OOHic

If you're new here, you may want to subscribe to my RSS feed or receive updates via email. Thank you for visiting!

Nomadic marketing has finally arrived in India, thanks to Canada-based Pixman Nomadic Media Ltd (the pioneers in the concept of Nomadic Marketing). They’ve entered into an exclusive licensing agreement with Mumbai-based advertising agency Mass Media Makers (MMM).

As part of the marketing activity, there will be representatives (humans) carrying a backpack weighing about 8 kgs, a DVD player, LCD screen and a computer. They will move around across high-footfall areas like malls and event venues with the LCD screen visible above the head. With internet connectivity, it also offers interactivity with people that the representative comes across. Pixman uses wireless data card, gaming platforms and video players to get customers to interact with the brand.

According to Cristina Romero, VP, sales and marketing, Pixman Nomadic Media they’re here to help brands with the technology and engage the audience with the brand. The approximate rental of using one screen (and the adjoining equipment) ranges between Rs 15,000 - 30,000 per day. Pixman guerrilla marketing teams will comprise of professionally trained, multilingual, branded messengers who will be strategically positioned in high traffic areas such as event venues, shopping malls, concert halls, amusement parks, festival venues and sponsorship events and programmed to achieve a pre-planned outcome.

Romero also says, ‘With the explosion of India’s purchasing power, major brands in industry sectors such as telecommunications, packaged goods and automobiles are now looking for new ideas to create relationships with consumers and set themselves apart from competitors. They are investing significantly in out-of-home media due to the lower penetration and effectiveness of traditional mass media.

Based on its patented mobile technological platform, the timing for Pixman solutions to enter the Indian market is excellent. Because Pixman systems are worn by local brand representatives, they will offer advertisers the ability to specifically target consumers and overcome the challenge of India’s large diversity of languages, religions and income levels.’