Multiplier now an independent unit

By , agencyfaqs!, New Delhi | In Advertising | June 21, 2007
With clients such as Motorola, Pepsi and HP in its kitty, Multiplier will focus on trade marketing

Multiplier, previously

a part of Kidstuff Promotional Marketing - the Mudra Group's specialist in promotional marketing - is now an independent business unit. Multiplier's focus will be on various outsourced sales and marketing requirements as well as trade marketing requirements for its clients.

The services that the business entity will provide to its clients range from training and development, recruitment, payroll management, trade consultancy and implementation, including consumer and trade loyalty programmes. Multiplier is already working on Motorola, Pepsi and HP.

Jai De Costa, president, Kidstuff Promotional Marketing, says, "Multiplier, as the name suggests, refers to multiplying business with the right people at the right locations. It wishes to be at the place where brands sell, so as to promote the brands to create loyalties at each level."

The importance of making yourself present and, most importantly, felt in a retail space is something sought by every brand in the country. In that area, Multiplier definitely seeks to provide solutions to its clients in what attracts people at the point-of-purchase and what does not.

De Costa explains, "We did some retail activity for one of our clients, Pepsi's 'Hoo Haa India' campaign was launched with 'Shelf Talkers', wherein, a can, with sensors, was placed on a counter and, whenever anybody passed by the counter, the can would repeat the chant, 'Hoo Haa India, Aaya India'. We do activities similar to these around the brand."

Multiplier has an interesting logo. Explaining the logic behind it, De Costa says, "The logo is based on the symbol of 'multiplication', but not derived from mathematics. Multiplier is all about 'people, solutions and sales' and the symbol is derived from hands coming together for a purpose. The letter, 't', has been substituted by the cross symbol and red is used to connote strength."

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