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psLive bags 52 clients in 3 months

MUMBAI: psLive, the experiential marketing division of Dentsu Aegis Network, has bagged as many as 52 clients in the quarter ended 31 March 2015.

These include brands like Microsoft, Mahindra Insurance Brokers Ltd, Reebok, Philips, Nestle, Samsung, Reliance Digital, Brick Eagle Housing Finance Company, Bausch & Lomb, Nvidia, Ranbaxy, TVS, Pan Parag, and Cyberpark.

A statement mentions that as advertisers shift focus to non-traditional media, psLive saw 50 per cent growth in clientele from January till March compared to what it had held in the previous three months (Oct–Dec). With these new additions, psLive now boasts over 200 clients.

psLive VP Sidharth Ghosh 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 were not that huge and remarkable. However, now the category has been steadily witnessing substantial growth.”

The wins suggest that brands that would otherwise not look at spending on non-traditional media are changing course.

Dentsu Aegis Network South Asia chairman and CEO Ashish Bhasin said, “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.”

For example, Mother Dairy, a traditional media spender, associated with the Bollywood movie ‘Kick’ and ‘Mary Kom’ through in-film integrations. The integration also gave the brand a bigger shelf life and higher recall value.

Some of the new clients 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 seek services in activations, branded entertainment, sports marketing, rural marketing, and public relations.

An Ernst & Young report, published by Event & Entertainment Management Association (EEMA), estimates that the BTL industry is growing at a rate of 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 discovering that their non-traditional media expenditure is helping them reach out to consumers with greater impact at much lesser costs. Now as this discovery continues, the platform’s appeal in the advertiser’s media plan is only expected to further thicken with time,” states the report.