In a bid to further expand its business operations, Images Group has launched Images Experience, its below-the-line (BTL) and experiential marketing division. The services of the newly launched division will include BTL, on-line promotions and contests in localised consumer catchments areas and groups by way of product experience through trials and sampling.
Announcing the development, Pallav Moitra, Director and COO, Images Group, said, “We have been playing a pivotal role in the growth of retail sector through publications, events, forums and portals. The time is ripe to launch this division since the organised retail industry in the country offers clearly defined catchments areas in the shape of malls, hyper and super markets, where brands can offer real time experience of their products and services to the consumer in a most conducive environment.”
Moitra, a veteran of BTL marketing, feels that it this is a natural diversification for Images Group due its vast experience in retail and fashion domain, and the understanding of brands and consumers. He added, “We will take the services of our group companies IM Entertainment, which is the event management arm, and Iris, a newly launched research division of the group. We will also offer our distinctive services of Iris in market research and market feedback, in conjunction with the services of Images Experience.”
Besides offering services to individual brands, Images Experience will also offer turn-key services to large format stores and to malls, super and hyper markets, and will thus result in more productive footfalls in malls, thus benefiting them and the retailers.