Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Mogae, MCM form joint venture for ‘mall radio’ initiative

11-March-2008
Font Size   16
Mogae, MCM form joint venture for ‘mall radio’ initiative

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video