J Sagar Associates (JSA) has advised New York-based advertising company Interpublic Group on its joint venture (JV) with India’s digital media enterprise Interactive Avenues, which drafted in a niche Mumbai firm for launching Reprise Media in India.

JSA Mumbai M&A partner Sandeep Mehta and associate Dharmesh Kotadia represented the US client. Lekhs Legal led for Interactive Avenues Marketing Solutions.

A lawyer on the deal said: “The basic idea behind the JV is to promote digital advertising in India, that’s the space in which it operates; advertising on the internet is mostly what the company is all about.

“The business of the company will operate as a brand called Reprise Media.”

He added that the negotiations for the JV had started earlier – ad industry site afaqs! first reported the deal in June 2010 - but the agreement was signed only now after long discussions.