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Showtime launches retail activation and response marketing arm – B2BC Direct

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Showtime launches retail activation and response marketing arm – B2BC Direct

Fulfilling a long-felt need to broadbase its event activity spectrum to cover end-to-end solutions, Delhi-based event management company Showtime Events has announced the launch of B2BC Direct, a division specialised in handling promotions and roadshows, database and response management and retail activation services. The company will be based in Delhi.

B2BC Direct will have a separate resource pool of professionals to handle this part of the business and will be headed by Ajay Girotra, who brings over 15 years of experience in direct marketing, consumer activation and response management. The division is also equipped with its own call centre to ensure an extremely high level of speed in response and database marketing.

For Showtime, B2BC Direct will help it provide integrated marketing solutions to its roster of blue-chip clients that includes Hero Honda, IBM, Tata Motors, Castrol, CII, the India Brand Equity Foundation (IBEF), Taj Hotels, CLSA, KPMG, Hindustan Levers, Infosys, Hyundai, Samsung, Hutch, Indigo, Sun Microsystems and SAP, among others.

Several media houses, including Lodestar Universal and Group M have also been looking to partner with Showtime to offer 360-degree solutions to their clients. B2BC Direct will enable these partnerships to take off in the near future.

Commenting on the launch of the new division, Michael Menezes, Managing Director, Showtime, said “These are truly exciting times for the event management and entertainment sector. With markets becoming more and more competitive and conventional media getting cluttered and exorbitantly expensive, brand strategists and marketers are looking for newer, more innovative and more value-for-money vehicles to reach their target segments. B2BC Direct is, therefore, an extremely critical and important diversification initiative for us. I am delighted that we can finally provide a complete and comprehensive set of marketing solutions to industry.”


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