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Axis My India and TAM India to launch world’s largest consumer insight platform

It will enable data users to micro target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI

As an Industry first, Axis My India is partnering with TAM India to launch the world’s largest one-stop consumer insights research platform, with 1 million+ respondents covering 670+ districts of India over a 12-month period. The platform will answer the most preferred consumer brand(s) and most used consumed brand(s) across 40 product categories. It will also enable data users to micro target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI.

Pradeep Gupta, Founder of Axis My India, said, "We have leveraged our inherent and historic strength of successfully executing electoral research across the length and breadth of the country for building this new service. The extent to which culture, opinion, perception changes every 100 miles in our country has made me promise to myself to create a two-way communication platform for marketers soon. Gradually, we endeavour to reach out to all the 250 million homes in India. Our past success in capturing the true voice of citizens about their preference and perceptions on governance parameters gives us great confidence in extending this expertise to provide similar insights to the brand owners in this country."

Commenting on Axis My India’s partnership with TAM, Gupta added, “Partnership with TAM is a significant milestone for us. TAM’s contribution towards the growth of Indian advertising and broadcast industry since 1998 is well known and a documented fact not only in India but also globally. Their varied expertise across multimedia audience behaviour, advertising trends cross media and actionable insights from data put them in a very unique and valuable position to create huge role play opportunity for us at Axis My India. Also, this partnership with TAM gives us access to advertising details of thousands of brands across media in India. These very brands are keen on making their presence felt in the minds and hearts of a diverse Indian market place.”

Commenting on TAM India’s partnership with Axis My India, LV Krishnan, CEO, said, “It is equally exciting for us as data from Axis My India survey of 1 million+ respondents will be a single window for brand owners for addressing their quest to enable micro level marketing. This is making it a first-of-its-kind research platform not only in India but across the globe. This will positively create a new set of expectations from advertisers, broadcasters and OTT players. Our in-house teams, S-Group & TAM Edge will work with Axis My India and client teams closely to provide data insights for driving implementation of their marketing strategies at a granular level.”

In November 2017, Axis My India is planning to come out with Phase I of the survey where the most preferred brand will be announced across 40 categories through its initiative of Trust Index.

Pradeep Gupta, CMD of Axis My India has got a stellar team on board, with TAM India as its insights, solution and marketing arm and an apex team, which includes Amit Ray, an industry veteran and ex-chairman of The Technical Committee of MRUC; Suresh Nimbalkar, Senior Researcher who has designed and conducted rigorous industry standard studies like Indian Readership Survey; Dhiraj Chadha who has been a Brand Marketer with the Tata group; Mukesh Kabra who brings over two decades of operational expertise in the research space, as his partners for the project.

Key Highlights of this service from Axis My India & TAM:

·         Survey sample of 1million+Indians

·         Market spread – 670+ districts across India

·         Survey across 40 product categories

·         Survey spread across 12 months period

·         TAM’s huge data/knowledge base across:

·         Advertiser and brand advertising insights across TV, print, radio

·         Insights into video consumption patterns by Indians

Axis My India Ltd. is one of India’s leading innovative media houses with over 19 years of robust presence in mass media advertising, marketing solutions, printing technology, market research and survey and on-ground rural activations.

TAM is a joint venture between Nielsen (India) Pvt. Ltd & Kantar Market Research. TAM monitors and analyses advertising expenditure of television, print and radio through its division AdEx India.

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