A pioneering branding campaign of Soch Apparels took the ambient media industry by surprise in Forum Mall Koramangala, Bangalore & Inorbit Mall Cyberabad, Hyderabad. This campaign which ran for a month, involved innovative branding on escalator handrails in malls. This ground-breaking media has been brought to India by Msquare Ad Roller India, a joint venture of digital printing major Macromedia Digital Imaging and OOH firm Maverick Media.

This innovation gave Soch a new moving format for branding which was eye-catching and powerful. This novel medium helped the brand to communicate to its target consumers and direct them to their store in these malls. The aesthetically pleasing media made the otherwise dull, black handrails very vibrant and ensured maximum eyeballs. This unique medium allowed the brand to convey their brand message in a clutter-free manner. It acted as a call-to-action medium as it immediately directed customers to the store, increasing footfalls and creating buzz.

This is yet another instance where a client has trusted Khushi for the best solutions to their branding requirements and we have not failed to deliver. Any first mover advantage we can offer our clients is always desirable. We are proud to be a part of this campaign which marked the launch of a new ambient media format in India. Khushi is the fastest growing ambient media agency in India. We provide our clients with exciting ambient media solutions & innovations in leading malls, multiplexes, airports, hypermarkets, departmental stores, coffee shops, gymnasiums, restaurants, entertainment zones and other avenues in India. With presence in 33 cities, our strong team of 230+ professionals services 350+ leading brands pan India.

Café Coffee Day is one of the most renowned coffee chains offering world-class coffee experience at reasonable prices. Café Coffee Day is one of the favorite hangout destinations of people for coffee and conversation.  An informal setup, relaxing ambience, snacks and beverages are offered by CCD to its patrons. Over the years CCD has established a robust brand image and attracts a significant number of daily patrons that includes youngsters, peer groups, and socially active people. Each year the customer base of CCD is increasing and the group mainly comprises of students and working professionals.

Café Coffee Day has partnered with Khushi Advertising Ideas Pvt. Ltd. for generating advertising revenues through wall branding at 300 CCD outlets. This provides the opportunity to different brands to promote their products and services to customers in an impressive and effective manner.

Advertising in CCD can be beneficial because of the following reasons-

(i)  CCD patrons have the capacity to spend.

(ii)  The average dwell time in CCD is around 45 minutes, which means that the ad cannot be missed.

(ii)  It is the preferred meeting place for people within age group of 15-35

Brands from different industry sectors including FMCG, telecom, films, and education can take the advantage of wall branding in Café Coffee Day. Some more benefits that advertising in Café Coffee Day offers are-

(i)  Advantage of communicating directly to the target audience

(ii)  An interactive alternative media with no attention diverters

(iii)  Large network across the country

(iv)  Least chances of customers switching communication

(v)  Uncluttered and consistent presence in an innovative manner

(vi)  Infinite possibilities of advertising

Advertising in CCD offers the marketer a plethora of options to attract the customers through innovative and impressive advertising. The message can be communicated to the target customers using the most prominent advertising space in CCD i.e. wall branding. Wall branding at CCD can deliver maximum impact as it is an impossible-to-miss advertising space. Marketers can make use of this innovative ambient advertising option to innovate and promote their brand successfully.

The on-going branding campaign of Viacom18 Motion Pictures, in association with Khushi Advertising is a perfect example of the brand-avenue fit. Drawing from the obvious inference of the title of the brand, viz. the movie ‘Toilet Ek Prem Katha’, its makers Viacom18 Motion Pictures along with Khushi Advertising conjured up a cheeky branding campaign.

Viacom18 Motion Pictures wished to include ambient advertising in their overall promotion mix for the movie. With the help of Khushi they devised a disruptive ambient advertising campaign, which is currently running in more than 230 ambient avenues. The campaign features A4 sized posters of the movie, with the movie title ‘Toilet’ written prominently, pasted on washroom doors in avenues like McDonald’s, Pizza Hut and Gold’s Gym. Customers are in for a surprise as the regular signages depicting the men’s and women’s washrooms have been replaced with posters of the lead protagonists of the movie, Akshay Kumar and Bhumi Pednekar. This campaign, which has been devised keeping in mind the brand-avenue relevance, is being run for a total of 30 days counting down to the release date of the movie. This indoor advertising activity is being very well received and is expected to reach lakhs of customers from the target group.

Mr. Rudrarup Datta, Marketing Head, Viacom18 Motion Pictures commented “Toilet Ek Prem Katha as a film strives to create active change in society along with being an entertaining film. We wanted to look beyond traditional advertising to drive actual consumer engagement. The unique idea executed by Khushi Advertising gave us the opportunity to surprise and engage our core target audience at the youth hangouts, leading to higher recall values and potential conversions.”

“With a plethora of media options to choose from, advertisers are looking for more targeted ways to reach their customers,” said Mr. Vishnu Telang, CEO, Khushi Advertising. Indoor advertising is a powerful medium to target specific groups of customers in the desired ambient avenues, as you know exactly who you are reaching. It provides a clutter-free placement of the advertisement and provides an opportunity to advertisers to reach these consumers in an innovative manner.”

Developing a great media planning strategy is extremely crucial for branding success. By definition media planning is an extensive term, encompassing a wide range of scopes. These are some of the key criteria to consider before employing an agency to handle media planning and buying.

(1)  Accessibility to strategic locations for ambient and experiential marketing

(2)  No dearth of fantastic creative ideas delivered bang on time

(3)  A constant guarantee of cooperative interaction with the advertiser

(4)  Adeptness at all channels of media keeping with their unique characteristics (TV, radio, print, banners, hoarding, kiosks, leaflets, etc.)

(5)  Confirmation of fair pricing package with neat rates

(6)  A constant desire to improve and make the next campaign somehow better than the last one

(7)  Professionals who can read between the lines of your instructions to decipher what you really want to say via your campaign

You get the idea! There are many notified top media agencies in India, but you need to find the best people according to your needs and preferences. A very important thing to see here is the attitude compatibility. If there is a clash of principles somewhere, it ultimately reflects on the overall outcome.

Communication is the key as always, so focus on how are you feeling after discussing your campaign with your agency. Do they immediately snub you tacitly and put down your idea with the promise of something totally different? Do they listen patiently to what you say and work on it to make it better by experienced inputs? These are some of the major things that you must note in choosing from the short list of the coolest advertising agencies in Mumbai.

Although not mentioned explicitly in the above list, yet all-round resourcefulness is an important criterion that one must note. You need to obtain license from authorities for setting up banners and hoardings. In many Indian cities, there is a lot of debate on banners blocking the architectural heritage of the city. Only an experienced marketing agency can help you there. Otherwise, it really makes no sense to set up a big hoarding only to receive an official notice after some days to pull it down immediately! Another instance that can be cited here is cinema advertising. Only an expert cinema advertising agency can help you plan your cinema campaigns across various cinemas to help you achieve maximum reach at the best rates. Their expertise and stronghold over this domain is unmatched. Definitely remember all these things prior to selecting from the media planning agencies in Mumbai.

For any brand to create top-of-the-mind recall with the target audience, it is extremely essential to remain visible and reach out to its TG consistently through various media. If the brand communication is unique and it is communicated in a novel manner, the chances that the message strikes the right cord with the target audience are increased manifold. One approach to do this could be to break away from the oft-repeated forms of advertising employed over the years. This can also be done by supplementing the traditional forms of advertising with the more modern and highly engaging forms of advertising.

Brand activation is one such relatively modern approach of brand advertising / promotion. Brand activation is defined as the art of driving consumer action through brand interaction and experiences. It is based on establishing emotional connections with the audience and in developing long-term relationships. Brand activation can take various forms and can be delivered via several channels such as consumer promotions, experiential marketing, digital campaigns, sampling campaigns, etc. While selecting the specific channel, it is important to consider all the available options, the campaign objectives, brand fit and budget, and the option which has the potential to be the most lucrative. It is important to first analyse: what is it that can engage the customers and hit the right cord? What will make the audience stand up and take notice of the campaign? Why would they engage? How is the campaign objective going to drive the actual execution? How will the brand activation resonate with the customers and drive top of mind recall? How will the campaign achieve its desired results?

Building an activation campaign on a multichannel approach (social, digital, experiential, etc.) can create engagement covering various aspects of a customer’s daily routine. It can ensure that the campaign reaches the customer through one or all of the mediums employed. Wherever possible, the message should be personalised to bring in added appeal.

It is important to note that brand activation does not focus on immediate sales. The objective of brand activation is to generate awareness, generate trial and inspire the customer to act. Brand activation is an excellent method to prompt brand switching and brand loyalty.

There are specialist Brand Activation agencies that are adept at designing the best campaigns. An expert brand activation agency like Khushi can develop customised brand activation campaigns that can help a brand meet its objectives.

In the modern digital world we are living in, there are numerous platforms available to the advertisers for advertising their product or service. One such platform which is gaining lot of popularity in the recent times is advertising in malls. Mall is a place where people come for shopping, entertainment, watching movies or to spend leisure time with friends and family. Many mall advertising agencies in India believe that mall can be a very good place to make people notice a particular product or service.

How can a mall help you in executing the advertisement campaign!

According to top media agencies in India there are many advantages of promoting the product in the mall. Some of them have been discussed here.

(i)   It is not necessary that people come for shopping in the mall. They may have come to watch movie or to eat something at the food court. No matter what the reason of visiting the mall, they will definitely get a glimpse of the banner or the LED screen displaying your product or service. Banners and screens in places like malls usually don’t go for waste and give good return on investments.

(ii)   One plus point shopping malls have over other advertising media such as radio, TV or print is that they can offer the facility of both promotion and sales under the same roof.

(iii)   Another benefit of advertisement in shopping malls is that if you are able to press the right nerves of the buyer that may lead to impulsive buying of your product without any prior plan of doing so.

(iv)   There are specialist mall advertising agencies in India that particularly work on inventing creative ideas for effective advertisement in the malls. They make sure that your bill board, banner, LED screen or promotional counter is set at the right place for maximum visibility to the people visiting the malls.

(v)   High visibility of the advertisement in heavy traffic areas and frequent repetition in viewing the banner leads to both brand recognition and brand recalling. It leaves an imprint on the minds of the onlookers and they will definitely recall the brand when in need of buying the related product.

(vi)   Advertisement in the malls can easily be customised as per the taste, preferences and culture of the local population. Adding a local touch to your promotion will definitely help the people to connect with your brand.

Thus shopping mall advertising undoubtedly is one of the best platforms that gives the best rate of return on your investment.

Mall Advertising is increasing gaining popularity as one of the most sought after non-conventional advertising mediums. It involves placing ads at strategic locations in shopping malls to provide maximum visibility. Malls offer excellent and varied options to touch base with the target audience like façade hoardings, arch gates, drop downs, standees, backlits, danglers, etc. Apart from these, other innovative ways can be used to reach the target consumers. Malls are excellent avenues for branding and innovations. Numerous innovations can be carried out in malls that can garner maximum eyeballs e.g. huge cut-outs can be placed outside the mall or mascots of cartoon characters can be used to entice kids. Malls are also the perfect avenue for Experiential Marketing. Many innovative Experiential Marketing ideas can be effectively employed in a mall. If the brand is successful in attracting potential customers through any activation in the mall, then it stands a very good chance to make a lasting impression. Mall activation also offers an opportunity to get an insight into consumer behaviour, a very important aspect for the marketing activity of any business. Mall activation can prove to be the driving force that elevates brand-consumer relationships and eventually drives revenues.

Mall advertising has distinct advantages which differentiate it from the other forms of advertising. It has great potential to reach the target audience, establish long-term consumer relationships and increase sales. Mall branding can be done very effectively if it is well-thought out and executed. Consider this – there are a limited number of other avenues where the audience is so receptive towards marketing communication. Timing plays an important role in the business of advertising. People are in a relaxed and leisurely frame of mind when they are in a shopping mall and this is the most opportune time to reach customers. Plus, customers are already in the mood to spend. If a brand can grab this opportunity and make a good impression, then half the battle is won. Placement is also an important aspect for effective advertising. Placement of ads largely depends on the communication objective and the target consumer profile. Huge banners centrally located in the mall may be the preferred option for a particular brand, another advertiser may find it more lucrative to place their ads in the elevators, some advertisers may prefer point of purchase advertising, while still others may want to advertise in washrooms!

Malls are one of the best avenues for hyperlocal marketing. Local and regional advertisers can use this platform to reach a highly captive audience.

There are expert agencies to facilitate mall advertising campaigns for brands. It is best to reach out to an expert like the fast-growing mall advertising agency in India, Khushi for the best mall advertising solutions.

The most awaited event of Khushi concluded successfully on 21st March 2017. The AGM was a 4-day affair which included both conference and presentations by teams, as well as fun and celebration.

As per Khushi’s tradition, the conference included many informative sessions which spoke about the highlights of the year gone by and the way ahead. Mr. Pranay Shah, Director – Khushi and Mr. Vishnu Telang, CEO – Khushi addressed the gathering and shared many valuable inputs and interesting developments with the staff. Khushi has added many feathers in its cap this year, which were announced at the meeting, viz.

• (i)  Exclusive CCD branding inventory
• (ii)  Rank maintained as the no. 1 cinema advertising agency
• (iii)  Branding inventory added in malls
• (iv)  Highest employee retention rate
• (v)  More clients added

The loudest cheer went up when the list of awards won by Khushi in the past year was read out:

• (i)  Most Admired Ambient Agency
• (ii)  Best use of Cinema
• (iii)  Most trusted brand
• (iv)  Great Place to Work

The top performers were appreciated for their work by way of promotions. New policies and perks were announced which added to the revelry.

We go by the saying ‘Work hard and party harder’. Our theme party and the stage performance night was evidence of this. The party was a rage and the performance night saw the whole-hearted participation of all employees. The AGM lived up to its promise of being a smash hit yet again!

Marketing to a precise set of audience, selected on the basis of geography is hyperlocal marketing. The key point here is that the geographic area has to be limited. It could mean a city, zip code, or even a specific locality. The audience targeted in hyperlocal marketing is pretty homogenous and hence is expected to respond to a particular marketing stimulus in a similar fashion.

Since the concept revolves around specific geographic targeting, it is essential for the marketer to understand the pulse of the TG. Guided by the prevailing socio-economic index and the demographics of the targeted area, critical marketing decisions about the potential consumption of various products and services can be arrived at. Marketing communication then has to be designed to appeal to that particular set of customers. The end objective is to create a dedicated and loyal base of local customers.

Zeroing in on the media to be employed for such marketing is driven by the fact that niche, and not mass media will work. Hence, it is logical to opt for selective media for a successful hyperlocal marketing campaign. One of the best avenues to conduct hyperlocal marketing is the cinema. Typically, residents of a particular locality would prefer to visit a cinema that is nearest to them. So the marketer can get a ready homogeneous customer base if he decides to advertise in cinemas. Advertising campaigns can be designed to appeal to the demographic profile based on the geographic location of the movie theater. This can be hugely beneficial for the advertiser to effectively reach and deliver impact on an extremely well-defined captive target audience. The other benefits of cinema advertising like clutter-free environment, higher receptiveness, larger audio-visual impact and higher ad recall continue to add to the overall impact.

Many multiplexes nowadays are integrated in shopping malls. Hence there is an added advantage of placing the ads in cinemas, very close to the retail outlet of that brand in that mall itself. This can help the advertiser to leverage the advantage of point-of-purchase advertising.

A mall itself provides various opportunities for hyperlocal marketing. Various branding opportunities can be tapped effectively and cleverly by brands who wish to engage in hyperlocal marketing. Since the brand would be present in the mall itself, or in the immediate vicinity, it can lead to an immediate call-to-action effect.

All in all, hyperlocal marketing is definitely a lucrative proposition. A marketer has to identify the best advertising agencies in Mumbai, Delhi, Chennai, or any other city or town as per his need, to run a successful hyperlocal marketing campaign.

It is now an established fact that it is essential to engage your customers if you wish to stand out from the crowd and be noticed. Otherwise your voice can get easily drowned in the cacophony of the dynamic advertising business. Those who deliberately stray away from the usual set norms of advertising are the ones who succeed in making an indelible impression on customers’ minds. The advertising industry has long since woken up to the fact that a two-way communication channel is the best bet to grab the attention of the customer and keep him engaged and interested in the brand. However, due to many constraints it may not always be possible for all brands to do so. Whenever possible, marketers should try and engage their customers through innovative activation campaigns that stimulate the human senses and stir up interest.

One of the best avenues to engage customers are shopping malls. Malls offer the perfect ambient setting to undertake activations. People visiting malls are in a relaxed and leisurely frame of mind. They are more amenable to advertising communication and they have the propensity to spend. It is the perfect opportunity to engage the customers in a one-on-one communication. Mall activation allows the marketer to collect immediate feedback and address any issues or concerns of the consumer. A marketer may set up kiosks or stalls and provide samples, give-aways and product demonstrations or may also run contests. Live experiential marketing events are can be conducted in the atrium or any other central location in the mall to extract the most out of the mall activation campaign. It is also important to remember that a brand should engage consumers at the right time so that the consumer is excited by the communication.

A mall activation campaign may or may not immediately generate sales. However, it does something much more important than that. Mall activations deliver very high brand recall and message recall which are extremely important for any brand. They also result in positive word-of-mouth and your brand remains talked about amongst your target TG.

Khushi Advertising is one of the most recognised mall activation agencies in Mumbai, and also one of the leading mall activation agencies in India. We offer mall activation campaigns to our clients in most of the leading malls in India. As an activation agency, our role is to create memorable engagement experiences for customers through innovative activation campaigns.