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LiveMedia in strategic OOH alliance with Barista Coffee

LiveMedia in strategic OOH alliance with Barista Coffee

Author | exchange4media Mumbai Bureau | Tuesday, Jul 27,2010 8:44 AM

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LiveMedia in strategic OOH alliance with Barista Coffee

LiveMedia has announced a strategic alliance with Barista Coffee Company Ltd, wherein, 200 Barista Lavazza outlets across India will have LiveMedia screens on their premises.

Commenting on the tie-up, Rajan Mehta, CEO, LiveMedia, said, “We are delighted to partner Barista Lavazza by bringing customised content to its patrons. The process of installation of the screens is well underway and nearing completion. We will be developing content specific to the tastes of the youth, upwardly mobile people and young professionals who spend time at coffee shops.”

Sanjay Coutinho, Director and CEO, Barista Coffee Company Ltd, said, “Barista Lavazza is an experiential brand and we use key touch points to differentiate our brand experience. These include store ambience, store experience, innovation and guest service. We believe that the LiveMedia screens will add significantly to the overall experience of our guests. This tie-up is an initiative to enhance guest engagement elements and provide an additional medium of entertainment to our guests.”

LiveMedia is a young start-up company funded by Draper Fisher Jurvetson, Bay Partners and Samsung. It currently runs over 15 different branded programmes, including such hits as ‘Love Unplugged’, ‘Humour Live’, ‘Dhakkan’s Diary’, ‘Yo Mousi’, ‘Kittty & Witty’, ‘Mr. Wise’, ‘Horoscope’, ‘Trivia Live’ and ‘Fashion Live’. Each of these has a growing set of loyal viewers.

Added Mehta, “The proprietary, custom-developed, innovative content pioneered by LiveMedia is built on the three pillars of engage, entertain and educate. Overall, our emphasis has been on having a humour-rich content that is designed to enhance the experience of viewers. Our selection of the locations, coupled with the content, makes LiveMedia an ideal medium for advertisers seeking to target youth that have disposable income, but are thin users of traditional media.”

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