Indiantelevision.com Team

(25 September 2007 12:00 pm)

MUMBAI: Advertising veteran Alyque Padamsee has joined LeagueOne as its brand, strategy and communications advisor.

LeagueOne, which is involved in below the line activities recently launched its operations through a theatrical performance by Padamsee.

Padamsee, often regarded as the communications guru of India, has made significant contributions to the advertising industry and the world of theatre.

"Alyque's career in advertising spans several decades. At LeagueOne, Alyque will definitely add in strategizing for this new medium of advertising - a complete BTL experience and will direct LeagueOne towards accomplishing and exceeding its own set targets," said LeagueOne managing director Rajiv Gupta.

Alyque Padamsee played a major role in shaping the contemporary advertising scene of India. However, theatre was always his passion.

He has many successful advertisement campaigns to his credit, which have now gone to become great brands. Some of them include Liril, MRF, Timex, Monte Carlo, and Kitply. His most memorable character is of Lalitaji (Surf), who became a household name.

LeagueOne is the first complete BTL advertising medium currently focusing on retail outlets in the telecom, lifestyle pharmacy, modern departmental stores, IT and optical sectors.

Gupta said, "The company plans to cover 34 cities including all the 4 metros and 30 secondary cities in the first year of operations. All associated brands and product would get the benefit of digital display facility along with special in-store promotions. The concept would also consist of innovative schemes to enhance the consumer experience."

According to an official release, LeagueOne Marketing Services Pvt. Ltd plans to set up 5,000 networked retail outlets across the country by the end of this year. The company has already launched more than 400 such outlets last 3 months in NCR and multiple towns in Punjab, including Chandigarh and Ludhiana offering complete BTL services. The company is now entering Bangalore and Mumbai.

The complete BTL services provided by the company will also include programming focusing on 'Consumer Education and Awareness', 'Counter Training modules' and special schemes enhancing consumer experience at its partner outlets.