Mumbai: Maxus India launched the Maxus Kaleidoscope, a unique mood-based planning tool on Wednesday. This web-based tool will enable brands to align their communication to the emotional and behavioural parameters of the users.

Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, the tool measures parameters such as “share of mood", “receptivity of audience" and “appropriate moment" for engagement.

This marks Maxus India’s second initiative on behavioural mapping, after Moribus, a behavioural sciences lab, set up by the GroupM company in partnership with Mumbai University.

The Maxus Kaleidoscope tool fundamentally works on the premise that every decision a consumer makes is based on feelings. Different moods denote diverse feelings and, therefore, evoke diverse reactions, making it imperative for brands to factor this in while putting out their message. Data on a brand’s share of mood and audience receptivity can help a marketing campaign reduce ad avoidance and wastage, said a company statement. It added that mood-based audience segmentation had a greater probability of effective communication, as compared to demographic segmentation alone.

“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’," said Lindsay Pattison, global chief executive officer (CEO), Maxus, who was in India along with the global team to discuss new initiatives and launches in the country.

The tool was launched by Pattison at a media round table with the entire global executive committee, along with Ajit Varghese, CEO of Maxus APAC. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

“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 skill set that will be future ready for all our clients and brands," said Pattison, in the statement.

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