Mobile media company Affle is incubating news satire website FakingNews.com and has appointed FakingNews’ founder Rahul Roushan as Head of Content Services, Affle.

Anuj Kumar, CEO, Affle, informed India Digital Review that it is an incubation, rather than acquisition, wherein the FakingNews team will operate out of the Affle office in Gurgaon and grow the content on the site and the marketing, advertising, content syndication, merchandising and other commercialization aspects will be managed by Affle. Faking news was originally launched in 2008 as a blog and hobby, but later with its popularity and creative content went viral to become a popular venture.

Rahul Roushan is a former journalist who goes by the pseudonym “Pagal Patrakar”, and runs news satire website FakingNews.com. Roushan will be based out of the company’s Gurgaon office and will take up responsibility of leading initiatives for specialized content offerings. He will also play a key role in driving the advertiser campaign solution business at Affle and focus on launching more differentiated branded content initiatives.

Anuj Kumar further said, “We are delighted to have a successful entrepreneur like Rahul Roushan on board, to strengthen Affle’s content offerings for consumers and brand solutions for advertisers. We see a market gap currently for original and engaging mobile content and given Rahul’s successful stints in the industry and much appreciated creativity, we are confident of filling this void.”

Rahul Roushan, Head, Content Services, Affle said, “I am thrilled to be a part of Affle, a company that is well recognized as a leader in digital technology and media. With Affle, I look forward to pushing FakingNews higher up in the popularity charts and also creating new opportunities to work with the team to develop diversified content and enhance user experience. I see this as an excellent opportunity to ideate and create new intellectual property around branded content solutions.”