MUMBAI: Maxus India today launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioural parameters of the audience.
The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus- first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.
The tool was launched by Maxus global CEO Lindsay Pattinson at a media round table with the entire Global Executive Committee, along with Maxus APAC CEO Ajit Varghese. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.
Speaking to the media about the tool, Pattinson said “With access to real time data, brands can move beyond demographics into behaviour consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”
“While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands,” he revealed
Commenting on India, Pattinson further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. 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.”
"I always have my mother beside me and I think almost everything you learn in life has a little bit of your mother in it. Every aspect of life has her undertones."
"My mother is an inspiration to me and has always been. Her self-discipline, her high standards, her self-motivation are values that I really look up to and I have tried to inculcate these values in myself."
"The only memory that I have of my mother is of her dying in the hospital. I was very young when she passed away. She was in a lot of pain and we really couldn‘t do much for her. She used to write very good poetry depicting her pain. I still have those handwritten copies of her poetry. Today, all the writing skills and abilities that I have is all thanks to her. The way she expressed her pain in poetry… she is my inspiration."
"My mother has been my only inspiration and she still works harder than anybody else. She has been very loving, caring and has brought me up to be the independent woman which I am today. She hails from a small city Hardoi in UP and was a graduate even in those times but she is modern in the way she thinks. I was a laid back, lazy person but she encouraged me and pushed me to work harder and whatever I am today, its because of her."
"According to me, my mother is the world‘s best cook. I fondly remember the day my mother was experimenting while preparing a cake for me. We were so engrossed in talking to each other that the cake was on fire! She has always been there for me. She was the one who packed my bags when I was going to Oxford. I talk to her everyday on the phone. My mother is an integral part of my life."
"I always feel that the journey I am enjoying in life has been entirely because of her sacrifices, prayers and belief in God. God is rewarding her by keeping us healthy and happy. While a doctor does cut the umbilical cord between mother and child, in real life, the cord only gets stronger and stronger as we grow. My mom and I share the same bond and she is the heart of my body. We share a great bond like friends. We care, we respect, we love, we fight, we pray, we share."
"Every day I spend with my mother is special. I would not say I cherish Mother‘s Day specially, because for me, I love my mother each and every day and she is an integral part of my life. One of the most vivid memories from childhood with Mum is when she threw my entire collection of marbles out the window, quite literally. I used to love playing with marbles as a kid and I had a huge collection. I would start playing, and in the process create a racket with the marbles, in the morning. One day my Mum lost it. That was when she entered my room and just threw the entire bag away!"
"A mother is often the first example of unconditional love that a child experiences. For many mighty girls, their relationship with their mothers is a very special one, and my mom is a role model for me. She has been extremely influential and supportive throughout. I share a wonderful relationship with her… more like a friend than a daughter. I always call her ‘from Shakespeare to samosas‘, as she has done her master’s in English literature and has also sold samosas. She is a fantastic lady and I owe my success to her. My mother is a diligent and determined woman who has guided me with the right direction. More importantly, she has taught me to appreciate this life as a precious gift."
"Ever since my childhood, I have been greatly influenced by my mother. Right from childhood, my mother used to create plays at home and this is how I developed a love for this field. She holds a very strong and influential position in my life. She has motivated me a lot to act in plays in schools and colleges and that has helped me in building my career today to this success. There are many special moments and memories I have spent with her and it is very difficult to pin-point any one. My mother actually is an ordinary woman but in her tiny appearance lies an extraordinary fortitude, perseverance, an altruistic soul and a very kind heart."
"When I was growing up in Uttar Pradesh in the seventies and eighties we didn‘t know of a thing called Mothers Day, but we practised it by giving her the day off on her birthday. My dad , my sister and I would pamper her and the day would end with us taking her out for a meal. Incidentally, my mother‘s birthday is on teacher‘s day, so it was very poignant. The current tradition of Mothers Day is a great one as it brings our dear moms in the spotlight and they deserve this extra day of being serenaded. May be we should have more mothers‘ days in a year. Happy Mother‘s Day Amma !"
"Whatever I am now, I owe it all to her. She used to narrate a lot of stories to me in my childhood and that has helped me become a good ‘storyteller‘. When she would narrate stories to me, the very next day I used to narrate them to my school mates and soon I became a popular ‘storyteller’. Since the past five years I have the same caller tune dedicated to my parents. She has always guided me to the right path in every step of my life. She has taught me discipline, manners, and the sense of duty towards others in the family and in society."
"At 93, she is a fountain of Wisdom, wit and positive energy… My biggest inspiration #unconditionalLove #Mother" (on his facebook profile)