Top Story


Home >> Marketing >> Article

Draftfcb Ulka unleashes the Aquila Experience

Font Size   16
Draftfcb Ulka unleashes the Aquila Experience

In-keeping with its tradition of offering strategic marketing based solutions to clients, Draftfcb Ulka has introduced Aquila Experience, its Experience Marketing Division. Aquila Experience is set to provide strategic brand activation and experiential marketing solutions to clients.

“The efficacy of our brand solutions has increased considerably with the addition of our experience marketing division ‘Aquila Experience’. Combining our Digital offering with on ground activation is a very potent marketing programme to realise the full potential of our creative ideas,” said Arvind Wable, Executive Director & CEO, Draftfcb Ulka Delhi.

The division is headed by Puneet Malhotra, General Manager. He brings with him an experience of over 12 years in direct marketing, brand activation and events. He has conceptualised and run programmes for client like HP, Bausch & Lomb, Scholastic International, Turner International, DLF Malls, Castrol, Cummins India and more.

The team at Aquila Experience has already run national programmes spanning services in – Shopper Marketing, School Programs, College Programs, Roadshows, Social Media, Mall Promotions, events to name some.

“Our experience across these services gives us a clear implementation edge in terms of adaptability and speed. Our focus is to provide our clients creative experiential solutions that are immersed in brand ethos, and bring a distinct experience to the consumers,” said Puneet Malhotra.

A day in the life of Approach
Aquila Experience follows a simple model that studies the consumers’ lifestyle through a typical day in her life. Based on this they create programs that fit seamlessly into the consumers’ lives, enables them to experience the product or its imagery and subsequently takes them to adoption.

Therefore unlike the traditional approach to communication and engagement, where the brand is the focus, consumers are the cynosure of their thinking. Working backwards from the consumer’s mindset, they identify the inherent values of the brand that will fit the consumer lifestyle.

“Our solutions are always about creating a strong relationship between the brand & the consumer. We make sure that our programs are entertaining, enriching & honest,” says Puneet.

Experience is here to stay
Fortunately, more and more clients are now realizing the joy of Experiential Marketing. They are seeing results and are getting excited to try more. Marketers increasingly question their marketing belief and realign their spends to include Experiential Marketing as a core strategic tool.

In its first few months of operations, Aquila Experience has seen huge traction with the existing clients of Draft FCB Ulka, who see the division as a great opportunity to stretch their marketing effectiveness.

Malhotra added, “While experiential marketing is fast becoming the success mantra for many brands, Marketers need to see beyond just their brands, into the lives of people they wish to reach. Success will surely follow.”


Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.