Dubai-based events, activation and social media entity, 360 Arc, has entered into a JV with Channelplay Ltd of India to establish 360 Channelplay. The joint venture will be a global marketing and retail services organisation focused on developing markets. Sukhpreet Singh has been roped in as Director 360 Channelplay.
Commenting on the development, Nikhil Nair, Head of Operations, 360 Arc, said, “We have been in discussions with Channelplay for a while now. The attention to detail and market reach of Channelplay is what made us align with them. We understand clearly that a strong activation idea can only come to light if executed seamlessly. We find Channelplay to be the right partner for the market.”
Sundeep Holani, Managing Director, Channelplay India, added here, “Dubai, the home of all that glitters, is perhaps the toughest market for an events company to differentiate in. On the other hand, vast and complex India is among the world’s most difficult markets to execute in. Having done well in our respective fields in the toughest markets, we feel that our coming together will be a winning combination for all other developing markets.”
Established in 2007 in Dubai, 360 Arc has to its credit over 1,100 global activation projects and is a strong experiential marketing contender in the electronics and technology activation space. In less than four years, the agency has established offices across London, South Africa, Korea as well has forayed into the Indian market.
360 Arc’s strength has been its seamless execution and out-of-the-box ideation capability while working with global brands like Samsung, Sony, LG, Sharp, Siemens, HTC, Grundig, Braun, BBC, Cathay Pacific Airlines, and Canon, to name a few.
Channelplay is one of India’s leading retail marketing agencies. Founded in 2006, Channelplay now works with the world’s top companies in the mobile phone, consumer electronics, IT and FMCG industries, providing services for in-store sales, visual merchandising, sales training, shopper research, loyalty programs and consumer activation. Channelplay has a national footprint spanning 300 cities across India.
On the plans ahead, Sukhpreet Singh said, “We are eagerly awaiting to improvise and introduce some of the path-breaking backend work done by Channelplay in India and abroad. Our endeavour in the coming months would be to generate a functional system to take our client service and product offerings to the next level.”