Dimples Cine Advertising chooses ‘activation’ as the way forward

Dimples Cine Advertising chooses ‘activation’ as the way forward

Author | Jagadeesh Krishnamurthy | Tuesday, Mar 20,2007 9:45 AM

Dimples Cine Advertising chooses ‘activation’ as the way forward

Almost every media and advertising agency has launched its own dedicated activation cell or unit over the past few months. Now, Dimples Cine Advertising, a player in the field of movie hall advertising, has announced its plan to start a dedicated activation unit -- Dimples Cine Activations -- which will be officially launched on April 1 this year.

Even before the official launch, the company has been undertaking various activation projects for different brands. Some of the work done for these clients include street plays and kiosks at cinema halls and surrounding areas. Some brands on the roster already are Standard Chartered, Asian Paints Royale and Mahindra Eminente.

Speaking about the need for a dedicated activation unit, Kamal N. Karamchandani, Partner, Dimples Cine Activation, said, “It is a natural extension for us. We have been doing activation projects for our clients for the past one and half years, but it was not widely known. With the dedicated unit in place, we want to emphasise that we, as Dimples Cine Advertising, associate with activation.”

Some of the activations by the company include Asian Paints Colour Week and Saffola Dabbawala. For Asian Paints, the company had organised young bikers wearing colourful T-shirts, signifying the start of the Asian Paints Colour Week and for the event, a radio station was also roped in for more mileage.

On ‘World Heart Day’, Madison Advertising, which handles Marico’s Saffola, put in a pledge card in the dabbas, asking Mumbaikars to take care of their health. The team from Dimples had handled the logistics for this.

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