The company statement states that this will help the media company to enhance its media and production capability and also bring new technology to the organization. But the amount of the deal was not disclosed in the statement.
Boo.lab initiated in 2001 and uses new technology like augmented reality, mixed reality, live action and 4D in its media productions.
The company has managed to provide media campaign for its clients, which majorly includes big companies like Ford, Adidas, IKEA, Lexus and Peugeot and others.
boo.labs technical expertise perfectly complements Essel Serenas existing offering. This acquisition cements Essel Media Hubs leading position in the Middle East and internationally, said Gagan Goel, MD of Essel Group ME.
Essel Group is the Indian multinational conglomerate that operates in major industries including media, packaging, infrastructure, and technology and Essel Media is one of the major parts of it.