MxMIndia

Category: OOH

  • Rudolf Fernando, former All India President of Navabharat Group, has been appointed as National Head of the recently expanded four regional sales divisions of outdoor agency Global Advertisers.

    Rudolf Fernando is National Sales Head of Global Advertisers

    By A Correspondent

     

    Rudolf Fernando

    Rudolf Fernando, former All India President of Navabharat Group, has been appointed as National Head of the recently expanded four regional sales divisions of outdoor agency Global Advertisers. He will report to Sanjeev Gupta, MD, Global Advertisers. His core responsibility involves strategizing, designing, execution and media planning of outdoor campaign executed across the country.

     

    Mr Fernando has over 20 years of experience in the media industry. He started his career with Free Press Journal in Mumbai. National publications like Dainik Bhaskar and comedy TV channel Sab TV were also part of his career graph. Later he joined Navabharat Media Solutions to head their sales department.

     

    Mr Fernando says, “My role has widened with challenges and opportunities. Through my skills and understanding of the media industry, I am confident of expanding the client portfolio of Global in the coming season.”

     

    Commenting on the appointment, Mr Gupta said, “Rudolf will leverage our presence across four regions and he will also be assisting the team leaders in pitching new clients. His expertise and experience will bring out innovation, fresh approach and better execution at a larger scale.”

     

  • The Laqshya group's Outdoor Media Integrated (OMI) divisision is being rechristened Laqshya Solutions

    OMI is now Laqshya Solutions

    By A Correspondent

     

    The Laqshya Media Group has announced that its agency division Outdoor Media Integrated (OMI) will now be called Laqshya Solutions. The decision is effective today (Nov 1, 2013).

     

    This announcement has been made in the wake of the restructuring made at Laqshya Media Group, adds a communique, adding: “The new name has been created to bring about a better synergy among the various group divisions and OMI too will be able to get inherent advantage of Brand Laqshya, which has emerged as a leading, credible brand name in OOH Industry. The division will continue to work with and service its several clients across different verticals.”

     

    Talking about the change in name and logo, Alok Jalan, Managing Director, The Laqshya Group, said: “We’ve identified OOH, Activation and Advertising as the verticals for our growth agenda. While our Solutions division is the largest vertical, its identity has been different from other divisions. This needed to be changed and that’s what we’ve done. The new name and logo also are more in sync with the rest of the Laqshya Group verticals.”

     

    Atul Shrivastava, COO of the Laqshya Group, said, “There was a need for OMI to get directly identified as Laqshya group outfit. We are pleased that the decision has been taken in this regard.  Over the next few years, we hope to work with some of the best Indian and international brands, offering them cutting-edge, innovative OOH media campaigns through the Laqshya Solutions division. We are excited about the new look and name the division now has.”

     

  • Blackberry's Fall-Winter collection has unveiled a campaign across premium sites in malls, airports and other upmarket locations of Mumbai, Delhi, Hyderabad, Ahmedabad and Bengaluru

    Blackberry’s Fall/Winter collection goes aggressive on OOH

    By A Correspondent

     

    Blackberry’s Fall-Winter collection has unveiled a campaign across premium sites in malls, airports and other upmarket locations of Mumbai, Delhi, Hyderabad, Ahmedabad and Bengaluru.

     

    The campaign highlights the quality of clothing that Blackberry’s is known for and a mix of media including billboards, unipoles, mall facades and airport media has been used in the campaign.

     

    Talking about the campaign, Ajay Pradhan, National Marketing Manager for Blackberry’s, shared his feedback on the OOH campaign. “We wanted this to be a high impact campaign, one with not just maximum visibility but also one that would be long-term. A high-end clothing and fashion brand needs to capture the consumer’s attention constantly adding to its aspirational value. What better way to do this than splash hoardings in vibrant shopping locations in the metros?”

     

    One of the unique features of the campaign which will last until end-December 2013 is the use of the portrait unipoles at the Hyderabad International Airport.

     

  • Introduces an audience measurement matrix Gross Impression Points

    Milestone Brandcom launches Milestone Optimizer

    By A Correspondent

     

    Milestone Brandcom has launched a ground-breaking audience measurement eco-system labelled ‘Milestone Optimizer’. Milestone Optimizer will cover 35 cities to provide an exhausted knowledge bank of opportunities and scope for planning in the outdoor advertising space. The optimizer introduces a new measurement matrix Gross Impression Points (GIP) for the OOH Medium. GIP Or Gross Impression Points definitively measures the reach and frequency of an OOH campaign giving it a holistic planning solution.

     

    The intensive web based tool is an industry first built on technology and scientific data collated over the years that will help marketers, media planners and buyers make superior and cost effective outreach to consumers. Giving a more wholesome look on media planning by providing factual data collected on traffic count, consumer behaviour and segmentation, the Milestone Optimizer provides accountability at time when most agencies refer to instincts rather than science. Milestone Brandcom has invested over 5 crore rupees in developing this apparatus and has covered top 10 towns in India which account for 75 per cent OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkatta, Pune, Ahmedabad, Lucknow and Ludhiana.

     

    Nabendu Bhattacharya

    Nabendu Bhattacharya, MD & Founder Milestone Brandcom said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this 1900 Crore INR sector and understand how underutilized it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey”

     

    The Milestone Optimizer provides reach and frequency of different modes of OOH advertising through Gross Impression Points (GIP) that can also be compared with the more conventional forms of advertising such as print, TV and radio. It allows one to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning. It is combination of the latest technology and years of experience.

     

    The Milestone Optimizer tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are few of credible databases used in developing a robust scientific planning OOH Tool.

     

  • The objective was to make each and every household in the target cities aware of the ACT Fibernet brand through one media or the other

    Post rebranding, ACT Fibernet undertakes massive outdoor promotion activity

    By A Correspondent

     

    ACT Broadband, now ACT Fibernet, the fourth largest internet service provider in the country, undertook a high decibel, three-month OOH campaign to promote the company’s new brand identity. The campaign, executed in Bangalore, Chennai and Hyderabad, is designed to introduce the new brand name to consumers, and also to project the ‘fastest’ internet service that the company offers to users.

     

    The campaign has been deployed on various properties available in different cities that include hoardings, metro pillars and BMTC bus panels in Bangalore. The company maintains that the objective was to make each and every household in the target cities aware of the ACT Fibernet brand through one media or the other.

     

    Commenting on the OOH campaign, Bala Malladi, CEO, ACT Group, said, “OOH is part of a 360 degree campaign that we are executing to announce the launch of our new brand – ACT Fibernet. The campaign has been designed keeping in mind two key objectives – to announce the brand change from ACT Broadband to ACT Fibernet and to establish the positioning of the new brand, which is “incredibly fast” internet. Lending further credibility to the brand positioning and the messaging is our newly launched portfolio of incredibly high speed plans in the range of 20 to 80 Mbps.”

     

    With an aim to break the clutter, the activations have been rolled out in extremely novel and unique ways. The key touch-points covered as part of the activation engage college students, working professionals at corporate parks and shoppers at malls. Another unique feature of the activations was the digital integration which amplified the participation and overall effect of the campaign multi-fold.

     

  • The primary target of the campaign was to target consumers at those touchpoints where mass-gatherings happen

    Posterscope creates OOH campaign for Goodricke’s Roasted

    By A Correspondent

     

    In a bid to give boost to the soulful adda-culture better, Goodricke has taken to the Outdoor-route for the first time to promote their highest selling Brand – Roasted – amongst masses as the most sought after Darjeeling Tea brand in the country.

     

    Outdoor being the only medium of communication here, crafting the campaign strategy was a huge challenge for Posterscope. Since ‘adda’ was at the apex of the campaign brief, the primary target of the campaign was to target consumers at those touchpoints where mass-gatherings happen.

     

    Since people can gather, mingle and gossip anywhere, identifying requisite OOH spots near those areas using multimedia options was the key task that Posterscope took up as part of its client-campaign strategy. The touchpoints needed to cater to all age groups. Therefore, apart from using main media Billboards, different formats such as metro signages, island branding, Glass facad, BQS were used for the campaign. The campaign was rolled out in 2 phases wherein the initial burst was for a 30-day-period, which was then followed up with a sustenance campaign for next 30 days further. In between, there were quite a few filler phases conducted which were of short durations in a bid to give a time-boost to the campaign during the monthly buying cycles.

     

    The whole campaign strategy has been to position ‘Roasted’ as an ‘Adda Starter’ among the masses and influence the buyer’s purchasing decisions, which is then tilted towards Brand Roasted. Supporting the next two phases of the strategic road map, Hyperspace, the Retail Solution division under the Posterscope umbrella, mapped all their retail counters under general trade. Here, a retail audit was conducted to know the exact visibility challenges and consecutive solutions were given in terms of visibility enhancements at those stores; also customized executions were carried out to increase the Brand recall at loose-tea counters under general trade.

     

    Commenting on this campaign, Vikram Sungh Gulia, Senior General Goodricke Group Ltd., said; “When it came to the positioning of Kolkata’s No.1 Darjeeling Tea, we wanted Roasted to truly speak of the spirit in which it is bought, made and consumed in most households in this city. The two things that truly define the spirit of this city and its old world charm are, tea and adda. Both being complementary, in etiquette, in habit and in practice. For years, it has been a custom in this City of Joy, to sit and discuss politics, cinema and life in general, over a cup of tea. In the mornings before everyone goes to work, in the evenings when everyone comes back from work and several times in between. These tea sessions are almost always accompanied by an adda.”

     

    Haresh Nayak

    Haresh Nayak, Managing Director – Posterscope India said, “It gives us immense pleasure to be their preferred agency when it comes to providing outdoor solution and optimisation. The media strategy was aligned to ensure that the campaign matches the means of communication across all platform, be it outdoor or retail, within the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”

     

  • The brand has the tag line "A Spoon Full of Magic"

    Madison OOH innovates to launch ‘Dailycious’

    By A Correspondent

     

    Madison OOH has executed an innovative outdoor campaign to launch Mother Dairy’s Dairy whitener Dailycious in Guwahati.

     

    The brand has the tag line “A Spoon Full of Magic” and the objective of the campaign was to reach out to the maximum TG, generate highest response and conversion into sales. The month long campaign, executed by MOMS created maximum impact by the effective use of a very innovative execution where the swirling of milk was shown with the help of an LEDand the cup and the saucer were made as a cut-out so as to give a 3D effect. These were installed at key areas were the T.G. frequented; i.e major market areas and bus shelters at the major nodal points of the city.

     

    Dipankar Sanyal, COO MOMS, says “At MOMS, we look at solving our client’s business needs using innovative, disruptive Outdoor strategy and execution to create high level engagement for consumers.”

     

  • Tool to help advertisers effectively reach out to over 2500 towns every month in India

    Posterscope unveils Ambit Analyser

    By A Correspondent

     

    In a bid to attract well-thought-through investments into the growing out-of-home category of ambient media, Ambient OOH has designed and launched a new path breaking research tool to drive away the advertisers’ woes. Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has invested a substantial amount toward the crafting and development of this new research matrix.

     

    Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study – the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

     

    Ambit Analyser, the new tool, is India’s only fool proof ambient media planning mechanism that helps craft a rationalized multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and with more accuracy.

     

    As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. It is important to note here that the tool has been linked to the OCS, which has a sample size of 12,000 respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier 2 cities.

     

    Ashish Bhasin, ‎Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope and psLive – Asia Pacific said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network’s leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

     

    Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India said, “Ambient OOH is the future and, with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

     

    Deepak Kumar, Vice President, Ambient OOH, “Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”

     

  • The strategy behind the campaign is to communicate the ease with which a consumer can avail home loans from PNB Housing and the convenience it provides in fulfilling their dream of owning a home

    DDB MudraMax executes innovative outdoor campaign for PNB Housing Finance

    By A Correspondent

     

    With the intent to familiarize audiences with the revamped image of PNB Housing Finance Limited, the brand along with DDB MudraMax has initiated a multi-media campaign.

     

    The strategy behind the campaign is to communicate the ease with which a consumer can avail home loans from PNB Housing and the convenience it provides in fulfilling their dream of owning a home. Thus, the key message of the campaign is – the door to your dream home opens easier with PNB Housing. Launched in January 2016, the campaign is spread over many cities, both Tier I and Tier II. It has been directed towards the social economic class A and B, especially the audience in the age group of 30-45 years.

     

    Bringing into use an extensive visual show of exotic birds and animals in their unique dwelling, this campaign draws parallel between animals and human beings. It attempts to establish the fact that Mother Nature has not made provisions for a rented accommodation and thus animals make their own homes, but human beings tend to live in rented homes. PNB HFL believes that every human being has the right to own a home and this can be made easier with the hassle free and easy service of PNB Housing.

     

    Using the Weaver Bird’s nest as the key element to draw focus on the concept, innovations around key strategic OOH formats – billboards, installation in airports and malls have been created. The agency fashioned a real nest formation and a weaver bird for the OOH medium. Everyday, one piece of the nest is added to the structure to show the gradual development of the nest over a period of time. The medium has been strategically placed on roads which is frequented by the same set of commuters. Touch points like arterial roads, major junctions, market places, malls, airports, metro and offices and other commonly visited areas have been chosen to execute the campaign. Recently to spread the campaign further, the nest was also hanged in prominent malls across India. The agency also created an installation at Mumbai Domestic Airport which experiences one of the highest footfalls amongst airports along with creating contextual branding on security doors at the key malls across India.

     

    Apart from OOH, this concept is also being amplified using TV, Radio, Digital and Print across all the major Indian cities. The agency has brought in several digital innovations to play to enhance the brand recall.

     

    Quoting on the campaign, Shaji Varghese, CMO, PNB Housing Finance Limited said, “In the socio-economic backdrop of the Indian society, the decision to purchase a house is a carefully constructed emotional decision. This makes it even more imperative for the home loan provider to make the right connect with the customer. Besides being trustworthy and transparent, it is important that the financial institution providing the home loan brings in ease and convenience to the customer throughout the loan journey. With this campaign, we want to drive a single point message: door to your own home opens easier with PNB Housing.”

     

    Added Amita Karwal, EVP-Media, DDB MudraMax, “Through this campaign the effort has been to create a differentiated imagery for PNB Housing Finance in the category. The media strategy has leveraged the brand insights across key touch points that will result in buzz and word of mouth.”

     

  • Gionee joins the IPG Mediabrands OOH arm's Rapport roster of 30-odd clients

    Gionee appoints Rapport as OOH partner

    By A Correspondent

     

    Mobile device-maker Gionee has consolidated its entire out-of-home (OOH) mandate with Rapport India, the OOH arm of IPG Mediabrands.

     

    Rapport India is a full service Out-Of-Home (OOH) agency and has AOR mandates for Hindustan Unilever, Amazon, Samsonite, Tata Docomo and 23 other marquee clients.

     

    Said Nomit Joshi, AGM, Gionee, “We are extremely happy to announce our OOH partnership with Rapport. We were impressed with the science that Rapport brought to the medium through strategy and planning, transparency, monitoring and measurement.  We are confident that our association with Rapport will be productive especially with the proprietary tools they own that will go on to heighten the impact of the brand creatives.”

     

    Recently, Rapport launched a campaign for Gionee across 40 towns in India. The campaign was rolled out for a span of 15-30 days depending on the market which included the display of large number of units. The campaign was launched to promote Gionee’s Marathon M5Plus smartphone and targeted high impact youth hangouts, corporates, major malls and shopping areas.

     

    “Gionee is at the threshold of breaking into the top few brands in the country in the handset segment. Rapport would certainly like to partner this journey to success”, said Sanjeev Goyle, CEO, OOH & Rural – IPG Mediabrands India.

     

  • The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem

    Posterscope’s ‘rateOOHmeter’ to evaluate buying efficiency on out-of-home

    By A Correspondent

     

    Posterscope India, the out-of-home division from Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan-India. Commenting on the launch, Haresh Nayak, Managing Director Posterscope India, said: “The only gap in India’s OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions.  Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

     

    Subhashish Trivedi

    Added Subhashish Trivedi, Vice President – Media Buying, Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • AAAI & IOAA arrive at a Standard Operating Procedure to regulate outdoor media sector

    Outdoorwallahs inch towards Regulation

     

    By A Correspondent

     

    Ask anyone from the advertising business, and the one word that you’ll be told to describe the Indian outdoor industry is: unorganised. There are quite a few other adjectives which are hence assigned to the sector and that’s what creates a problem for the business.

     

    So while no one can really ignore the power of the outdoor medium which no goes beyond billboards to a variety of outdoor opportunities, the lack of transparency necessitates a different kind of acumen to deal with the sector.

     

    It’s not that people don’t realise this malaise. Also, the presence of a large number of internationally networked agencies in the business has indeed brought in some order. But the reality is that if the business has to grow, then it’s got to a follow processes that make sense.

     

    A Memorandum of Understanding was signed between the Advertising Agencies Association of India (AAAI) and the Indian Outdoor Advertising Association (IOAA), after months of discussion and deliberations and both parties have arrived at a Standard Operating Procedure (SOP) to be followed by members of both associations, with a view to regulating the Indian outdoor advertising

     

    On the occasion, both associations echoed the sentiment that this is a landmark agreement in the long history of the outdoor Industry in India and will go a long way in building advertiser confidence in buying outdoor sites and enabling them to invest heavily in outdoor and exploiting its true

     

    Said Nakul Chopra, President of AAAI: “I am delighted that many vexing issues have been sorted out in an amicable manner through healthy debate and discussion over the past few months and I am confident that this will go a long way in growing the OOH

     

    Added Noomi Mehta, President of IOAA: “The IOAA is a premier association of large and established outdoor players in India and growing in strength with more outdoor owners signing up as our members. The agreement on SOP between IOAA and AAAI is a significant step and I do hope that both outdoor owners and agency owners will carry out their responsibilities in order to benefit from the advantages that the SOP spells out for both parties.”

     

    The outdoor media industry is highly fragmented in India with a large number of not-well-organised and small players who own sites or are concessionaires of site owners. This has led to improper utilisation of the medium and also stunted growth of the industry. This has also often led to the exploitation of either advertiser or outdoor agency or outdoor media owner, depending from which lens you view the Industry. Also, advertisers have been unable to buy outdoor with the same confidence that they buy other media.

     

    To enable outdoor agencies to participate in the AAAI forum, AAAI has formed an Outdoor Media Forum (OMF) and AAAI-OMF has entered into a far reaching agreement with Indian Outdoor Agencies Association (IOAA- an Association of Outdoor Owners) with a view to regulate and grow the outdoor advertising industry and ensure that all parties involved, discharge their responsibility honorably and no one party gets exploited in the transaction or feels he is exploited.

     

    Whoever said Regulation is a bad word?