It goes without saying that ads with strong messages make the maximum impact. If the ad is also visually appealing, it promises to have the makings of a successful ad campaign. Every advertiser wishes that his ad reaches as much of the target audience as possible and as many times as possible i.e. it achieves maximum reach and frequency. Media like TV, newspaper and radio make this possible. However, it is also possible that the most well-written and beautifully shot ads can fail to deliver the desired impact. Hence, it is essential that the ad is correctly placed keeping the medium and the target audience in mind.

Ad placement can make a world of difference to the overall impact the ad creates. Non-traditional media rely heavily on the placement of the ad to deliver success. Take for example, cinema advertising. Advertisements in cinemas are placed before the movie starts and during the interval. At both these times the audience is relaxed and has surrendered themselves to the environment. They are there to have a good time and to spend money on entertainment and leisure. They do not find the ads playing on the screen to be an intrusion. In fact, they are actually relaxed enough to pay attention to the ad, unlike when they view the same ad on TV. Here, placing the ad in the cinema where the precise target audience is available turns out to be beneficial. The benefit is even more if the advertised product is available within the premises of the same mall that the multiplex is situated in. Another example is the ads placed at the Point of Purchase (POP), which can draw increased number of impulse buyers. The most apt example of how ad placement can do wonders is ambient advertising. Ambient advertising involves placing ads in unconventional places like elevators, escalators, washrooms in malls and multiplexes, aisles in cinemas, seats in cinemas, popcorn tubs in cinemas, trays in coffee shops, etc. Therefore, ambient media advertising banks heavily on the placement of the ad in the appropriate location. If the communication is placed perfectly in the most apt location, then the delivered impact is multiplied. Eg. An advertisement for diet food placed on the treadmill in gyms. Here, the ad placement wins half the battle for the brand.

These and many more instances clearly elucidate the importance of ad placement. Ad placement can make all the difference between the success and failure of an ad.

Recent few years have witnessed a major shift in the ways companies advertise. There have emerged several new strategies in the field of advertising that have made the old and conventional ways obsolete and ineffective. Innovative media is one of these and has a great potential to boost the sales of the companies magically.

Innovative media refers to the strategy by which the various innovative media agencies display the advertisements in such a way that the potential customers can’t ignore them. They are so well presented that once people fix their eyes on them; their image gets fixed in their minds which eventually drives them to buy the product. The advertisements come out in a lively manner and the people are unable to overlook them. They are made so catchy and are prudently placed on the most visited places so that they cast a spell over the minds of the people and ultimately the customers buy them.

Innovative media in India is gaining volume as more and more agencies providing these services are coming into existence. These have innovative ideas which are put to use to advertise a particular brand. Innovative advertising includes putting huge three dimensional hoardings on busy locations, fixing huge objects like buses or trucks with large life like pictures of the advertised product, placing attractive statues or at times it includes live advertising as well.

One of the most common types of innovative advertising is shopping mall advertising. In this type, the advertised products are displayed in the common area of shopping malls along with catchy slogans and a complete team of professionals to provide information to the customers about the product. When people see these products live or their huge attractive pictures, they are bound to get allured and thus buy them finally. Advertising in malls has its benefits as majority of the people coming to the malls are the perfect target market for these products. They are usually well to do and can afford majority of the advertised products. So, shopping malls serve as a great location for innovative advertising.

Innovative advertising, thus, helps to escalate the sales of the associated products and augments their profits. It has the magical ability to captivate the attention of the potential customers due to its attractive, life-like and fascinating strategies of presentation. They portray the products in such a vivacious manner that the customers are bound to buy them eventually multiply the profits of the companies.

Advertising is the back bone of the marketing function of any business. No business can grow if it is not able to attract the customers and advertising is the most effective way to fascinate the customers to buy the offered products. One thumb rule of any type of advertising is that it should reach to the maximum number of people so that maximum sales can be attained. If an advertisement is not noticed by a large chunk of population, the whole idea of its creation is futile.

Airport advertising is becoming a new and one of the most important forms of advertising with more and more people travelling by air in the past few years. The airport serves as a wonderful location to place the advertisements as it witnesses a large number of footfalls throughout the year. With people going either for work or recreation, airports are always busy and crowded and hence are one of the best places for the airport advertising agencies in India to display their creativity. The large airports in India have footfalls of up to 40 million passengers in a year and are the best catchment areas as the targets are the people belonging to the affluent families, top executives, NRIs, businessmen and the Indian and foreign tourists. The airport advertising agencies display the advertisements with the help of LED billboards placed strategically at the departure and arrival terminals so that it hits the maximum number of eye balls.

Amritsar airport advertising is touching new heights with the number of passengers increasing constantly here. It has become a perfect place for brand promotions and is one of the most buzzing places. The airport advertising agencies create attractive advertisements and place them on the various terminals to achieve their desired targets.

Surat airport advertising is also one of the fastest growing airport advertising avenues in India. The advertisements on the airport include, along with the routine products, the information about places to visit, best hotels in the town, bet eateries, etc.

Chandigarh airport advertising is also an important part of the airport advertising business in India. Chandigarh, being known as one of the best planned towns is a hotspot among domestic and foreign tourists and is a frequently visited place. Thus, airport advertising helps the brands to get noticed by the travellers and augments their sales.

So, to make your business flourish, hire the best professional team from the several airport advertising agencies in India and gawk at your business growing at an amazing pace!

In the world of advertising, new strategies are constantly evolving with a complete set of practices and argumentative reasons justifying the advantages of the new form and their importance in escalating the sales of a brand. Experiential marketing is an innovative form of marketing which involves as many senses of the customers as possible. It is an active way of advertising as compared to the conventional ones.

It primarily focuses on providing an experience of the associated brand to the customers. Unlike the traditional advertising that just informs the consumers about a brand and its benefits, experiential marketing immerses them in the brand by engaging their various senses. It creates a closer bond between the consumers and the brand which is very important for its sale and also for brand loyalty. If you want to increase your product’s sales beyond a certain point, you need to show something better and interesting to the consumers. They should feel compelled to buy your product and that can be done by giving them a prior experience.

To take the brand to a higher level, the promoters need to hire the best experiential marketing agencies. You can find many competent and experienced experiential marketing agencies in Mumbai as it is the financial capital of India and a major hub of advertising. Khushi is one of the best experiential marketing experts in India.

People have recognized the importance of advertising in any kind of business and this is the main reason for the evolution of various new techniques such as experiential marketing. The success of experiential marketing campaigns has given rise to the growth of several experiential marketing companies in India. These companies design wonderful campaigns for their brands which help them to connect to the customers directly and completely. They try to engage the potential customers in different activities to grab their attention and to give them a real feel about the brand. The customers thus create a mental picture of the brand and become eager to buy them. They, at times, recommend these products to their friends as well which further increases the sales.

So, to make your business profitable, it is highly commendable to search for an expert experiential marketing company in India and help your business grow leaps and bounds in a shorter span.

Khushi has always been at the helm of innovative brand activations and experiential marketing. Our innovative advertising ideas have made us a favourite among our clients. Our clients trust in us has made us one of the best advertising companies in India. One such instance where we created an innovative activation was on Independence Day at SGS Mall, Pune.

SGS Mall wished to create an engaging experience for its customers in line with the theme – Independence Day. Khushi was briefed to design an activation which would evoke a sense of patriotism and unity amongst the participants.

According to this brief, Khushi conceptualised and executed a unique tribute to the nation’s beloved Dr. APJ Kalam. An innovative activation was designed where a special activation space was created with a white canvas frame put on the stage in the atrium of the mall. The visitors to SGS mall were encouraged to come up on the stage and leave their thumb impression on the canvas as a symbol of respect. Collectively these thumb prints contributed to forming a giant sketch of Dr Kalam!

Apart from this unique activation, a tri-colored arch gate festooned with balloons, decorated railings, frill decorations, drops downs, a quiz for the customers who walked in, kids’ dance program and distribution of gifts added to the excitement.
Such activations in malls always turn out to be crowd-pullers and this activity was very well received and appreciated by all the customers who participated. We managed to create a memorable & an engaging activity which brought out love & patriotism in the hearts of the visitors on the Independence Day. Soon, word spread in the nearby vicinity and people were eager to be a part of this experience on this special day. As a result, SGS mall witnessed 30% more footfalls on that day!

SGS mall managed to create a lot of positive word of mouth. We consciously steered away from a conventional branding exercise. This activation combined an interactive element with an emotional connect and a sense of accomplishment for the participants. This is what every marketer seeks to achieve through his activations. Innovative advertising always pays as it invariably succeeds in establishing an instant connect with the audience. When such innovative advertising is coupled with an element of interaction and participation, as in this case, it works even better in enriching the entire experience for the audience.

In one of Khushi’s biggest associations, we tied up as the media partner for the Global Citizen Festival, held on November 19, 2016. The event was organized to spread awareness about and support very important social causes like global literacy, cleanliness and sustainable development among others.

Mumbai was the proud host of this mega-event which enthralled a crowd of over 80000 in a celebration of music of various genres. The show saw some entertaining acts by artistes from across the globe. National and international music sensations like A.R. Rahman and Jay Z crooned hit numbers swathing the ambience in an entertainment and musical extravaganza, which reached a crescendo with Coldplay’s mesmerising finale.

Indian celebrities like Sachin Tendulkar, Shah Rukh Khan, Amitabh Bachchan, Alia Bhatt, Farhan Akhtar, Shraddha Kapoor, Ranveer Singh, Kareena Kapoor Khan, Monali Thakur, Katrina Kaif and many more pledged their support to the causes.

Khushi believes in associating itself with the best initiatives. Our work, along with the trust our clients have placed in us, has positioned us at the top of our game and we intend to stay there. Such tie-ups help us to associate ourselves with the top players in other fields, be it music, cultural events, seminars and workshops, acts by performing artistes, etc. The Global Citizen Festival 2016 supported causes which we feel strongly empathetic towards and this tie-up also helped us contribute our bit.

Khushi is proud to have associated with an event of this calibre.

Brand awareness refers to the strength of a brand’s presence in the consumer’s mind (Aaker, 1996:10). It is a measure of the percentage of the target market that is aware of a brand name (Bovée et al., 1995:248). Brand awareness is the extent to which consumers are able to recall or recognize a brand. The term includes both brand recognition as well as brand recall.

Brand recognition relates to consumers’ ability to confirm prior exposure to that brand when given the brand as a cue. It requires that consumers can correctly discriminate the brand as having been previously seen or heard. Brand recall relates to consumers’ ability to retrieve the brand from memory, given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to correctly generate the brand from memory when given a relevant cue. (Source: Aaker, 1996:10-16)

Every marketer aims at achieving high levels of brand awareness. Traditionally this end was achieved through intensive advertising campaigns utilizing the traditional advertising media. Radio, newspapers and television helped achieve high levels of reach and frequency. While these traditional media continue to remain effective to create brand awareness, the marketing world has now woken up to newer and more interesting ways of reaching out to the consumer. A number of changes in the media landscape along with changing consumer media habits have brought about a sea change in the way brand messages are conveyed as well as consumed. Marketers are employing a wider variety of media platform to place their brand messages.

One of the most striking ways to capture attention is ambient advertising. Grabbing attention of consumers in the most unexpected places and in the most unexpected manner creates an element of instant curiosity and interest, delivering brand awareness in a very effective way. Another method is cinema advertising, which immerses a captive audience in a larger than life format with superb sound quality effects which can mesmerise your audience. A sure shot way to grab the attention of affluent urban population is advertising in shopping malls. Branding in shopping malls or advertising in shopping malls is an effective way to reach the young affluent audience as they take a break from their fast paced lifestyle. Airport advertising, advertising in coffee shops, brand activations in shopping malls, experiential marketing, etc. are other non-traditional and effective ways to reach affluent consumers across varied spheres of life. All these methods are highly effective in creating brand recognition and brand recall, eventually adding up to increased brand awareness and desire to purchase.

Advertising is the backbone of marketing. No product can achieve its intended sales without effective advertising. Though the traditional forms of advertising still occupy the market at large, the fact is that in today’s fast and digital world, no one has the patience to pay attention to the advertisements and thus most of them are ignored by the people. It takes real creativity to produce such advertisements which capture the attention of people.

Innovative advertising is a strategy which puts the advertisements in such an innovative way that people can’t overlook them. It makes the people look twice and fix an image of the product in their minds due to which they ultimately get encouraged to buy it. They may include 3-dimensional pictures on hoardings or the use of some models at the appropriate and oft visited places etc. Innovative advertising is a new and contemporary way of making the advertisements become livelier and thus they captivate the eyes of people. People, once fascinated by these products, eventually end up buying them.

Cinema advertising is also a form of innovative advertising. Cinema advertising mainly refers to the off-screen and on-screen branding that the consumers get to see when they come for a movie in theatres. It includes both what is presented on the screen and the advertisements which are put up in the theatres physically e.g. putting up cutouts of cartoon characters to allure children. It is a wonderful way to target your core customers and minimize the wastage of time and money. It enhances the effective reach of the product among the potential buyers and spurs the net sales.

To cite an example, if we talk about Punjab, there are several cinema advertising agencies in Punjab. To attain their planned goals, the companies tie up with these agencies, discuss their plans and targets with them and finally begin the cinema advertising in a unique way. Usually, the audience coming to multi-screen or even single-screen theatres is affluent enough and has an uninterrupted, receptive and positive state of mind as they are away from their work stress. These agencies target them very precisely with the help of their innovative advertising. These advertisements charm them and tempt them to buy the advertised products.

Cinema advertising in Amritsar is another case in point. Cinema advertising in Amritsar is also thriving a lot in the recent times. As Amritsar is a fast growing city, this field has a lot of scope over there. If you want to make your reach among the masses and take your business to an altogether different level, opt for this advanced and marvelous form of advertising and witness your business flourish beyond all bounds.

Brand promotion is one of the main elements of marketing mix and plays a very important role in generating sales. It refers to increasing the awareness of the customers about a brand or a product, enhancing the sales and confirming brand loyalty. Its main purpose is to inform, direct, prompt and influence the customers to buy the products advertised by the company. It is a very effective communication that reminds the customers of the company’s brands. It also differentiates these products with the other competitive products available in the market. It has to be done primarily by the manufacturer but at times, wholesalers and retailers also undertake this activity.

The most competent way to manage these brand promotions is to take the services of a good and efficient brand activation agency. These people are experts in their field and provide the companies an effective and hassle free experience of brand marketing, promotion and activation. Brand activation makes a powerful link between the company and its prospective buyers. Whether the target is to launch a new product or to promote an existing one, these activation agencies are always ready with their innovative solutions. When combined with appropriate experiential marketing ideas, these brand activations can attract maximum footfalls and generate maximum sales for the company.

These activation agencies offer a spectrum of versatile and customized services to their clients after a well-thought out and detailed study of the client’s needs and the best suited activation.

Activation agencies provide their services and solutions in different ways. There are various forms of brand activation. The most common options for brand activation are mall activation, corporate activation, society activation, etc. These agencies put up their set-up in these places and directly connect with the target groups by engaging them in various activities. It gives an interactive experience to customers, which casts a long lasting impression on their minds. It definitely enhances the sales and increases the profits for the company.

There are several activation agencies in Mumbai. All you need to do is to find out an efficient one and establish a one-to-one interaction channel with your customers. This will provide you with a platform to connect directly with your clients and offer them a complete interactive experience of your brand. It will make you stand out of the crowd of the other innumerable suppliers of the same products and make your business thrive at an unprecedented pace.

As much as it is difficult to completely decipher youth psyche, it is nevertheless an important aspect to be analysed if a marketer wants to penetrate this elusive segment. Youth marketing is nothing but a term used to describe marketing efforts targeted towards young people.

What age group does this spectrum cover?

Typically, the youth group consists of the age group from 13-35. This segment can be further broken down based on age into teenagers, college students, and young adults.

Why is marketing to youth so important?

Each of the aforementioned segments has marketers queuing up to woo them with advertisements targeted specifically for them. Pleasing this segment is critical because they are the trendsetters, the early adopters, and influencers. Their opinions tend to have a bearing on the spending pattern of family members. They invariably influence the purchasing decisions of their friends and more often than not, that of the family too. While they are consumers themselves, this segment (especially aged 23 years – 35 years) heavily influences decisions involving family such as purchase of white goods, financial investments, family vacation destinations, choice of car, etc. Whereas when it comes to friends, they are major influencers for clothes, accessories and leisure choices of their friends. If a brand is successful at being popular amongst youngsters, it stands a great chance of being spoken about and being considered a “must-have”.

What does a marketer need to do?

The youth today are being hounded by an ever-increasing assortment of media. Typically youth marketing strategies include online marketing (with heavy inclination towards social media), television advertising and magazine advertising. However one media choice which has not been adequately explored is cinema.

Cinema advertising offers unmatched advantages with respect to youth marketing-

Cinema audience primarily consists of youth.
Cinema advertising targets affluent audiences.
Cinema advertising targets urban and educated audiences, a large percentage of which are youth.
Cinema advertising is immersive and delivers to a captive youth audience who are otherwise caught up with one or the other technology gadget.
Cinema industry is booming and more and more youth are flocking to the cinemas every year.

An effective advertisement in a cinema, which rides on the larger-than-life audio-visual effect that a cinema provides, can have a huge impact on the minds of the youth. This can trigger discussions amongst friends and peers about the advertised brand, notching up the curiosity factor. Youth generally doesn’t shy away from trial and if the brand can complement the cinema advertisement with an opportunity to actually try the brand, then rest assured, the brand stands a chance of winning a very valuable segment of the market – the youth.