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“The signage is a 365-day salesman”

Out-of-home advertising is getting better and better with time, what was a rage, just a few months ago, is now passé. Innovations keep pouring every now and then. All OOH companies want to standout in melee of outdoor advertising. Sanjeev Hajela, President, PRIMESITE – an independent profit center of Mudra Communications (P) Limited in conversation with Smita Dwivedi of Sign & Graphics shares his outlook about the industry.

Headquarted in Mumbai, PRIMESITE has a wide national network serviced from offices in 16 cities located strategically across India to deliver quick and high quality services to all its clients. An ISO certified company; it is the only comprehensive out-of-home communication agency in India, which offers value-added capabilities in retail merchandising, design and consulting. “PRIMESITE as an organization has completed ten years this June. We started as an outdoor company, but now we offer design services for exteriors and interiors to our customers as well. We have made separate chains of businesses and today retail is one of the biggest streams for us. We offer pan India solutions for retail and design everything from soft items to hard items. We are also into space designing for outlets. We get into complete unveiling of the brand story at the point-of-sale,” Sanjeev said.

The holistic approach that the agency has for its clients makes them the preferred choice for those who want nothing but the best. PRIMESITE has done great works for its clients, sharing information about Hyundai Motor India Limited, he added, “We have been working on the Hyundai assignments for over two years now and completed almost 60 showrooms. Our expertise speaks for itself everywhere in their showroom. We have brought complete consistency right from the outer elevations to interiors to all the brand elements. Moreover, we have been detailed ‘how individual brand elements in the showroom would interact with customers’ and ‘how the service area would interact with the consumer.’ Our quality standards and material specifications have been consistent.” The success-tale that started with Hyundai has further strengthened the company’s clientele with other automobiles majors.

Retail segment is one of the biggest playgrounds for OOH campaigns, where endless options of indoor and outdoor displays are available. He then explained about Asian Paints campaign, which covered ten Indian states and over 4500 outlets were connected through consistent brand story. “For Asian Paints, we have done a complete retail manual. It was a well-researched and executed campaign. Actually, the interesting retail manual, which we prepared explains every minute detail, including how each individual piece of real estate needs to be used in the outlet; what creative, product and material changes are required, and how the entire retail should be brought under brand use. That is the level of detailing we provide to our clients.”

“Our core belief is that retail is a very strong medium, which acts as a tremendous accelerator/optimiser to outdoor communications and performs as a 365 days salesman,” Sanjeev further added.

 The other elite names in its clientele include VLCC, ITC, Wills Lifestyle, John Players, etc. PRIMESITE is providing annual services to its clients. “Our inputs into the retail cover the entire span as we provide all regular and seasonal inputs, in addition to compete brand inputs. For seasonal inputs, we provide allnew set of communication. All our clients are regular and we work for them on annual basis. And, yes more recently, we are doing work for Samsung mobiles and we expect it to come out with flying colours as well,” informed Sanjeev with a sense of confidence.

When company’s roster includes bigwigs of various segments, it must be an experience worth mentioning. On asking about the same, he positively replied, “All our clients are very special to us and we work with them for long term basis. We have been working with ITC for 5 years, Hyundai for 3 years and Asian Paints for 3 years in progress. So, it’s a long-term relationship, wherein our inputs go from understanding the brand completely, and finding the frequency and longevity of the communication.”

Explaining more on approach towards clients, he added, “We meet our client understands the channels that they are using and the level of control they are having on channels. Obviously, the level input that one can give on a completely owned outlet is much more than multibrand outlet and hence lesser amount of inputs are given to the outlets in B and C segment markets. We understand how the brand uses channels and based on the required frequency of change we suggest them various options. Two influences continue to remain very key – the volume of sales, that these outlets deliver and visibility index of the same.”

PRIMESITE has expert designing and visualizing resources. “We have architects on board who understand the spaces completely. Besides that, we have experts who understand material, outlet, retail spaces apart from brand, very well,” he added.

“We are dealing with verticals in health care, town-planning, mass rapid Transport systems (stations, airports), retail spaces and malls. The entire sign and design for Delhi metro is being done by us. For us, signage is very big…it’s a real big thing,” Sanjeev said on a concluding note.
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