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Maxus launches Kaleidoscope

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MUMBAI: Maxus India today launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioural parameters of the audience.

The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus- first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.

The tool was launched by Maxus global CEO Lindsay Pattinson at a media round table with the entire Global Executive Committee, along with Maxus APAC CEO Ajit Varghese. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

Speaking to the media about the tool, Pattinson said "With access to real time data, brands can move beyond demographics into behaviour consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood'.”

“While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands,” he revealed

Commenting on India, Pattinson further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands."

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