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Jagran Solutions sets up MICE division to tap potential market

29-April-2010
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Jagran Solutions sets up MICE division to tap potential market

Jagran Solutions, part of Jagran Prakashan Ltd, has recently set up an end-to-end MICE (Meeting Incentives Conference and Events) unit that will function under the name of Jagran Solutions. However, the unit will be a separate, fully-functional entity. Jagran Solutions is a new age marketing agency that provides solutions for Brand Activations via Consumer Connect Strategies.

The MICE industry has been witnessing consistent growth in India with an estimated annual growth at 15-20 per cent, while the total national and international MICE industry stands in excess of $270 billion. Jagran’s MICE division would look to tap this market opportunity.

Speaking with exchange4media, Ambika Sharma, National Head, Jagran Solutions, said, “We will start acting as a one-stop shop for MICE. We have got some good travel tie-ups in place too. Through MICE, we will give a proposition of the cheapest deal with the best expertise on board. So, it is putting creatives, ticketing, destination, hotels in one single combined proposition for the client, along with basic event management and conferencing part of it. MICE will be applicable or extended to all our existing clients, and the special division will handle both travel and conferencing.”

She further explained, “We have invested time in getting our partnerships and alliances in place across all levels, and now have the facility of providing an online conference travel desk for clients for the duration of the conference. This detailing and in-house infrastructure will definitely enable us to pass on the benefits to our clients. We have an energetic and dedicated team of professionals with years of experience in delivering turnkey MICE solutions.”

Speaking on the company’s latest campaigns and projects, Sharma elaborated, “We are in the middle of our first large project for Yahoo. This campaign concentrates on consumers who don’t access the Internet from their homes or offices, getting them to familiarise with Yahoo and making them get on to the Yahoo homepage, the look and feel of which was changed a couple of months back. Also, getting them involved in more products than just the homepage as we are now present in almost 3,000 cafes in India and touching base with around 1 million consumers every month. This is a year round activity.”

On new clients and projects in the pipeline, she said, “Aircel is a fresh entry in our list of clients. We have just completed a Whirlpool project in India. Good Year Tyres and Reliance Mutual Funds are also among our new clients. The activation plan for both is in place and the project will take off in a day or two. However, we cannot share the details until they are on ground.”

Sharma also firmly believes that no consumer product can do without activation and doesn’t think that the non-glamorous side of it makes it less effective than television advertising.

“Any consumer product or B2C product cannot ignore activation. It is becoming an integral part as the industry has seen big jumps in terms of acceptance, it is not gradual. The budget for activation is not set aside by companies in the beginning of the year itself, there are no top-cap solutions anymore and it will continue to increase,” she pointed out, affirming, “Speaking from the management point of view, be it any product, ultimately it is the excel sheet that will work, which will show excellent results when it comes activation. Advertising does work, I’m not denying that, but when it comes to specific objectives to be delivered and numbers to happen, activation cannot be ignored.”

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