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Tag: Haresh Nayak

  • Two senior strategic placements have been initiated recently

    Posterscope Group India restructures senior team

    By A Correspondent

     

    Posterscope India that completed 7 years in India, is gearing up for the future course of out of home evolution with renewed vision and vigour. Given Posterscope’s ambitious plans to lead the change and redefine the ecosystem, the leadership team and management is venturing into significant realignments and recruitment basis their grand plans for the new age connected consumer.

     

    Two senior strategic placements have been initiated recently. Fabian Cowan who was instrumental in the initiation and building of Brandscope India into its current avatar as has now been realigned as head of Posterscope India. Fabian is an experienced professional of 21 years with a diverse media background including print, radio, television and digital out of home. He is also a certified trainer and facilitator and has been with the company for more than five years now.

     

    Commenting on his new role Fabian said, “I believe a new and changing out of home ecosystem requires an equally new approach. The consumer has established his/her intelligence, and our clients too are aware and suave expecting only the best; given this we need people who are in sync with this intelligentsia, there is no place for mediocrity  and the recent structural alignments reflective of this new approach will continue to be visible in the future”.

     

    Additionally Charanjeet Singh Arora has joined the group as Head of Brandscope and will spearhead national operations of Brandscope and drive it to the next level in its evolution as a brand. Charanjeet a senior and well respected professional with a diverse professional background spanning 22 years in industries such as courier services, radio, Television and outdoor was last working at Rapport outdoors as AVP. With an MBA and Masters degree in applied economics Charanjeet brings with him the depth and respect required for the new vision the group is focusing on.

     

    Haresh Nayak

    Haresh Nayak- MD Posterscope India and Regional Director Posterscope Asia Pacific added, “I am delighted to welcome both charged professionals into their roles at Posterscope Group. We are always on the lookout for the right people who can share our vision and partner with our clients to create Pioneering OOH solutions. ‘Both Fabian and Charanjeet are highly respected professionals with a value and belief system that is a rarity. I believe that the new age consumer and our clients will be served with a new brand of out of home and team Posterscope will be leading this change from the front.”

     

  • 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 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.”

     

  • While Dentsu Aegis Network's iProspect Communicate 2 was named the Most Admired Agency in 'digital marketing', Carat Media Services India/psLive was named the Most Admired Agency

    Dentsu Aegis Media steals the show at Asian Customer Engagement Forum Awards 2015

    By A Correspondent

     

    Dentsu Aegis Network exhibited good dominance at the Asian Customer Engagement Forum (ACEF) Awards that was held on April 25 at Taj Lands End, Mumbai.

     

    While Dentsu Aegis Network’s iProspect Communicate 2 was named the Most Admired Agency in ‘digital marketing’, Carat Media Services India/psLive was named the Most Admired Agency in ‘events & promotions’. Posterscope India was named both the Most Admired Agency in ‘out-of-home media’ as well as the most admired customer engaging agency in ‘retail touch points & merchandising’.

     

    Haresh Nayak

    Also, Haresh Nayak, Regional Director, Posterscope APAC, was honoured with the Outdoor Advertising Professional of the Year award.

     

    Posterscope India bagged a total of 27 awards including 8 golds, 12 silvers and 5 bronze metals along with the agency titles. It was their work for clients such as Mother Diary, Philips, Nissan, Disney, Mattel, beam Suntory, Datsun and Movies Now  that brought home the awards in the following categories – effectiveness, creativity and successful use technology in retail, outdoor and ambient spaces.

     

    Carat was awarded a total of seven wins- 5 Gold and two Bronze. The Philips Aquatouch “New way to shave is here” campaign was awarded Gold for Promotion using Events. Philips LED lights “Change karo save karo” won Gold for successful use of technology. The overall activation was done in tandem with their sister concern PSLive which is into all things activation. Philips Trimmers bagged another Gold for “Best use of Celebrity Endorsement”. The Philips Airfryer campaign added yet another Gold to the tally under “Creativity on Television” category. The fifth Gold came in the form of “The Most Admired Agency for Events and Promotions”. Carat also won two Bronze for Philips Kerashine Range and Preethi Blue Flame Gas Stove launch campaign respectively.

     

    iProspect Communicate 2 picked up a total of four metals across various categories. The Big Bazaar ‘Everything for Nothing’ campaign was awarded a Gold metal for ‘Promotion using Digital Marketing’. The agency also picked up two awards in the ‘Successful Use of Technology’ category, a silver and a bronze for their Cleartrip and Koovs campaigns, respectively. In the Online Media category, iProspect Communicate 2 picked up a bronze medal for their ground-breaking work for HDFC Bank.

     

    Amongst the other DAN agencies, Isobar India went on to win a Silver in the promotions category for ‘Digital Marketing’ for the work done on Microsoft Lumia. Vizeum won a Gold for Viacom 18’s MTV Campus Diaries under the events category.

     

    Ashish Bhasin

    Commenting on the wins, Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network said, “I am thrilled to know that the Dentsu Aegis Network has been able to achieve such recognition at a pan-Asia level. Sustaining customer engagement in this competitive market is a key task for our clients and I am happy that all our Dentsu Aegis Network companies have worked together to achieve this. It is a further testimony to our unique one P&L operating model, whereby we are able to provide our clients all the benefits of specializations without the hassles of dealing with silos. Heartiest congratulations to iProspectC2, Posterscope, Carat, psLive, Isobar, Vizeum and to Haresh Nayak for their respective wins. This further strengthens our position as the only network in India that can provide all marketing communications and media services, of world standards, under one umbrella.”

     

  • It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design

    Posterscope executes high-decibel outdoor campaign for Frooti

    By A Correspondent

     

    As Parle Agro introduced a new visual identity for Frooti, it vested the responsibility with Posterscope India for its Out-of-Home communication.

     

    As Frooti is moving away from its traditional image, the idea was to showcase the new drink in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.

     

    The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.

     

    Posterscope conceptualised and created an outdoor implementation strategy. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing Frooti as a leader and the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.

     

    Speaking about the campaign, Nadia Chauhan, JMD and CMO, Parle Agro said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

     

    Haresh Nayak

    Commenting on the association, Haresh Nayak, Regional Director, Posterscope APAC said, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign. ”

     

  • The campaign objective was derived from the brand name itself with an intent to reach out to the mass at all possible touch points

    Reach taps into Posterscope’s expertise for outdoor initiative

    By A Correspondent

     

    Reach Mobile has joined the outdoor bandwagon with Posterscope India. The out-of-home agency from the Dentsu Aegis Network that has been handling both national and global mobile handset clients, has reaped in its expertise to provide a holistic approach where outdoor advertising is concerned.

     

    With the objective ‘Your Smartphone – Your Reach’, Posterscope interestingly identified the reach of the TG – where they move, retreat, socialise and spend most of their leisure time. The campaign objective was derived from the brand name itself with an intent to reach out to the mass at all possible touch points. The campaign was covered in markets like West Bengal, Northeastern States, Orissa and Bihar in the first phase. The next phase roll-out will target Rajasthan, MP and Chattisgarh.

     

    Kinjal Desai

    Commenting on this campaign, Kinjal Desai, Head Corp Comm and Marketing, Reach Mobiles Pvt. Ltd., a subsidiary of Reshmi Group said; “We have been successful in reaching out to all corners of the cities in which we have rolled out our campaign; the response is quite good in terms of trade and customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

     

     

     

     

    Haresh Nayak

    Haresh Nayak, Managing Director – Posterscope India said, “It gives us immense pleasure to be a preferred agency for venturing into Outdoors. The media strategy was aligned to ensure that the campaign matches the means of communication and 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 objective of the campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India

    Posterscope unveils outdoor campaign for IDBI Federal

    By A Correspondent

     

    Posterscope India has conceptualised and executed a high visibility out-of-home campaign for IDBI Federal Life Insurance. The task put forth by IDBI Federal Life Insurance team was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales.

     

    The objective of the campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.

     

    The challenge awaiting the Posterscope team was twofold – first, the need to cover a humungous geographical spread in a short span and second, to juggle with multiple creatives in numerous languages. It was with the help of a well-crafted implementation strategy and effective co-ordination with the IDBI Federal team that Posterscope India managed to delivered a successful campaign within the stipulated timelines.

    The campaign was executed with good planning and effective consumer targeting through identification of relevant consumer touch points –media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.

    The result culminated into a massive execution, entailing 350+media units with 200+ unique artwork adaptations, multi location printing, with all media locally evaluated and approved. All this was done across all markets in record time!

    Additionally, an intelligently-planned cinema screen advertising campaign was executed across multiplexes and single screen movie theatres in key markets across India to ensure that the brand’s message was well communicated and consumed by movie goers during the prime movie releases of the season.

    Commenting on the campaign, Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal Insurance said, “In a category, where most life insurance players have refrained from advertising whole life plans, we have taken the bold step of communicating a complex product in a simple, yet an interesting way. Posterscope helped us reach out to mass India with our product proposition in a timely and a cost- efficient manner. Their choice of locations and media touchpoints has ensured that the communication stands out in the clutter of financial services advertising.”

    Expressing the interest, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India stated that, “We are delighted with this appointment and thank the IDBI Federal management for considering us worthy for OOH and Ambient offerings. We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country.”

     

  • The tool will reduce the amount of errors helping clients to visualise their campaign better

    Prism Creative tool unveiled by Posterscope for APAC region

    By A Correspondent

     

    Posterscope has announced the launch of its new tool – Prism Creative across Asia Pacific this month. The tool, which helps clients gauge how their creative will look on OOH media, will reduce the amount of errors helping clients to visualise their campaign better.

     

    This tool, now available to Posterscope clients across the region, will visually show if an advert isn’t suitable for OOH media – with too much text, unsuitable colours or layout errors, and campaigns can be changed before they run. Prism Creative has the facility to switch from day to night visuals, play digital videos and do a distance check of creative.

     

    Commenting on the launch, Haresh Nayak, Regional Director Posterscope Asia Pacific said, “We have taken feedback and come up with a tool to bring creative optimization to clients. Simple, useful tools such as these are instrumental in growing our clients businesses as we grow our own and differentiating ourselves in market place so we have a stronger offering.”

     

  • Brandscope performs an interactive campaign for Fox Traveller's new show 'SoundTrek'

    Fox Traveller goes interactive with Brandscope

    Brandscope India, the outdoor arm of Aegis Media’s Posterscope, has undertaken an interactive digitally-led campaign to promote a new music-based travel show ‘SoundTrek’ on Fox Traveller.  The campaign happened in Mumbai and Delhi malls and was supported a flash mob, where a group of youngsters composed fun loving music by dancing over the virtual keys of piano in the mall.

     

    Debarpita Banerjee

    Said Debarpita Banerjee, Vice President – Marketing, Fox International Channels “With the increasing clutter in media and communication, there is also a rise in innovative ways of reaching out to one’s desired TG.  Our show promises to be a visual and melodious treat for music and travel buffs alike. It is this value proposition that we thought of bringing alive through the activation and flash mob. Instead of a simple information dissemination, such initiatives compel involvement from the TG, and make for a more memorable message.”

     

     

    Haresh Nayak

    On the innovation, Haresh Nayak, Managing Director, Posterscope Group commented,”The changing out of home landscape calls for innovative ways of connecting with the consumer, as an agency that is at the forefront of innovation and technology we are glad to be associated with clients like Fox Traveler who understand and are willing to use technology in the OOH space to connect with consumers digitally & interestingly.”

     

  • In AdStrat, we bring you the strategy and execution of an ad given the creative brief given by clients

    AdStrat – Nescafe Cold Coffee

    Haresh Nayak, Managing Director, Posterscope Group India

    1. Name of the Campaign

    Nescafe Cold Coffee Campaign

     

    2. The Brief

    The Task was to give Nescafe outdoor a new and fresh look for the summers keeping in mind the existing Cold Coffee TVC on air.

     

    3. The thought process behind the creative

    With Deepika Padukone as brand ambassador of Nescafe the outdoor campaign was an attempt to highlight the COLD aspect of Nescafe. The creative were fresh and bright blue in color connoting Cold. It highlights Deepika Padukone with an appetizing glass of cold coffee with a clear cut message “Enjoy Nescafe Cold Coffee”. The idea was also to link it with our existing Nescafe cold coffee TVC that was on air in which Deepika does a jig and shakes it and makes her cold coffee.

     

    4. Media vehicles chosen

    Outdoor

     

    5. Key issues kept in mind while executing the ad

    The messaging had to be very direct. The whole layout should give a cold effect. It should be on the lines of the existing Nescafe TVC.

     

    6. Does the treatment do justice to the brief?

    Yes, it does

     

    7. What according to you is the differentiating factor about the ad?

    The messaging was very direct so one glance would make the viewer recall the Nescafe TVC and also it would work in isolation if he has not seen it.

     

    8. Market and client feedback

    Nestle was quiet happy with the outdoors as they were eyecatchy and the messaging was very direct.

     

    Compiled by Shubhangi Mehta