Maxus launches mood-based planning tool

Maxus India yesterday launched ‘Maxus Kaleidoscope’ a mood based planning tool.Inspired by British physician Dr. Liz Miller’s mapping principle of defining one’s mood, this web based tool aims to enable brands in India align their communication based on the emotional and behavioral parameters of the audience.This is Maxus India’s second initiative on behavioral mapping the first being Moribus, a behavioural sciences lab by a media agency in partnership with the Mumbai University.The tool was launched by Lindsay Pattison, Global CEO, along with Ajit Varghese, CEO of Maxus APAC, at a media round table with the entire Global Executive Committee.Pattison said: "With access to real time data, brands can move beyond demographics into behavior 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'.”