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Category: Out Of Home

  • Global Advertisers rolls out campaign for Adlabs Imagica

    Global Advertisers rolls out campaign for Adlabs Imagica

    MUMBAI: Global Advertisers has rolled out dynamic outdoor campaign for Adlabs Imagica by engaging large size and panoramic hoardings across Mumbai.

     

    Being launched in the summer holiday season, the ad campaign has promoted the park as the perfect destination for families and youngsters.  Keeping its core target audience in mind, Global Advertisers’s team judiciously selected the hoardings in prominent areas of Mumbai such as Bandra, Andheri, Vasai, Dahisar and many more.

     

    Global Advertisers MD Sanjeev Gupta said, “In this scorching heat, most of the Mumbaikars are exploring new ways to beat the heat and enjoy the family holiday season. Our outdoor campaign has certainly generated buzz for Adlabs Imagica in the city by reaching out to the maximum number of potential visitors. The media planning and sales team have executed the campaign with mix of high impact hoardings which has provided phenomenal coverage to the campaign and successfully generated curiosity and interest amongst consumers.”

     

    Adlabs Imagica aims to make its summer celebration even more special and memorable with 26 themed rides and attractions for the young and the old, including the five new kiddie rides this summer.

  • Red FM takes outdoor route to create election awareness

    Red FM takes outdoor route to create election awareness

    MUMBAI: With an aim to encourage people to vote in the general elections 2014, Red FM has associated with the Election Commission of India. The idea behind the association was to motivate people to vote in the upcoming general elections. Red FM has been supporting the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16th Lok Sabha.

     

    Red FM has been running campaign titled, “Dabaa Ke Bajaa” to reach out to the masses. Dabaa Ke Bajaa has Red FM RJs represent themselves as youth ambassadors of the Election Commission of India, in their respective cities. One RJ per city who is the youth ambassador takes up the responsibility of the entire population in his or her city and gets them on board as a part of the electorate who will pledge to vote this time. A series of on-air and on-ground activities are being done to engage with the listeners on the same.

     

    For the outdoor leg of the campaign, Red FM took DDB MudraMax on board to handle their OOH innovation. They have installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The hoardings are located at strategic junctions. The number keeps changing real-time, and is a cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers are taking to people.

     

    The meter which keeps ticking, denotes the exact number of people who have pledged to go. These hoardings have been taken in five locations including, New Delhi, Mumbai, Ahmedabad, Kolkata and Pune.

     

    Commenting on this innovative marketing initiative, Red FM, GM- marketing, Rajat Uppal, said, “Dabaa Ke Bajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! We have partnered with the Election Commission of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the D-day. As a brand we have always tried to innovate and this is yet another innovation which stands out amongst the clutter of OOH. DDB MudraMax has executed the project very well. We have also been amplifying the campaign with several on-ground initiatives across the country.”

     

    “We have been proud of creating spectacles which generate word of mouth for RED FM constantly. This was an important one to get the country to stand up to a cause. An Important cause”, mentioned, DDB MudraMax OOH, retail and experiential, president, Mandeep Malhotra.

  • Networkplay enters into an exclusive partnership with T3 IGI Airport

    Networkplay enters into an exclusive partnership with T3 IGI Airport

    MUMBAI: Delhi International Airport (Private) Limited and India’s leading digital media solutions company, Networkplay, have entered into a long-term partnership to create a first-of-its-kind Airport–TV Network within Terminal 3(T3) – Indira Gandhi International Airport (IGIA), Delhi. Commissioned in the year 2010, T3 is the world’s eighth largest passenger terminal.

     

    The Airport-TV Network will air world-class HD-content to entertain, inform and relax the T3 traveller before they board their flight. Placed strategically to engage a captive audience, these TV Screens will offer world-class edutainment content to passengers, who spend between 40-90 minutes on an average, waiting to board their flights. The Airport-TV Network will air a good mix of short-form and long-form content, keeping in mind, the dwell time and content consumption habits of a premium traveller on the move. The Airport-TV Network covers over 125, 42-inch or more HD-Television screens located at ambient dwell opportunities within T3 near the boarding area, baggage reclaim area and at other captive locations.

     

    This is one of Networkplay’s biggest deals for the year and underpins its foray in managing end-to-end TV media platforms and offering advertisers an audience-centric approach to media which is platform agnostic. It is notable to mention, that Networkplay currently offers the largest online travel audience advertising solutions through its leading partnerships with India’s leading online travel portals and airlines. Networkplay plans to offer the platform to select brands, who are looking to engage audiences with engaging storytelling formats of advertising and owned media content.

     

    Commenting on this partnership, Indana Prabhakara Rao, CEO-DIAL says, “This is yet another innovation for Indian Airports, and we are pleased to be associated with Networkplay. We believe this will significantly add to our passengers’ delight, as we offer them unique and interactive content while they are at T3. This further highlights our commitment towards strategic partnerships, with the intent of continuously meeting and exceeding passenger expectations.’’

  • Carat Fresh integrated to become psLIVE

    Carat Fresh integrated to become psLIVE

    MUMBAI: To be the first in the region, Dentsu Aegis Network’s experiential marketing agency, psLive, which was recently launched in APAC, will be rolled out in India.

     

    Carat Fresh Integrated, which has built itself to a strong 95 experiential professionals, across eight offices, over the last five years, will transform to psLIVE in India, giving it a great platform to build upon.

     

    Dentsu Aegis Network South Asia chairman & CEO Ashish Bhasin will take on the additional role of chairman APAC, Posterscope and psLIVE – Asia Pacific.

     

    In India psLIVE will be focusing on experiential marketing, PR, rural marketing, branded entertainment, sports marketing, creative and consultancy as the key areas of operation in the initial phase. psLIVE India will be the first truly global experiential marketing agency, offering the entire gamut of services, which is built for the digital age.

     

    Commenting on the development, Bhasin said “We are very happy to transform Carat Fresh Integrated to psLIVE because this puts us in a unique place of having a strong ground based operation, backed by all the global knowledge and tools. All aspects of experiential marketing, particularly activation and rural, are becoming extremely important in India. Having a world class operation like psLIVE as part our offering, will give the Dentsu Aegis Network clients a unique opportunity to tap these areas, through a professional set-up.”

     

    psLIVE India will commence its operations with 95 employees, in eight offices. These offices are located in Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Kolkata, Chandigarh and Guwahati.  psLIVE has a ground network of over 3500 people. It is expected that by end 2015 the ground network will touch 10,000 and over 1,00,000 villages would have been covered by then.

     

    R Ravi Shankar will head psLIVE India while Sidharth Ghosh, vice president, Keshav Chandorkar, rural markets national head and Ajay Rao, vice president, will form the core management team of psLIVE.

  • After Congress and BJP, AAP enters ‘outdoor’ fray

    After Congress and BJP, AAP enters ‘outdoor’ fray

    MUMBAI: Barely days for the city to go to polls, and a party which had hitherto relied on unconventional methods such as word-of-mouth, foot soldiers and dharnas to gain popularity, has finally taken refuge in mainstream advertising, albeit out-of-home (OOH).

     

    Indeed, the Aam Aadmi Party (AAP) and its most public face, Arvind Kejriwal, are the latest to find their way to a string of hoardings plastered across Mumbai in the lead-up to voting day on 24 April.

     

    In the hoardings, Kejriwal is seen asking Mumbaikars for votes, alongside slogans in Hindi which read: “Jitne Sitam Karna Hai Kar Lo, Lekin Desh ko Badal kar Rahenge”, “Is baar Imaandaar” et al.

     

     According to Global Advertisers, which has the mandate for the main political parties, while BJP and Congress are utilizing 17 to 20 per cent and 25 to 27 per cent of the total outdoor hoardings, respectively, AAP is utilizing only 7 to 8 per cent.

     

    In terms of monies spent, “If Congress is spending around Rs 50 crore and BJP about Rs 20 crore on outdoor, AAP, which does not have as much money as BJP and Congress, should be spending much less than Rs 3 to 5 crore. However, it is important to note here that unlike Congress and BJP that are creating a very strong presence through TV and print advertising, AAP’s advertising backbone comprises just outdoor and word-of-mouth,” informs Global Advertisers managing director Sanjeev Gupta.

     

     For AAP, the outdoor agency is currently focusing on Mumbai’s high-visibility regions such as Worli, Andheri, Dadar and Thane. Despite having been approached at the nth hour, the agency’s media planning and buying teams have selected some of the best sites for the party.

     

    In this election year, Indian advertising is expected to witness an overall boost of around Rs 1,000 crore from political advertising, with outdoor advertising expected to see a 10 per cent rise within that. “We at Global expect to witness as much as a 30 per cent rise in our revenues just from political advertising,” says Gupta.

     

    While TV and print exude national presence, outdoor is very important for parties to reach out to masses who stay in the country’s hinterland. “And since the 2014 elections are being considered 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 these tier 2, 3, 4 markets,” Gupta points out.

  • Sony Max & Six take IPL to the fans, with on-ground activities

    Sony Max & Six take IPL to the fans, with on-ground activities

    MUMBAI: The biggest cricketing extravaganza – Indian Premiere League – is just a couple of days away and the official broadcaster Sony Max and Six is going all out (literally) to get the fans jumping and dancing.

    Kicking off the on-ground activities, the network rolled out its ‘Bulaava Express’, which is an open air bus, on the streets of Mumbai on Sunday carting along Kandivali, Carter road, Worli Sea face and Marine Drive.

    This unique open air bus is designed to capture the imagination of the citizens with a host of entertaining and unique activities. Be it the impromptu ‘buckram ka chukrum’ which quizzed people on their knowledge of the tournament or ‘Bulaava Bahana’ which mandated fans to confess which ‘bulaava’ they have used to watch the Pepsi IPL, the activities left the audiences hungry for more. The journey finally ended with the specially created energetic ‘Buckram dance’ which left the people spellbound.

    Speaking on the occasion, Sony Max VP marketing Vaishali Sharma says: “Bulaava Express is the perfect initiative to get the people excited about the tournament. Cricket fans were exuberant about being a part of this activity. The overwhelming response and enthusiasm of the crowd has encouraged us to take the fun and excitement to more locations.”

    The ‘Bulaava Express’ will tour the country across 13 cities like Delhi, Kolkata, Bengaluru, Lucknow, Chandigarh, Jaipur, Chennai, Nashik, Indore, Hyderabad, Ahmedabad and Nagpur between April and May creating euphoria for Pepsi IPL 2014. Sony Max & Six have created this unique initiative especially for the followers of the grand spectacle of Pepsi IPL.

    Apart from the ‘Bulaava Express’, plans are afoot for mall activations as well. Activities at the mall will include the ‘Buckram Dance’- A unique buckram dance done by a troupe which popularizes the campaign track and the “buckram move”, ‘Buckram ka Chukrum’- fun games/IPL based trivia to popularise the Buckram, ‘Buckram Hunt’ and ‘Bulaava Bahaana’.

    The mall activation will also see a unique concept which is called ‘Buckram pe Buckram’. “This will be a giant size collar cut out of about 10 feet, here we will encourage people to come and write small notes saying “Iss baar kaunsi team ka bulaava aya hai” and stick it on the huge cut out,” Sharma explains.

    Storyboard Brandcom has been appointed to look after the OOH campaign for the broadcaster with the campaign spread across 97 cities in 500 sites. WATConsult is handling the digital and social marketing for the IPL. This time around the marketing spends have seen a spike of nearly 12-15 per cent as against last year by Sony.

    The broadcaster also intends to target the heartland by reaching out to more than 400 LC1 towns over the next month and a half with ‘Remote ka bulaava’. “The idea is to really get people even in the smaller towns hooked onto the game,” says Sharma. “We will also be going door to door and conducting quizzes and handing out merchandise to the winners.”

    This time around, with the help of WATConsult, the broadcaster has also launched an app that will enable the fans to catch the match action on their mobiles and further build the engagement.

    “The message we are sending out through the campaign is very clear, the call for the IPL brings out the attitude among the fans and translates into them running to catch the live match action from wherever they are,” Sharma expounds.

    The broadcaster is leaving no stone unturned in pushing its biggest property through its network. It has been running the broadcast campaign for over a couple of weeks now and will carry it on for another four weeks, spread across 95 channels.

    On print, the broadcaster has bought spots across leading dailies like; Times of India, Nav Bharat Times, Vijay Karnataka, Dainik Saamana,  Daily Thanthi, The Hindu, Vijayavani, Deccan Chronicle, Saakshi, Eenadu, Dainik Bhaskar, Divya Bhaskar, Divya Marathi, Dainik Jagran, Amar Ujala, Gujarat Samachar, Lokmat, Ajit, Anand Bazaar Patrika, among others.

    The Radio campaign is spread over two weeks across 11 stations, the broadcaster has a special plan for addressing LC1 markets where it will be playing the spots on air.

    “We have done some extremely interesting innovations with Radio Mirchi this year; Red FM, Big FM and Fever will also be promoting the campaign in a big way via contents and other interesting integrations,” reveals Sharma.

  • Brandscope India launches new communication for Embassy Group

    Brandscope India launches new communication for Embassy Group

    MUMBAI: Brandscope India – the outdoor arm of the Posterscope Group again hits another nail of innovation in the outdoor space in Bangalore for the launch of Embassy Group’s luxury property – Embassy Pristine, Bangalore one of the leading property developers of India. The objective of the campaign is to introduce the new property in an impactful and unique manner stating its USPs for a sustainable lifestyle.

     
    Given the stated objective the Embassy’s creative agency Oysters Advertising devised this innovation to create a visual impact through a 3D effect of the elements highlighting the features of the property on the billboard. Brandscope then implemented this effectively. Four such innovations underlining 24 x 7 water supply by putting live buckets, solar energy by putting solar panels, rain water harvesting by sintex tanks, pollution free transportation by cycling  to work  elevated the connect with the target group.  
     

    Speaking about the campaign, Reeza Sebastian, Head – Residential Marketing, Embassy Group, said, “OOH has been a large part of our media mix and we have found the traditional Outdoor medium to be far more effective in communicating our message around residential projects. We wanted to particularly highlight the sustainability initiatives at our lake front project, Embassy Pristine in Bangalore and keeping this in mind, our agency Oysters Advertising has conceived a very innovative and clutter breaking campaign that has resonated well with new customers”.

     
    Explaining the concept behind the campaign, Arun Kumar, Creative Director, Oysters Advertising, said,” “The idea  was to start a conversation and develop a social campaign that engaged our core audience While we have always endeavoured at Oysters to deliver out of the box solutions for Embassy, we sought to challenge the OOH box with the Embassy Pristine campaign. The objective of communicating the green initiatives and its real everyday benefits came to be distilled in the line “Green living gets real at Embassy Pristine” . The innovative concept developed by our team along with the strong support from Embassy Group and the flawless execution by Brandscope went a long way  in making the campaign a huge success.”

     
    Addressing the innovation, Haresh Nayak, Managing Director, Posterscope Group commented, “While we are increasingly being surrounded by new age digital opportunities, this campaign suggests that innovative campaigns can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise.”

    Fabian Cowan, Vice President, Brandscope India added, “The essence of a good concept lies in its effective implementation. The client’s belief in our abilities to carry out this well thought out innovation was the key to this successful campaign and we consider it a privilege to be associated with Embassy Group.”

     
    The Embassy Pristine Outdoor Innovation Campaign was recently awarded ‘Silver’ at the 4th exchange4media OOH Advertising Awards 2014, in the category ‘Best Creative in others’.

  • Election tracker: Battling it, out-of-home

    Election tracker: Battling it, out-of-home

    MUMBAI: This general election may be the first among many, where media has been so extensively (and blatantly) used by political parties and their prime ministerial hopefuls.

     

    Far from fighting shy of marketing themselves, the main players – Congress and BJP – have spent nearly Rs 400 to Rs 500 crore each on publicity campaigns. An additional Rs 500 to Rs 1,000 crore will be spent on related activities such as banners, hoardings, organization of public meetings and transportation of key campaigners, among others. Not surprisingly, media agencies estimate around 2 to 2.5 per cent of overall advertisement spends this year to come from elections.

     

    One can switch a channel, turn a page or surf away, but hoardings are hard to ignore or even miss. And this is the reason why of the whole advertising budget, parties are spending approximately 10-15 per cent of the total budget i.e. close to Rs300-400 crore on OOH, if not less, as per industry sources.

     

    Possibly, with advertising rates on general entertainment channels (GECs) on television being prohibitive and posters having been banned in several cities of the country, outdoor remains the only viable option for election propaganda as it is cost-effective and has high reach as well. So you have hoardings of calling for a ‘Modi Sarkar’ or boating of ‘Bharat Nirman’ with NamO and RaGa staring down at you from the most non-descript locations in the country. What’s more, they have illumination for better visibility at night.

     

    With elections just round the corner, outdoor advertising has picked up significantly, mostly fuelled by political parties, which is quite unlike the usual scenario where outdoor advertising is more prominent during the second half of the year.

     

    Speaking of the growing appeal of OOH, Madison OOH Media Group CEO Arminio Ribeiro, says: “Given the flexibility of this medium in terms of narrow- and broad- casting and its localization and rapid awareness build-up benefits, outdoor has appealed to political parties to get their message across to the electorate through its multiple formats.”

     

    In order to get the best quality hoarding, tapping the most crowded route through buses or railway has certainly increased the competition. Everyone is trying to avail the benefit of this golden opportunity and those who have the diverse range of inventories are the main gainers.

     

    Sanjeev Gupta, managing director of Global Advertisers, which has been roped in for outdoor by both Congress and BJP, says, “With changing trends, political parties have also changed their approach and have become more professional. Therefore, our media plan included a mix of outdoor inventories to expand the reach of these campaigns and we expect to see more demand for outdoor in the coming months.”

     

    While Postercope Asia Pacific regional director, Haresh Nayak, says: “Tier II and Tier III markets have been the focus for the last year, continuing to grow this year as well, showing deep penetration in rural areas to create brand awareness.”

     

     Indeed, the FICCI-KPMG 2014 report finds that the OOH industry has grown by 5.5 per cent from CAGR (2007 to 2013), what with clients from real estate, telecom, media, auto, and now politics, driving it forward.

  • Outdoor industry shows promising growth curve in 2014

    Outdoor industry shows promising growth curve in 2014

    MUMBAI:  One of India’s premier outdoor advertising agency – Global Advertisers – revealed that it has witnessed promising growth in the outdoor advertising sector in 2013 due to several factors likes Lok-Sabha elections, new launches in telecomm, FMCG, Automobile etc. Global Advertisers MD Sanjeev Gupta said: “We believe that the future of out-of-home lies in 3Is-innovation, infrastructure and investment”. 

     

    According to the report by The Pitch Madison Media Advertising Outlook 2014, OOH is expected to bring in total ad spends of about Rs 2,138 crore and transit media continues to be the preferred option. “We at Global Advertisers have already anticipated the current market conditions and increased our inventory by 25 per cent in 2013,” Gupta added. India’s discerning customer has greater exposure in terms of brands, services and price knowledge. Customers are always looking for value for money products serving their need or luxury. This means, an Indian consumer is well-connected with the out of home world.

     

    It’s important to note that outdoor medium has evolved in malls and multiplexes, which holds out a good deal of hope and potential. Brands want to engage with the consumers more than ever before. There are several opportunities that this medium can tap into and Transit Media, Hoardings, Street Furniture, Neon have empowered the medium enabling it to grow and sustain itself in the highly competitive advertisement sphere.

  • Madhuri Dixit can’t stop humming and dancing to the Oral B jingle

    Madhuri Dixit can’t stop humming and dancing to the Oral B jingle

    MUMBAI: Known for her enigmatic and charming smile, Madhuri Dixit, the brand ambassador and Chief Smile Officer of Oral-B kick started the fourth edition of Smile India Movementby shooting for a dance videoat a mall in Mumbai. This is the first time that a Bollywood celebrity hasparticipated in a flash mob-styled performance. Shoppers were absolutely thrilled to witness the surprise star act. The jingle, sung by the National award winning playback singer Rekha Bhardwaj andchoreographed by the multi-talented Ganesh Hegde, captures the essence of how a‘bindassbateesi’ is the key to a beautiful life!

    Themesmerizingdance moves of Madhuri not only brought smiles on faces, young and old, but also got them to forget their worries and join in the foot tapping number.The performance created astir among the audience and the mall reverberated with the cheering and applauding by the crowd while the enthusiastic Madhuriinteracted with audiences by encouraging them to match hersteps and her signature smile.

    The passion with which the crowd reacted to the dance break out was overwhelming to witness. Everyone from youngsters tomothers, store staff to police inspectors dropped their personal errands and enjoyed the spectacle. Spectators got a glimpse of the fun side of Madhuri, who kept interacting with the dancers and joking around with the crew.

    The catchy jingle, which is one of the key highlights of the video, truly caught her fancy. Madhuri couldn’t stop humming the melodyevenduring the breaks between shots. The jingle aimsto spread the message that a family which smiles together is truly a reflection of a happy and healthy family.

    Commenting on her association with Oral-B Smile India Movement 4, Chief Smile OfficerMadhuri Dixit said, “I loved the overall experience of dancing with the crowd. Ittook me back to the memories of dancing on various pop numbers. In fact my dressing was very similar to what I wore for the Que Sera Sera video. The enthusiasm of the dancers and the crowd, kept all our energy levels high. It was a great experience to be shooting with friends and fans all around me, watching them enjoy it and bringing a smile to their faces. The Oral–B Jingle is so upbeat that even my children love itand hum it and then we all break into the signature step. I am truly proud to be associated with the Oral-B Smile India Movement 4 and encourage people to take better care of their family’s smile and ultimately their overall oral health. “

     

    As India’s Chief Family Smile Officer, Madhuri believes a family that smiles together, stays together! So celebrate your family’s smile with the jingle through the link appended below –

    https://www.youtube.com/watch?v=QWRsW7RpvZ8