Mall activations are an ideal way to create brand awareness and to introduce new products or services to consumers. Mall activation is a concept that perfectly leverages the advantages offered by the ambient setting of a mall to deliver brand communication. It is instrumental in building a positive perception of a brand.

Activations help to create engaging and memorable experiences that evoke emotions within consumers. The purpose is to reach people on rational and emotional levels so that they carry back an experience which they will remember for a long time. Live experiential marketing events are being increasingly used by brands to help extract the most out of the activation campaign. These events give people a chance to try a product, ask questions about it and participate in some way that makes them feel connected to the brand.

Here are a few of the benefits of activations at malls:

• It helps to reach out to the target audiences who are in a relaxed frame of mind and are generally comfortable spending time to learn about the brand.

• Customers are already prepared for spending at malls and more likely to make a purchase decision.

• It can help to reinforce the brand’s positioning in the minds of the consumer.

• Helps to cut through the traditional advertising clutter (TV Commercials, Print, Web ads).

• It makes your brand more prominent.

• It communicates with the audience in an interesting and engaging manner.

• Consumers can give you immediate feedback as there may be direct interaction.

Khushi Advertising is not just one of the leading activation agencies in Mumbai, but one of the best activation agencies in India. We design and execute unique campaigns, backed by the expertise of our professionals who have a deep insight about consumer behaviour and pattern. We have partnerships with most of the leading malls to attain maximum impact. As an activation agency, our role is to way to generate awareness and visibility for a brand through cultivating real life engagement experiences with the target consumer.

We keep these key factors in mind while designing an activation campaign-

• Timing – it is important to connect with consumers at the right time and the right place so that the consumer is enthused by our communication.

• Relevance – the activation strategy and campaign has to be relevant to the brand’s core values.

• Visibility and recall – our activation campaigns are designed to garner high visibility and generate high recall among consumers

• Reach – our endeavour is to reach a sizeable chunk of our TG through directed activation campaigns

• Long term perspective – activation awareness may not immediately generate sales. However, they are a key tool to capture valuable consumer data, such as contact numbers, emails, social media followers, etc.

Due to our committed effort in this domain, we are recognised as the best brand promotions company in India which has the ideal activation solutions customised to serve each client’s needs.

There’s a lot of buzz among marketers about this term called ambient media advertising. It is a relatively new breed of advertising that has caught the interest of marketers.

Ambient media advertising is the name given to non-traditional out-of-home advertising of products and services. It involves placing ads in unconventional places which were not traditionally used to advertise products e.g. elevators, escalators, washrooms in malls and multiplexes, seats in movie theatres, popcorn tubs in cinemas, etc. Therefore, ambient media are media formats that are different from the usual media consumed in out-of-home locations/environments through which advertising firms reach out to their target consumers.

Ambient media advertising leverages the conducive environment or ambience that places like malls, cinemas, airports, coffee shops, hypermarkets, restaurants, etc. offer to effectively communicate to the TG. The key to remember here is that the marketer has to select the best avenue and combine it with an effective message.

Ambient media advertising can be done in conjugation with traditional media or can be pursued as a standalone activity. Generally it is used as a supplement to the other traditional forms of advertising like TV, print, radio, etc.

Some of the reasons for the growth of ambient media advertising are-

Over-exposure to traditional media – the traditional mediums like TV, print, radio have been used extensively to the point of creating a clutter. The audience often tunes out this communication as it perceives it as a hindrance in their entertainment. Ambient advertising on the other hand, is very often innovative, unique and attractive. It draws people willingly towards it.

A greater demand for point-of-sale communications – there is a sizeable percentage of people in many urban areas of the country having high disposable income and the propensity to spend. It is easier to entice this audience by using effective POS communication and instigate impulse buying. This can be done only at places where the audience actually spends viz. malls, multiplexes, hypermarkets, etc. Ambient media advertising makes the best use of these avenues to communicate with the target audience.

Its ability to offer precise audience targeting – by picking desired geographical locations of multiplexes, malls, restaurants, etc. it is possible to precisely target your desired TG.

Its versatility – ambient advertising is not confined by pre-defined boundaries of placement or time. Hence it is the most versatile medium employing the creative capabilities of the marketers to the fullest.

Due to these advantages, ambient advertising in India is increasingly gaining momentum. Ambient media agencies in Mumbai, Delhi, Chennai and all the other major cities of the country are exploring this medium of advertising. Khushi Advertising is one of the top ambient media agencies in India offering a multitude of ambient media advertising solutions across various avenues such as malls, multiplexes, hypermarkets, airports, restaurants, gyms, bookstores and others. Khushi, known for its innovative advertising, is the one-stop solution for marketers looking for effective ambient media solutions.

Digital marketing rules the mindset of people today as the virtual world spreads the wings over every aspect of the business. Gone are the days when traditional brick-and-mortar outlets were the only source of revenues. With the emergence of virtual world, new avenues and new sources of earnings make the business lucrative.

Experts might discuss for hours about the miraculous powers of digital marketing, but the ‘recall value’ is a perpetual issue indeed. When you see an advertisement in the print media, it sticks in the minds for a long time. Try to recall the advertisement you saw on the website yesterday. It puts you in a quandary. Experiential Marketing emerges like a messiah with miraculous powers of that can rescue a brand.

When you sign the contract papers with a seasoned Experiential Marketing Company, it is time for you to sit back, relax and enjoy the voyage. They know how to ‘touch the hearts’ of your consumers. By using real-life experiences and blending real and digital connections homogeneously, they engage people forever. Bingo! Here you get the maximum recall value. Did you think it was unachievable?

Experiential Marketing agencies in Mumbai like Khushi don’t have to bend over backward for spectacular results. Khushi has the insight to achieve superb results by using the right tricks.

(i)   It knows what consumers get attracted to the most. It also understands the way consumers    want to structure their experience           about the product or service.

(ii)  It wears the hat of the consumer while evolving experiential marketing strategy, both   prospective and existing.

(iii)  It thinks out-of-the-box ideas that work well and give phenomenal results.

(iv)  It doesn’t overlook aspects such as social media interaction, other media avenues, and in-store experiential marketing.

(v)  Itknows the importance of cross media marketing and how to use it effectively for multichannel consumers.

Experiential marketing companies in India use knacks and tricks that create long-lasting impression. With an innovative team that has the capability of bringing a dramatic drift in the situation, it creates miracles. Khushi, being one of the best experiential marketing agencies in India, can fulfill all your experiential marketing needs in a jiffy! When you need a tangible brand experience, there is no escape from choosing an experiential marketing idea. Trust Khushi to come up with the most innovative experiential marketing ideas to entice your customers.

One of the most frequently visited places for many urban youngsters and families today is a shopping mall. What can be a better place to hang out with your friends and family than a mall? It’s the best escape from the scorching heat outdoors in a country like India, where the weather is hot for most part of the year in most parts of the country. It offers great ambience and comfort where you can leisurely spend time and simultaneously shop. Plus, malls have stores selling the best of brands in all categories, be it clothing, accessories, footwear, electronics, jewellery, food and beverage…. You name it and a mall has all these and more.

Today’s youth is very conscious about what they wear, where they wish to eat, what accessories they want to own, etc. Everybody wants to be trendy. Also, with rising disposable incomes, families consider malls as an outing where every family member gets to shop, eat and have fun all below one roof.

Marketers are using this avenue to target these groups, be it families or youngsters, by coming up with innovative promotional ideas in the mall premises. As a marketer, there are so many ways of advertising in malls. Mentioned below are a few of the options.

Branding – there are innumerable spots within or outside a mall where you can showcase your brand. Be it the glass façade outside or standees and danglers inside, your options are plenty. Even elevators, escalators, washrooms and parking areas can be branded.

Innovations – the options are as many as your imagination lets you conceive. You can attract audiences with an innovative 3D hologram or an OPD screen. This is sure to draw attention of all the people passing through that area.

Experiential Marketing – Malls are one of the best places to engage your audience. You can conceptualise and execute any activity which is either for an individual shopper or for a crowd. E.g. a one-on-one engagement with an individual shopper where you actually let him see the product. Depending on the product, a customer can even touch, smell, taste or hear it. Hence all the senses of the customer can be triggered through such an activity. Alternatively you can gather a group of people and run a contest or a promotional campaign.

For marketers who wish to achieve maximum advantage of this medium, Khushi has the best solutions. We help you not just for advertising in shopping centres but give you many shopping mall promotion ideas too. Khushi is the fastest growing mall advertising agency in India. We understand your promotion objectives and prepare comprehensive plans for all your shopping mall advertising needs.

Cinema advertising in India is idiosyncratically effectual than other media due to its phenomenal recall value. Studies prove that watching an ad in the cinema gets processed consciously by our brains. No wonder, marketing geeks want to squeeze as possible from this emotionally engaging medium.

It is not an exaggeration to say that cinema advertising is the most impactful medium. This statement can be substantiated with certain points. Studies reveal that it is at least 10 times more effective in making your brand a star performer. The emotional engagement is as high as four times compared to the television audience. No wonder, creative minds working in cinema advertising agencies in Delhi and all across India are the busiest.

With an objective of maximizing ROI, advertising agencies in Mumbai spend considerable time to develop unique, eye-catching ideas for the clients. Cinema offers a unique role in the present-day communication mix, and brands and agencies have to put further efforts to understand its potential and impact.

Changing relationship between the TV and viewers

The small screen is still the uncrowned emperor of the entertainment world. Nobody can raise eyebrows at the unmatched popularity of it. Being an integral part of the media mix, it is virtually impossible for cinema advertising agencies in India to ignore it.

However, television is a medium where an abundance of advertisements makes people reluctant to watch ads. Viewers grab the remote control and change the channel almost instantly during the commercial break.

In a cinema hall, however, the situation is diametrically opposite. The audience gets mesmerized by the ads there in a highly captive environment. No wonder, cinema advertising in India creates exceptionally high emotional engagement. It is impossible to beat the silver screen as far as impact is concerned.

Though piracy offers a big peril to the film industry, filmmakers find new ways of attracting people to cinema halls. Use of specialized technologies such as surround sound and 3D lure people to go to movie halls. Thus, cinema advertising remains contemporary and relevant in the modern times. A seasoned cinema advertising agencies in mumbai like Khushi puts their best brains in conceptualizing awesome ideas.

As the audience is being treated to an exclusive showcase from the best production houses worldwide, exciting releases create superb opportunities for effective and impactful brand presence through cinema advertising.

Liberalisation and globalisation changed the face of the Indian market. There was a huge gush of brands entering the market. Suddenly the market was flooded with a deluge of brands offering similar or dissimilar features. Each of them wanted to grab the potential consumer’s attention first. Each of them was vying for the largest pie in the market share. Obviously, these brands needed good mediums to promote themselves.

At around the same time, with the advancement in technology, Satellite TV made its way into our homes. Marketers started relying heavily on this medium to advertise their products and services. Apart from TV, the other mediums too were used extensively – print, radio and outdoor.

However, as the years passed by, marketers started realising that they would have to look for other avenues too apart from just TV or the other traditional mediums. If they did not do this, then they would fade in oblivion in the customer’s mind as the customer was constantly bombarded with a plethora of advertisements on TV, in print, etc. Customers complained that these advertisements were a hindrance in their TV viewing. So, they took the simple way out. They simply flipped channels when the programme went into an ad break. Thus, the whole purpose of inserting ads in breaks started to lose its ground at some level.

This insight was rightly comprehended by expert agencies like Khushi Advertising. We, at Khushi realised that it is getting increasingly difficult to hold the customer’s attention in a medium where he/she is in a commanding position, i.e. they have the remote control and can simply change the channel. Hence, for brands to make the most of their investment in advertisements, Khushi presented the option of cinema advertising to companies. Cinema is a booming industry in India with not just Hindi films but regional films too raking in huge business. Advertising in cinemas is the most lucrative option to catch the attention of customers who are in a relaxed state of mind. The brand leverages the advantages that a big screen and superior sound output offers. Not to forget, the ambience in a multiplex also adds to the overall experience of the cine-goer. Also, here the customer or cinema goer is more receptive to the message in the advertisement as he does not have any other disturbance or interruption around him. Hence, a brand stands a greater chance of being heard and recalled by the customer.

Cinema advertising in India is in its nascent stage. There is huge scope to utilise this medium and enjoy the many advantages that it offers. Increasingly brands are recognising the importance of and are relying on experts like Khushi to give them a comprehensive cinema advertising plan to reach the target audience, delivering maximum impact. With the increase in the number of multiplexes the business of cinema advertising is on the upward swing.Cinema advertising in multiplexes has increased manifold. PVR cinema advertising or Inox cinema advertising has gained great momentum today. With increasing number of people flocking to cinemas,cinema advertising agencies in Mumbai,Delhi, Kolkata, Chennai and all from over India are educating brands about the importance of this medium. Offering so many advantages,cinema advertising is definitely here to stay.

Khushi Advertising won the ‘Most Admired Ambient Media Agency of the Year’ award at the recently concluded Asia-Pacific Customer Engagement Forum & Awards(CEF) 2015-2016 Awards.

‘The Power of Consumer Insights for Customer Engagement’ was the theme for this edition of the CEF Awards.Notable contributions in the sectors of digital, mobile, radio, television, magazine, events & promotions, BTL, retail touch point, OOH, Online media, mobile apps and website were recognized for their commitment to excellence in Customer Engagement.

We are the fastest growing ambient media solutions agency in India with a presence in 31 offices spanning all the major cities in India with a staff of 200+.Being the trusted agency for brands in FMCG, television, automobiles and many more industries, we area name to reckon with when it comes to ambient media solutions.

Speaking on this accomplishment, Mr. Vishnu Telang – Director, Khushi Advertising said “We are elated to have won this award. This award is a vindication of our work ethics and a reward for the effort put in by our team of talented personnel. It is a great morale booster for us.  We resolve not to rest on our laurels and will keep striving to scale new heights. What is indeed heartening is that the entire team at Khushi echoes this sentiment”.

Jubilant & overjoyed by the achievement, Mr.Pranay Shah – Director, Khushi Advertising said “Our hard work is rewarded & I want to thank all our clients, partners & associates for giving us the opportunity & trusting us”.

Movie merchandizing no longer remains an alien concept for Bollywood today. It is the new-age marketing mantra. You see almost every film today getting released with a series of merchandize. This kind of branding has immense potential.From the perspective of movie makers, here are some prominent benefits:

(i) It promotes the movie: Movie merchandizing achieves film promotions from outlets that are totally unconventional. Since there is no direct expense incurred for these outlets, it brings high cost-effectiveness.

(ii) It makes the movie a household name: Experts say that merchandizing has multiple times more potential than conventional ways. It makes the movie a household name by reaching as many people as possible.

(iii) It holds monetary value: If it is done effectively and the movie is also a box office hit, then it brings a lot of money. An expert in Film Advertising can build fantastic products that are impressive and profitable.

(iv) It makes memories of the movie long-lasting: Experts say that public memory is very short. Hence, they forget about a movie once it is out of the theaters. However, merchandizing helps avoid the curse of oblivion. It is also possible to generate further revenues by selling rights of the brand merchandize.

A few points to ponder

No doubt, it is a great way of generating revenues, however there are a few things that should be considered before implementing it. Regardless of the fact that you hire the Best Cinema Advertising Agency, the results will not be impressive if these things are overlooked:

(i) Quality has to be paramount. Otherwise, it will adversely impact the movie. An incorrect impression will be built, and people will not turn up at the movie halls.

(ii) The stock of the merchandize should be produced judiciously. If the quantity is too large, then there will be wastage. If it is too less, then the campaign will not be impactful.

(iii) Careful selection is necessary while making the decision about the merchandize.

(iv) The cost of merchandize should be proportionate to its quality and effectiveness.

The new trend not only acts as a superior and strong marketing tool but a revenue generator as well. Movie Merchandizing is bound to conquer new heights in the coming years.