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AIM launches retail implementation arm, Apex AIM Retail

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 24, 2012
The new agency will provide services such as progressive designing, new age digital media, intensive media, in and out store branding and way finding solutions.

The 15-month old out of home agency, Apex Integrated Marketing, has ventured into the retail designing and implementation space by launching its retail vertical, Apex AIM Retail.

Gaurav Tandon

Vikas Bhambri

Gaurav Tandon, managing partner, Apex Integrated Marketing, says, "Calling it just a retail division would be like emasculating the very scope that this venture has to offer. We are putting forward services ranging from progressive designing, new age digital media, intensive media, in and out store branding to way finding solutions."

Explaining the functions of the new outfit, Vikas Bhambri, managing partner, Apex Integrated Marketing, says, "Retail solutions is about designing experiences, decoding impulsive buying behaviour, the thought process, strategic relevance and the apt synchronisation of all the elements to deliver the final product. An important aspect of our division will be way finding solutions. With the rapid growth in infrastructure development, we have seen the advent of large projects hitting the market, from modernisation of airports to big real estate projects and metro transit development."

Amit P Kapani will be the chief executive officer for the new agency, while Subhash Palan and Shailesh Vala will join in as chief administrator and chief design officer, respectively.

Kapani says, "A retail design must create a thematic experience for the consumer by using the key elements to entertain as well as entice the consumer to purchase goods and interact with the space. Enhanced emphasis will be laid on creating suitable environments in order to reflect the merchandise to the potential target consumer group."

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