ITV

Category: Out Of Home

  • IOAA, GroupM & JCDecaux to move the needle of sustainability in OOH

    IOAA, GroupM & JCDecaux to move the needle of sustainability in OOH

    MUMBAI: OOH is finally joining the sustainability bandwagon. GroupM, WPP’s media investment group, in collaboration with the Indian Outdoor Advertising Association (IOAA), has announced the formation of a dedicated task-force committee to advance sustainable practices within the out-of-home (OOH) advertising industry.

    The committee, comprising GroupM MD cinema, OOH and experiential marketing  Ajay Mehta, IOAA chairman Pawan Bansal and  JCDecaux Advertising India executive chairman Pramod Bhandula, is focused on guiding media owners in adopting sustainable practices. The committee’s ambitious target is to ensure that 50 per cent  of all advertising sites in India utilise recyclable materials by 2027.

    A three pronged thrust has been planned. First, in the area of digital OOH (DOOH) and power consumption, the second in the use use of fabric instead of flex materials and finally a recycling program for billboard waste. 

    To address the rise in power consumption from the transition to DOOH  advertising, the task force will prioritise the adoption of renewable energy, particularly solar power. The committee will develop a roadmap for transitioning OOH assets to renewable energy and enhancing cost efficiency through bulk procurement. 

    Additionally, the committee will explore alternative, sustainable materials such as fabric and polyethylene to replace traditional flex, aiming for options that are lightweight, weather-resistant, recyclable, and durable. Due diligence will be conducted to vet suppliers, and bulk deals will be negotiated to ensure a cost-neutral transition.

    A “Take Back Program” will also be introduced to recycle used billboard materials in partnership with non-profit organizations. This initiative aims to further minimize waste and encourage industry-wide accountability. The committee’s mission is to foster environmental responsibility among media owners and partners, ensuring the widespread adoption of sustainable practices. Insights from the World out of home organization (WOO) will also be leveraged to support global sustainability efforts within the OOH space.

    GroupM’s OOH Solutions team has already piloted sustainability initiatives with brands such as ICICI, Zepto, and Blinkit, using polyethylene fabric, showcasing actionable solutions that align with sustainable principles. 

    Mehta explained: “As leaders in the media industry, it is our responsibility to move the needle, inspire transformation, and ensure that sustainable practices become the norm rather than the exception. I truly believe that we should all do good while doing well, and this committee will strive to balance innovative advertising with environmental responsibility.”

    Bansal believes that “sustainability is the future of advertising and IOAA is committed to guiding media owners towards responsible, eco-friendly practices. This initiative will not only reshape the future of outdoor advertising but also set a benchmark for industries worldwide to follow in balancing growth with environmental stewardship.”

    According to  Bhandula, “sustainability is not just an option; it is a necessity for the future of our industry. At JCDecaux, we believe in driving positive change by embracing greener solutions that leave a lasting impact. This collaboration will propel the outdoor advertising sector towards a sustainable, innovative, and environmentally-conscious future.”

    (Picture courtesy: IOAA website)
     

  • Laqshya Media promotes Satyabrata Das to chief alliance officer

    Laqshya Media promotes Satyabrata Das to chief alliance officer

    MUMBAI: There could only be one place he could go: up. And so he has. In his seventh year,  at Laqshya Media group, strategic alliances specialist/COO MediaKeys Satyabrata Das has been elevated to chief alliance officer.

    The Alok Jalan-run Laqshya Media group, is involved in various activities tight from outdoor, experiential marketing to events.

    Satyabrata Das has many stripes to his credit during his 26-year long career. He worked in cable TV at Ortel Communications after finishing his education, then moved on to ETV, followed up with short stays at SAB TV, and then Zee Telefilms. It was on to Laqshya Media group for four years where he ended up as national business coordinator. STPL was his next stop followed by working in consulting as an executive advisor for 11 years. 

     Laqshya Media was his next destination where he has been for seven years.

     

  • Publicis OOH gets close up and personal with DOOH in Mumbai and New Delhi airport

    Publicis OOH gets close up and personal with DOOH in Mumbai and New Delhi airport

    MUMBAI: Publicis OOH head Shubabrata Dasgupta is pleased as punch. His outdoor agency has been involved in what he calls a ground breaking innovation.

    Said Dasgupta on Linkedin: “It’s a digital out of home (DOOH) campaign. We successfully synchronized two Led screens on the Western Express Highway in Mumbai with real-time flight information. The content dynamically updates based on flight take-off timings, delivering highly relevant, time-sensitive messaging to commuters.”

    According to him this (what he labels as the pinnacle in programmatic advertising) was executed at Delhi Terminal3 international airport too, where the agency managed to synchronise the outdoor display with the flight display information system (Fids).

    “Here the creative content is synchronised with Fids and updates based on flight departure gates, ensuring the messaging changes in real time according to live flight schedules,” he added.

    This real time displaying of flight data with OOH media  allowed the agency to take programmatic DOOH to the next level by helping it deliver contextually relevant and timely content to audiences both on the move and in high-traffic and high-engagement locations.

    Highlighted Dasgupta: “This innovative approach not only captures attention but ensures the messaging is always aligned with the audience’s immediate environment, creating a unique and powerful connection between the brand and its viewers. This campaign sets a new benchmark for real-time, data-driven OOH advertising, showcasing how advanced technology can revolutionise traditional out-of-home media, making it more dynamic, engaging, and personalised than ever before.”
     

  • dentsu elevates Imtiyaz Vilatra to lead Postercope India

    dentsu elevates Imtiyaz Vilatra to lead Postercope India

    MUMBAI: He is going to be the new poster boy of dentsu’s OOH initiatives. The agency has promoted Imtiyaz Vilatra to chief executive officer of Posterscope India.

    In his new role, he aims to enhance Posterscope’s digital out-of-home (DOOH) and intelligent OOH (iOOH) offerings with a strong emphasis on data-backed, measurable outcomes for clients. He will report to dentsu media, south Asia, CEO Anita Kotwani.

    With more than  25 years’ experience, Imtiyaz is known for his focus on innovative and impactful OOH campaigns. He plans to further integrate advanced technologies like augmented reality, 4D experiences, and AI to strengthen Posterscope’s capabilities.

    By merging dentsu’s digital expertise with Posterscope’s established OOH foundation, his vision is to meet evolving client needs and expand the agency’s reach in both urban and rural sectors. This move aims to establish Posterscope as a leader in both traditional and digital OOH.

    Says dentsu south Asia CEO Harsha Razdan:  “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and below-the-line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities. I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate.”

    Adds Kotwani: “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘Onedentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

     “The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences,” points out Vilatra. “Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalisation, and an integrated, ROI-focused approach.”

    That’s exactly what ad spend-focused marketers are increasingly demanding. If things work out as planned, the trio of Razdan, Kotwani and Vilatra could well be raising their champagne glasses in celebration soon. 

  • Publicis OOH India launches new initiative ‘FlexForward’

    Publicis OOH India launches new initiative ‘FlexForward’

    Mumbai: Publicis OOH India, part of Publicis Groupe India, launched a new green initiative, FlexForward, aimed at transforming the lifecycle of vinyl flexes used in the Out-of-Home (OOH) advertising industry. This programme addresses the pressing environmental challenges of billboard waste, offering an innovative, first-of-its-kind solution that benefits both communities and the planet.

    Flex is a printable plastic material used to create banners, hoardings, and other promotional materials. In partnership with leading NGOs such as Goonj, FlexForward collects post-campaign flexes and repurposes them into eco-friendly utility items, including rain tarps, tote bags, and women’s utility pouches. These items are then distributed among marginalised communities, promoting sustainability while creating a positive social impact.

    The creative strategy behind FlexForward revolves around the concept of superhero flexes, symbolising transformation, and change. The initiative highlights the community’s active role in workshops where the collected flexes are cleaned, cut, and transformed into practical products.

    How FlexForward creates change  

    The initiative has already made significant strides in reducing waste and promoting sustainability:

    Waste repurposing: Over seven lakh sq. ft. of flex in Mumbai and five lakh sq. ft. in Delhi have been collected and transformed, preventing tonnes of waste from reaching landfills.  

    Carbon footprint reduction: By repurposing these materials, FlexForward has substantially decreased emissions, contributing to a cleaner environment.  

    Community empowerment: The initiative engages local communities in the collection, transformation, and distribution process, creating awareness and fostering collective action.  

    PMX India managing director Sejal Shah said, “FlexForward brings in sustainability through reuse of the materials for billboards and blends innovation with social responsibility. At the core of our business matrix and goals, is an unwavering commitment to environmental protection, sustainability, positive social change and progress. FlexForward is yet another manifestation of this commitment, taking a bold step in redefining sustainability in advertising. It’s not just about reducing waste; it’s about creating a green movement and empowering communities. This initiative is a testament to the transformative impact of collective action in making a meaningful difference.”

  • Zepto, Shaadi.com and DangalPlay make OOH advertising fun

    Zepto, Shaadi.com and DangalPlay make OOH advertising fun

    MUMBAI: You’ve got to hand it to the outdoor medium. It allows for great advertising, sometimes even cheeky messaging.

    Take a look at how each of these three advertisers are feeding off the communications of each other on top of a road tunnel.  

    The first is quick commerce player Zepto. Its billboard  states: “Manyavar chahiye?  Manyavar in 10 minutes – Zepto” (You want Manyavar?)

    Next to it People Interactive – the parent firm of Shaadi.com  – has a billiboard stating: “Var Chahiye?  Will take more than 10 minutes – Shaadi.com.” (You want a husband?)

    Both seem to be from the same agency – if one has guessed correctly –  as they seem to be on a continuing billboard.(Did they share the cost of the billboard???) 

    Below both is the Manish Singhal-owned and Akshat Singhal-run OTT platform Dangal Play. Its contribution: “Shaadi mein drama chahiye? Download Dangal Play in less than one minute.” (You want drama in marriage?)

    We, the folks at indiantelevision.com, could not help but chuckle at this clever use of the environment your advertising is placed in. 

    (Updated on 27 November 12 pm…

    Anupam Mittal the CEO & founder of People Group threw light on this, ad which we somehow missed. Here’s what he posted on linkein yesterday: 
    “Who would have expected a crossover between love and 10-minute delivery ??For decades, brands operated in isolation, fiercely protective of their lanes and any collaboration meant approaching the partnership with suspicion, a win-lose approach and months of planning. Today, they’re co-creating more than ever ?? Social Media with the immediacy it lends, shorter content life-spans, topical orientation and a need to engage audiences is driving brands to be more creative than ever and with AI I expect this trend to further accelerate.
    (A question to Anupam – Was it a morphed photo to generate conversation on linkedin? Duh! We still don’t get it? Can someone help us out here-Editor.).

    (A big thank you to Avinash Naik, the digital head of Enter10 under which Dangal Play comes, who posted the picture on Linkedin)
     

  • Platinum Outdoor executes OOH campaign for Being Human Clothing

    Platinum Outdoor executes OOH campaign for Being Human Clothing

    Mumbai: Platinum Outdoor, the outdoor specialised unit of Madison World, executed an OOH campaign for Being Human Clothing, a fashion forward retail brand. Campaign focus is its latest sustainable denim collection campaign, ‘Do it in Denim.’

    Platinum Outdoor strategically aligned the campaign with the pre-festive period, ensuring visibility across high-traffic zones. For planning, Platinum mapped media in proximity to the stores. The 12-day campaign is currently across 11 cities with over 150 OOH units supported by innovation and dynamic DOOH.

    Platinum Outdoor associate VP West Irshad Chippa commented, “Our goal was to create a high-impact, festive-season campaign that not only announced the new sustainable denim collection but also increased the store footfall. The dynamic ‘catalogue’ concept curated by our creative team for DOOH formats has added a fresh dimension, engaging the audience with visually appealing content.”

  • Titan unveils Mumbai billboard for its Stellar collection

    Titan unveils Mumbai billboard for its Stellar collection

    Mumbai: Titan has launched a 40ft x 40ft billboard in Mumbai to showcase its new ‘Titan Stellar’ collection. The installation features a motorised moon display that mirrors the lunar phases, reflecting the precision and celestial theme of the Stellar timepieces. Strategically placed in a high-traffic area, the billboard blends innovative design with technology, creating an immersive brand experience.

    Neon acrylic pins and backlit elements add a radiant, futuristic look, while the moon’s glow intensifies at night, enhancing the cosmic theme. This project demonstrates how technology and creative design can elevate outdoor advertising.

    Titan Watches marketing head Aparna Ravi said, “The Titan Stellar collection is an ode to the beauty and precision of celestial movements, and we sought an innovative way to bring that to life. Our collaboration with Laqshya Media Group has resulted in a creative billboard featuring a motorized moon display and advanced neon lighting, showcasing the intricate craftsmanship and innovation that define the Stellar collection. Our aim was to create an engaging experience that mirrors the inspiration of our watches, and we hope it leaves a lasting impression on all who experience it.”

    Laqshya Media COO Amarjeet Singh Hudda said, “At Laqshya Media Group, we believe in pushing the boundaries of what’s possible in outdoor advertising. This innovative billboard installation showcases the precision and beauty of Titan Stellar collection and marks a significant leap in how brands can engage audiences in the outdoor space. We’re proud to have created a visual experience that’s as dynamic and timeless as the watches themselves, and this campaign showcases the future of interactive, immersive advertising.”

  • Wrap2Earn secures ad rights on Cityflo buses

    Wrap2Earn secures ad rights on Cityflo buses

    Mumbai: Wrap2Earn has partnered with Cityflo, a premium bus service providing home-to-office rides in Mumbai and Hyderabad. As part of this collaboration, Wrap2Earn has secured exclusive advertising rights on all Cityflo buses, offering brands access to over 40 routes covering key commercial and residential hubs in both cities.

    “By partnering with Cityflo, we’re offering advertisers a unique opportunity to tap into a premium audience that represents new-age corporate India,” said Wrap2Earn CEO Elmer. “This collaboration is a seamless extension of our cab branding expertise, further strengthening our prowess in the transit advertising space.”

    Advertisers can utilise Cityflo’s buses for external branding and also target passengers with internal bus ads. Additionally, brands can extend their campaigns digitally by running impression-based ads on the Cityflo app, creating an integrated offline and online marketing experience.

    “We view Wrap2Earn as the ideal partner due to their expertise and focus on delivering high-impact, quality campaigns for their clients,” stated Cityflo co-founder and CEO Jerin Venad. “The Cityflo fleet is the most striking transit media asset in Mumbai at the moment. This partnership will elevate our presence by introducing relevant campaigns that resonate well with our brand.”

    As cities like Mumbai and Hyderabad continue to evolve, the demand for impactful and engaging advertising strategies grows. Together, Wrap2Earn and Cityflo aim to transform the transit advertising landscape, providing brands with unparalleled opportunities to connect with their target audiences in meaningful ways.

  • Godrej Appliances launches OOH campaign for its AI powered washing machines

    Godrej Appliances launches OOH campaign for its AI powered washing machines

    Mumbai: The Appliances business of Godrej & Boyce, part of Godrej Enterprises Group, has launched an OOH campaign to showcase its new Fully Automatic Front Load Washing Machine.

    The campaign aims to raise awareness about this advanced washing machine, which comes equipped with AI technology that senses water, drum balance, foam level and more, optimizing the washing experience while conserving resources. This cutting-edge product highlights Godrej’s dedication to blending homegrown expertise, deep understanding of Indian consumers and world-class technology, providing Indian customers with best-in-class appliances.

    The OOH campaign is being rolled out across key high-traffic locations in Bangalore and Chennai, capturing attention with its motorized elements that rotate, making the visual even more captivating and eye-catching for passersby.

    Commenting on the campaign, Godrej Appliances head of marketing Swati Rathi said, “Brand Godrej has its roots in India’s journey of self-reliance. Ever since inception, at Godrej Appliances, we have endeavored to provide Indian consumers innovation that is designed to solve their specific problems. The same is reflected in our philosophy of ‘Soch Ke Banaya Hai’ or ‘Things Made Thoughtfully.’ With this engaging outdoor campaign, we aim to build on our consumers’ pride in the brand’s deep rooted Indianness and its commitment to innovation and technology.”

    This campaign is being executed in collaboration with Madison Outdoor Media Solutions and 3 Scratch Films ensuring widespread visibility and impactful communication.