Yvette Choo

MAOS is the firm’s third investment in Asia and its first add-on for Shinsouki, a Japanese parking lot operator it acquired last year. The investment was made from its debut Asia fund, which is targeting a $100m final close.

The $10m funding round will be used to augment Viva’s team, improve its mobile media platform and develop new products.

Sanjay Nayar, ex-CEO of Citi's Asian operations will be based in the firm's Mumbai office, which is opening in January. The firm has also hired former Coke executive Ludo Bammens as director of European corporate affairs.

Former chiefs of Blockbuster, PepsiCo and Pizza Hut will manage the fund for the Texas mid-market firm.