Illuminating the Future: The Journey of Logic and the Evolution of the AV Industry in India

CXOToday has engaged in an exclusive interview with Pankaj Bellad, Business Head of Logic, LOGIC

Can you please explain about AV industry in India, the journey of Logic and Online instruments. (e.g., professional display, AV Mounts, AV accessories, lighting etc)

Ans: India’s booming AV industry, fueled by urbanization, rising disposable incomes, and a growing demand for visual communication tools, offers a vast array of solutions from display technology. Established in 2006 by Online Instruments India Pvt. Ltd., Logic stands as a leading AV brand and innovation pioneer. Our mission is to empower individuals and businesses with exceptional visual communication tools. Logic excels in crafting display solutions like captivating digital signage, interactive flat panels, and bold Active LED displays. We further enhance the experience with seamless connectivity and flexible mounting solutions, ensuring a complete AV experience. Logic, intertwined with Online Instruments, embodies the Indian AV industry’s growth. Our commitment to quality and innovation extends beyond displays, seeing them as gateways to connection, collaboration and communication. As the AV industry in India continues its ascent, Logic, brand by Online Instruments, is poised to be a leading force, shaping the future of visual communication in the country.

How does LOGIC approach the creative process when designing an audiovisual production?

Ans: At Logic, we believe the creative process is most powerful when it’s a collaborative journey. Understanding our clients’ vision, target audience, and communication goals is paramount. This close partnership allows us to craft a creative strategy that starts with truly grasping your brand identity and the message you want to convey.

Our team is passionate about harnessing the power of visuals to tell compelling stories that resonate with your audience. User experience is central to everything we do. We strive to design AV experiences that are not just visually stunning but also user-friendly and achieve the desired impact. Finally, our expertise in displays and AV equipment allows us to seamlessly integrate technology throughout the creative process, ensuring that it enhances the storytelling experience in the most effective way.

What are some current trends in the audiovisual industry that you find exciting or particularly impactful?

Ans: The AV industry is constantly evolving, and one trend that particularly excites us is the focus on advanced connectivity. We are committed to offering future-proof solutions that integrate seamlessly with the latest technologies. This allows our clients to leverage cutting-edge advancements and create truly impactful visual communication experiences.

We are also intrigued by the potential of Artificial Intelligence in the AV landscape. We see AI’s potential to enhance user experiences by automating tasks and personalizing content delivery.

Our vision is to stay at the forefront of these trends, continuously innovating and developing powerful visual communication solutions that shape the future of AV.

How do you stay updated with the latest technologies and advancements in the AV field?

Ans: Here at Logic, we are passionate about staying ahead of the curve when it comes to AV advancements. It is a constant learning process fuelled by a variety of approaches:

• Industry Events & Conferences: We actively participate in industry events and conferences. These events allow us to network with other professionals, learn about cutting-edge technologies, and witness first-hand how the AV landscape is evolving.
• Partnerships: We enable strong partnerships with leading technology companies and research institutions. This allows us to stay informed about emerging trends and gain valuable insights from industry experts.
• Continuous Learning: Our team is dedicated to continuous learning. We encourage ongoing education through workshops, online courses, and attending industry webinars. This ensures our team remains technically proficient and well-versed in the latest advancements.
• Customer Feedback: We value our customers’ perspectives and actively seek feedback on their needs and challenges. This feedback loop helps us identify emerging trends and ensure our solutions remain relevant and future-proof.

By combining these approaches, we are able to stay at the forefront of the AV industry, constantly innovating and developing solutions that empower our clients with the most advanced visual communication tools.

How do you handle clients who have specific and sometimes unrealistic expectations for their AV projects?

Ans: At Logic, clear communication is the cornerstone of a successful project. We actively listen to understand the client’s vision and specific expectations. Open dialogue is key – we explain technical limitations with a clear and friendly approach, offering alternative options and suggesting solutions that meet their goals within realistic boundaries. Sometimes, a creative tweak in design or technology can achieve a similar impactful result.

We leverage our expertise by creating project mock-ups or simulations to help clients visualize the final product and manage their expectations. We believe in transparent education – explaining the capabilities of AV technology and the value proposition of realistic options builds trust and fosters a positive working relationship. Ultimately, our goal is to exceed client expectations through open communication, association, and a human-centric approach. We strive to deliver AV solutions that leave clients satisfied and eager to return to Logic for their future visual communication needs.

Can you share an experience where you had to educate a client about the technical limitations or possibilities of their project?

If no existing case, then the below:

Ans: Absolutely. We recently collaborated with a client for their new corporate headquarters. They envisioned a large-scale interactive display wall – a truly impressive concept – but their initial plans involved complex multi-touch functionality across the entire surface.

During our initial consultation, we actively listened to their vision and desired outcomes. We learned they wanted a dynamic and engaging environment for employee collaboration and client presentations. However, through open dialogue, we gently explained the technical limitations of achieving seamless multi-touch functionality across such a vast area. We offered alternative solutions, suggesting a segmented touch-enabled display system within the wall. This approach would still achieve their goal of interactivity while staying within realistic technical and budgetary constraints.

To help bridge the gap and promote relationship we created a detailed mock-up showcasing the segmented touch zones. This not only clarified the technical possibilities but also allowed for further collaborative brainstorming. Working closely with the client, we were able to refine the concept and create a stunning segmented touch display wall that exceeded their expectations. The final solution offered a dynamic and engaging experience within the boundaries of technical feasibility, promoting employee collaboration and impressing clients. This experience solidified our belief in the power of open communication and collaboration. By educating and involving clients in the process, we can develop creative solutions that meet their goals while remaining technically sound and delivering exceptional value.

What steps do you take to ensure a seamless AV experience during live events? 

If no existing case, then the below:

Ans: At Logic, we understand the importance of a flawless AV experience for a successful live event. We achieve this through meticulous pre-event planning and rigorous execution. Collaboration is key – we work closely with clients to understand their vision, audience needs, and the venue’s infrastructure. Detailed AV plans are created outlining equipment needs, layout diagrams, and contingency measures.

High-quality, well-maintained equipment is a must. Our team pre-tests everything to ensure smooth functionality, with a backup inventory on hand for any unexpected situations. Seamless system integration is crucial, so we carefully integrate all AV components – audio, video, lighting, and displays – for clear communication and a cohesive experience. Experienced technicians are present throughout the event, ready to troubleshoot and adjust in real-time. Additionally, clear communication with event organizers, presenters, and stakeholders along with rehearsals beforehand ensure everyone is familiar with the setup and contributes to a smooth flow during the live event. By combining precise planning, top-notch equipment, and clear communication, Logic orchestrates flawless AV experiences that enhance live events and leave a lasting impression on the audience.

How do you approach the post-production process to ensure high-quality results?

Ans: We understand that exceptional visual communication goes beyond equipment; it extends into the post-production process. Here, meticulous attention to detail ensures top-notch results for our clients.

First, we prioritize organization and partnership. We take the time to understand the client’s goals and the message they want to convey. This clear understanding ensures smooth post-production that aligns with their vision. Throughout the process, we maintain strong communication with editors and clients, promoting collaboration and clear expectations.

Next, our experienced editors leverage their expertise to refine the raw footage. Their goal is to create a cohesive narrative flow and impactful delivery. This can involve color correction, adding graphics or animations, and meticulously polishing the final product. Finally, we prioritize rigorous quality control. This involves meticulous reviewing of the edited content to ensure it meets our high standards and, more importantly, client expectations. We also encourage client feedback and incorporate it during review cycles for further refinement. By prioritizing organization, collaboration, expert editing, and meticulous quality control, we guarantee high-quality post-production results. This ensures our clients receive impactful visual communication tools that effectively convey their message and leave a lasting impression.

How do you balance innovation with practicality in your AV work?

Ans: At Logic, we find true innovation flourishes when grounded in practicality. We achieve this through a client-centric approach and a focus on long-term value. First, we deeply understand our clients’ needs and challenges, prioritizing practical solutions that address their goals while leaving room for creative exploration. Flashy technology is exciting, but it only holds value if it serves a clear purpose.

Furthermore, we embrace innovative technologies with a focus on future-proofing solutions. This means incorporating technologies that offer long-term value and seamless integration with existing systems. We also prioritize user experience, ensuring the technology is user-friendly and delivers a clear message. Finally, our iterative development process ensures innovation translates into real-world benefits for clients. This balanced approach guarantees our AV work is not just cutting-edge, but also practical and impactful.