Kinetic Worldwide, the global agency in planning and buying out-of-home media, is expanding its Kinetic Active division into India ,China & Southeast Asia. Kinetic Active is a full-service creative and production shop with the purpose of raising the creative bar of out-of-home marketing. It launched earlier this year in the US and UK and is already working with clients such as Argos, Dove and 3Mobile. Kinetic Active provides in-house support, offering creative services, production, digital, experiential and special builds plus mobile activation and social engagement.
This new division takes an innovative approach to creativity; beginning with the user and focusing on creating engaging and meaningful user experiences by utilizing the latest technology as a tool rather than a strategy.
Talking about the Active launch in India, Amit Sarkar, Chief Operating officer, Kinetic India added, “Active is unique platform which will help us further strengthen Kinetic position in the market place as the category leader. We now look forward to providing our clients with a full set of OOH services which will go beyond traditional OOH.” Both brands and audiences need to become “story doers”… rather than story tellers. Kinetic Active will provide personalized and purposeful interactions in sync with the shift in purchase behaviour of consumers who are now buying experiences over brands/services. Micro engagement has become the key to conversions and winning the last mile. India Operations for Kinetic Active will be handled from Mumbai & Delhi currently and will be led by its General Manager ,Adil Khan & National Creative Director, Sommnath Sengupta ; they will work closely with the respective business leads across the country. Kinetic Active India’s offerings will include a wide range of services ranging from creative, digital, innovations and technology.
“The majority of consumers’ time is spent outside their homes, so there is a huge opportunity to connect with them as they go about their daily lives,” said King Lai, CEO, Kinetic Asia Pacific. “Our aim is to entertain, inform and inspire people while they’re on the move, while in traffic, walking through an airport or onboard a train. We have a lot of fun discovering new ways to use media and technology to connect consumers with our clients’ brands – injecting humour, offering something useful or creating a memorable moment in someone’s life.”