ITV

Category: Out Of Home

  • Insurance on the move with HDFC Ergo’s OOH ride

    Insurance on the move with HDFC Ergo’s OOH ride

    MUMBAI: HDFC Ergo has just made your commute a little more secure, at least in spirit. The general insurance giant, in partnership with Posterscope India, has rolled out a campaign that turns everyday travel hubs into larger-than-life reminders of trust and protection.

    The spotlight is on Mumbai’s Airport road metro station, chosen for its steady stream of office-goers and long dwell times. For the next three years, everything from bus queue shelters to station spaces will serve as living billboards for the brand, making HDFC Ergo a familiar companion on thousands of daily journeys.

    “Branding the Airport road metro station is not just about scale, it is about connection,” said Posterscope India CEO Imtiyaz Vilatra. “We see OOH not just as advertising, but as a way to naturally integrate brands into people’s lives.”

    With every wait at a shelter and every ride through the station, commuters will find HDFC Egro quietly weaving itself into the fabric of their routine, a brand that travels with them, rain or shine.
     

  • Loc8 by Osmo shifts OOH from counting impressions to capturing attention

    Loc8 by Osmo shifts OOH from counting impressions to capturing attention

    MUMBAI:  Having shaped impactful campaigns for brands like Renault, HP, Daikin and Max Estates, OSMO, one of India’s fastest-growing OOH agencies, has unveiled the power behind its success: Loc8, its proprietary planning platform.

    Loc8 is a first-of-its-kind tool built at the intersection of AI and human vision cognition that shifts out-of-home advertising from measuring reach to measuring attention. For the first time, Osmo is detailing how Loc8 delivers actionable insights that answer marketers’ most fundamental question: “Will people notice?” By transforming raw video data into quantifiable visibility and attention metrics, Loc8 provides advertisers with a sharper understanding of audience engagement and placement potential.

    “OOH stands at the brink of a transformation. Advertisers no longer want just eyeballs; they want evidence of attention and ground truth. Loc8 is the breakthrough the OOH industry has been waiting for – a next-generation metric that captures real-time audience attention,” said Osmo, co-founder, Mangesh Shinde.

    He added, “In a world where attention is the most valuable currency, Loc8 equips brands with the power of AI, enabling campaigns that are smarter, measurable and impossible to ignore. At Osmo, we say ‘Attention is the New Oil.’ And with Loc8, we’re helping clients harness it.”

    Loc8 works by combining real-world data collection, machine learning and cognition science into a seamless framework. Real-world site footage captured via IoT devices is analysed by machine learning engines, which generate attention metrics and a visual saliency score refined with live traffic conditions. These insights are then mapped across people, places and placements, measuring commute journeys, traffic speeds, impressions, points of interest, visibility, positioning, obstruction and dwell time. This process helps identify which OOH assets reach the right audience, how many they engage and the depth of attention they command. The results are made instantly accessible through an engagement console that presents clear attention metrics and effectiveness dashboards, enabling advertisers to plan smarter and more attention-led campaigns.

    Already embedded into several landmark campaigns across categories such as automobiles, real estate and consumer goods, Loc8 has been instrumental in unlocking deeper engagement and brand recall in crowded urban landscapes.

    “OOH is at a stage where advertisers increasingly demand accountability. As investments in the medium grow, LOC8 enables decision-makers to conduct a virtual recce with confidence. By combining AI, ML and cognition science, our attention metrics build trust, benchmark asset performance and ensure campaigns are noticed, not just seen,” said Osmo, co-founder, Nipun Arora. 

  • Times OOH chief gets billboard industry throne

    Times OOH chief gets billboard industry throne

    MUMBAI:The billboards plastering India’s chaotic streets have found their new overlord. Narayanaswami Shekhar, chief executive of Times OOH, has been crowned chairman of the Indian Outdoor Advertising Association, handing the Times Group executive sway over an industry grappling with digital revolution and regulatory squeeze. Earlier the vice-chairman, he takes over from Jagran Engage COO Pawan Bansal.

    Shekhar’s ascent to the top of IOAA puts him at the helm of a lobby group that corrals more than 80 per cent of India’s leading outdoor media barons and boasts 220-plus members scattered from Mumbai’s traffic-choked arteries to Bangalore’s tech corridors. The association’s bread and butter involves fending off municipal crackdowns whilst championing the interests of companies that transform India’s urban jungle into a kaleidoscope of consumer messaging.

    The appointment comes as India’s outdoor advertising sector—worth billions of rupees—faces an existential reckoning. Digital screens are rapidly displacing static hoardings, whilst smartphone ubiquity threatens the traditional model of ambushing commuters with roadside pitches. Meanwhile, courts and municipal authorities have launched periodic crusades against “visual pollution,” threatening the very billboards that fund the industry.

    Shekhar’s new perch positions him as the industry’s chief evangelist at a pivotal moment. His Times OOH stable operates across India’s major cities, where the company’s digital displays compete for eyeballs against everything from Hindi film posters to political propaganda. The challenge now is ensuring outdoor advertising remains relevant in an increasingly screen-saturated landscape.

    For the Times group, Shekhar’s industry chairmanship represents a strategic coup. The media conglomerate can now influence regulations and standards that directly impact its outdoor advertising arm, whilst positioning itself as the sector’s thought leader.

    The association’s core mission—protecting and promoting outdoor advertising interests—takes on fresh urgency as Indian cities grapple with beautification drives that often view billboards as urban blight rather than legitimate business infrastructure.

  • Bright Outdoor Media announces strategic expansion

    Bright Outdoor Media announces strategic expansion

    MUMBAI– Bright Outdoor Media Ltd (BSE – 543831) announces its strategic foray into a diverse suite of media and marketing services. With a legacy spanning over four decades and a reputation for iconic billboard campaigns, Bright is now extending its reach far beyond traditional outdoor advertising.

    The company is significantly broadening its offerings to include Television, Print, and Radio Campaigns, Mall and Multiplex Advertising, Cinema and In-Film Branding, Events & Exhibitions, Celebrity & Talent Management, BTL Activations, Digital & Social Media Management, Public Relations, Corporate Gifting, Ad Film Production and Creative Services.

    To deliver excellence across these newly launched verticals, Bright Outdoor Media has assembled an experts team comprising seasoned professionals with deep expertise across media, marketing, and event management domains. Scheduled to commence operations from July 15, 2025, this expansion represents a bold and forward-looking strategic vision—aimed at transforming Bright into a full-spectrum marketing and branding partner. By offering end-to-end promotional and communication solutions under one unified brand, the company is committed to delivering integrated, high-impact campaigns across every consumer touchpoint.

    In addition to its media expansion, Bright Outdoor Media is also sharpening its focus on the real estate sector, aiming to unlock new growth opportunities and build long-term value through strategic developments and asset optimization.

    This move represents a significant milestone in Bright’s journey, reinforcing its commitment to innovation, integration, and leadership in the ever-evolving media landscape. By providing seamless engagement across touchpoints from billboards and digital screens to multiplexes, events, and beyond—Bright Outdoor Media is poised to redefine how brands connect with their audiences.

    Commenting on the development, Bright Outdoor Media Ltd CMD Dr. Yogesh Lakhani said, “At Bright Outdoor Media, we have always believed in staying ahead of the curve. Our leadership in the Out-of-Home (OOH) advertising space is a result of decades of trust, innovation, and an unwavering commitment to delivering high-impact visibility in the public domain. Today, as we step into newer territories such as Event Management, Celebrity Engagement, Public Relations, and multi-channel advertising, our vision is to carry forward that same legacy of excellence into these high-growth and dynamic segments.

    This strategic expansion is a natural progression of our brand’s journey. It reflects our intent to evolve with the changing needs of the market and offer clients a truly integrated marketing experience. By leveraging our existing infrastructure, decades of expertise, and deep-rooted client relationships, we are confident in our ability to create synergies across platforms—from traditional billboards and digital displays to red-carpet events, cinema advertising, and radio campaigns.

    We have put together a highly skilled and experienced team to lead these verticals, ensuring that every solution we deliver is impactful, relevant, and aligned with the brand objectives of our clients. This marks a transformative chapter in our journey.

    We are enthusiastic about the road ahead and remain committed to generating long-term value for our clients, partners, and stakeholders through innovation, integration, and excellence at every step.”

  • Mukesh Sharma appointed CEO of Bright Outdoor Media

    Mukesh Sharma appointed CEO of Bright Outdoor Media

    MUMBAI: Bright Outdoor Media Ltd has announced the appointment of Mukesh Sharma as its new chief executive officer. Sharma, a seasoned professional with a strong background in the media industry, is expected to spearhead the company’s strategic growth, focusing on expanding revenue, strengthening profitability, and identifying new opportunities within the dynamic advertising and media landscape.

    Bright Outdoor promoter Yogesh Lakhani expressed his pleasure in welcoming Sharma, highlighting his impressive track record and expertise in driving growth, building robust business ecosystems, and delivering stakeholder value.

    Sharma previously served as business head at Mid-day Infomedia Ltd, where he gained valuable experience in leading media operations. His appointment is poised to play a crucial role in elevating Bright Outdoor Media’s brand in the competitive out-of-home (OOH) media sector, signalling a move towards a “brighter, bolder future” for the company.

  • Rohan Prashar bubbles up to senior director, digital lead at Coca-Cola India

    Rohan Prashar bubbles up to senior director, digital lead at Coca-Cola India

    MUMBAI: Rohan Prashar has been elevated to senior director, digital lead at The Coca-Cola Company India, marking a significant new chapter in his three-year journey with the beverage giant.

    Having joined Coca-Cola in 2022, Prashar reflected on his early days with a nod to the brand’s ethos: “Joining Coke was one of the best decisions I’ve ever made — real magic, indeed.”

    In his new role, Prashar will continue to shape Coca-Cola’s digital transformation narrative, bringing nearly two decades of experience across media, product management, corporate branding and communications.

    He credited leaders like Arnab Roy, Sumeli Chatterjee, Greishma Singh, and Shantanu Gangane for their vision and mentorship, and gave a shout-out to his core team — including Akhtar Ali Anjum, Joy Pal, Srijan Virmani, Sharanya Swain, Venkat Prasun, and Shruti Soni, along with agency partner WPP, calling them “the best team I could ever ask for.”

    Before Coca-Cola, Prashar spent a decade at Asian Paints, following stints at Madison World and the Goa Institute of Management (GIM). With experience across media agencies, networks, and brand custodians, he believes strongly in the changing dynamics of media consumption and its shift towards user empowerment.

    Beyond the boardroom, he frequently shares his insights on integrated marketing communications and media planning with B-school students, championing the evolving role of MBAs in creative industries.

    From paint to pop, Prashar continues to fizz with purpose, ready to lead digital strategy with the same energy as his first day at Coke.

  • Airtel goes big on blocking fraud with OOH blitz

    Airtel goes big on blocking fraud with OOH blitz

    MUMBAI: Airtel is taking its scam-stopping game to the streets — quite literally. Partnering with dentsu India’s out-of-home (OOH) specialist Posterscope, the telecom giant has rolled out a clever and quick-fire OOH campaign to promote ‘SPAM 2.0’, the next phase in its Safe Network proposition, featuring real-time detection and blocking of fraudulent links.

    The campaign’s hero message is ‘Blocking fraud links’. And that promise popped up across everything from metro stations to mall façades, transit hubs, bus shelters and even parking barricades — with witty, hyperlocal lines in regional languages that caught eyes and sparked smiles. Think: ‘Ye gate to khulega, par Airtel pe fraud link nahi khulega.’

    Spread across top metro cities and key markets, the campaign cleverly hit high-traffic zones where users are most vulnerable to distraction — while reinforcing Airtel’s positioning as the nation’s digital watchdog.

    Posterscope’s turnaround was just as slick, the nationwide campaign was planned, produced and executed in under four days. The strategic mix of formats and real-time contextual placements ensured that Airtel’s safety-first message landed when and where it mattered most.

    Posterscope India CEO Imtiyaz Vilatra said, “This campaign perfectly balances innovation with purpose. We translated Airtel’s powerful tech solution into a creative narrative that felt personal and timely. Through hyperlocal execution and speed, we were able to capture attention and build trust, a testament to how OOH can truly drive social impact when done right.”

    SPAM 2.0 isn’t just another tech update — it’s a public service with punchlines, and proof that when safety goes OOH, trust comes home.

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  • Triooh launches to bring data-driven change in OOH advertising

    Triooh launches to bring data-driven change in OOH advertising

    MUMBAI: If billboards could think, they’d probably call Triooh for a brand makeover. Launching with a bang, Triooh is the newest kid on the block aiming to shake up the Out-of-Home (OOH) advertising space not with size, but with smarts. Founded by industry veteran Anuj Bhandari, Triooh is blending creative flair with data intelligence to take media planning from guesswork to precision science.

    While traditional OOH often leaned on legacy placements and gut feel, Triooh flips the script by putting data at the heart of its planning process right from the start. “The industry was never short on creativity, but it needed smarter tools,” said Bhandari. “We’re here to make every ad placement not just visible, but valuable.”

    With services spanning media planning, buying, execution and experiential marketing, Triooh is built for modern brands seeking accountability, sharper targeting, and real-time audience insights. Whether it’s a roadside hoarding or a branded experience, the agency wants every campaign to deliver measurable impact on minds and metrics alike.

    The team is as hybrid as their approach: seasoned industry pros meet agile new talent, all working to power up performance in a rapidly evolving medium. “OOH is no longer just about billboards. It’s a data-driven ecosystem,” Bhandari said.

    Triooh is currently self-funded, but already in talks with major agency networks to raise strategic investment as it accelerates its vision. With advertisers demanding more accountability and smarter ROI from OOH formats, Triooh is positioning itself as the medium’s modern-day makeover artist where bold ideas meet bold data.

    For the OOH world, it looks like the writing’s on the wall. And this time, it’s backed by analytics.

  • Moms rolls out Mother Dairy’s expansive OOH campaign in Lucknow & Varanasi

    Moms rolls out Mother Dairy’s expansive OOH campaign in Lucknow & Varanasi

    MUMBAI: Moms, the outdoor specialised unit of Madison World, has successfully rolled out a high-impact outdoor campaign for Mother Dairy, covering the key cities of Lucknow and Varanasi.

    The campaign spans a diverse mix of media formats, including billboards, unipoles, metro station branding, train wraps, LEDs and FOB facades — all strategically placed across high-footfall zones. The objective was to reinforce Mother Dairy’s strong presence in the region and engage consumers through a visually striking and expansive outdoor network.

    Speaking on the campaign, Moms VP – North & East, Prashant Mishra said, “Our strategy was to drive high-frequency and high-impact visibility through a blend of static and dynamic formats. Lucknow and Varanasi are key markets for Mother Dairy and this campaign ensures the brand connects with consumers through smart placements and extensive reach.”

    Mother Dairy spokesperson added, “This outdoor campaign, rooted in our Maa Jaisi brand narrative, is a step forward in reinforcing our presence in key markets of Uttar Pradesh. Through a vibrant and wide- reaching OOH network, we aim to strengthen brand visibility and deepen our connect with consumers in Lucknow and Varanasi.”

  • Libas and Zepto’s billboard chemistry is turning heads in Mumbai

    Libas and Zepto’s billboard chemistry is turning heads in Mumbai

    MUMBAI: The streets of Mumbai are heating up, and it is not because of the weather. It’s the billboards in the city turning heads, garnering attention, and sparking conversations. Libas, India’s leading ultra-fast fashion brand, and Zepto, the 10-minute delivery app, have unleashed a playful OOH (Out-Of-Home) campaign that’s got everyone doing double-takes. Blending fashion-forward wit with lightning-fast delivery, the OOH campaign reflects the spirit of spontaneity that defines the brands.

    Strategically placed in high-footfall locations like Prabhadevi, these billboards are doing more than just advertising; they’re entertaining passersby. The campaign perfectly captures the mood of today’s digital generation: quick, bold, meme-worthy.

    Libas head of marketing, Nisha Khatri said, “We wanted to have a little fun with our audience while highlighting how seamless shopping from Libas has become. Zepto’s strong logistics capabilities will help us bring our customers closer, as we strengthen our omnichannel presence. With this association, we are empowering modern Indian women with instant access to our products. And what better way to tell that story than by entertaining the entertainment capital with some good-humoured banter on billboards?

    The banter-packed campaign isn’t just fun. It is part of a larger push by Libas to expand its omnichannel presence and engage with a younger, digital-savvy audience. After all, fashion doesn’t wait, and now, neither do Libas shoppers.