Alyque Padamsee joins as advisor to LeagueOne

He will provide consultancy on brand, strategy and communications

Alyque Padamsee was in town a month back to launch LeagueOne, a BTL video service. He has now joined LeagueOne as its brand, strategy and communications advisor. Padamsee had shown special interest in the below-the-line company which was launched recently.

Says Rajiv Gupta, managing director, LeagueOne, "At LeagueOne, Alyque will add in his strategic inputs to this new medium of advertising - a complete BTL experience, and will direct LeagueOne towards accomplishing and exceeding its own set targets."

Padamsee adds, "For years and years advertisers have wanted to impact customers with audio-visual force at the point of purchase. Now at last, LeagueOne offers the marketing companies, that marketing miracle. Shopping is going to be fun than ever before. LeagueOne is in a league by itself. It puts a sting in the tail of retail."

Alyque Padamsee is responsible for revolutionizing the advertising scene of India. A theatre buff he has been involved in different communication streams at the same time. He has many successful advertisement campaigns to his credit, which have now gone to become great brands. Some of them include Liril, MRF, Timex, Monte Carlo, and Kitply. His most memorable work is on conceiving the 'Lalitaji' character for the Surf campaign, which became a household name.

LeagueOne is the first complete BTL advertising medium which is currently focusing on retail outlets in the telecom, lifestyle pharmacy, modern departmental stores, IT and optical sectors. It plans to cover 34 cities, including all the four metros and 30 secondary cities in the first year of operations. All associated brands and product would get the benefit of digital display facility along with special in-store promotions. The concept would also consist of innovative schemes to enhance the consumer experience.

LeagueOne Marketing has announced to set up 5,000 networked retail outlets across the country by the end of this year. The company claims to have already launched more than 400 such outlets last three months in NCR and multiple towns in Punjab, including Chandigarh & Ludhiana offering complete BTL services. The company is now entering Bangalore and Mumbai.

The complete BTL services provided by the company will also include programming focusing on "Consumer Education and Awareness", "Counter Training modules" and special schemes enhancing consumer experience at its partner outlets.