and more.

“The Indian market size for influencer marketing is around Rs 700-800 crore,” Sharma said. “We hope to capture a significant chunk of this.”

In the last one year, CastingAsia ran over 1,300 multi-tiered campaigns globally across various performance metrics including cost-per-click and cost-per-action metrics, which help marketers attribute better to business impact, and also standard metrics like cost-per-like and cost-per-share.

“India represents a unique opportunity – not just for businesses in India to scale domestically or overseas, but also businesses outside of India that are looking to reach Indian audiences. We are looking to bring influencer marketing up another level in India, and further develop the influencer marketing ecosystem,” said Kosuke Sogo, CEO and co-founder, AnyMind Group.

He added that the Indian market has tremendous potential, and his company will create more efficient, impactful and powerful influencer marketing.

“Moreover, with the successful presence in over 13 markets across the globe, we aim to capitalise on our tech and expert capabilities and provide Indian marketers with diverse options that help them with more powerful storytelling,” Sogo added.

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