This document discusses engagement marketing strategies for India as it transitions to a more consumer-driven economy. It proposes using technology across touchpoints like smartphones, kiosks, and digital menus to enhance customer experiences. Specific strategies include using interactive screens and demos at coffee shops, malls, airports and other youth hangouts to promote value-added services. A key focus is marrying smartphones and VAS through compact kiosks at stores, using touchscreens to demonstrate and dispense apps and content. The goal is to build brand leadership through coherent experiences using technology to engage and connect with customers.

1. Engagement Marketing

2. BEGIN THE
EXPERENTIAL
REVOLUTION
ENGAGEMENT MARKETING
ENGAGE | EXPERIENCE | ENHANCE | EMOTE

3. From Modest Standard of Living to Comparative Wealth
From Local Brands to International Brands
From Mainstreet Shopping to Shopping Malls
Over the last decade…India has changed

4. India..Is poised
Economy
A YOUTH ECONOMY – Half of India is below 30 (West Europe & US put together)
RIGHT INDICES - Population growth is slowing/ Literacy is rising/ poverty is declining
Consumerism
SHARE OF WALLET – Set to jump on Communication from 2% to 6 % by year 2025
INTERNET GROWTH – @ 7th position in internet usage/ Top 10 on Twitter Usage
TECHNOLOGY - is more accessible/ willing to experiment. admires and appreciates
Retail
SEEKING UPGRADATION - Categories like Durables/ Technology/ Auto / FMCG etc
Media
YOUNG MINDS - liberated India has found its competitiveness in knowledge economy
LANGUAGE POWER - India has world’s largest number of English speaking
population
Communications
Technological change has been the key driver in allowing Indians to access information,
communicate, be entertained & transact wherever and whenever they want.

5. Drive Heightened Brand Experience
Approach each Technology Key
Segment differently
Driver
BRAND LEADERSHIP IN
EXPERIENCE
Create Experience At Impact Driven
Each Touch Point
Approach
Build Value Added Relationships
Build relationships at each contact-point vide usage of technology

6. Planned Throughput : Build Leadership thru coherent experience
ü Connect with youth and drive brand experience
Objective
ü Own Smart Phone Experience space and Drive VAS Up-selling
The Approach
KNOW SEE FEEL KNOW
Educate / Inform
Mass Media
SEE
Visibility
Multiple Touch
FEEL
Engage
Points Experience
FEEL
There is a bigger opportunity to engage with customers by harnessing combination of all the
channels now available, giving customers more compelling reasons to engage.
Put the customer in Match & Connect
Passive Penetration Be Involved and
control
Captivate TG
for the Brand
drive business

7. Technology Convergence
Wi-Fi
Blue Casting
TOUCH KIOSK
TOUCH TABLE
TOUCH SCREEN
TV
E Book Reader
VAS KIOSK
SMART PHONE
RFID
TABLET PC
TECHNOLOGY INTERFACE
MULTI-FUNCTIONALITY

8. Youth Engagement Strategy
City Cab
VAS Carts Shatabdi
Smart Phone
Outlets
Offices
Modern Trade /
Organized Retail
Digital Engagement
Shopping Malls
& Multiplexes
Stores
Youth Hangouts
CCD/
Baristas
High End
Market Places
Aircraft
& Lounges
Highway
Dhabas
USE TECHNOLOGY SELF HELP/ PROMOTER
TO ENGAGE DRIVEN
SMART PHONE EXPERIENCE VAS PRODUCTS UPSELLING

9. Touch Points and Engagement Technologies
• Tablet interface as Menu
Tablet PC
• Wi- Fi Powered
Interactivity
CCD s
&
Barista
• Interactive Touch etc
Screen
Shatabdi
Video Kiosk
• Video Call • Interactive Touch
Highway
& Screen
Demonstration
Metros
Video Kiosk
• Video Call
Demonstration
• Interactive Touch Smart Phone
Screen
Smart • Interactive Touch
VAS Kiosk
• VAS Dispensing Phone +
Cabs & Screen
Car Touch
Toll
• Tap RFID Screeen
Station
Outlets
VAS Up-Selling
Technology
• E Book Readers
• Interactive Touch Airport served In-Flight
Experience Screen
COCO –
&
• Wi-Fi Lounges
Wi-Fi Zone
• Play with Mobile s
Lounges & • In-flight On Screen
In-Flight
Play Zones
and Screen Offers
Interacts
Malls
Wi-Fi Zone/
• Wi-Fi Zone
• Interactive Play /
LCD Kiosk
Engagement Zones

10. Technology & Engagement Point
Youth
High Velocity Traffic
Retail
Shatabdi & Airport- Malls & Highway- Smart Phone
CCDs/ Barista
City Cabs
COCO s
Metro
Lounges
Cineplex
Dhabas
Outlets
Technology
Touch
Screen
P
E Book
Reader
P
Tablet P
In
Flight P
Digital
Menu P
TAP
(RFID) P P
Wi Fi P P P P
Kiosk P P
VAS
Cart
P
Video
Kiosk P P
LCD
Experience P

11. Marriage of Smart Phone and VAS
The Touch Screen at the Smart Phone Outlet
Engage the Consumer by demonstrating the VAS and
Content which will deck up the smart phone. From Demo to dispensing of VAS
APP s and KRO s acts as the experience and VAS dispensing outlets
§ The compact kiosk at the Smart Phone outlet with the smart promoter demonstrating the
Power of Aircel VAS. Paint your mobile with rich content.
Features of Compact Kiosk :-
a) Home Screen Welcomes to Engage with the Kiosk
b) Home Screen has the Top Apps to paint your mobile
c) Inner Screen takes the guiding tour of the Apps
The
Compact Future with the Compact Kiosk :-
Kiosk a) Selling VAS through the Kiosk
b) Understanding the consumer profile
c) Customization of the screen basis the consumer and connect with the profile
APP and KRO Experience Zone
§ Compact Kiosk = VAS and Experience Dispensing element
§ Handset and SUK are showcased as the element at the APP and KRO s
The Expected Resultant :-
§ From Ice Cream Parlor or Apps Parlor- Youth Hang-out destination
§ Retail and Brand Differentiator for channel and consumer
The Technology Leadership with Dispensing of VAS at the

12. Multitouch and Engagement at COCO s
The Engagement at COCOs
Play-Zones and Interactive Screens to deck up the Smart Phones with VAS
§ Multi Touch Screens to Engage Consumers at the COCO s
§ Features of the Devices and Services are showcased
Play &
Engage
§ The Screen POP s the message and initiates § Play and Engage
interaction
§ Face Recognition Technology to Interact
§ The Demo Tour to the Various Apps
§ Customization of Services
§ The Engagement with Games and Interactions
§ Multiple Experience and Engagement at the Store
§ The Power of Customization with Mera Wala Apps
§ Tech Space for People to Interact
Smart Interactive Multitouch Interface which drives Imagery from
Customization

13. The Video Kiosk at the Airport
The Service Engagement with Human Face
The Face of Technology to service the hi-profile consumers at the Airport
The Video Kiosk has the Web Cam which has the Home Screen which connects the person to
Call the Call Centre and when the person connects the kiosk connects to the call
Centre executive on the other side
Features of Compact Kiosk :-
a) Home Screen Welcomes to Engage with the Kiosk
b) Home Screen guides to connect with the call centre executive
The Video c) The call centre executive is connected at the other end and addresses the request
Kiosk
Future with the Video Kiosk :-
a) Selling Prepaid Connections with the Kiosk
b) Offer Products basis the expected requirement
c) The credit card transaction with the document submission and validation
The Expected Resultant :-
§ The Human touch of the Call Centre – Technology brings Face to the Voice
§ Brand connect with the technology and demonstration of the video services
The Demonstration of Services with the Customer Care Delight

14. The Apps at the Kiosk
The Apps :- Content and its Bridge
The Interface of the Kiosk which is the connect of the Consumer with the VAS
Features of Apps :-
a) The Apps connects on real time basis the main server and refreshes the links
b) The Apps is the Interface with the Content and the Kiosk
c) The Reports of profiling are generated and monitored
The Apps at Future of the Apps :-
the Kiosk
a) Helps in Suggestive Selling of the Prepaid and Postpaid Products
b)
The Expected Resultant :-
§ The Apps showcases the Content at the Kiosk
The Apps is the Layer of Interaction with the Content

15. The Technology Connect at the Youth Domains
The Technology Face of the Brand
Menu Interface Powered by Special Apps
The Digital Menu at Youth Hangout Places connects the BRAND with the technology
Features of Digital Menu :-
a) Home Screen of the Digital Menu powered by BRAND
The Digital Menu b) The Screen has the Latest VAS from BRAND and displays the menu
Screen @ c) The Apps interface helps in selection of the order and orders on-line
CCD
Future with the Engagement with Youth :-
a) Fashion Bars have the Digital Augment Realty mirrors helping with the right fashion
b) Music Bars having the Digital Apps touch window which helps in selection of the music
c) The Pubs and Libraries have the Apps interfaces which are powered by BRAND
The Expected Resultant :-
§ The Lifestyle Change by the Innovator brand
§ The Early Adaptors through word of mouth spread the buzz as the technology innovator
brand
The Brand association as the Apple of the Telecom Operator
Services

16. VAS Cart at the Catchment
Democratization of VAS
Enhance the VAS reach by taking it to every nook and corner of the city
Where the Catchment is there is VAS
The VAS VAS Carts are deployed to disseminate information on VAS and dispense VAS at the
Cart catchment
Features of the VAS Cart :-
a) The Promoter at the VAS Cart engages with the New VAS
b) Demo Screens showcasing the benefits of the VAS
c) Sampling and Engagement of the consumer with VAS and can transact the VAS at the cart
Future of the VAS Kiosk :-
a) The Wi-Fi Zone where the consumers are engaged on APPs .
b) Selling of Prepaid Connections.
c) Video Servicing at the Kiosk for servicing.
The Expected Resultant :-
§ From Ice Cream Carts to VAS and APPs Cart
§ Taking the VAS at Catchment
Reaching out the Catchment with Technology as BRAND =
Technology

17. BEGIN
THE
EXPERENTIAL
REVOLUTION
ENGAGEMENT MARKETING
ENGAGE | EXPERIENCE | ENHANCE | EMOTE

18. PESHWA ACHARYA
Peshwa.acharya@relianceada.com
GSM : +91- 8767441038
CDMA :+91- 9321141038
Personal GSM : +91-9867641038
Skype : peshwa.acharya
http://www.slideshare.net/peshwaacharya