The experiential marketing market in India is on a remarkable growth trajectory. This surge underscores the profound transformation in how brands engage with their audiences in recent years. The current trends in the Indian market show authenticity, personalization, and digital integration, as brands harness technology to create captivating virtual and augmented reality experiences. However, amidst this evolution, challenges loom large, demanding significant investments, precise ROI measurement, and the perpetual task of sustaining consumer interest in a fiercely competitive landscape.
Brands are compelled to adapt swiftly to everevolving consumer preferences while adeptly navigating regulatory intricacies, all in the quest to leverage experiential marketing's potent potential to connect with the diverse consumer base. Coral Media stands out as an astute problemsolving leader in the face of today's market challenges, leveraging its expertise in the field of experiential marketing. With a commitment to crafting immersive experiences that forge profound connections with discerning audiences and the artistry to construct indelible interactions that linger in the collective memory, Coral Media stands as a beacon of creative ingenuity.
The company’s journey, rooted in Bangalore since 2010, has burgeoned to encompass eight metropolitans, underpinned by a formidable outdoor asset network. What commenced as a strategic extension of the OOH portfolio in 2018, tailored initially for existing patrons, swiftly evolved into an autonomous Retail business vertical, necessitating the formation of a dedicated nationwide team to cater to an expanding clientele. “Coral Media is your perfect partner when it comes to achieving national visibility within an optimized budget. Time and again we have helped brands reach their target audience most quickly and efficiently”, speaks Sonia Lal, Partner, Coral Media.
Inspiring Brands to Grow
With a wide range of out-of-home advertising solutions that talk to consumers when they are on the go, the company is recognized as a pioneering out-of-home advertising agency in India. Coral Media's reach extends to retail centers and multiplex screens, whether it is the attraction of static billboards, the digital refinement of airport displays, the practicality of elevator screens, or the pervasive presence on roadways, from billboards to bus shelters and bus backs. Coral Media has carefully expanded its portfolio beyond conventional out-ofhome advertising to include experiential marketing and retail, which mesh well with its OOH expertise.
After being formally founded in 2020, the experiential marketing division has already built a name for itself by working with notable companies like Marico, Britannia, MTR Foods, Livspace, Kotak Bank, and others. Notably, Coral Media's innovative prowess shines through in its creation of Britannia Marie Gold My StartUp Contest, a brand activation initiative conceptualized in 2016- 2017, which has now evolved into a self-sustaining asset for Britannia, demonstrating the company's ability to propel brands onwards and upwards in the competitive marketing landscape. “We often incorporate multiple senses to engage the audience beyond the appeal to the head and heartset. This can involve elements like touch, smell, taste, sight, and sound to create a more holistic experience. We also try to incorporate and design a campaign that is shareable on social media and other platforms”, says Sonia Lal.
The client engagement approach at Coral Media is a customized journey that begins with clients outlining their goals and difficulties. After that, Coral Media undertakes qualitative or dipstick research as necessary to give clients well-informed proposals. Coral Media counsels clients when experience marketing alone may not be sufficient as transparency is a cornerstone of its business model. Project plans are refined by collective brainstorming that follows. A pilot phase is undertaken for questionable activities. The procedure also includes estimations, purchase orders, cost negotiations, and effective reporting procedures.
Coral media has a proven track record in creating experiential marketing campaigns that have delivered on the campaign objectives
Expert Team, Strong Partnerships
The firm boasts a formidable team led by Partner & CEO Lekshumanan Annamalai and Sonia herself, combining their expertise to drive the company's success. This dynamic team is further strengthened by two other working partners with over 75 years of collective experience in both national and international brands, fostering robust business relationships with India's leading corporations while consistently delivering exceptional results. With a growing workforce of over 80 professionals, a vast network of 3000+ assets spanning 20 cities across India, and a burgeoning database of 600+ vendors, Coral Media stands prepared to assist clients in selecting the perfect inventory to align with its campaignrequirements. “Our experienced multidisciplinary team, strong vendor partnerships, pan India presence, and own asset inventory always help deliver what is best and most desirable”, speaks Sonia Lal.
Coral Media's future roadmap is marked by a strategic blend of continuity and innovation. While the firm’s traditional Out of Home business remains a cornerstone, it is committed to further enhancing its presence inexperiential and retail marketing. A primary focus lies in expanding its large-scale inventory within the Out of Home domain. In terms of innovation, Coral Media is poised to disrupt the traditional Point of Sale (POS) landscape, introducing the TOKINOMO-shelf robot, a ground-breaking product set to revolutionize the in-store marketing experience. This commitment to innovation continues with the forthcoming introduction of another ground-breaking solution designed to not only engage shoppers but also convert them into loyal customers, reaffirming Coral Media's commitment to reshaping the marketing landscape.
Sonia Lal, Partner
Sonia is a dynamic business manager and leader with a proven track record across Banking, Manufacturing, Media, and Consulting. As a successful entrepreneur running a nationwide media agency, she excels in B2B and B2C domains, leads large teams, and additionally dons the role of a CFO given her past experience in the banking and as a finance consultant in the manufacturing industry. Her diverse experiences, passion for challenges, and impactful leadership, as seen in her role in pioneering India's Champions Boat League, reflect her holistic understanding of business and her commitment to driving positive change as a consultant with Peabody Soft in the social fintech sector.
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