To offer cost-effective media options to promising advertisers and agencies, Deepak Pramanik, former GM – Advertisement Marketing, ABP Group, has set up Access Ability (I) Media. The firm intends to represent primarily challenger brands and let them realise their actual potential from advertisers.
As Pramanik informs, the firm is in negotiations with a couple of big brands and hopes to market media worth Rs 8 crore by the end of this fiscal and Rs 65 crore by 2005-06. “The aim is not only to market media worth a certain value but also become a knowledge powerhouse about media consumption and other consumer insights for different states in the country,” he says.
Elaborating further, Pramanik adds, there is a need for every marketer to continuously improvise and innovate newer cost-effective means of connecting with the consumer. However, there are certain roadblocks like the spiraling cost of mainline media options, lack of appropriate representation for several media options and growing popularity of events amongst marketers to establish direct contact with consumers. “Access Ability will help enhance consumer access by providing customised marketing services. We will represent and market media options and conceptualise and execute consumer contact ideas based on clients’ marketing needs,” claims the media professional-turned-entrepreneur.
According to an official communiqué, Anita Mazumdar, former Northern regional head of ABP, will be heading the strategy for all the media options and will operate out of Delhi.
The start-up has already clinched deals with a number of clients. Famed fashion industry major Metropolitan Group of Paris has signed a deal with Access Ability for marketing their India leg of the International Model Hunt. Bangalore-based Soul City Publications has entrusted the group for marketing of RAVE magazine. The Royal Calcutta Turf Club, which offers extensive branding and sponsorship opportunities across all SEC segments and Café Cricket, Kolkata, which is a sports column syndication group with Sourav Ganguly, Greg Chappell, Inzaman ul Haq, Geoff Boycott and Marvan Atapattu as columnists, have assigned Access Ability for the media marketing duties. “A leading magazine and a daily, two international TV channels and a professional journal are also in the final stages of negotiation with Access Ability,” informs Pramanik.
Referring to Access Ability, Ujjal Sinha, Director, Cafe Cricket, says, “Although a start-up, we chose Access Ability as a marketing wing due to the high-level professionalism of its members.” The Times Of India, Hindustan Times and Outlook are among Café Cricket’s main subscribers.
Access Ability has also been assigned by the Bengal Chamber of Commerce & Industry for handling the marketing responsibilities of this year’s health show. Echoing Sinha’s views, Dr Amit Ghose, Chairman, Committee on Health, Bengal Chamber of Commerce & Industry, adds, “We assigned the job to them seeing the great enthusiasm of Access Ability’s team members.”