Barclays targets Asian Brits via new AdMasala network

Indoor Media has built AdMasala, a bespoke network of premium Asian content sites, to create a single buying point for media buyers. Publishers partnering with Indoor Media include The Times of India, Radio Mirchi and Times Jobs, India’s leading job portal.

Barclays singed up following a successful trial period.

Mark Syal, head of Walker i, (Walker Media’s digital arm) who planned and bought the Barclays campaign, said: “Indoor Media was able to identify an affluent, Indian descent audience – including the hard to reach NRI (non-resident Indian) audience that we wanted for the Barclays Wealth schedule.  The results of the initial trial proved the value in reaching this lucrative market, and we have now included Indoor Media in our schedule through until the end of September.”

Jay Rai, sales director of Indoor Media, added, “Whilst a number of leading advertisers such as Halifax Bank, COI and the British Heart Foundation already integrate ethnic targeting into their offline advertising, until now the diversity and logistics of running an online campaign made this a difficult medium for online media buyers.  Mainstream advertisers are learning that by changing the message to reflect the different social and economic drivers of this audience, they can achieve better results.” 

Tomorrow's launch coincides with Indian Independence Day.