Fourth Dimensions Media aims at growing experiential marketing in Tamil Nadu

The ad sales agency that completed three years in January expects to grow by 20 per cent in the coming years.

Fourth Dimensions Media, the agency that represents New Generation Media Corporation's Puthiya Thalaimurai group of magazines, the 24-hour Tamil news channel Puthiya Thalaimurai TV and Chennai Live, an English radio station, has completed three years in January.

The ad-sales company has set three clear goals in the coming year - growing the experiential marketing and events segment in Tamil Nadu, stabilising the three and a half month old GEC Pudhu Yugam and steady growth of 20 per cent.

The agency is all set to increase the number of events that are held in the state, every year. It has partnered with TV18 for flagship concerts like independent rock. A series of events have also been organised with celebrity chef Sanjeev Kapoor in Bengaluru, Coimbatore and Chennai.

The company developed other annual events in the market including Tamilan Awards and Agri Fest, for its client Puthiya Thalaimurai. The Tamil news channel climbed to the top spot in the genre within weeks of its launch and has stayed at the top for about two years now.

"A month-long food festival is also being launched in February, which will be telecast on the GEC, Pudhu Yugam. It will be loaded with celebrity appearances and will be an annual property of the channel."

Shankar, CEO, Fourth Dimensions Media suggests that Hindi content consumption in Tamil Nadu was very low about 5-6 years ago, there was just one concert in six months. "But now, we had a Farhan Akhtar concert in December, Shreya Ghoshal performed, Paresh Rawal, Salim Suleiman and Rusell Peters also had events here recently."

"In the end of February, there will be a huge on-ground activation in the light of the elections. Speaking on the spurt in activities, Shankar explains, "Through the traditional media - TV, print, radio and others - we can only grow up to a certain level and then, the growth will slow down. We are hence evaluating newer areas and markets which will add up to the top line and bottom line. We are planning to launch newer products or media platforms which will add value for the advertiser and the consumer.."

The agency also has a partnership with Helios Media to handle ad sales for Food Food and MTunes in key markets across Tamil Nadu. In addition, the company also represents news channel V6, Sathiyam TV and Krishna TV.

Puthiya Thalaimurai TV has more than 300 advertisers, Pudhu Yugam has about 30-35, the magazine group has more than 100 advertisers, while the radio station has over 150 brands partnering with it.

The company is looking at evangelising brand Tamil Nadu. "I feel that the advertisers, who want to market here, aren't always well-versed with the state," he adds.

In Tamil Nadu, it is said that a lot of business runs on relationships. Shankar further adds, "It is the retail capital of India and the broadcasters in Sri Lanka and Southeast, Singapore amongst others find it tough to crack retail as a category in the state."

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