Maxus India has launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr. Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication based on the emotional and behavioural parameters of the audience.
The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping, the first being Moribus- a unique behavioural sciences lab by a media agency in partnership with the Mumbai University.
The tool was launched by Lindsay Pattison, Global CEO, Maxus at a media round table with the entire Global Executive Committee, along with Ajit Varghese, CEO, Maxus APAC. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.
The fundamental premise of ‘Maxus Kaleidoscope’ is that every decision of humankind is based on feelings. Different moods denote diverse feelings and reactions, making it important for brands to be sensitive in their messaging. Data on a brand’s share of mood and audience receptivity can help marketing campaigns reduce ad avoidance and wastage. Mood based audience segmentation has a greater probability of effective communication, vis a vis demographic segmentation.
Speaking about the new tool, Lindsay Pattison, Global CEO, Maxus said, "With access to real time data, brands can move beyond demographics into consumer behaviour profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood'.”
Lindsay and the Global team also discussed India’s new initiatives, including Maxus India’s focus in 2016 on the trinity of data, digital and content.
“India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skill set that will be future ready for all our clients and brands," added Pattison.