Alyque Padamsee, the guru of Indian advertising, has launched a video-BTL advertising medium ‘LeagueOne’, which is digital display combined with specific BTL activities to provide maximum impact and results to brands, at its outlets. LeagueOne aims to be the one-stop solution for advertisement campaigns, media planning, marketing plans and BTL.
Padamsee said, “For years, advertisers have wanted to impact customers with audio- visual force while the latter are shopping. LeagueOne offers you that marketing miracle. Shopping is going to be fun than ever before. LeagueOne is in a league by itself. It puts a sting in the tail of retail.”
Rajiv Gupta, Managing Director, LeagueOne, said, “This concept is already a hit in China with over three million digital display screens, and widely deployed in most of the Western markets. The company is currently focussing on telecom, lifestyle, pharmacy, modern departmental stores and IT outlets.
The company plans to cover 34 cities including all the six metros and 28 secondary cities in the first year of operations. All associated brands and products would get the leverage of digital display facility along with special in-store promotion. The concept would also consist of innovative schemes like ticketing, discount coupons, and others.
Gupta added, “LeagueOne Marketing Services Pvt. Ltd plans to set up 5,000 networked retail outlets across the country by the end of this year. The company has already launched more than 300 such outlets in the last three months in Delhi NCR, Chandigarh and Ludhiana, with video display coupled with in-shop BTL promotion facilities. LeagueOne also aims to partner with 500 more retail outlets in other cities of Punjab and Haryana, in addition to Mumbai and Bangalore over a period of next few months.”
With retail revenues standing at Rs 1,200,000 crore and traditional retail contributing 96 per cent to the total revenue, there is a huge potential for marketing and cross-marketing of products at retail outlets. The retail market is vast and thanks to the increasing awareness of the modern retail outlet, which provides a comfort experience, more choice, and benefit of economy of scale, LeagueOne is extending the same experience to traditional retail outlets.
LeagueOne is seamlessly incorporating video display facility with promotion counters, kiosks, special in-store promotions of products and services, cross-branding, and product sourcing options. It also plans to dispense virtual products including digital content and applications through its partner outlets. The leveraged marketing services provided by the company will include programming focusing on consumer education and awareness, counter training modules, and utility payment collection for enhancing consumer experience at its partner outlets.