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Tag: Posterscope APAC

  • Will be driving and developing strategies for brands

    Dentsu India appoints Arti Singh to head Hyperspace

    By Our Staff

     

    Arti Singh
    Arti Singh

    Dentsu India has announced the appointment of Arti Singh as VP National for its shoppers’ marketing unit, Hyperspace. In her new role, Singh will be in charge of the shoppers’ marketing division that includes experiential, retail, cinema and mall business.

     

    For the record, this is Singh’s second innings with Dentsu India. Previously, she had been with the network for more than a decade and played a vital role in successfully delivering marketing experiential retail campaigns for brands.

     

    Speaking on her new role, Singh said: “It’s a great role, with enormous possibilities in my second innings. Hyperspace is a network that has established strong credentials in the space for over a decade now. I am excited about the endless opportunities and challenges this new role offers and I look forward to driving Hyperspace’s continued growth and ambition in India.”

     

    Haresh Nayak
    Haresh Nayak

    Commenting on the appointment, Haresh Nayak, COO, Dentsu International, Group MD, Posterscope SA, President, Posterscope APAC added: “Arti will be responsible for strengthening the shoppers’ marketing practices across all agencies of Dentsu India. Her presence and experience in the space will help us beef up our efforts in understanding the behaviour of shoppers. She brings immense value to the company’s capabilities. We are increasingly bringing on board senior talents in this space who can carry forward the learnings of seamlessly-integrated consumer and brand interaction in the new normal.”

     

  • 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.”

     

  • 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. ”