Event management and below-the-line marketing company Jagran Solutions has lately been doing some innovative work for its clients. The company has been raving about a new interactive technology called ‘Ubiq’, for which it has exclusive term rights in India. The technology lays stress on experiential marketing wherein a consumer can interact with a product onscreen with hand movements in thin air and through touchless interaction. Currently, the company provides customised solutions in the key verticals of events, promotions, audio visuals and exhibitions.
Said Ambika Sharma, National Head, Jagran Solutions, “The mobility of this technology makes it possible for Jagran Solutions to take brands to consumers at touch points like malls, exhibitions and retail. It completely breaks the clutter and attracts enormous attention.”
Jagran Solutions has used this technology for the launch of Microsoft Vista. According to Sharma, the benefits of this technology lie in its novelty value and the visual appeal. Going forward, the company feels that automobile clients, the FMCG sector and the insurance sector are quite receptive towards using this technology.
Another area that Jagran Solutions is currently concentrating on is the change medium, which the company used in a cross promo activity between Café Coffee Day and Microsoft. The activity was carried out in almost all the outlets of Café Coffee Day across 60 cities. Jagran Solutions integrated both the brands, thereby ensuring that its client Microsoft gets greater visibility.
The company highlighting the need to change, which is always noticed by the consumers, changed the pink and purple hues of Café Coffee Day to blue and green. Besides, there was a special coffee named the ‘Coffee Windows Vista’, and other interactive elements too that evoked a good response from Microsoft.
Going forward, the company will continue to focus on Ubiq technology. Said Sharma, “For the coming year, apart from the existing verticals, our focus will be on providing technology and innovation-based solutions to our clients. It’s also a proactive measure to counter media fragmentation in below the line.”
RK Agarwal, Chief Financial Officer, Jagran Prakashan Ltd, said, “In the coming year, we will strengthen our core verticals. We have also initiated a new vertical which will provide customised below-the-line planning for brands. This will enable us to give a stronger value proposition to our clients. We have also started our technology division with the first of its touchless interactive interface Ubiq windows. With the positive response we have got over the last month, we will consolidate this vertical over the next year.”
According to Agarwal, the company closed the financial year with over Rs 10 crore billing and going forward, he said, “We expect to at least double the turnover in the next financial year.”