MxMIndia

Tag: Rachana Lokhande

  • Takes a big step into the future of DOOH

    Kinetic India hosts workshop on programmatic advertising

    By A Correspondent

     

    In order to create awareness and bring other media partners at par with industry trends, Kinetic India hosted a workshop on programmatic advertising Digital OOH (DOOH) on July 12, 2019 at the GroupM Mumbai office.

     

    Classified as a by-invite only event, among the renowned media partners in attendance were Vyoma Media, Armour Digital OOH, All About Outdoor, Times Media, Signpost India, Jagran Engage, PlayAds and Skyrams. Along with Kinetic, industry veterans such as Bharat Khatri – Country Head of Xaxis, Kyle D’lyma – Associate Product Director of Xaxis, and Mayuresh Phadke – COO and Co-founder of LEMMA Technologies were key speakers at this exclusive event.

     

    Iterating the vision of Kinetic, the workshop began with insights from Rachana Lokhande, Co-CEO of Kinetic Worldwide, India. Said Lokhande: “The purpose of the workshop has been to get media and technology partners to collaborate and build the programmatic ecosystem by marrying data across sources and platforms together to provide a seamless experience.”

    Added Bharat Khatri, Country Head, Xaxis India: ‘’Programmatic is often conflated with actions like retargeting, conversions, real time optimization & audience targeting. However, an advanced programmatic stack (DMPs, DSPs and SSPs) can map out many contexts such as consumer-proximity store, store visits, live triggers – weather, cricket scores and many other signals that ensure the right ad is served to the right person at the right moment. By nature, DOOH inventory is a perfect way to deliver relevant messages to consumers who are on the go. With the power of programmatic, DOOH is an automated inventory buying/selling process which takes advantage of location data to drive more meaningful measurement, quality engagement, allowing advertisers to scale omnichannel strategies.”

     

     

  • The campaign tracks attribution from individual OOH exposure against subsequent consumer behaviour

    Xaxis measures DOOH exposure among individuals for Manyavar

    By A Correspondent

     

    Xaxis announced the results of a recent campaign for retail brand Manyavar, that tracked individuals from digital outdoor exposure to retail store visits. Implemented on mobile and digital out of home (DOOH) advertising, the campaign was tracked attribution from individual OOH exposure against subsequent consumer behaviour.

     

    The campaign attribution study was designed to help Manyavar evaluate cross-media frequency management between DOOH and mobile. Xaxis used geo-fencing technology to measure DOOH exposure among individuals, then against mobile ads delivered to the same locations. Results revealed that store footfall increased by 198 per cent among groups exposed to both outdoor and mobile ads, meaning those who had been engaged by outdoor and mobile sequentially visited Manyavar stores three times as often as those who had not. In addition, users who had seen the OOH ads interacted more with the mobile ad compared to users who had not.

     

    Said Abhijeet Dhar, Marketing Gead, Manyavar: “The Xaxis and Kinetic team deserves high praise. Not only did their innovation and out-of-the-box thinking help us identify a new approach to measuring attribution, but the unique consumer insights we gained from this campaign were a game-changer. They truly understood our business goals and tailor-made a strategy that delivered results beyond our expectations.”

     

    Added Rachana Lokhande, Co-CEO, Kinetic India: “OOH has always been under the lens for not having measured results, but not anymore. Our client Manyavar was open to the idea of measuring the outcome of the campaign and analysing the audience using OOH + Mobile. Xaxis and Kinetic worked in collaboration to showcase the potential of driving incremental reach using mobile as an extension of OOH and then measuring audience behaviour. The data and insights are a clear indication of great synergies between both these medium.”

     

     

  • Before the announcement, Rachana was serving as VP Trading and Operations of Kinetic India

    Kinetic appoints new leadership team in India

    By A Correspondent

     

    Rachana Lokhande
    Charanjeet Singh Arora

    Kinetic India announced that it has promoted two of its leaders, Rachana Lokhande and Charanjeet Singh Arora to the role of Co-CEO. They replace Suresh Balakrishna who resigned earlier this month. Before the announcement, Lokhande was serving as VP Trading and Operations of Kinetic India. Previously she worked for IPG and R K Swamy BBDO.

     

    Arora has been with Kinetic India since Nov 2017 as Senior VP for clients.Prior to joining Kinetic India, he worked for Posterscope, IPG and Reliance Broadcast.

     

    Said Marc-Antoine de Roys, Kinetic’s Global CEO: “I want to thank Suresh for his great work at Kinetic. It is because of his leadership and succession planning that we are in a position to have consistency as he transitions out of the organization. Rachana and CJ are proven leaders at our company who have earned the trust and respect of our employees, vendors and clients. Their service, history, and accomplishments made this an easy decision.”

     

     

  • Rachana has spent over 12 years in OOH Industry and diligently built Unilever and Amazon brands in Out of home space during her last assignment in Rapport

    Kinetic India appoints Rachana Lokhande as Director – Trading and Operations

    By A Correspondent

     

    Kinetic India has announced the appointment of Rachana Lokhande as Director – Trading and Operations and will have all India buying, trading and operations team reporting to her at Kinetic. With her spirited personality and active leadership, she will oversee the trading, operations and buying functions of the company. Rachana has spent over 12 years in OOH Industry and diligently built Unilever and Amazon brands in Out of home space during her last assignment in Rapport, the OOH arm of Mediabrands.

     

    Commenting on same, Suresh Balakrishna, CEO – South Asia & Middle East, Kinetic said, “I have worked with Rachana in my previous assignment and know her to be a committed and driven professional. She brings with her the experience of handling very large and demanding clients like Amazon and HUL. I am delighted that she has joined Kinetic, this will only strengthen our hold on the Indian market”.

     

    Rachana, a mass communication graduate and a mechanical engineer, started her career with Ensure Outdoor as Planner and Buyer and later took up new and progressive roles at RK Swamy BBDO, Aaren Initiative and Rapport prior to Kinetic Worldwide with total experience of 15 years.

     

    Speaking on her new role, Mrs. Rachana Lokhande said, “I am thrilled and excited about my new role at Kinetic and look forward to working with its dynamic team to drive its accelerated growth story”.