Maxus Kaleidoscope launched in India

It is a location-based mood mapping tool

Maxus India has launched a mood-based planning tool called Maxus Kaleidoscope. The web-based tool will enable brands in India to plan their communication strategy based on the emotional and behavioural parameters of the audience.

The tool measures parameters such as 'share of mood', 'receptivity of audience' and 'appropriate moment' for brand engagement and audience perspective. This is Maxus India's second initiative on behavioural mapping, its first being Moribus, a behavioural sciences lab set up in partnership with the Mumbai University.

Maxus Kaleidoscope was launched by Lindsay Pattison, global CEO, Maxus, at a media round table, in the presence of the company's global executive committee, as well as Ajit Varghese, CEO, Maxus APAC. The round table further discussed its vision for Maxus India in 2016 and the domestic market's contribution to the global brand.

The main concept behind Maxus Kaleidoscope is that every decision of humankind is based on feelings. Different moods are related to different feelings and reactions, making it important for brands to consider it in their communication. Data on audience receptivity can help a marketing campaign reduce ad avoidance and wastage.

Speaking on the launch, Pattison says, "With access to real-time data, brands can move beyond demographics into consumer behaviour profiling. Maxus Kaleidoscope is the first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and accordingly build their communication around a 'mood'."

Pattison and the global team also discussed India's new initiatives, including Maxus India's focus on data, digital, and content for the current year.

Commenting on the company's India operations, Pattison says, "India is a benchmark market for us. It is one of those unique markets where traditional media and digital media are growing together. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands."

Maxus is a global communications consultancy that helps marketers build relationships between consumers and their brands. It works on combining communications planning and customer relationship marketing to deliver relationship media. It provides services in communications strategy, digital marketing, direct response media, social media, data analytics, media investment management, content and sports marketing, marketing RoI evaluation, and CRM. With a team of 2,500 people across 55 cities, Maxus is a part of GroupM, the media investment management Group that serves as the parent company for all WPP's media agencies.