Kinetic launches OOH division, Active, in India

The new division will provide in-house support offering digital, experiential, mobile activation and social engagement.

Kinetic Worldwide has expanded its Active division into India, China and Southeast Asia. Kinetic Active is a full-service creative and production shop set up to raise the creative bar of out-of-home marketing.

Launched earlier this year in the US and UK, Active is already working with clients such as Argos, Dove and 3Mobile. It provides in-house support, creative services, production, digital, experiential, mobile activation and social engagement.

Amit Sarkar, COO, Kinetic India says, "Active is a unique platform which will help us further strengthen Kinetic's position in the market as the category leader. We now look forward to providing our clients with a full set of OOH services, which will go beyond traditional OOH."

Kinetic Active will provide 'personalised and purposeful' interactions in sync with the shift in the purchase behavior of consumers who are now buying experiences over brands/services. "Micro engagement has become the key to conversions," says Sarkar.

Kinetic Active's India operations will be handled from Mumbai and Delhi and will be led by its general manager Adil Khan and national creative director Sommnath Sengupta.

"The majority of consumers' time is spent outside their homes, so there is a huge opportunity to connect with them as they go about their daily lives," says King Lai, CEO, Kinetic Asia Pacific. "Our aim is to entertain, inform and inspire people while they're on the move, while in traffic, walking through an airport or onboard a train. We have a lot of fun discovering new ways to use media and technology to connect consumers with our clients' brands - injecting humour and offering something useful or creating a memorable moment in someone's life."

Kinetic, a WPP-owned company, is a global leader in planning and buying out-of-home media. It provides expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. Kinetic employs over 900 professionals across 38 offices worldwide.