Close on the heels of adding Xpanse, the small town and rural marketing unit to its portfolio, Starcom MediaVest Group has announced the launch of Enhance, an ambient asset, navigational signage and retail-branding specialist. Enhance has been launched with the objective of growing new media in a focussed way and would be working very closely with StarSight India, the outdoor media affiliate of Starcom MediaVest Group. Primesite’s Kaushik Chakravorty has been roped in as Country Head for Enhance.
Speaking on the necessity of making Enhance distinct from StarSight, Ravi Kiran, CEO, Starcom MediaVest Group (South Asia), explained, “In sheer nature of work, the two are distinct. StarSight is more on planning the outdoor media whereas Enhance needn’t plan anything. Enhance is more on designing and using media creatively. We are trying to build new kinds of media at present and Enhance focuses on areas that are largely unexplored. We wanted these units to be focussed in what they are doing to drive structured growth and this is why we floated a separate specialist.”
Commenting on the initiative, Sanjay Shah, CEO, StarSight India, said, “As consumers spend more time out of home, alone and with family, we see the emergence of a challenge and an opportunity. The challenge, from the viewpoint of a premise owner such as a hospital, mall, cineplex, college campus, amusement part and even a town, is how to help a large number of people navigate their way inside their premise with minimum anxiety and use their space productively. Enhance will help leverage these twin trends.”
Commenting on Chakravorty’s appointment, Shah said, “Kaushik is uniquely suited to lead this unit as he has an enviable spectrum of experience across space selling, market development materials and technology, outdoor planning and buying and signage solution in his 16-year career. I am really happy that he joins our young and passionate team in shaping the future of ambient media in India.”
Enhance India, which will have its head office in Mumbai, is expected to have a presence in all metros by the year-end. It will enter into a strategic supply-side relationship with one or more captive design and architectural BPOs. It will work with owners of large premises with high footfalls and help them plan and deploy traffic navigational systems.