‘Foot branding’ as OOH acitivity is new concept set to catch on in India. With innumerable out-of-home advertising applications abroad, special doormats are now gaining recognition in India. Ultimat, a branded mat manufacturer in India, has begun to focus on digitally printed logo mats as an OOH option.
Customised logo mats are tailor-made for catching attention at the first-entry point. They are ideally suited as advertisement mats as they offer a unique opportunity for brand visibility and high recall value at franchisee outlets.
Ultimate Industries President, Sales & Marketing, Deepak Mathur, said, “We are introducing the logo mats in 16 colours in India. These mats have multiple applications. We are targeting corporate clients, liquor companies, banks, fast-food chains, and all outlet holders in malls.”
Mathur added that as malls did not have billboards, the logo mat concept was a great opportunity for branding at malls. “Print slogans, messages or corporate themes – the possibilities are endless. They serve as a powerful medium in making a brand standout in the market clutter,” he explained.
Indrajit Sen, Jagran Engage, COO and Business Head, said, “It’s a new concept that is emerging in India. It’s just another way to capture the attention of people in malls and other crowded areas.”
However, Graphisads MD, Mukesh Gupta, does not see foot-branding succeeding in India. “This concept is new in India, there’s not much awareness and no good brand would like to advertise on foot mats as they would feel it’s an insult to the brand.”
Mathur said that Ultimat’s plant in Gurgaon had the capability to customise logo mats according to a client’s needs. The company holds 70 per cent of the world’s market share in mats.