The Taiwan Excellence 2012 campaign in India ... - EventFAQs

4 December 2012, EXPERIENTIAL MARKETING 17A happy team: Sanjyot and Onkar Vaidyamall, while also ensuring a better, moresalable property can be offered to agenciesand brands.back us and support our working, directing their enquiries through us. We too haverespected this system and ensure we perform and deliver to the benefit of all partiesinvolved.”Clients’ advantage:Their straight forward approach andeffective working style was not onlyattractive to malls but also to agenciesand brands. While dealing with brandsfor retail space rentals and branding,signage opportunities, it was preferablefor them to take advantage of S&O’sportfolio of retail spaces and expertiseon the right TG exposure.S&O works with brands directly andalso with agencies, since its exclusivetie up with malls ensure all enquiriesand booking are directed through theirteam. Vaidya explained, “The brandactivation business lies with agencies.Most brands work with their agencywho in turn look out for retail space fortheir activities. We are fortunate to havegreat relationships with agencies whoThe major responsibility of selling space and maintaining relationships within themarket lies with Onkar Vaidya. The responsibilities amongst brothers are segmentedin a way where Sanjyot focuses on tying up with newer properties, while Onkarfocuses on selling spaces in the market.The company works along with the retailers in a mall to do exclusive promotionsand also engage them in certain retailer programmes, ensuring that even the retailersbenefit from additional footfalls created with these activities. Retailers in turn, likeother brands can talk to one central team for many of the properties that S&O manages.And like this, the company has managed to prioritise its relationships with itsstakeholder to ensure success in their businesses, which in turn benefits the bottomline of its own.Future-ready:S&O is in the process of tying in 8-10 properties more, on an exclusive partnershipbasis. The company that now has 17 properties across India to offer brands andcompanies looking to activate a relevant audience, is now prepared to increase itsreach to offer even more options to brands and agencies. While an increased reachand variety in portfolio is important, S&O always ensures the right profile of mall isengaged with, and works with these properties to build on their visitors, footfalls andbrand associations. promotion