EyeClick's futuristic interactive displays launched in India

By Surina Sayal , afaqs!, Mumbai | In OOH News
Last updated : March 23, 2009
The new motion-sensing technology will facilitate consumer interaction, allowing for higher brand recall

Israel-based EyeClick - renowned for its interactive media display solutions, which are used for myriad applications including retail spaces, exhibitions, corporate events and museums - has tied up with Bengaluru-based retail display products specialist, Mahendra Associates, for the launch and distribution of their product range in India.

Mahendra Associates is a multi-market product supplier, representing products of 3M, DuPont and Powerdesk, whose Dynamic Display Environments team within the company focuses on marketing innovative display solutions. The company also offers transit media options under the banner of Mast e-Media.

A number of well-known brands and organizations globally have used EyeClick, an interactive technology, to transform floors, walls and windows into interactive displays, which capture the attention of the target audience, resulting in effective promotions and greater brand recall.

EyeClick displays comprise EyeStep, EyeTouch and EyeWall. EyeStep is the interactive display that people can walk on, and it will react to the person's movement. EyeTouch can convert a shop window, counter or table into an interactive display, which will react to touch with as much precision as a mouse click on a computer screen. EyeWall is a large display that can be created on a wall, much like EyeStep on the floor.

Coca Cola, Microsoft, Volvo, Sony, Burger King, Puma, Bacardi and GE are a few brands who have tried this technology. The Beijing Olympic Games also effectively used EyeClick.

Mahendra Patwari, CEO, Mahendra Associates, says, "With a few installations in India, the response to EyeClick displays has been very encouraging. To make this more popular, we have decided to support our customers by creating a demo studio and providing content management services through our associate design company - Anomishere."

This demo studio will enable customers to try, test and customize their solutions, before installing them at the target location. The first demo studio is in Bengaluru and three more are planned, one each in Mumbai, New Delhi and Chennai.

Yariv Bar Yam, executive vice-president, global business, EyeClick, who inaugurated the new facility in Bengaluru, says, "EyeClick puts customer satisfaction at the forefront of its business strategy. Utilising our 'magical' solutions, retailers report increased sales and in-store footfall, as well as stronger brand awareness."

He adds, "To enable our customers to capture this value, we are building a global network of quality distributors that share a common strategy - providing the highest quality solutions and outstanding customer care. We are proud to associate with Mahendra Associates to promote our solutions."

A few displays will also be installed at the Duty Free stores at Bengaluru International Airport during the week.

Setting up EyeClick depends on the size of the display and environment conditions; however, setting up the basic system in ideal conditions takes an hour or two. Due to the availability of a range of templates that a brand can utilize, the need for a full-blown creative campaign, or services of a creative agency, are not necessary to use this medium.

The sale of system is not restricted to promotions. Mahendra Associates is looking at integrating this system into retail store design, exhibition design, interior decoration and events. They will actively market it through the AV display and rental channel too.

According to the company, the medium is most effective in indoor ambiences, such as malls, hotels and restaurants, and retail store windows. It is dynamic, large format and completely interactive. The response is measurable, since it records every interaction.

Regarding costs of using EyeClick, Patwari informs that many media companies would like to price this differently. Some agencies are considering charging on spots per hour, while others may charge on parameters such as creative impact or location. The media resellers can decide on how they would want to position their property.

Discussing the response to the technology, Patwari says, "We have seen unanimous acceptance of the concept across all age groups and demographic segments. It brings out a natural response in the individual. Many times, the kid in every person comes to the fore and the interaction with the technology is honest and genuine. This makes the experience unique, and therefore, a positive influence towards the brand."

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First Published : March 23, 2009


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