Mindshare to showcase adaptive marketing & real-time thinking at Zee MELT 2015

The Mindshare experience will be live through The Loop and Purple Box as part of the GroupM FutureReady hall at Zee MELT 2015, which commences today

BestMediaInfo Bureau | Delhi | May 21, 2015

Mindshare, the flagship agency of GroupM, will bring alive the concept of real time planning and adaptive marketing through The Loop and Purple Box as part of the GroupM FutureReady hall at Zee MELT 2015.

The Mindshare experience will be live from 10 am to 5 pm on May 21 and 22 at Zee MELT 2015 at the GroupM FutureReady zone in the Hall of Knowledge, Nehru Centre, Worli.

Mindshare will take participants through an experience of adaptive marketing with a live campaign and contest. The team will also bring alive consumer experiences for different consumer archetypes via the Purple Box. The Mindshare zone revolves around their core philosophy of Original Thinking Framework.

The adaptive marketing and real time planning experience will be demonstrated at the Loop Room in the Mindshare zone. The Loop is not just another technological interface, it is a data infused 'war room' used to help clients make real-time decisions across their paid, owned and earned media. The Loop effectively breaks down all silos and brings all key stakeholders into one single room – creative, media, social, digital, content and production.Adaptive marketing enables the shift of media spends to leverage opportunities uncovered by real-time data and provides actionable insights that can be executed instantly. The Loop is also used to track competitor efforts in paid, owned and earned media, as well as providing intelligence on trending and viral news and content.

Prasanth Kumar

Prasanth Kumar, CEO, Mindshare South Asia, remarked, “Driven with the core values of speed, provocation and teamwork, Mindshare is not only working in an adaptive marketing environment, but also defining this environment. With The Loop philosophy, we understand that content and messaging is fluid and continuous, and our frameworks demonstrate the agility and responsiveness of a collaborative decision making process for brands. At MELT, one can see a live demonstration of this framework at the Loop Room, as well as how adaptive marketing looks from a consumer's perspective with Purple Box.”

Mindshare will integrate live contests and track real-time influencers at MELT 2015. Participants will be engaged through the two days by fueling creative thinking and conversations around Melt through the Loop.

Purple Box is a creative manifestation of adaptive marketing solutions. Created exclusively for MELT, Mindshare Purple Box will demonstrate various consumer archetypes in an interesting visual format. Participants will be able to choose from a consumer 'avatar' and look deeper into some of their passion points, while these are converted into communication opportunities.

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