About Us
Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.
We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customers life.
Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our clients products/services, sales supported by brand visibility, awareness and execution of the products message with a promotional objective.
Atl Campaigns Newsletters in pune
So what is brand activation?
Brand activation: An increasingly curious term actively touted by two familiar parties; clients – who more often than not use it to define the activity they’re spending their Ad-pounds on; and also by some agencies, who use it as a positioning statement when asked ‘so what does your agency do?’
But what does the term actually mean in a world that is experiencing media convergence at a rate of knots and with many brands struggling to execute truly integrated campaigns, based upon a singular, insightful, organising thought?
We’ve found ourselves in a world cluttered with meaningless content. Tactical experiential activity that lacks any strategic consideration and endless social media campaigns that are still finding their way, picking up the occasional ‘like’ or ‘re-tweet’.
Where is the commercial return and what is this contributing towards the equity of the brands they represent?
As advocates of multi-channel marketing, we must get back to the basic values of understanding data (which is critical in the ideation process), insight, timeliness, relevance and creativity to ensure any activation activity is effective and memorable.
It can be done.
It’s also essential to understand the importance of a seamless, joined-up approach to activation; rather than a series of disconnected, tactical executions. Either one agency needs to manage all elements of activation or agencies need to work collaboratively and stop protecting their ownership of the client for the benefit of the wider brand activity. The answer ultimately lies in the ambition of the brand combined with the insight, expertise and planning unearthed by agencies from a strategic, data and creative point of view. Only these components coupled with collaboration will deliver engaging activity that captures consumers’ hearts and minds.
Brand Activation rallies around activity that brings brands to life and encourages positive participation – physically or digitally. Regardless of how we deploy this activity, let’s get the basics right. This will in turn deliver tangible and mutually beneficial value to clients, brands and customers alike.
Russell Perry is a managing partner at MWorks, McCann London
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Business Learning Terms
The accelerated rate of growth of the Indian economy has given the people of India unprecedented amounts of disposable income. They choose to spend this money and much of their leisure time shopping in malls. All across India in major metropolises and even small towns, the number of malls is forever increasing. The mall has now come to become a symbol of Indias up and coming middle class and their dreams and aspirations. Mall activations are important because they target the audience right when they are doing the activity brands want them to do shopping. Mall activation helps in engaging a large audience because of the number of people visiting a mall. Most mall activations are eye catchy and involve audience participation, making them quite memorable.
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