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Category: Out Of Home

  • Milestone Brandcom introduces measurement matrix for outdoor

    Milestone Brandcom introduces measurement matrix for outdoor

    MUMBAI: While marketers are still looking out for a measurement mechanism to understand RoI for the out of home segment, Milestone Brandcom has gone ahead to create one. The outdoor agency has come up with an audience measurement eco-system called ‘Milestone Optimizer’ that will make planning, buying and evolution processes transparent. 

     

    The agency has invested over Rs 5 crore in developing this apparatus and has covered top 10 cities in India which they believe accounts for 75 per cent of outdoor advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Pune, Ahmedabad, Lucknow and Ludhiana. The agency will cover additional 25 cities in the next 18-20 months. The system has registered 25000 site details of these 10 cities. The tool right now will be used by the agency for its own clients. In the long run, the agency is looking at gaining confidence of the industry to make ‘Optimizer’ as a standard mechanism. 

     

    “We wanted to move away from site level discussions,” says Milestone Brandcom MD and founder Nabendu Bhattacharya. The Optimizer introduces a new measurement matrix Gross Impression Points (GIP) which will help measure the reach and frequency of an outdoor campaign.  Bhattacharya believes that the outdoor business is expected to grow to 12 per cent this year and he thinks this will happen because of the stability of new government in power and positive economic growth that is expected in the coming months. 

     

    “In the world of hyper local targeting it has become difficult to customise campaigns at the micro level especially in outdoor. With Optimizer we are sure to develop outdoor campaigns even with very specific briefs,” adds Bhattacharya.

     

    Milestone Optimizer was developed with the support of industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are a few credible databases used in developing a robust scientific planning OOH tool.

     

    Through GIP, outdoor campaigns can also be compared with the more conventional forms of advertising such as print, TV and radio. It will also allow brands to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning. The agency will soon focus on developing digital out of home campaigns.

  • Global Advertisers rolls out OOH campaign for Charagh Din

    Global Advertisers rolls out OOH campaign for Charagh Din

    MUMBAI: Charagh Din a mega shirt store that today is one of the few established names in the Indian fashion community has launched its outdoor campaign with Global Advertisers. The campaign targets the HNI segment customer with objectives of increasing footfalls and spreading awareness about Charagh Din, across Mumbai. The message is being communicated through Global’s large size hoardings that have been effectively communicating Charagh Din’s unique collection to their consumers 24X7.

     

    Commenting on the campaign, Sanjeev Gupta, MD, Global Advertisers, said, ‘The impact of the campaign has matched our expectations. We have executed the Charagh Din’s campaign on premium hoardings.Our research team spent time selecting hoardings that helped Charagh Din generate footfalls at the store. Glamorous creatives on the hoardings further enhanced our reach and engaged target consumers more effectively.”

  • Airtel wooes the Rajni-fans by partnering with ‘Kochadaiiyaan’

    Airtel wooes the Rajni-fans by partnering with ‘Kochadaiiyaan’

    MUMBAI: In a strategic move to delight its consumers in Tamil Nadu, Bharti Airtel has partnered with Rajnikanth starrer – Kochadaiiyaan to launch a range of exclusive products and services.

     

    For the first time, RC299 Airtel 3G data recharge coupons were available as Kochadaiiyaan 3D lenticular collectibles with five different Rajnikanth imagery, along with a Kochadaiiyaan special Super Pack with free hello tunes, wallpapers and 3D lenticular key chain. That apart, the customers got a chance to chat LIVE with movie director Soundarya Rajinikanth on Airtel Talk2Me.

     

    Madison Media Plus spearheaded the planning, envisaging and implementation of this experiential OOH campaign in Chennai, in line with the high-tech treatment of the iconic movie.

     

    The OOH campaign was aimed at giving the customers a glimpse of the 3D animated movie through an innovative use of lenticular billboards at Nungambakkam and Parry’s.

     

    What more, Rajni fans responded to the Airtel campaign by literally garlanding the superstar’s lenticular visuals on the billboard!

     

    A perfect case of two icons joining hands to create that extra delight for their set of audiences!

  • Tempo collaborates with Mumbai’s ‘Dabbawalas’

    Tempo collaborates with Mumbai’s ‘Dabbawalas’

    MUMBAI: Sweden-based SCA’s hygiene brand, Tempo has initiated an on ground activity in Mumbai. This campaign is basically rolled out to spread awareness on cleaning hands and using a sanitizer.

     

    The brand has collaborated with Mumbai’s Dabbawalas at the hands of celebrity Karishma Kapoor to spread the message of hand hygiene to 1,00,000 smart foodies to follow a healthy way of eating by using a sanitizer before eating and a tissue after eating food.

     

    Commenting on the campaign imitation, SCA MD Cecilia Edebo said, “Promoting good hygiene in sync with the local Indian eating habits, SCA aimed at bringing a smart way to enjoy food anytime and anywhere to the Kerala market. psLIVE has been an integral part in helping us achieve the same. We look forward to engaging them in our endeavor to spread our products and message on pan-India basis.”

     

     “We are excited with the success of this campaign. With an insightful team and extensive research we are eager to continue ideating and executing campaigns that will help the brand enhance their presence in the Indian market,” added psLIVE vice president Sidharth Ghosh.

     

    As part of the campaign, Mumbai’s famous Dabbawalas, gathered together at various locations and placed a pack of Tempo Pocket hanky tissues and a 15ml bottle of hand sanitizers in Smart Foodie bag to 20,000 dabbas on the first day of promoting the real joy of eating with hands instead of fork and spoon. It can be observed that the brand also collaborated with fast food chain McDonalds extensively when it was just launched in the market. 

  • Global Advertisers wins ‘Customer Engagement Award’

    Global Advertisers wins ‘Customer Engagement Award’

    MUMBAI: Global Advertisers, pioneer in the outdoor industry has been bestowed with Customer Engagement Award for “Excellence in Out-of-Home Effectiveness’ during the sparkling function of 2nd Asian Customer Engagement Forum & Awards at ITC Grand Central Hotel, Mumbai.

     

    The award aims to honor the best practices of all the sectors including countries such as India, Sri lanka and GCC countries.  “It’s a moment of great pride for us. We are thankful to the jury members who recognized our efforts in bringing innovative solution for the Indian Outdoor Advertising industry,” said , Sanjeev Gupta, MD, Global Advertisers on winning the award.

     

    The Customer Engagement Team shortlisted the Global Advertisers on executing industry’s first – corridor branding campaigns and creating the Asia’s biggest hoarding i.e. 140 x 120 at Bandra. Adding to this, Global’s much flexible approach, Client servicing records, 24 x 7 monitoring, adaptability for last minute changes, easy payment agreement, excellent mix-media plans and after sales services, convinced the jury members of the award. With its two decades of experience, Global understands how to serve the clients in best way by giving excellent services to clients and ensuring great returns for their brand within their budget. 

  • Halonix makes the streets of India safer through its outdoor campaign

    Halonix makes the streets of India safer through its outdoor campaign

    MUMBAI: It is a well documented fact that there is a strong correlation between crime and darkness. The incidences of crimes like rape, muggings, carjackings etc are higher post sunset. Given this, Halonix – a leading lighting brand – hit upon an ingenious idea of converting advertising billboards (Hoardings) and bus shelters into street lights post sunset. The hoarding would carry an advertising message by day. By night, the lights of the hoarding would be turned outwards, pointed towards the street rather than just on the advertising message. So a dark, potentially dangerous street could be turned into a bright, well-lit one.

     

    To kickstart the effort, Halonix invited the citizens of Delhi to name streets or area in their neighbourhood that needed better lighting. The facebook page of Halonix registered many such suggestions. The top suggestion was identified by a poll. As a test run, a Halonix hoarding was put up in VasantKunj. Encouraged by the response, the company installed hoardings at more locations in Delhi.

     

    Given the encouraging feedback from Delhi, Halonix has co-opted outdoor companies to take this idea across cities. Currently Halonix has made some streets in Delhi, Mohali, Jalandhar, Kanpur, Mathura, Allahbad, Lucknow, Trivandrum and Chennai feel safer through this initiative. More cities are in the offing.

     

    Speaking about the initiative, Mr Rakesh Zutshi – Managing Director, Halonix Technologies Ltd said “We at Halonix believe that brands need to have a conscience and should continuously attempt to make the world a better place. Our brand idea – The Right Light – is not limited to the fact that we pursue excellence in our products and their quality. It represents a broader view of impacting life and society positively through the use of light.”

     

    Nima Namchu – Chief Creative Officer of Cheil, Halonix’s advertising agency, who came up with the idea added “This is a great example of the medium becoming the message. The power of the idea lies in the fact that, without spending a penny extra, every brand that takes a front lit or back lit hoarding, can implement this idea and make our cities feel safer. We hope more brands and outdoor agencies take this idea forward.”

     

    To know more about the safer city project visit:  www.facebook.com/halonixsafercity

  • Laqshya Advertising ropes in Sai Nagesh as CEO

    Laqshya Advertising ropes in Sai Nagesh as CEO

    MUMBAI: Laqshya Media Group has announced that it has appointed advertising veteran Sai Nagesh as chief executive officer of Laqshya Advertising. In addition to this, he will also be heading strategy for the group as chief strategy officer.

     

    Laqshya Advertising is the latest venture from the group and is being set up as a new-age advertising agency to provide cutting edge solutions through digital media as well as communication solutions that cut across the fast blurring lines between paid, owned and earned media.

     

    The new appointment comes at a time when Laqshya Media Group has diversified and expanded its services to include activations, event IPs and advertising.

     

    Laqshya Media Group managing director Alok Jalan said, “The kind of expertise and experience Sai brings to the table is immense and we are excited to have someone of his calibre on board with us. I am certain that Sai will offer valuable insights at a time like this when our company is exploring new opportunities and avenues for growth.”

     

    “Having been an intimate part of the Digital Ecosystem for the last couple of years, I have realized the awesome value addition that an Agency with integrated offerings can deliver. Our solutions will be embedded in an Omnichannel approach straddling all screens and will give our clients a 360 degree view of Marketing and Advertising campaigns (both Digital & Offline) as well as customer behavior, lifecycles and lifetime value. I have known the Laqshya group for the last 15 years; this familiarity combined with their vast network and expertise is a huge advantage that we are starting off with,” added Nagesh.

     

    In a career spanning a quarter of a century, Nagesh has sold advertising space for newspapers, helped launch television channels and worked with leading advertising agencies. He was also part of the team that launched GroupM in India. His last assignment was as CMO for bedbathmore.com

  • ABP creates a big bang on outdoors

    ABP creates a big bang on outdoors

    MUMBAI: With elections season buzzing in, ABP News rolled out an extensive nationwide outdoor campaign.  The mastermind behind this campaign was Milestone Brandcom.

     

    The idea behind this campaign was around “Aap apni rajneetik rai kahan banate hain.” The outdoor touch points involved spots such as tea stalls, tiffin delivery boxes, public benches and mobile vans to reach out to the common man across cities.

     

    Launched on 1 April, the campaign lasted a month and was specifically tailored to different regions in the country for maximum impact.

     

    The brief given to agency was to urge common people to not form their opinions on politics and politicians while discussing them with each other. Instead, created a campaign message to watch the channel for comprehensive reportage of the most crucial elections. The campaign was designed keeping in mind the congregational places where all strata of society across regions, cultures and dialects meet.

     

    Milestone launched a full-fledged outdoor campaign in Delhi NCR, UP, Bihar, Jharkhand and Kolkata where over 1000 sites were put up covering five lakh sq ft making it one of the most visible campaigns this year. The site locations covered strategic spaces with heavy footfalls such as major junctions, railway stations, office complexes, food courts etc where people would normally group and chat about politics.

     

    Stickers and ply-cards were put up on benches asking them not to form political opinion while discussing politics on their morning jogs and to make an informed choice after watching ABP News. This exercise covered the Lodhi Garden in Delhi, Jogger Park in Mumbai, Raja Park in Agra and Dr Ram Mohan Lohia Park in Lucknow. Railway announcements were carried out in Uttar Pradesh which is the largest state for the elections. The state also saw mobile vans driving across 150 towns educating and informing the masses, posters were put up at various grocery, barber shops, tea stalls etc purporting them to watch ABP News.

     

    In Mumbai, Milestone targeted the office goers by placing leaflets with the message “Don’t talk while having food and don’t make political opinion while having food” inserted in lunch boxes delivered by Dabbawallas. To capture the youth and urban class, the activation was extended to Café Coffee Day and McDonalds outlets where tent cards and posters featured the message. 

     

    Over 200 outlets across the five markets were covered with this activity. Skits were performed in the canteens of colleges, food courts, Dhaabas and Tea Stalls with the objective to create awareness about the TVC of ABP News at ground level.  The skits discussed elections and the responsibility of every citizen to choose the right candidate for betterment of the nation.

     

    Milestone tied-up with around 15000 tea stalls in around 200 cities in UP, Mumbai and Delhi where Danglers and posters were put up asserting the campaign and not to form political opinion while drinking tea. Around 25 lakh tea cups branded with the same message were distributed at these stalls. This was an attempt to cover the highly promoted concept of politicians having chai with the public during these elections. On 16th May ’14, T3 terminal at Delhi airport will air ABP News covering the election results for all travellers so they can catch every event of the landmarked day.

     

    According to MCCS, marketing manager Vikas Singh said, “ABP News Campaign asks its viewers ‘Aap apni rajneetik rai kahan banate hain’. The on ground activation is a tactical intervention to capitalize on the current election frenzy bringing alive the core message of “apni rajneetik rai sahi jagah banayee”. Chai seems to have taken centre stage this election and we have attempted a serious take on this. The humble tea stall frequently sees animated political discussions and hence we identified it as key pillar for the activation idea.”

     

    Milestone Brandcom MD Nabendu Bhattacharyya, said “This was a very significant project for us as we are amidst the biggest political event of our country and ABP News is a prestigious media house known for its honest and comprehensive coverage of news. We have utilised all media resources to create an expansive campaign to reach out to people across barriers and have used some very unconventional tools to do so such as setting up tea stalls and inserting leaflets in tiffins delivered by Dabbawallas. The campaign has already started showing results and has been appreciated by the target group and is another feather in the cap for Milestone Brandcom”

  • Election Campaigns: How they boosted OOH sector

    Election Campaigns: How they boosted OOH sector

    Since the 2014 elections is being touted to be one of the toughest elections of all time, parties are more than willing to dig deep into their pockets and spend on advertising…especially outdoor since their vote bank lies within the masses on the street of not just the metros but also the tier II, III, IV markets. Therefore, outdoor has become massively important for them. It’s much more rigorous this time.

     

    Election season has given a boost to outdoor advertising industry by more than 30 per cent. Understand, unlike television and print which also exude national presence, the power of outdoor lies in its local behaviour. It helps put up a larger than life picture wherein literacy is not a heavy requirement. You can easily look at the picture and understand the message. As a result outdoor has become a very significant medium for the parties to reach out to the masses who stay in the hinterlands of this country. They are their vote banks, most of whom who may not even have a television at home to watch an ad or are not literate enough to read the paper. It’s outdoor that helps the candidates and parties to reach out to such regions. Now talk of metros like Mumbai, where time is limited and people do not have the leisure to watch TV and read papers, since people are constantly on the run and outdoor helps capture their attention in a very big way. Outdoor inventories  such as hoardings, transit medium, street furniture, mobile vans, railway media all can be placed at strategic locations and just cannot go unnoticed by the target viewer. In a city like Mumbai where consumers are constantly travelling, hoardings play an exponential role in capturing their attention.

     

    The government has estimated a 4.9 per cent rise in economic growth this financial year, against a decade-low of 4.5 per cent last year. Parties have majorly used larger than life hoardings without much innovation in a bid to keep their campaign language simple and direct. National political parties such as Congress, BJP, NCP and the latest entrant in the political game Aam Admai Party (AAP) have also rolled out an outdoor campaign to woo voters pan India. Outdoor has come up as an effective mass communication tool for targeting people on the go as soon as they step out from their home.  This has given rise to the demand of outdoor inventories on big scale especially large size hoardings. Taking the professional approach, these parties have engaged highly lit, strategically located, clutter free hoardings along with bus media.

     

    Interestingly, political parties have also raised ad spend on OOH medium to cater to large number of diverse voters. Focused on innovation, diverse range of outdoor inventory and tactical media planning have brought national political parties closer to outdoor medium.

     

    Digital Marketing and OOH: Combination used?

     

    These political campaigns came up with single objective to influence the decision of voters. Therefore, the demand of quality outdoor products coupled with highest reach gained popularity amongst parties.

     

    Parties used combination of digital and outdoor campaigns for various political promotional events such as rallies, public appearance of prime ministerial and Lok Sabha seat candidate in every constituency, awareness campaign of party’s agenda and promises to the voters and many more.

     

     This year we have noticed many new trends such as advertising via mobile vans, LED, huge display screen at traffic junctions, public announcements, heavy advertising on railway and bus stations etc. A lot of BTL activities are also planned around the city like Narendra Modi T-shirts, Arvind Kejriwal’s Cap and Rahul Gandhi’s Mask to list a few.

     

     What after election?

     

    The elections this year is expected to boost the ad revenues across sectors in double digits. And this boost will help sustain even the OOH industry for the rest of the year. It is only an addition to the already existing and growing business of OOH as a whole. So, we do not think that there should be any coping issues. There will be business as usual. Elections are a once in a five year phenomenon. We do not depend on elections alone, therefore…right?! The elections will get over in a few days. And April-May are the best advertising months. Its summers…and holiday season for schools too. So, a lot of advertising happens across the summer FMCG brands, tourism and education too.

     

    (These are purely personal views of Global Advertisers MD Sanjeev Gupta and indiantelevision.com does not subscribe to these views)

  • Global Advertisers expands its reach

    Global Advertisers expands its reach

    MUMBAI: With office premises shifting from south Mumbai to the city’s western suburb and rehabilitation of slums going on full swing, the Virar region in Thane district has emerged as a preferred destination for business expansion plans of MNCs, national companies and SME business players.

     

     

    Growing opportunities, rapid improvement on connectivity, affordability of real estate prices and infrastructure: the demand of promotional campaigns have increased tremendously in this region. Most of the brands have opened their outlets there and looking for best advertising solution to create awareness amongst Mumbaikars.

     

     

    Seeing these lucrative prospects, Global Advertisers has expanded its portfolio with two beautiful sites in Virar.  “We have always brought new advertising avenues for our clients, suiting to their product and budget.  Virar is growing in terms of population, rail and roadways connectivity have further strengthened this region. These two factors combined together have paved way for a steady economic and industrial growth of Virar. Our news sites of 40X40 are located on the highway and with such a great size, we are expecting to reach out to thousands of potential customers everyday,” said Global Advertisers MD Sanjeev Gupta.

     

     

    Presently, more than 1.2 million residents stay in Vasai –Virar region making it fifth largest city in Maharashtra.