Mogae, the Indian joint venture partner of Dentsu, has forayed into an emerging new media opportunity – ‘mall or retail radio’. Mogae has formed a 50:50 joint venture with US-based company MCM (Music Content Management) for this foray.
Mogae is the investment vehicle of Sandeep and Tanya Goyal, who own 26 per cent equity in the Dentsu JVs in India. “Mogae-MCM will be a pioneer-leader in its space. The retail boom in India offers this product a unique opportunity to catalyse sales at the last mile. MCM is a very experienced and well-reputed global partner. We are privileged to work with them in India,” said Tanya Goyal.
MCM is a global company dealing in audio solutions and music management at malls, retail outlets and other high-volume areas. MCM’s global clients include Marks & Spencer, Ikea, Coca-Cola, Toys R Us, Estee Lauder, and Volvo among others. MCM is headquartered in Los Angeles and has presence in major global markets like the US, the UK, South Africa, Australia and Dubai.
Larry Gresham, CEO of MCM, who is currently visiting India, is very excited about the India opportunity. He said, “We have over 1,000 installations globally. Each opportunity is unique and different. But consumer behaviour, irrespective of geography, does not change. Our experience shows us that last minute prompting, shelf-proximity messages and meaningful audio alerts work wonders for retailers.”
Simply put, the audio that plays in public areas with large audiences such as shopping malls, retail outlets and hotels is referred to as ‘mall or retail radio’. This audio channel carries customised music, advertisements for retailers in malls, as well as promoting events and mall-specials, which is an internationally tested sales-booster for products on sale / price-offs / discounts / mark-downs.
Besides providing music and advertising content, MCM also provides access to Wimbledon, the NBA and other first class major events.
Mogae-MCM has already started test installations at various retail chains and malls in Mumbai and Delhi. The ‘mall-radio’ product is expected to be commercially launched in six weeks’ time.