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Draftfcb Ulka unleashes the Aquila Experience

14-December-2011
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Draftfcb Ulka unleashes the Aquila Experience

In-keeping with its tradition of offering strategic marketing based solutions to clients, Draftfcb Ulka has introduced Aquila Experience, its Experience Marketing Division. Aquila Experience is set to provide strategic brand activation and experiential marketing solutions to clients.

“The efficacy of our brand solutions has increased considerably with the addition of our experience marketing division ‘Aquila Experience’. Combining our Digital offering with on ground activation is a very potent marketing programme to realise the full potential of our creative ideas,” said Arvind Wable, Executive Director & CEO, Draftfcb Ulka Delhi.

The division is headed by Puneet Malhotra, General Manager. He brings with him an experience of over 12 years in direct marketing, brand activation and events. He has conceptualised and run programmes for client like HP, Bausch & Lomb, Scholastic International, Turner International, DLF Malls, Castrol, Cummins India and more.

The team at Aquila Experience has already run national programmes spanning services in – Shopper Marketing, School Programs, College Programs, Roadshows, Social Media, Mall Promotions, events to name some.

“Our experience across these services gives us a clear implementation edge in terms of adaptability and speed. Our focus is to provide our clients creative experiential solutions that are immersed in brand ethos, and bring a distinct experience to the consumers,” said Puneet Malhotra.

A day in the life of Approach
Aquila Experience follows a simple model that studies the consumers’ lifestyle through a typical day in her life. Based on this they create programs that fit seamlessly into the consumers’ lives, enables them to experience the product or its imagery and subsequently takes them to adoption.

Therefore unlike the traditional approach to communication and engagement, where the brand is the focus, consumers are the cynosure of their thinking. Working backwards from the consumer’s mindset, they identify the inherent values of the brand that will fit the consumer lifestyle.

“Our solutions are always about creating a strong relationship between the brand & the consumer. We make sure that our programs are entertaining, enriching & honest,” says Puneet.

Experience is here to stay
Fortunately, more and more clients are now realizing the joy of Experiential Marketing. They are seeing results and are getting excited to try more. Marketers increasingly question their marketing belief and realign their spends to include Experiential Marketing as a core strategic tool.

In its first few months of operations, Aquila Experience has seen huge traction with the existing clients of Draft FCB Ulka, who see the division as a great opportunity to stretch their marketing effectiveness.

Malhotra added, “While experiential marketing is fast becoming the success mantra for many brands, Marketers need to see beyond just their brands, into the lives of people they wish to reach. Success will surely follow.”

 

Nayak currently heads operations under the Dentsu Aegis Network (DAN) umbrella for Posterscope (OOH), Brandscope (OOH), Ambient OOH, Hyperspace (Retail), InDeed (CSR Advisory) and C-LAB (Celebrity & Sports Management)

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