Ad whiz Alyque Padamsee has joined team Leagueone as its brand, strategy and communications advisor.
Padamsee said, “For years, advertisers have wanted to impact customers with audio-visual force at the point of purchase. Now, at last, Leagueone offers the marketing companies that marketing miracle. Shopping is going to be more fun than ever before. Leagueone is in a league by itself. It puts a sting in the tail of retail.”
Leagueone Marketing Services Pvt. Ltd is the first complete BTL advertising medium that is currently focusing on retail outlets in the telecom, lifestyle, pharmacy, modern department stores, IT and optical sectors.
“Alyque’s career in advertising spans several decades. With his vast experience, he will definitely help in strategising this new medium of advertising,” Rajiv Gupta, managing director, Leagueone, told Indiaretailing.
Padamsee has some of the most enduring and catchy advertisements to his credit, including Liril, MRF, Timex, Monte Carlo, and Kitply. The memorable character of Lalitaji in Surf ad also took birth in Alyque’s pandora box.
Revealing future plans, Gupta said, “The company plans to cover 34 cities including metros and 30 secondary cities in the first year of operations. All associated brands and products will get the benefit of digital display facility along with special in-store promotions. The concept will also consist of innovative schemes to enhance the consumer experience.”
Leagueone Marketing Services Pvt. Ltd is aiming to network 5,000 retail outlets across the country by the end of this year. The company has already launched more than 400 such outlets in last three months in the NCR and in towns of Punjab, including Chandigarh and Ludhiana, offering complete BTL services. Next on the cards are Bangalore and Mumbai.
Other than the digital display facility, Leagueone will also include programmes focusing on consumer education and awareness, counter training modules and special schemes enhancing consumer experience at its partner outlets.
It is essential to involve the consumer with the brand/product at the place where he/she is in spending mode, i.e., at the retail outlets. Various global studies including those by Wal-Mart have confirmed that nearly 70 per cent of the buying decisions are taken or altered at the point of purchase. The current point of sale and visible modes of advertising, through TV, print and outdoor, are non-involving and non-interactive. There is a market need for a unique way of engaging the customer at the retail point, Leagueone is one such medium.
— Ranjan Kaplish
