Press Esc to close

Now, pop-ping away to marketing glory

Shayan Ghosh Bangalore:Jan 31, 2013 DH News Service 21:46 IST

Collaborating to sell

Product marketing in the 21st century has seen numerous innovations; from targeted ads to smartphone app-based techniques. Now, a Bangalore-based company has come out with a unique initiative of coalition marketing where stores serve you offers available next door.

Suppose you are on Bangalore's M G Road visiting a book store. Once you enter, your phone shows a pop-up message through the Wi-Fi Internet connection of the bookshop which not only gives you the current offers there but also in nearby non-competing shops.

Founded by ex-Wipro employees Narasimha Suresh and Ravi B R in 2004, Telibrahma has been developing mobile apps that help companies connect with their consumers. The company has been awarded 40 patents so far. “Coalition marketing does not even need an app and functions even through Bluetooth, so basically, most phones can use it,” Suresh told Deccan Herald.

It is all about tapping customer footfalls from stores close to you, not by distributing leaflets or coupons, but by using the store’s Wi-Fi to create awareness about your store and fashion trends along with your products that fit the bill.

A proof of concept (PoC) of the initiative has been run in Indiranagar area in association with 16 stores which received good response. “All those who were with us in PoC have come on board for the final launch in February,” Suresh added. Telibrahma has got 30-40 companies to tie up with them.

According to Suresh, retailers lack location-centric media and marketing and with active mobile phone users touching 703.9 million in India, such initiatives hold promise. The company has identified 40 clusters (groups of stores in a particular location) in Bangalore, Mumbai, New Delhi, Kolkata, Chennai, Ahmedabad, Jaipur and Hyderabad to launch the service and plans to take this number to 400 by the end of 2013.

Telibrahma had received $5 million in funding led by Intel Capital and existing investors Inventus Capital Partners and Ojas Venture Partners. Suresh said that the company is not burning cash too fast and has no plans to raise further capital for now.

“We are already trying expand abroad and the pilot for Australia and US will also start in the next quarter,” Suresh explained.

Go to Top

More from this section
Most trending stories
Photo Gallery
Two peacocks in a mid-flight at the Rastrapati Bhawan in New Delhi...

Two peacocks in a mid-flight at the Rastrapati Bhawan in New Delhi...

Former Telecom Minister A Raja addresses the gathering at his book launch 'The 2G Saga...

Former Telecom Minister A Raja addresses the gathering at his book launch 'The 2G Saga...

Police personnel stand guard near the premises of Mahabodhi Temple in Bodh Gaya...

Police personnel stand guard near the premises of Mahabodhi Temple in Bodh Gaya...

STF personnel recover gold after a raid which resulted in arrest of most wanted criminal Subodh...

STF personnel recover gold after a raid which resulted in arrest of most wanted criminal Subodh...

Former Miss Earth Nicole Faria addresses the event for felicitation of 112 women achievers...

Former Miss Earth Nicole Faria addresses the event for felicitation of 112 women achievers...

Bollywood actor Aishwarya Rai at an event to recognise 112 women achievers, to be honoured...

Bollywood actor Aishwarya Rai at an event to recognise 112 women achievers, to be honoured...

A farmer burns the residue of her sugarcane crop at her farm on a cold foggy morning...

A farmer burns the residue of her sugarcane crop at her farm on a cold foggy morning...

Kite-enthusiasts display a kite with an image of Kulbhushan Jadhav during International Kite...

Kite-enthusiasts display a kite with an image of Kulbhushan Jadhav during International Kite...

Honey bees visit a flower near Vijay Chowk area in New Delhi...

Honey bees visit a flower near Vijay Chowk area in New Delhi...

A squirrel eats corn grains on a cold winter morning in Bhopal ...

A squirrel eats corn grains on a cold winter morning in Bhopal ...

Like us on Facebook

Copyright 2017, The Printers (Mysore) Private Ltd., 75, M.G Road, Post Box 5331, Bengaluru - 560001
Tel: +91 (80) 25880000 Fax No. +91 (80) 25880523
Powered by Yodasoft Technologies Pvt. Ltd.