India's Malayala Manorama Group has launched new cross-media platform vertical Junction Kerala to help brands “extend the reach and impact of their campaigns,” afaqs! reported Monday.

Malayala Manorama is present in print, online, TV and radio, but “to leverage the resources and reach all these platforms, we (had) to come up with an additional platform in the form of Junction K, which will act as a cross-media platform for brands,” C Mathew, deputy general manager of marketing and publication at the group, told afaqs!.

There is a very important difference between multimedia and cross-media platforms, Mathew said. Multimedia is “all about booking separate ad spots in different media,” while cross-media platforms “implies the integration of the communication message by placing it effectively on different media, such as TV, print, radio, online, outdoor, etc., with a common identifiable theme,” afaqs! reported.

Junction K aims to use its already established reach in Kerala to give clients insight into that market.

“Our team of marketers, researchers and media specialists analyse the feedback provided by our local marketing people and sit down to design a specialised advertising-marketing strategy for the brand. Our footprint across Kerala allows us to come up with an integrated plan that places the brand or service on different platforms, at different touchpoints,” Mathew told afaqs!.