Arvind Brands Ltd has taken to mobile marketing in a big way by launching a WAP site in a bid to bond better with the youth TG. The WAP site, enabled by Maxus Interaction – the digital media arm of media agency Maxus – can be accessed through all GPRS enabled phones at Wap.lee.com, or by sending an SMS to 7007.
Elaborating on the initiative, Chakor Jain, Business Head, Lee, said, “The dynamics of marketing to young consumers is forever evolving. As a group, the youth are less forgiving, more demanding, more educated and sophisticated than their forefathers. They expect service, demand speed and value, crave innovation and behave more like adults than we would give them credit for. The challenge is to approach and communicate to them through the right medium. Hence, virtual WAP on mobiles, which is today’s new-age media, has been created to get the attention of our target audience.”
Sriram Sharma, General Manager, Maxus, Bangalore, said, “Change is the only constant among youth in India. Media is so fragmented among this set of audience that the need of the hour is to have a multimedia approach to reach them. Innovation and technology certainly catches their eye. For the first time in India, Lee, a brand of Arvind Brands Ltd, has brought together technology and the brand to create a platform to interact with the audience sets where the brand has put up a virtual WAP site on mobile handsets.”