BWI: Activation Brings the Brand Alive -- Stated Ms. Ambika Sharma, of Jagran Solutions, As a Member in a Panel Discussion in 101 Markets 2009

Press release from Business Wire India
Source: Jagran Solutions
Monday, May 04, 2009 11:45 AM IST (06:15 AM GMT)
Editors: General: People; Business: Advertising, PR & marketing, Information technology, Media & entertainment, Telecommunications; Technology
Release no: 19853
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Activation Brings the Brand Alive -- Stated Ms. Ambika Sharma, of Jagran Solutions, As a Member in a Panel Discussion in 101 Markets 2009


New Delhi, Delhi, India, Monday, May 04, 2009 -- (Business Wire India) -- Afaqs organized 101 Markets India beyond the metros 2009 yesterday. The conference had discussions to examine and discuss "The best strategies to fully exploit the market potential of small town India".

Ambika Sharma, National Head of Jagran solution, was one of the eminent speakers from the industry who spoke on the right media mix for cracking the challenge of India beyond the metros.

As a prominent member of the Panel discussion Ambika Sharma threw light on Activating Brands in 101 markets and getting the balance right. According to her, Activation helps in bridging gap between consumers and brands via an experiential proposition.

Today marketers are concerned about the product reaching to the right TG, so they have started looking for unique ways of promoting their brands to grab consumer mindshare and hold their attention through activations. Unlike advertising that has a ratio of one to many, activation has one to one ratio that determines a direct influence on the consumer preference and thus his purchase pattern.

Markets are fragmented and it is essential to have a clear understanding of consumer behaviour and focused consumer insight. The existing market is filled with various options, so an awareness of the product has to be created in a relevant manner. Therefore any successful activation should be able to deliver the right message to the consumer, enabling him with a clear reason to choice.

Its prime objective is to create a bond between the consumer and the product. It is a process that starts with the interaction or getting in touch with the consumer and sustains it till the consumer is loyal towards the product.

Ambika strongly believes "Activation doesn't work in salios. In fact it is the most flexible platform wherein all the existing media vehicles can be seamlessly integrated to create a long lasting brand salience."

She gave an example of a successful campaign of Microsoft Go A-Live Challenge executed by Jagran Solutions. The campaign focussed on increasing the base of email ids. They touch based with 71 cities across India and generated 3.5 lacs ids. Through this campaign the net base of Microsoft increased to 15%. This was achieved with an in-depth understanding of the market, the product as well as the consumer behaviour, all combined with a strong concept and execution delivered success.

Thus activations can be effectively used to promote brands, engage its consumers, deliver brand experience & create returns in a measured manner. The key to any successful activation is to optimize ROI (Return on Investment).

She also believes in laying down the objectives clearly and then start chasing them with a well thought out plan.

About Jagran Solutions

Jagran Solutions is a new age marketing communications company which provides brand activation solutions via Consumer Connect Strategies. The group owns multimedia brands like, J9 Ventures providing VAS and mobile marketing solutions, Jagran Engage: OOH media solutions, I Next: tabloid for Youth. Jagran is a national agency and a pioneer in Integrated Marketing Communications specializing in Planning and Implementation of measurable Brand activations in India with offices in Delhi, Mumbai, Bangalore, Kolkata and Chennai.


CONTACT DETAILS
Mehak Kapur, Positive Communications, +91 (011) 26601800, mehak@positiveindia.biz

KEYWORDS
PEOPLE, MARKETING, IT, MEDIA, TELECOMMUNICATIONS, TECHNOLOGY

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