MAM

psLive records 50 per cent growth in clientele from Jan - Mar

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/04/07/Ashish%20Bhasin%20%20Picture%20%281%29.jpg?itok=IhBb0GCB

MUMBAI: Perception has it that when it comes to India, traditional media platforms still rule the roost. Consequently, be it television or print (the biggest chunk in the traditional media slab), traditional continues to take away the greatest slice from the advertisers’ marketing budget pie.

Now, even as the above theory stands to be true, there is a steady change taking place in the advertiser’s budget room.

psLive, the experiential marketing division from the Dentsu Aegis Network, has bagged as many as 52 clients in the past three months (January-March). These include brands such as Microsoft, Mahindra Insurance Brokers, Reebok, Philips, Nestle, Samsung, Reliance Digital, Brick Eagle - Housing Finance Company, Bausch&Lomb, Nvidia, Ranbaxy, TVS, Pan Parag and Cyberpark.

Interestingly, the wins tend to also suggest a unique swing wherein brands that otherwise would not look at spending on non-traditional media are changing course.

An apt example of this would be Mother Dairy, a traditional media spender, which associated with the Bollywood movie Kick and Mary Kom through in-film integrations that instantly connect it with its target consumers. The integration also gave the brand a bigger shelf life and higher recall value.

For psLive, the new wins have fuelled as much as a 50 per cent growth in the agency’s client kitty when compared to what it had held in the previous three months (October-December). Consequently, with these new additions, psLive now boasts of more than 200 clients.

Some of the new clients that have come on board are Meiji, Century Ply, JSW, SCA, Reliance Digital, Anchor, Mother Dairy, Future Lifestyle Fashion, Reebok, Philips, SC Johnson, Logitech, Bayer Crop Science, Nestle and Honda Motorcycle and Scooter India. The clients primarily sought/seek services in activations, branded entertainment and sports marketing, rural marketing and public relations. Herein, the attempt is to offer clients smart solutions that go beyond the common media usage and stay relevant to the consumers for a longer time period.

psLive vice president Sidharth Ghosh said, “There is an interesting shift happening in the advertiser’s preference when it comes to traditional media (including digital) versus non-traditional media usage. Until five years ago, the non-traditional media platforms that included event, outdoor and activation wasn’t that huge and remarkable. However now, the category has been steadily witnessing substantial growth.”

For the record, an Ernst & Young report published by Event & Entertainment Management Association (EEMA), estimates that the BTL industry is growing at a rate of 25-30 per cent year on year.

“The sector is rapidly attracting more advertisers on board to bring forth exponential growth in the next 10 years. Advertisers are constantly seeking effective ROI. Simultaneously, they are also discovering that their non-traditional media expenditure is helping them reach out to consumers with greater impact at much lesser costs. Now as this discovery continues, the platform’s appeal in the advertiser’s media plan is only expected to further thicken with time,” added Ghosh.

“Experiential marketing is perhaps the fastest growing part of the off-line business of any agency. Activation is growing at twice the rate of traditional (ATL) advertising. psLive has found the right area of operation in activation, branded entertainment/sports and rural marketing to provide our clients with integrated marketing solutions like no one else can,” said Dentsu Aegis Network chairman and CEO, South Asia Ashish Bhasin.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/20/ranjan_bargotra.jpg?itok=b-mw7_EJ
Ranjan Bargotra on his time at Crayons Advertising

NEW DELHI: After spending 34 years in the branding & advertising industry, and 24 heading The Crayons Network, Ranjan Bargotra called it quits in 2020. His long-stint at the agency saw him leading teams handling big accounts like Kajaria, Apollo, Kohinoor, Fortis, SBI, Air India, and political...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/trp.jpg?itok=DtUKDw2U
Why marketers are quite unfazed by lack of TV news TRPs

NEW DELHI: The temporary halt that the Broadcast Audience Research Council (BARC) put on the issuance of the television rating point (TRP) of news channels three months ago is not bothering the marketing fraternity much. The observation was made by an elaborate panel consisting of some of the top...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/sukhleen.jpg?itok=_qiB69cB
RB relaunches Colin with the added benefit of germ removal

RB (Reckitt Benckiser), relaunched Colin, India’s No.1 glass and household cleaner brand in an all-new avatar today. The iconic Colin brand has been relaunched by RB India keeping in mind the current requirements of the Indian consumer. The new Colin not only delivers on its impeccable shine...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/kaushal.jpg?itok=F4aGRhPQ
Infidigit bags SEO mandate for cure.fit

NEW DELHI: Infidigit has won the SEO mandate for cure.fit, a health and fitness business. The Bengaluru-based start-up offers digital and offline offerings including fitness training, healthy meals, mental well-being, and primary care. As part of the mandate, Infidigit will extend its extensive SEO...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/sachin.jpg?itok=sKKQF95l
Bottle Openers wins the digital mandate for the Jaipur Literature Festival 2021

Bottle Openers is a full-service digital agency specializing in ‘Creative Performance’ that smartly integrates design with technology to showcase the brand’s communications with a streak of creativity. Backed by industry stalwarts from the best of Indian digital agencies, they operate with a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/motor.jpg?itok=B8QqAKwt
All-new MG Hector 2021 says ‘It’s a Human Thing to Evolve’

NEW DELHI: Following the launch of the all-new MG Hector 2021, MG Motor India has now joined hands with Cheil India to drive a nationwide, 360-degree marketing campaign. The campaign, named It’s a Human Thing to Evolve, builds on the idea of MG Hector’s It’s Human Thing and captures the internet...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/abhinav.jpg?itok=_yOYdL9s
Urban Company appoints Abhinav Tyagi as SVP - marketing

NEW DELHI: Urban Company (formerly UrbanClap) has brought on Abhinav Tyagi as SVP - marketing. The appointment is in sync with the company’s efforts to invest in and attract world-class leadership to further accelerate business growth. An alumnus of the Delhi College of Engineering and IIM...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/hul.jpg?itok=ckxBXVQ3
Bombay HC allows Sebamed’s filmstars kee nahi, science kee suno campaign

NEW DELHI: The Bombay high court has permitted German personal care brand Sebamed to continue with its advertising that calls out HUL brands Lux, Pears, and Dove along with Santoor for their harmful pH levels. HUL had moved the court against the ads, claiming that they “disparaged” and “denigrated...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/19/gas.jpg?itok=R_zWVkX2
Gas-O-Fast is all set to rule the market with new marketing strategies for 2021

Gas-O-Fast, a subsidiary of Delhi-based pharma and wellness company Mankind Pharma is all set to roll their marketing strategies and govern the market in 2021. Gas-O-Fast is known for its Ayurvedic antacid which comes with natural Jeera and natural Ajwain variants and is focused on establishing a...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required