Alyque plays God; launches revolution in retail advertising

New Delhi, Aug 12 (UNI) Advertising Guru Alyque Padamsee plays God asking Moses as to what are the ten commandments of advertising.

Moses, an actor, tells the God what these are. Alyque corrects him now and then, pats him when he is right and gives him advice on how to go about his advertising blitz.

The scene of action is not heaven but planet earth-- the launch of a new ad vehicle for small stores.

'Leagueone'-- as the launch pad is called-- will entail installing LCD screens at small retail outlets with the aim of making consumers aware of the products offered on discounts.

''The final decision on purchase takes place at the retail store.

If a message is communicated to the consumer at that point then it makes a huge difference. Chances are high that the consumer will change his or her preference in favour of the one that is being advertised,'' Alyque says.

The companies have two options of advertising their products-- two 30 seconds commercials or a minute info commercial.

The rare theatrical launch by the Guru took place recently at the sprawling Grand Hotel in South Delhi.

Alyque has been riding the advertising world like a Colossus for the past two decades or more.

Though the God now seems frail with age, his voice is still baritone and firm.

To suit the theme--'God is coming'-- Alyque was dressed in a spotless white suit. And like a modern day Guru, Alyque would put his hands in his pockets as he would speak to Moses.

Moses, surrounded by angels played by different characters, tells the God of the advantages of advertising in the new medium.

''In a traditional ad campaign you would remember the pictures and all the rest that go to make the ad. But one would possibly forget the company.

''On the contrary, when one is shopping in a store and sees an ad, he may think of switching over from what he intended to buy. In short, Leagueone is a more effective medium to advertise.

''But this is not the end of the story. The ad campaign on Leagueone will also influence the retailer. Imbuded with the spirit of the ad, more often than not he will persuade the purchaser to go in for the advertised product,'' says Moses.

God agrees. Tells Moses that these are the pursuasive powers of advertising. In a world of cut-throat competition, it is important to occupy every inch of space.

Moses says the audio-visual force is most powerful, it is indeed a marketing miracle. Shopping from now onwards is going to be fun, that Leagueone is a league in itself and that it puts a sting in the tail of retail.

''God, the concept is already a hit in China with over three million digital display screens being deployed in most of the western-styled malls and showrooms,'' says Moses.

And then Moses gives the God the rest of the details on how the Leagueone Marketing Sevices will strategise to take over the commanding heights of retail.

The company plans to cover 34 cities, including all the six metros and 28 secondary cities, in the very first year of its operations.

The concept would consist of innovative schemes like ticketing and discount coupons.

The company is currently focussing on lifestyle stores, pharma, telecom and IT outlets.

Retail revenues stand at a whopping Rs 12,00,000 crore and are growing. Traditional retail is 96 per cent of this.

Leagueone is seamlessly incorporating video display facilities and promotion counters, kiosks, special in-store promotions of products and services, cross-branding and product sourcing options.

The company is also planning dispensing of virtual products, including digital content and applications, through its partner outlets.

And to enhance consumer experience at its partner outlets, it will also focus on consumer education and awareness programmes, counter training modules and utility payment collection outlets.

Leagueone has tied up with some of the world's largest visibility solutions and technology service providers.

Over the next few months, the company is planning to put display screens at 5,000 retail stores across India. It is aiming at an annual turnover of Rs 100 crore in revenues and is confident of breaking even in the very first year of its operation.

The planned investment in the first year by Leagueone is nearly Rs 50 crore. Its expenditure per screen would be about Rs one lakh.

The unveiling of the campaign brings home the Biblical view that God wants to create a paradise on earth. If not everywhere else, then at least in retail stores.

UNI