MxMIndia

Tag: Haresh Nayak

  • In partnership with Laqshya and Posterscope India, Vivo will apply its guiding philosophy of innovation to its OOH engagement activities as well

    Vivo India appoints Posterscope, Laqshya for outdoor

    By A Correspondent

     

    Smartphone brand Vivo has announced partnerships with Posterscope India and Laqshya Solutions to further strengthen their Out-Of-Home (OOH) engagement. The size of the account is said to be Rs 150-200 crore.

     

    Commenting on the partnership, Jerome Chen, CMO, Vivo India, said: “OOH has been an integral part of our marketing strategy right from the beginning of our journey in India. Through OOH media, we have been able to successfully establish and position Vivo as a premium brand in the Indian smartphone market. As we continue to grow stronger in India, we believe this partnership will enable us to reach out to a larger consumer base, in both a national and regional level.”

     

    Talking about the win, Haresh Nayak, Regional Director, Posterscope Asia Pacific and Group MD, Posterscope Group South East Asia, said: “We’re extremely proud to add such an iconic brand like Vivo to our client roster. Posterscope will create one of its unique offering which enables us to put data at the heart of our decision making, drive speed at a national, local and campaign level, and use our resources efficiently, We look forward to collaborating with the team on creating some industry/category firsts and setting some benchmarks in smartphone advertising.”

     

    Added Atul Shrivastava, Executive Director & CEO of Laqshya:  “We are absolutely delighted to be selected for the OOH media partnership with Vivo. It is a very special landmark for Laqshya. The 55-pages brief given for this pitch was one of the best in recent times, which inspired a challenge before us to excel on every parameter. Our Research and Strategy Teams worked very hard on every detail and extracted the data and findings, related to TG, congregation points and competition etc. At every stage of the pitch, we could sense and see client’s seriousness on using the OOH media as a strategic media in the market.”

     

     

  • The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network

    CLab and Dentsu Impact execute campaign for V-Mart Retail

    By A Correspondent

     

    V-Mart Retail has partnered with Dentsu Aegis Network’s Dentsu Impact and CLab, to launch its new campaign introducing actors Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

     

    Snehal Shah

    Commenting on the association with the Bollywood couple, Snehal Shah, Senior V.P- Marketing & Operations, V-Mart Retail said: “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements & dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann &Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

     

     

    Deepak Kumar

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. Speaking on the association, Deepak Kumar, Vice President, CLab, said: “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition & response, relevancy and lastly demographic integration and acceptance.”

     

     

    Haresh Nayak

    Added Haresh Nayak, Managing Director, Posterscope India, under whose mentorship CLab has been set up: “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. Our association with V-Mart is a testimony of our pioneering efforts in this discipline.”

     

     

  • 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%.”

  • The network intends to bring in a differentiated approach into the field of celebrity endorsements that is intelligent

    Dentsu’s CLab to handle data-driven celebrity endorsement and sports marketing agency

    By A Correspondent

     

    Dentsu Aegis Network, the media and advertising conglomerate that operates 25 businesses in India, has now expanded its footprint into celebrity endorsement and sports marketing with the launch of CLab.

     

    With the launch of this new agency, the network intends to bring in a differentiated approach into the field of celebrity endorsements that is intelligent and is supported through substantiated understanding of the industry.

     

    Commenting on the launch, Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network- South Asia said: “Today several of our clients invest huge amounts of money to establish their brand image with the help of celebrity endorsers. This is often done on gut feel. We hope to bring a data based, scientific approach in this area. Many of these celebrities are sportsmen and sportswomen and that gives us a great opportunity to offer both celebrity management and sports marketing under CLab.”

     

    Added Haresh Nayak, Managing Director – Posterscope Group, under whose executive mentorship the new agency has been set up, added, “Our vison with CLab is to bring accountability and informed decision making in a discipline which functions on perception, probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. All the requirements of the Dentsu Aegis Network clients pertaining to celebrity endorsements and sports marketing will be directed to CLab for servicing and a team of experts is now in place to deliver this.”

     

    Said Deepak Kumar, Vice President- CLab, said, “Its exciting times for the group, which believes in constant innovation and service diversification into sectors that add value to media industry holistically and this has always been a part of our growth strategy. If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving forces for the two are common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae that existed and focused our approach into forming India’s first data driven celebrity endorsement agency.”

     

  • The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India

    Posterscope automates out-of-home planning with ‘OOHZONE’

    By A Correspondent

     

    Posterscope India has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

     

    The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India.

     

    Haresh Nayak

    Said Haresh Nayak, Managing Director Posterscope: “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behaviour, and when OOH is the context, mobile devices are the undeniable common currency of information mining. We now have access to large data sources that allow us to break away from traditional audience demographics, enabling us to plan, on location based behaviours and interests. To achieve this we have forged number of partnerships in order to access a variety of mobile data. OOHZONE is now at the forefront of automated, speed-driven and process-oriented planning and by its virtue it will surely stir a paradigm shift in the OOH industry,” he added.

     

  • The mandate was won through a multi-agency pitch that called for designing and implementation in various retail formats pan-India

    Hyperspace wins retail and visual merchandising mandate for SBI Life Insurance

    By A Correspondent

     

    Hyperspace, the retail design studio arm of Posterscope India, part of the Dentsu Aegis Network, has won the retail mandate for SBI Life Insurance. The mandate was won through a multi-agency pitch that called for designing and implementation in various retail formats pan-India.

     

    Commenting on the win, Arti Singh, Associate Business Director Hyperspace, said: “It is very critical in today’s competitive market to be distinguishable and our client’s communication expresses a credible intent to reach out to the right customers with the right product. We delivered on each aspect that lucidly projected our philosophy to collaborate, create and deliver on the client’s requirement. The win can be attributed to our campaign planning abilities that make use of retail consumer research and insights. Our in-house planning tool, ‘Connect’, particularly proved to be effective in showcasing how efficiently large scale retail execution can be delivered with ease and transparency.

     

    Added Haresh Nayak, Managing Director Hyperspace: “This win truly strengthens our retail portfolio. With our focus on distinguished offerings, especially our retail planning and implementation process, we have proved that standardization with accuracy can be achieved for large scale retail projects such as this.”

     

  • InDeed will work with clients to infuse brand purpose into their CSR strategies

    Dentsu Aegis Network launches a CSR advisory firm, Indeed

    By A Correspondent

     

    InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights &a brand-led approach.

     

    InDeed, will provide best-in-class expertise and capabilities in Creative, Media, Digital, OOH, Activation and PR communications services,which will help brands build a truly Integrated and a Brand-Led CSR journey in India.

     

    InDeed will work with clients toinfuse brand purpose into their CSR strategies.The aim is to integrate branding and CSR in order to build a corporate culture around responsibility, leading to business sustainability andthereby reap reputational rewards. This will, in turn, makeCorporate Social Responsibility into an opportunity that is accountable, measurable and scalable across several CSR areas of development. (eradicating hunger, poverty & malnutrition, education, gender equality, rural sports, rural development projects,measure for the benefit of armed forces,ensuring environmental sustainability, contribution to the prime minister’s national relief fund and contributions or funds provided by technology incubators).

     

    InDeed is building a repository of India’s most credible and reputed NGOs and will connect them to corporates on the basis of thematic and geographical priorities – to create the best possible match. It will also be involved in conducting employee engagement activities and volunteering programs that result in a meaningful engagement of the staff in innovative social initiatives that are grounded in business practices.

     

    Indeed has also invested in best brand led CSR case studies to link itto NGO / Brand / CSR activity. More than 2500 case studies are mapped by geography, cost, product, NGO and CSR activity to make sure the best brand-led CSR is delivered.

     

    Ashish Bhasin

    Commenting on the launch, Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network, said, “Today several of our clients are making a huge investment in CSR but in an adhoc manner. Many corporates want to give back to the society but often don’t know how to go about it in a consistent and meaningful manner. Indeed will act as a catalyst in this entire process and Haresh and his team have really done pioneering work in this area. Feels great to be able to give back to society via a socially relevant business”

     

     

    Haresh Nayak

    Haresh Nayak, Mentor and Managing Director of Indeed, will lead this initiative from Dentsu Aegis Network. Hestrongly believes that brand building should be seamlessly combined with CSR strategies. He said, “It is not enough for brands to just ‘Greenwash’ their actions to provide PR-able fodder. Mostly such acts of philanthropic projects are short lived and rarely build a brand connect. However, if implemented in the right manner and with the right approach, brand building and CSR can perfectly complement each other.”

     

    Being a part of Denstu Aegis Network, InDeed will not only work with their existing clients but will also look at fresh collaborations.

     

    Currently the InDeed team will be based out of Dentsu Aegis Network’s Gurgaon, Mumbai and Bangalore offices.  Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and DentsuWebchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen and Fractal Design Studio.

     

  • The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack

    Posterscope executes disruptive campaign for Cadbury

    By A Correspondent

     

    Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a OOH campaign to announce the launch of Mondelez’s latest variant, the Cadbury Maha Pack.

     

    The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at male and female consumers aged 13-24, Sec A and B. Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touchpoints and 500 plus media units.

     

    In addition to using the traditional OOH media formats, Posterscope India took the out of home communication to another level by creating a larger-than-life Cadbury Dairy Milk held together by two sumo’s on a truck. The 22ft truck carried huge cut in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an absolute eye catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.

     

    The one-of-its-kind innovation in the out of home space was motivated by the watchwords preached by the brand itself that said – “Your favourite chocolate just got bigger!” With the hashtag #Mahapack following it, to grab the maximum amount of eyeballs on twitter.

     

    Haresh Nayak

    Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC says, “This was a one of its kind disruptive advertising created by posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovation highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem.”

     

  • The core objective of the campaign is to build awareness and thereby, increase sales

    Posterscope India uses pixel-led technology for Hitachi refrigerator

    By A Correspondent

     

    Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer’, in the out-of-home space.

     

    The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

     

    The campaign, which is based on the brand communication, “Inspire the Next”, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH.  The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.

     

    For the record, the technology used behind this latest innovation is based on addressable pixel programming. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.

     

    Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.

     

    Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”

     

  • Posterscope India bagged 6 golds, 6 silvers and 6 bronze metals at the event

    Dentsu bags 22 metals at Asian Customer Engagement Forum

    By A Correspondent

     

    The Asian Customer Engagement Forum (ACEF) Awards that was held on April 29, saw Dentsu Aegis Network India bring home 22 awards.

     

    While Posterscope India bagged 17 awards at the event, Carat India was honoured with a gold, a silver and a bronze for Microsoft (1 Gold and 1 Silver) and Philips India, respectively.

     

    Posterscope India bagged 6 golds, 6 silvers and 6 bronze metals at the event and was also named the “Most Admired OOH Media Agency for Customer Engagement”.

     

    Commenting on the wins, Haresh Nayak, Regional Director, Posterscope Asia Pacific and Managing Director, Posterscope Group India, “I am extremely humbled to see Posterscope India win such recognition at a pan-Asia level. Such wins give us immense motivation to work hard for our clients and help us garner appreciation for our work across the industry. I hope we continue to work at this pace and produce fantastic work for our clients even in the future.”

     

    In addition to the above, Fountainhead MKTG, the experiential marketing division from Dentsu Aegis Network, won two golds at the ACEF 2016. While the agency’s work for Mahindra Imperio Royale won the most effective BTL campaign of the year award, the Mahindra Mitra Mahotsav- Mechanic Premier League was named the most Innovative loyalty program of the year award.

     

  • The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience

    Posterscope unveils new OOH campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has unveiled a new OOH campaign for its recently launched CB Hornet 160R. The campaign will be executed by Posterscope India.

     

    The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience.

     

    The campaign cuts across 17 cities with a media space of 5 lac sq.ft. The wide range of media mix has been activated to achieve the targeted reach. Use of new innovative concepts to focus product features- like the specially created backlit hoarding to highlight the signature X-shaped tail light. The optimized campaign plan includes larger than life billboards, mall facades, bus shelters, metro branding, kiosks, institutional media and corporate parks.

     

    Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India said, “Ever since its launch in December, the CB Hornet 160R has stood out for its Raw, Real &Ripped appeal. Designed to set the pulse racing with its looks, aggressive styling and cutting edge performance, the CB Hornet 160R has caught the fancy of the youth. With the vehicle now available across Honda’s main network, this campaign is set to enhance the awareness among the target audience.We look forward to the OOH expertise that Posterscope India will bring to the table and help us build on this early success.”

     

    Commenting on the win, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “We are extremely happy to be associated with brand Honda. CB Hornet 160R with its macho looks and durable performance has already won hearts. We will further, ensure that the Street Naked Sports Biking momentum is continued throughout. This is an important win for us. We would like to extend our heartfelt thanks to have showed trust on us.”

     

  • The innovation led to creating extensive and significant buzz around the product

    Posterscope executes high impact innovation for ‘Gear S2’

    By A Correspondent

     

    Samsung’s media agency Cheil along with Posterscope have successfully executed a high impact innovation to celebrate the launch of Samsung Gear S2, a revolutionary smart watch that is loaded with cutting edge features.

     

    As part of the partnership, the key task for Posterscope was to highlight the core features of Samsung Gear S2 by disrupting the OOH landscape. The target audience was SEC A1, A2, A3 male within the 25-44 age bracket, people who are early adopters of technology, lead an active lifestyle and always ready to stay connected. Cheil India developed the concept and creative.

     

    Posterscope recommended the use of LEDs to create an innovative display that would do justice to the objective and serve the required impact. However, it was a challenge to get approvals from the local authorities to use LEDs on billboards since it is not a usual practice in the OOH domain. Meanwhile, the objective also had to be met with seamless execution within strict timelines. The same were overcome with perseverance and sheer grit.

     

    Adding a layer of efficacy to this innovative campaign was a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on specific locations in Mumbai, Bangalore and Delhi NCR to conduct the project. Trade points were the focus in Mumbai while it were the IT parks in Bangalore. Innovation was done at DND toll road, which is a major entry point in the city from Noida.

     

    All this resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn led to the desired exposure of the brand around a product launch in a market like India.

     

    Speaking on the campaign, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “I am extremely honoured to be associated with this campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”