ITV

Category: Out Of Home

  • Kinetic & GroupM acquire majority stake in French OOH company

    Kinetic & GroupM acquire majority stake in French OOH company

    MUMBAI: WPP’s wholly-owned operating companies, Kinetic and GroupM have agreed to acquire a majority stake in France based out-of-home (OOH) company Financiere Poster (Poster Conseil).

    Poster Conseil manages media planning and buying for agencies and direct clients, and provides planning and measurement technologies to both agencies and vendors.

     

    It employs 25 people and is based in Paris. 

    Poster Conseil will continue to be led by CEO Xavier Sorato. The agency’s consolidated revenues for the year ended 31 December, 2014 were EUR 9.8 million, with gross assets of EUR 8.5 million. 

    Tenthavenue, Kinetic’s parent company, develops and delivers content that aligns brand objectives with consumer needs in OOH and moving environments. The subsidiary companies of Tenthavenue provide comprehensive branding services in global in-flight entertainment, OOH media advertising, mobile marketing and digital publishing.
     

  • Posterscope creates OOH campaign for Goodricke’s Roasted

    Posterscope creates OOH campaign for Goodricke’s Roasted

    MUMBAI: Gossip and tea are two indispensable elements when it comes to life in the metro city of Kolkata. Goodricke – along with its Darjeeling tea brand – Roasted, has strived to keep this spirit alive in every gathering. In a bid to give a boost to the soulful adda (gossip) culture of Kolkata, Goodricke has taken 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.

     

    Goodricke wanted the outdoor medium as the only mode of communication and it was indeed a challenge for Posterscope to craft a campaign. Since ‘adda’ was at the apex of the campaign brief, the primary target of the campaign was to target consumers at those touch points where mass-gatherings happen.

     

    Posterscope identified areas where people generally gather to gossip and used those spots as a part of its client-campaign strategy. Apart from using main media billboards, different formats such as metro signages, island branding, glass façade and BQS were used for the campaign.

     

    The campaign was rolled out in two phases wherein the initial burst was for a 30-day-period, which was followed up with a sustenance campaign for the next 30 days. 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.

     

    Supporting the next two phases of the strategic road map, Hyperspace, the retail solution division under the Posterscope umbrella, will map all their retail counters under general trade. 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.

     

    It is pertinent to note here that 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.

     

    Commenting on the campaign, Goodricke Group senior general manager Vikram Sungh Gulia 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.”

     

    “Therefore, what better message could we send out than ‘Proti Chumuke Adda Jomuk’ (Let every sip be a conversation starter). Our current campaign idea, ‘Addai Attkhana’ also generates from the same idea of celebrating conversations. “Ahlade Atkhana’, the Bengali proverb, literally translates, as the utter joy and satisfaction one gets from unrestricted pampering. Our Roasted campaign is about indulging oneself, in such an adda,” he added.

     

    Posterscope India MD Haresh Nayak said, “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.”

  • Events & activation industry to touch Rs 5,779 crore by 2016-17

    Events & activation industry to touch Rs 5,779 crore by 2016-17

    MUMBAI: The events and activation industry is clearly on a roll in the country. According to the EY-EEMA (Event and Entertainment Management Association) report, the sector is expected to grow to Rs 5,779 crore by 2016-17.

     

    This growth will be on the back of marketers increasing their below the line (including digital) spends to 21 per cent of their total marketing spends. The growth will also be led by personal events, MICE (meetings, incentives, conferences and exhibitions), activations and sports.

     

    According to the report titled ‘Making experiences in India: The events and activations industry,’ the events and activations industry has seen a growth of 15 per cent annually from Rs 2,800 crore in 2011-12 to Rs 4,258 crore in 2014-15.

     

    The report states that while managed events remain the largest service offering, IP (Intellectual Property) and digital events are growing at a faster rate than managed events. The key strength of the industry remains its ability to get things done and the ideation and efficiency with which it operates. “That said there is a need for the industry to work on acquiring the right talent, managing costs, demonstrating ROI to marketers and increasing transparency in operations,” states the report.

     

    Non-metro markets are expected to increase in importance as marketers look to tier II and tier III cities for incremental growth, states the report. Digital events and activation is also expected to grow significantly on the back of smart phone penetration, internet availability and the cost efficiency of such campaigns for marketers.

     

    While the industry has reported very few M&A transactions over the last few years, there exists scope for consolidation. Valuations are driven by IPs owned, advertising agencies’ interest in activations, and digital events and sports leagues. On the taxation front, double taxation, taxation across multiple states, and varying and inconsistent application of different taxes are some of the challenges faced by the industry. Also, the introduction of Goods and Services tax (GST) could have a significant impact on the industry in terms of rates and implementation across multi-state activities.

     

    The report also states that the introduction of the new Companies Act, 2013, will result in some key changes in internal financial controls, compliance with more than 60 acts and regulations, and implementing a vigil mechanism to identify undesirable activities.

     

    EY also conducted a workshop with CEOs of the industry that resulted in Vision20:20 for the industry’s future success. It felt that the industry needs to work towards the following initiatives:

     

    Internal aspects: Improve the quality of talent through skill definition for various jobs, skill development, job security, compensation benchmarking and implementation of health and safety standards. The industry must build robust policies, processes and information systems to manage business efficiently and safely, and implement technology and automation.

     

    External aspects: The industry needs to work on its positioning to marketers, build an account focus and demonstrate returns more effectively. There is a need to improve the supply chain by developing quality vendors, implementing a system of vendor accreditation and improving overall risk management. The regulatory ecosystem needs to be made more conducive by simplifying taxation, permissions and copyright issues.

     

    Strategic aspects: The industry must build more IPs focused on defined communities of interest to marketers, and embrace the opportunity provided by marketers’ increasing spends on digital media.

     

    The report is based on the findings of a survey conducted via extensive discussion with over 60 respondents including the heads of events and activation companies across the country, along with inputs from advertisers and sponsors.

     

    EY India partner and media and entertainment advisory leader Ashish Pherwani said, “The events and activations industry holds great potential and this is evident from the considerable growth that the industry witnessed over the last few years.”

     

    Event and Entertainment Management Association president Sabbas Joseph added, “With a new government at the helm, there is a growing interest in the culture and people. The events and activations industry is best poised to capitalize on this opportunity and there is a crying need for a new world order – one in which event companies work along with government to create an events calendar that drives tourism and related industries.

  • Akshar Advertising bags bulk ad tenders for Mumbai railway stations

    Akshar Advertising bags bulk ad tenders for Mumbai railway stations

    MUMBAI: Akshar Advertising Solutions has bagged the tenders for bulk advertising rights for Mumbai railway stations for a period of three years.

     

    Akshar Advertising Solutions will cover stations falling on the western and central railway lines in Mumbai. These include: Mahalaxmi, Lower Parel, Elphistone, Jogeshwari, Kandivali, Borivali, Bhayander, Naigaon, Vasai Road, Nallasopara, Virar, Vyara, Bardoli, Nadurbar, Curry Road, Parel, Matunga Central, Tilak Nagar, Kurla Terminus, Chembur, Bhandup, Kalyan and Karjat.

     

    As local trains are considered to be the life line of Mumbai, being most reliable and an economical way to travel to and fro, advertising on station boards represent a unique opportunity in which the advertiser can reach out to a mass audience.

     

  • Reach Mobile goes outdoor with Posterscope India

    Reach Mobile goes outdoor with Posterscope India

    MUMBAI: Technology today has an overbearing effect on consumers wherein the choices are innumerable. This sea of choices translates into a highly competitive landscape. Consumers are willing to experiment with the new that stands for upgraded technology and looks; something that translates into value for money. 

     

    Thus, Reach Mobile planned a high decibel campaign to maximize the opportunity staring in its face. The key business objectives included attracting the first time users and new Smartphone adopters to taste the use of smart phones at an economic pricing. The priority target audiences for this campaign are the new users of Smartphones in Sec B & C. OOH as a medium contributed in delivering brand imagery and impact, garnering a luminous impact.

     

    Reach Mobile, the latest diversification of the $1 billion Rashmi Group, has joined the outdoor bandwagon with Posterscope India.

     

    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 target audience – where they move, retreat, socialise and spend most of their leisure time.

     

    The campaign objective was derived from the brand name itself with 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. 

     

    Reach Mobiles head corp comm and marketing Kinjal Desai 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 & customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

     

    Posterscope India managing director Haresh Nayak 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.”

  • West Bengal govt initiates cleanliness campaign in Kolkata

    West Bengal govt initiates cleanliness campaign in Kolkata

    KOLKATA: As part of the ‘Porishkar Kolkata’ campaign, an extension of the Clean City-Green City initiative of the West Bengal government, more than 50 colourful bins and vats were distributed among hawkers at the Camac Street section in Kolkata.

     

    Students, businessmen and citizens initiated a unique cleaning drive by educating street vendors and hawkers about keeping the city spic-and-span and distributed garbage bins to help them out. Not only this, school children carried placards to involve the people and generate awareness.

     

    “Though there is a lot of buzz on cleanliness and hygiene, there is a lack of awareness on an individual basis, especially among communities such as the hawkers. We are educating them on the basics and making sure they also ensure their customers keep the surrounding area clean,” said Rotary Club of Calcutta Midtown president Bhupesh Kapoor.

     

    Organised in collaboration with Indian steel producing giant Steel Authority of India Limited (SAIL) and the active support of the Kolkata Municipal Corporation (KMC), the Rotary Club of Calcutta Midtown aims to roll out more such programmes in phases, targeting various zones and communities.

     

    Street vendors were also taught proper ways to dispose waste. As part of Swach Bharat initiative many state governments and other organizations have decided to embark on the cleanliness awareness drive after the campaign was announced by the BJP-led government last year.

  • Global Advertisers says ‘Hola!’ for Thomas Cook in Mumbai

    Global Advertisers says ‘Hola!’ for Thomas Cook in Mumbai

    MUMBAI: Global Advertisers, Mumbai’s outdoor media giant has launched a massive campaign for Thomas Cook’s innovative push for Mexico Tourism. It focuses on the country’s Spanish heritage as well as its Incan roots. Moreover, the campaign aims to attract Indian tourists who are making international trips in rising numbers year after year.

     

    With the Thomas and Cook campaign, Global Advertisers adds yet another prestigious brand to its fast expanding kitty. Global is the largest owner of premium hoarding sites in the Mumbai Metropolitan Region with associates and partners across India.

     

    The campaign rolled out in cities like Mumbai and Delhi started from 8 December and ran till 22 December. In Mumbai it focused on areas like Marine Drive, Bandra, Dadar, Mahim, Kandivali, Andheri, Juhu, Sion and Vile Parle.

     

    Global Advertisers MD Sanjeev Gupta stated that the initial reports were very encouraging. He believed that Indians are familiar with Mexican food, music, dance and culture and a rising number of Indians speak Spanish. “We choose some of the best sites in Mumbai for the campaign. These are neighbourhoods that have substantial populations of international travellers who like to explore the world. The team did a great job with the site selection, the planning and the execution. The buzz is fantastic. I thank the client and my entire team for pulling this off.”

  • Global creates a successful campaign for XRBIA

    Global creates a successful campaign for XRBIA

    MUMBAI:  XRBIA appears to have arrived at the mix of real estate marketing: affordable units, a fixed rate home loan at 7.25 per cent and an innovative outdoor media mix plan in Mumbai and Pune by Global Advertisers.

     

    The OOH agency has succeeded in crafting a campaign to attract buyers and investors to XRBIA with Times Property being held from 27 to 30 November at BKC in Mumbai.

     

    The campaign according to the agency has scored a number of firsts.  For example, no Pune-based builder has launched a campaign of this size in Mumbai, so far. The 7.25per cent fixed rate home loan being offered by India Bulls is also a first, as is the response that the campaign has attracted for the brand. The outdoor campaign in Mumbai and Pune was spread over seven days, and employed three distinct creative artworks.

     

    XRBIA CMO Pradeep Iyengar said, “We had some big and bold ideas that needed urgent action. We trusted Global to coordinate and execute those ideas, and they did! We are very happy with the footfalls at the venue, and there are three more exciting days to go.”

     

    The Eiffel Group (XRBIA) is based in Pune with realty footprints in Mumbai, Nagpur, Delhi and Bangalore with over 25 million sq. ft. of existing development and 119 million sq. ft. of planned projects.

     

    Global Adverrtisers MD Sanjeev Gupta commented, “At our end we moved fast with our vendors, service providers and team members to ensure timely delivery. The results have been very heartening on the very first day. I am grateful to my team of marketers, media planners, vendors and all the people at XRBIA who made this happen.”

  • Laqshya Solution’s OOH campaign for Flipkart’s #TheBigBillionSale

    Laqshya Solution’s OOH campaign for Flipkart’s #TheBigBillionSale

    MUMBAI: It was going to be ‘India’s Greatest Sale Ever’. Therefore, Laqshya Solutions had 24 hours to devise and implement the campaign in such a way that it would take everyone by surprise. The group inundated Bangalore and Delhi with larger-than-life hoardings to grab the attention not only of Flipkart’s competitors but also of the national media.

     

    Laqshya Solutions, the agency division of the Laqshya Media Group, was given a brief by Flipkart, one of India’s leading e-commerce platforms, to create a radical and bold campaign across Delhi and Bangalore. Laqshya Solutions worked to develop and execute the campaign using as much as 70,000 square feet of branding space in the two cities. The media mix included a large format of billboards, mall facades, airport media and digital signages.

     

    Talking about the newly launched campaign, Laqshya Media Group COO Atul Shrivastava said, “We were honoured when India’s e-commerce leaders Flipkart approached us to work on what has been their biggest, boldest campaign ever! Since this was such a crucial campaign for the brand, we took great care in formulating and executing a plan that would create a powerful impact. The very fact that there has been a tremendous reaction from consumers and the media alike, makes us feel like we have definitely accomplished Flipkart’s brief of doing something novel and dramatic.”

     

    Laqshya Solutions has also executed several other campaigns for Flipkart before their Greatest Sale Ever campaign.

     

  • Tata Docomo retains Milestone Brandcom as its OOH agency

    Tata Docomo retains Milestone Brandcom as its OOH agency

    MUMBAI: Tata Docomo has retained Milestone Brandcom as its OOH agency following a recent pitch.

     

    Milestone has been the incumbent agency on board for over four years and this time the agency bagged the outdoor media mandate for two additional regions, namely Delhi and Rajasthan.

     

    Building on their incredible portfolio, this is another feather in the cap for Milestone Brandcom as they continue to deliver the best creative services in the industry.

     

    Milestone Brandcom managing director and CEO Nabendu Bhattacharyya said, “Tata Docomo is one of the most trusted and successful brands in the country and their faith in us past four years and further mandate and our capabilities encourages us to set the bar higher. We are extremely thrilled to continue this relationship with the Tata’s and hope to achieve more milestones and set the industry benchmark even higher with our deliveries.”