psLIVE, DAN's experiential arm, bags 52 clients in 3 months

As advertisers shift focus to non-traditional media, psLIVE sees 50% growth in clientele from January till March

BestMediaInfo Bureau | Delhi | April 8, 2015

psLIVE, the experiential marketing division from the Dentsu Aegis Network, has bagged as many as 52 clients in the last three months (January-March). These include brands such as Microsoft, Mahindra Insurance Brokers Ltd, Reebok, Philips, Nestle, Samsung, Reliance Digital, Brick Eagle, a housing finance company, Bausch&Lomb, Nvidia, Ranbaxy, TVS, Pan Parag and Cyberpark.

Interestingly, the wins tend to also suggest a unique swing wherein brands that otherwise would not look at spending on non-traditional media are changing course. In many ways, this is an indication that there is a steady change taking place in the advertiser's budget room

Here is an example: Mother Dairy, a traditional media spender associated with the Bollywood movie 'Kick' and 'Mary Kom', took to in-film integrations that instantly connected it with its target consumers. The integration also gave the brand a bigger shelf life and higher recall value.

For psLive, the new wins have fuelled as much as a 50 per cent growth in the agency's client kitty compared to what it had held in the previous three months (October-December). Consequently, with these additions, psLIVE now boasts of more than 200 clients.

Some of the new clients that have come on board are Meiji, Century Ply, JSW, SCA, Reliance Digital, Anchor, Mother Dairy, Future Lifestyle Fashion, Reebok, Philips, SC Johnson, Logitech, Bayer Crop Science, Nestle and Honda Motorcycle & Scooter India. The clients primarily sought/seek services in activations, branded entertainment and sports marketing, rural marketing and public relations. Herein, the attempt is to offer clients smart solutions that go beyond the common media usage and stay relevant to the consumers for a longer time period.

Sidharth Ghosh

Sidharth Ghosh, Vice-president, psLIVE, said, “There is an interesting shift happening in the advertiser's preference when it comes to traditional media (including digital) versus non-traditional media usage. Until five years ago, the non-traditional media platforms that included event, outdoor and activation weren't that huge and remarkable. However, now, the category has been steadily witnessing substantial growth.”

For the record, an Ernst & Young report published by Event & Entertainment Management Association (EEMA) estimates that the BTL industry is growing at 25-30 per cent year on year. “The sector is rapidly attracting more and advertisers on board to bring forth exponential growth in the next 10 years. Advertisers are constantly seeking effective ROI. Simultaneously, they are also discovering that their non-traditional media expenditure is helping them reach out to consumers with greater impact at much lesser costs. As this discovery continues, the platform's appeal in the advertiser's media plan is only expected to further thicken with time,” added Ghosh.

Ashish Bhasin

Ashish Bhasin, Chairman and CEO - South Asia, Dentsu Aegis Network, commented, “Experiential marketing is perhaps the fastest growing part of the offline business of any agency. Activation is growing at twice the rate of traditional (ATL) advertising. psLIVE has found the right area of operation in activation, branded entertainment/sports and rural marketing to provide our clients with integrated marketing solutions like no one else can.”

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