New retail ad mantra? Ask Padamsee

To tap the booming retail sector in the country, the guru of Indian advertising Alyque Padamse has launched a new advertising medium targeted to influence consumers at the point of sale.

The medium, LeagueOne, advertises brands and makes customers aware about available products to choose from at the traditional neighbourhood retail stores, which contribute maximum to the total retail sales.

"With retail revenues standing at Rs 12 lakh crore (Rs 12 trillion) and traditional retail contributing 96 per cent, there is a huge potential for marketing and cross marketing products at these outlets," LeagueOne Managing Director Rajiv Gupta said.

The company was looking at installing LeagueOne display screens at 5,000 retail stores across India by end of this year, aiming around Rs 100 crore (Rs 1 billion) revenue, he said, presence in 35

cities and breakeven in the first year of operations.

Asked about the investment in the new venture, he said the display units would be set up by the company at retail stores and one such unit costs around Rs 100,000.

The fee which company charges from advertisers ranges from Rs 400,000-1100,000 for a bundle of 100 screens in seven days, Gupta said.

The company has already launched LeagueOne display screens coupled Below The Line promotion facilities at 300 outlets in last three months in Delhi, NCR, Chandigarh and Ludhiana. It is also looking forward to marketing campaigns in modernised departmental stores, lifestyle pharmacies and IT outlets.