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Interview with Chaitanya Nallan, CEO, mGinger (Part I)

By Faisal Kawoosa | October 3, 2007

mGinger, a garage startup, introduced solicited mobile advertising services in India based on social networking. In a short span of time the company has near 1 million users whom it pays for reading the campaigns. The services are being offered across the country over all major cellular operators.

Click here to read Part II of the interview.
What sort of response are you getting from the advertisers? Who have you signed up so far?

Since 4 months of our launch we have done around 150 - 200 campaigns. We have 70-80 advertisers signed up so far. Besides this we are getting advertising enquiries from all types of advertisers, from small outlets at the street corner to the big boys like HLL. Big names advertising with mGinger would be Taj Gateway Hotels, Tanishq, ICICI prudential mutual fund, Pritish Nandy Communications, etc.

Is there any particular segment you see more advertisers from?

We are seeing a good traction in segments like Hotels, pubs and education. However there is no single category we are confined to.

The advertisers can sign in directly with service providers and deliver ads through them. So why mGinger?

The reason is very simple. We are a permission based advertiser. If you receive some content on your phone, you typically feel very irritated if it is not from one of your friends or family. It is a very personal medium. Infact it holds true for TV as well. While you are watching an important event like a cricket match, you get lots of ads in between. But as a consumer you are trained like that. However on mobiles you will not accept it very easily and it is also a very new medium.

If an advertiser goes to an operator, its not permission based and its not very targeted. All you can target is based on circle. As an advertiser at most you know the telecom circle you are targeting. In comparison we can really help out advertisers target the specific lot by filtering the database in various ways like income, gender, marital status, etc. Further we have the user preferences. And they will get ads within those areas only.

Although you register users and they agree to all of the terms laid by you, are you confident they won't get uncomfortable with it at one point of time? Getting too many SMSs is an issue.

From interference angle, there is no question of it since we are being permitted by the user to send messages. Particularly users can also choose the timings between which they want ads over mobiles. So there is no interference.

The second thing is about privacy. Users might be concerned about their personal information being revealed. We have strict legal agreement whereby we cannot reveal the personal information to any third party.

Do you provide the database details to the advertisers for them to send the SMSs?

We have a portal called adginger.com where advertisers can log in, query the database based on some criteria and get the results. They get the number of subscribers as per criteria specified. They do not see the names and numbers of those subscribers. Then they type the message to be sent, schedule it and make the payments due. They don't provide us the content. They send it direct off our portal.

Advertising has changed a lot and its now multimedia advertising. Are you planning MMS advertising?

We have a whole range of things coming up in another 2 or 3 months. Right now its just text based advertising.

Since launch how many users have you signed and on an average what does a typical user make from mGinger?

We are in very early stages right now. We have close to 1 million users and they are all active. Advertisers are also picking up slowly as they wait and watch the medium. We have also started making the actual payments to end users. We pay only when a user earns Rs 300 or more.

What type of users are signing up for your service?

Location wise we have users mainly from metros and other large cities like Delhi, Mumbai, Hyderabad and Bangalore. Age wise, most of the users, around 65-70% are within the age group of 22-29 years and most of them are working in IT & ITES.

How do you ensure that the advertiser’s money gets properly utilized? How do you track the response rate?

We have multiple kinds of campaigns. One is a pure push campaign. The advertiser sends the message to a cross section of people. This is done more from branding perspective. The second thing we have is a client controlled response campaign. An advertiser sends a message and asks users to call back on a particular number if they are interested. This is solely controlled by advertisers and only they tell us about the response. The third option we have is an mGinger controlled response where we send out ads from our numbers and ask for responses over it. This is controlled by mGinger. All of these come at different pricing levels. That is how we know what response an advertiser is getting.

If I am an advertiser, can you offer me a ‘cost per click’ kind of package?

Yes. We have models which are based on CPM (Cost per Thousand) and CPL (Cost per Lead).

Did you get any VC funding for your start up?

We are on the verge of closing our 1st round of funding. I cannot reveal the name right now. In a few days we are going to sign the agreement and only then I can announce something on this.

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Comments (35)

gary:

hey this is gary. its nice concept but it not working. i registered user from so many months but yet i not got any add. i also hv 5 members in my netowrk they also not get any adds. mginger CEO must see this whts problem with that.

Posted by gary | October 8, 2007 9:34 AM

Posted on October 8, 2007 09:34

VIKESH KUMAR MALAKAR:

its very nice concept .but i am not getting any add from mginger. my downline member also not getting add. we all want add from mginger.thanku

Posted by VIKESH KUMAR MALAKAR | October 24, 2007 11:49 AM

Posted on October 24, 2007 11:49

k.maddileti:

its very nice and good concept.but i am not getting any add from mginger.my downline members also not getting add.we all want add from mginger.thank you.

Posted by k.maddileti | October 31, 2007 10:31 AM

Posted on October 31, 2007 10:31

ramesh:

im not get the any mginger add from my mobile.

Posted by ramesh | October 31, 2007 10:34 AM

Posted on October 31, 2007 10:34

Gopakumar:

I joined mGinger.com two months ago. I think it is a nice idea. But I didnot get any ads yet. I doubt whether there got any mistakes in my registration. Could you please publish the steps in registering to mGinger clearly?

Posted by Gopakumar | November 5, 2007 5:46 AM

Posted on November 5, 2007 05:46

Kalu:

Guys! Keep passions if you are not getting add that does not mean that M-ginger not working. I am registrered since 5 months and have added in my network 39 direct members. In the biggining around one month I hadn't received any earning. But now Till the date I have earned Rs. 2 & 75 Paisa. I wish to add here that up to the date I never receive any direct SMS on my mobile.This earning is only from my underline members. The amount seems very little but I have noticed that as soon as my network increases my earnings too. So keep making network and soon you will start earning. Best of Luck

Posted by Kalu | November 5, 2007 6:23 AM

Posted on November 5, 2007 06:23

ANCY DANIEL:

I AM JOINED FROM 2 MONTHS I AM NOT GETTING ADS WHEN I JOINED I THINK THAT IS VERY GOOD IDEA TO JOIN M-GINGER BUT I AM NOT GETTING SINGLE AD PLEASE HELP ME TO GET AD BECAUSE HELP ME TO EARN MONEY PLEASE CHECK THE REGISTRATION IF THERE IS ANY PROBLEM PLEASE CORRECT PLEASE HELP ME

Posted by ANCY DANIEL | November 17, 2007 9:15 AM

Posted on November 17, 2007 09:15

Anonymous:

We are having option to recieve only 10 adds per day why can't you increase it

Posted by Anonymous | November 21, 2007 3:04 PM

Posted on November 21, 2007 15:04

Mukesh:

I have already joined it but till now I have not got any response

Posted by Mukesh | November 28, 2007 7:31 AM

Posted on November 28, 2007 07:31

radhika:

Hi iam radhika. Its nice that even in India we have some thing like this. I recently got an advertisement from rebok. I felt nice.

Posted by radhika | November 30, 2007 6:10 AM

Posted on November 30, 2007 06:10

Squid:

This is a good idea for marketing. I'm working in US for the past yr or so, and here there are charges to get incoming SMS also. So I'm wondering, with such inexpensive cellular infrastructure in India, would the cellular service providers start charging for this kind of network usage?
I mean come on, when someone sends the SMS the ceullar network is used and there are charges for using the n/w, right? Then who would bare the cost of it? I hope not the end user.

Posted by Squid | December 1, 2007 8:00 PM

Posted on December 1, 2007 20:00

Rajesh Prasad Gupta:

Today I also applied for the same but I did not receive any SMS or advertisement.

Posted by Rajesh Prasad Gupta | December 5, 2007 12:17 PM

Posted on December 5, 2007 12:17

dinesh Aryan:

I am Interested in this network

Posted by dinesh Aryan | December 9, 2007 6:52 AM

Posted on December 9, 2007 06:52

BURHAN.A.E:

This is a good idea for marketing. I registed, but I did not receive any SMS or E-mail advertisement.

Posted by BURHAN.A.E | December 12, 2007 4:03 PM

Posted on December 12, 2007 16:03

Hitarth:

Dear All,
I would like to assure all mginger friends as i was also of the opinion that i am not getting advts, but slowly i am getting it regularly. so be patient, you also will get it soon.

Posted by Hitarth | December 13, 2007 5:33 AM

Posted on December 13, 2007 05:33

manoj:

what amount we have to pay of registering for this.

Posted by manoj | December 15, 2007 8:09 AM

Posted on December 15, 2007 08:09

kailash:

it's really nice network.i have received frist massege today

Posted by kailash | December 15, 2007 9:28 AM

Posted on December 15, 2007 09:28

rupesh kankani:

I am registrered since 5 months and have added in my network 9 direct members. In the biggining around one month I hadn't received any earning. But now Till the date I have earned Rs.6&40 Paisa. I wish to add here that up to the date I never receive any direct SMS on my mobile.This earning is only from my underline members. The amount seems very little but I have noticed that as soon as my network increases my earnings too. So keep making network and soon you will start earning. Best of Luck

Posted by rupesh kankani | December 17, 2007 8:36 PM

Posted on December 17, 2007 20:36

Swaminath Adabala:

Dear All,

The site is yet to pick up good response from the Advertising Companies. Once the speed picks up, the flow would be much faster. All those who have signed up, please keep patience. Every new concept takes some time to reach realisation. Good luck!!!!

regards,
Swaminath Adabala

Posted by Swaminath Adabala | December 21, 2007 3:11 PM

Posted on December 21, 2007 15:11

Raghava Kumar:

I joined long back. But till now My earnings are only Rs.8.50. I am not getting SMs now a days. I think the company has to advertise more about themselves to get SMS ads to the advertisers and they should increase payment for each SMS.

Posted by Raghava Kumar | December 25, 2007 12:44 AM

Posted on December 25, 2007 00:44

Prakash:

Hello,

I am registered since 5 months and have been receiving Ad's regularly, even my down lines have been receiving Ad's, my current earnings is Rs.15.....we just have to be patient, this is not a business to make money, so keep calm and your account will grow slowly.

Posted by Prakash | December 30, 2007 12:29 PM

Posted on December 30, 2007 12:29

mithun:

want to join as new member

Posted by mithun | January 5, 2008 2:09 PM

Posted on January 5, 2008 14:09

srini:

I HEARED THAT IT S A GOOD NETWORK TO GET AD'S AND ALSO CAN EARN MONEY FROM THIS NETWORK SO I JUST ONO WEAK BEFORE REGISTERED IN THIS NETWORK. I AM EAGER TO GET AD'S FROM THIS

Posted by srini | January 9, 2008 11:41 AM

Posted on January 9, 2008 11:41

rahul:

i have REGISTERED 2 days ago till that i have not recieved any sms

Posted by rahul | January 24, 2008 11:10 AM

Posted on January 24, 2008 11:10

G.BhanuPrasad:

its very nice concept .but i am not getting any add from mginger. my downline member(123) also not getting add. we all want add from mginger.

Posted by G.BhanuPrasad | January 29, 2008 1:28 PM

Posted on January 29, 2008 13:28

ramakrishna:

Hello,

I am registered since 5 months and have been receiving Ad's regularly, even my down lines have been receiving Ad's, my current earnings is Rs.15.....we just have to be patient, this is not a business to make money, so keep calm and your account will grow slowly.

Posted by ramakrishna | January 29, 2008 4:11 PM

Posted on January 29, 2008 16:11

sathishkumar:

i have REGISTERED 3 weeks ago till that i have recieved only 3 to 5 sms

Posted by sathishkumar | January 30, 2008 4:42 AM

Posted on January 30, 2008 04:42

Amit:

Amit Patel Shrisantram
I AM JOINED FROM 2 MONTHS I AM NOT GETTING ADS WHEN I JOINED I THINK THAT IS VERY GOOD IDEA TO JOIN M-GINGER BUT I AM NOT GETTING SINGLE AD PLEASE HELP ME TO GET AD BECAUSE HELP ME TO EARN MONEY PLEASE CHECK THE REGISTRATION IF THERE IS ANY PROBLEM PLEASE CORRECT PLEASE HELP ME

Posted by Amit | February 3, 2008 8:25 AM

Posted on February 3, 2008 08:25

manoj prabhakar.v:

Hello,
I am joined from 10 days, but still i,m not getting ads. What happened sir..

Posted by manoj prabhakar.v | February 29, 2008 6:06 AM

Posted on February 29, 2008 06:06

dileepbhargava:

I am a Member Since 16/10/2007. I get very less Ads and my inbox is nearly empty, new ads should be placed, so that we get more discounts and more cash prizes in lakhs, crores..., not only 10 or 20 paise per Ad, Please take that step to give us more and more and ...more encouragement so that we can introduce more and more and ...more people. Thnaking you
Yours sincerely
Dileep

Posted by dileepbhargava | March 25, 2008 7:43 AM

Posted on March 25, 2008 07:43

Murali:

Hello,
I am joined from 2 months, but still i,m not getting any ads. What happened sir..

Posted by Murali | March 27, 2008 5:23 PM

Posted on March 27, 2008 17:23

BNSRINIVASA KULAKARNI:

Dear sir,
Do hope we will be able to establish a long term business relationship between us.
We will be glad to be at your service. For your info- We, The BNS COMPTER, are having a highly skilled team/ computer professional/ typist for doing any type of data entry job for you. We are having more than 3 persons to do the work in to different shifts with more than 9 p c s to meet your demand & thus we will be able to do 3x3 shift=9 p c s job per day. Therefore, requesting you to offer us the We Need Data Entry Projects, From Filling, Data Processing Projects, Data Conversion Projects & Medical transcription. If we can satisfy you, you can offer us in large volume. Our aim is to prove ourselves in the international market. We will not claim for volume job unless you are satisfied with our service. We can assure you of more than 98% accuracy & timely deliver of the job.
Please send us the detail of the work soon. Awaiting your soonest hearing. Feel free to ask more if you have any queries.
BNSKULAKARI BNS Computers NO-16 – C/O RAMACHARA RAO SWIMMING POOL EXTENSTION 4TH CROSS MALLESHWARM BANGALORE – 5600003 Phone -9880593296 [email protected]
[email protected] [email protected]

Posted by BNSRINIVASA KULAKARNI | March 28, 2008 3:06 AM

Posted on March 28, 2008 03:06

BNSRINIVASA KULAKARNI:

Dear sir,
Do hope we will be able to establish a long term business relationship between us.
We will be glad to be at your service. For your info- We, The BNS COMPTER, are having a highly skilled team/ computer professional/ typist for doing any type of data entry job for you. We are having more than 3 persons to do the work in to different shifts with more than 9 p c s to meet your demand & thus we will be able to do 3x3 shift=9 p c s job per day. Therefore, requesting you to offer us the We Need Data Entry Projects, From Filling, Data Processing Projects, Data Conversion Projects & Medical transcription. If we can satisfy you, you can offer us in large volume. Our aim is to prove ourselves in the international market. We will not claim for volume job unless you are satisfied with our service. We can assure you of more than 98% accuracy & timely deliver of the job.
Please send us the detail of the work soon. Awaiting your soonest hearing. Feel free to ask more if you have any queries.
BNSKULAKARI BNS Computers NO-16 – C/O RAMACHARA RAO SWIMMING POOL EXTENSTION 4TH CROSS MALLESHWARM BANGALORE – 5600003 Phone -9880593296 [email protected]
[email protected] [email protected]

Posted by BNSRINIVASA KULAKARNI | March 28, 2008 3:07 AM

Posted on March 28, 2008 03:07

Jagadish:

respected sir,
i am log on the mginger.com.i am click on the network tab it will displays
phone registered
phone not registered

Posted by Jagadish | March 28, 2008 4:46 AM

Posted on March 28, 2008 04:46

Amit Kumar Singh:

Hi,
This kind of advertising is nice and innovative kind of concept in India. Its showing result now.However, I would like to suggest the management of mginger to decrease the claim amount from Rs. 300 to Rs. 100 as it may take one year or more to accumulate Rs. 300.
Regards,
Amit

Posted by Amit Kumar Singh | April 5, 2008 12:07 PM

Posted on April 5, 2008 12:07

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