ITV

Category: Out Of Home

  • Piramal Realty unveils CGI & 3D billboard campaign for ‘Vana’ at Piramal Revanta, Mulund

    Piramal Realty unveils CGI & 3D billboard campaign for ‘Vana’ at Piramal Revanta, Mulund

    Mumbai: Out-of-home advertising is witnessing a transformation with innovative concepts across industries. The real estate industry too has caught up with the trend, with developers creating immersive activations as part of their marketing strategies. Piramal Realty, the real estate arm of Piramal Group has demonstrated their commitment to innovation by acquiring a set of three digital billboards at Sion, Mumbai, amidst a bustling Eastern Express highway, with a 3D activation that is catching the attention of locals and social media users. This initiative is an integral component of Piramal Realty’s marketing campaign for its latest launch, Vana, at Piramal Revanta, Mulund. Vana is set to reshape the definition of luxury, establishing an even deeper connection with nature in Mulund’s micro market. Showcasing a vibrant tapestry of expansive greenery and a thriving ecosystem, the campaign creatively incorporates biophilia and the inclusiveness of nature to communicate a compelling narrative. The hoardings creatively feature a dragon fly that transitions between screens in its natural habitat amidst dense foliage, depicting the offering of a serene private paradise for residents. Leveraging anamorphic 3D billboards and cutting-edge CGI creatives, this campaign visually captivates audiences, immersing them in the enchanting oasis offered by Piramal Realty. The campaign will run across various platforms – social media, digital interfaces, print media, and billboards.

    Piramal Realty joint VP-marketing & commercial leasing Kyron Dinshaw expressed his enthusiasm about the campaign stating, “Outdoor media is extensively utilized by the real estate industry. Brands are using the outdoor canvas to further offer consumers an immersive experience with blended reality. Hyper realistic anamorphic installations are globally trending, and we have witnessed automobile, technology, and footwear brands using 3D OOH advertising. At Piramal Realty, we continually seek new and creative avenues to connect with our customers. Our latest phase Vana, at Piramal Revanta represents a harmonious blend of luxury living and natural serenity. Our campaign, highlighting anamorphic 3D billboards and CGI creatives, aims to captivate audiences and underscore the distinctive features of this phase. Our CGI Billboard has been well received by the real estate industry and our customers. This initiative breaks traditional clutter and aligns with our commitment to redefine the real estate arena by fostering creativity and innovation.”

    Vana, the new phase at Piramal Revanta, is nestled in a serene 12-acre ecosystem at the foothills of Sanjay Gandhi National Park (SGNP). Offering low-density living with spacious two BHKs,  three BHKs & three BHKs+study residences, Vana is set to raise the bar for meaningful living in Mulund’s micro market. What truly distinguishes this new phase is that it is an extraordinary 3-acre private paradise, with just two towers in it – a rare gem within developments of this scale. Offering extensive green landscapes, two clubhouses, over 50 thoughtfully curated world class amenities and an avant-garde double-height entrance lobby featuring a 12,500 sq. ft drop-off, Vana redefines urban living in a harmonious retreat where nature and luxury seamlessly converge.

     

     

  • L’Oréal Paris launches Glycolic Bright Dark Circle Eye Serum

    L’Oréal Paris launches Glycolic Bright Dark Circle Eye Serum

    Mumbai: In the pursuit of expanding their presence into the under eye care category, L’Oréal Paris has proudly unveiled its latest innovation for the Indian market – the Glycolic Bright Dark Circle Eye Serum, a breakthrough solution targeting under eye hyperpigmentation, and puffiness effortlessly.

    As the eye serum category continues to grow, L’Oréal Paris, known for its constant innovations, is once again making new strides with this product, specifically designed for Indian skincare preferences.

    It is scientifically designed to erase dark circles by an impressive 49 per cent in just two weeks, delivering visible improvements with each passing day.  With dark circles, hyperpigmentation, and puffiness being prevalent issues, especially for today’s dynamic women, this breakthrough serum is meticulously crafted to offer transformative results, setting a new standard in under-eye care.

    Crafted with a potent blend of three per cent Glycolic Acid, Vitamin CG, and Niacinamide, L’Oréal Paris Glycolic Bright Dark Circle Eye Serum is tailored for proven efficacy on Indian skin. Equipped with a unique Triple Bead Applicator, it features a patented technology that provides an instant cooling effect while ensuring swift product absorption, effectively depuffing under eyes.

    Speaking about the launch of this product, L’Oréal Paris general manager Dario Zizzi said, “At L’Oréal Paris, we understand that addressing dark circles is a top skincare concern for consumers today. Recognizing the gap in the market, we are proud to introduce a scientifically formulated solution that stands out. Our dermatologically validated claim not only emphasizes effectiveness but is specifically proven on Indian skin. We believe in providing consumers with trusted, science-backed products that cater to their unique needs, setting a new standard in skincare innovation.”

    In a strategic and impactful move, L’Oréal Paris has unveiled a dynamic out-of-home (OOH) campaign, strategically positioned at key locations such as airports, business parks, and metro trains in major cities including Delhi, Mumbai, and Bengaluru. The campaign features contextual creatives and playful copy that aims to drive awareness and engagement around the importance of under-eye care, leveraging the relatable charm of everyday situations.

    The creatives feature popular actor Anushka Sharma, who has been the face for the skin care portfolio. Additionally, the brand has also expanded its reach by executing its inaugural cinema placement strategy, targeting late-night screenings. This innovative approach allows the brand to captivate audiences during these prime viewing hours, effectively connecting with the target demographic seeking impactful skincare solutions. Leveraging strategic collaborations with cinema halls, Connected TV and OTT platforms, the brand ensures comprehensive visibility across multiple touchpoints, enhancing its engagement with discerning consumers.

    The Glycolic Bright Dark Circle Eye Serum, priced at Rs 699, is ophthalmologically tested, suitable for all skin types, and clinically proven to treat visible dark circles. With this innovation, L’Oréal Paris continues its legacy of providing impactful and proven skincare solutions, elevating the skincare experience for consumers nationwide.

  • Manyavar enters South India with Ram Charan as brand’s face in OOH campaign

    Manyavar enters South India with Ram Charan as brand’s face in OOH campaign

    Mumbai: GroupM, WPP’s media investment group, has designed  and implemented a monumental OOH campaign to mark the entry of leading Indian men’s  wedding and occasion-wear brand Manyavar into the South Indian market. With the onset  of the wedding season in South India, Manyavar has entered the regional market with the  launch of ‘Vivaham’ – whose collection is tailored exclusively for the consumer, consisting  of the traditional South Indian attires, Panchakacham and Veshti.

    To commemorate this momentous occasion, the men’s festive-wear brand has partnered  with GroupM OOH Solutions to unveil a captivating OOH campaign featuring revered  global sensation Ram Charan as the brand’s face in the region. Created under the banner  #TaiyaarHokarAiye, the campaign features larger-than-life cutouts of the superstar  donning Manyavar’s elegant garments in 350+ installations across Andhra Pradesh and  Telangana, with their dimensions reaching an unprecedented 70 feet at multiple  locations. Furthermore, in locations such as Hyderabad, multiple consecutive bridge and  pillar panels have been assembled and reinforced by GroupM OOH solutions for the  brand, to create a steric effect for commuters.  

    This launch marks a significant milestone for the festive-wear brand, which has been consistently redefining men’s festive fashion in India by skilfully combining tradition and innovation. The ‘Vivaham’ collection symbolizes Manyavar’s commitment to embrace the  rich and vibrant heritage of South India, in line with its ethos of inclusivity and diversity.  

    Vedant Fashions Pvt Ltd. chief revenue officer Vedant Modi said, “The Out of Home  campaign has wonderfully captured the charisma, charm, and appeal synonymous with  both, the Vivaham collection, as well as Ram Charan’s magnetic personality. It aligns  perfectly with Manyavar’s vision of enhancing the modern Indian man’s traditional  celebrations with an irreplicable elegance. Ram Charan was the obvious choice for this  association, given his confident and compassionate persona – quintessential traits that  resonate with the contemporary Indian man. We’re glad to have partnered with GroupM  OOH solutions that helped us deliver this campaign successfully.”

    Commenting on the launch campaign, GroupM OOH Solutions managing director Ajay Mehta said, “We are thrilled to have executed this stellar campaign for Manyavar and  be a partner in its strategic expansion into the South Indian market. The larger-than-life  OOH installations, inspired by the uniquely South Indian culture of celebrity exaltation,  and coupled with Ram Charan’s star power, enables the brand to authentically embrace  a diverse set of audiences in the region, while ensuring awareness and retention for the  brand in a fresh market.” 

  • Greenpanel launches an innovative outdoor marketing campaign in Ayodhya

    Greenpanel launches an innovative outdoor marketing campaign in Ayodhya

    Mumbai: Greenpanel, India’s largest wood panel manufacturer, has launched an outdoor marketing campaign in the upcoming spiritual hub, Ayodhya. This campaign marks a significant milestone for the brand, underscoring its cultural relevance and commitment to excellence.

    As a part of this two-month-long campaign, Greenpanel has strategically displayed wall wraps on the roads connecting Ayodhya Highway catering to the high footfall. Welcoming the visitors en route, the billboards have been displayed along the Lucknow to Ayodhya, Basti to Ayodhya and Gorakhpur to Ayodhya route.

    Launching an outdoor marketing campaign in the city is Greenpanel’s way of being a part of this momentous occasion. The campaign portrays a spiritual side of the brand – the one that stands strong with the country and embraces the plurality of its culture.

    With this campaign, Greenpanel aims to reach its target audience while positioning the brand as not only a leading MDF manufacturing brand but also a highly culturally relevant and connected company. 

  • BGauss’s latest campaign takes over BEST buses across Mumbai

    BGauss’s latest campaign takes over BEST buses across Mumbai

    Mumbai: BGauss Electric Scooters, along with their agency Admatazz has launched the next phase of its creative and innovative campaign. Their latest creative and innovative work graces Mumbai’s BEST buses by transforming routine BEST bus rides into an engaging visual experience. After receiving a successful response in the first part of the campaign, where the brand took over the lifeline of Mumbai’s transportation, the Mumbai local trains, they have now extended their campaign and transformed routine BEST bus rides with captivating visuals.

    The campaign adorns BEST buses with visuals showcasing passengers seemingly gliding on BGauss scooters. This campaign aims to turn the heads of the public and show them an alternative and a whimsical escape to riding a swift, eco-friendly ride that’s just a BGauss away.

    “At BGauss, we are committed to pushing the boundaries of marketing. The positive response to our local train campaign has fueled our determination, inspiring us to expand our reach to the Mumbai local buses and magnifying our connection with the city’s heartbeat” said BGauss Electric Scooters brand director Priyanka Kabra.

    “Crafting this campaign was not just strategic, but a whole lot of fun. The power of hyperlocal marketing is profound, and while Mumbai has proven to be a phenomenal playground for us, we are eager to infuse that same energy into diverse markets” commented Admatazz founder & chief strategist Yash Chandiramani.

    The activity will be on till the end of the year.

  • ARTH launches ‘World Peace is Out of stock’ campaign on Humans Rights Day

    ARTH launches ‘World Peace is Out of stock’ campaign on Humans Rights Day

    Mumbai: ARTH, an inclusive MSME Fintech start up launched an OOH and social media campaign ‘World Peace is Out of stock’ on Humans Rights Day. Through a unique campaign hashtag #ReStockWorldPeace, ARTH, a brand that is firmly committed to improving the lives of the marginalized and underrepresented communities in India, aimed to increase awareness of the importance of preserving world peace. ARTH also held a music event and a candle-lighting ceremony to raise awareness in youth about the importance of the values of freedom, equality and justice for one and all.

    The ‘World Peace is Out of stock’ campaign shows a standard e-commerce storefront with the product ‘World Peace’ listed as ‘Out of Stock.’ This suggests that even in this hyper-consumerism era, where practically anything can be easily purchased, world peace is still an object that is out of sight and out of reach. The campaign creative’s optical play, which depicts an e-commerce site with the white dove—a symbol of peace—out of stock, also represents how consumerism—driven by social media, e-commerce, and other platforms—is diverting attention from problems that affect humanity as a whole.

    At the core of this campaign, ARTH highlights three stories of women nano business owners that represent equality, freedom and justice. These women are customers of ARTH.

    In stories that echo resilience, determination, and unwavering strength, Manju, Pinky, and Ganga Devi epitomize the spirit of women carving their paths in India. Manju, a single parent in Ayodhya, transformed her life by seizing the opportunity provided by Arth, establishing a thriving tailoring shop and securing additional support through the widow pension scheme. Pinky defied societal norms in Dharuheda, excelling as the owner of a fitness center with the backing of Arth, bouncing back from pandemic setbacks to expand her business. Meanwhile, Ganga Devi from Pragati Puram exhibited her entrepreneurial spirit, pivoting her tiffin service to mask and hygiene kit production during challenging times, showcasing her freedom to pursue her dreams and support her family.

    Manju’s resilience speaks volumes about justice for widows, Pinky’s unconventional career choice challenges societal norms, symbolizing equality, and Ganga Devi’s freedom to choose her path and support her community mirrors the aspirations of countless women across India striving for autonomy and empowerment.

    Speaking on the campaign, ARTH founder Shweta Aprameya said,”Amidst the frenzy of consumption, let us not forget that the most essential ‘product’—world peace—cannot be bought or sold. The campaign for us symbolises the fact that every individual counts and can make a difference in society.

  • Dentsu Creative India & Posterscope launch #SCANASWASTIK campaign for Samco Securities

    Dentsu Creative India & Posterscope launch #SCANASWASTIK campaign for Samco Securities

    Mumbai: Dentsu Creative, the creative agency, and Posterscope, the OOH agency from dentsu, have partnered to introduce an innovative campaign for Samco Securities, one of India’s leading online stockbrokers. The campaign, titled #ScanASwastik, promises to redefine the Muhurat trading experience and change the way people perceive the sacred Swastik symbol.

    As Diwali approaches, the tradition of decorating homes with the Swastika symbol is a well-known practice in Hindu households. This symbol represents the promise of good fortune and prosperity, closely intertwined with the much-anticipated Muhurat Trading during Laxmi Pooja. Samco’s logo itself resembles a Swastika, making this campaign an ideal platform to embrace and promote this symbol of prosperity, particularly during the auspicious Diwali and Muhurat Trading period.

    At the core of this innovative campaign lies an Augmented Reality (AR) filter. When pointed at any Swastika symbol, this filter performs a magical transformation, granting users access to valuable trading tips and insights on stocks to consider during Muhurat Trading. Additionally, it displays a unique message, offering motivation and guidance for individuals in their trading decisions during this auspicious period. The AR filter’s goal is to streamline Muhurat Trading for all by providing instant, expert guidance, empowering people to make well-informed trading decisions effortlessly with Samco.

    To raise awareness about the significance of Muhurat Trading and shed light on the hidden aspects that revolve around it, Dentsu Creative India has also crafted a captivating digital film. Through this film, the brand encourages individuals to delve deeper into their understanding of Muhurat Trading, prompting a thoughtful discussion about this crucial financial tradition.

    Samco

    Samco Securities CGO Ajay Dusane said, “We are excited to introduce our Muhurat Trading campaign for Diwali, blending tradition and innovation. Our Web AR filter will make this festive season unforgettable. With a Swastika-inspired campaign, an important element of our brand logo, our AR filter simplifies trading for all, offering expert guidance. We are addressing the need for guidance in Muhurat Trading, using the Swastik to simplify and enhance the experience for our users’ wealth creation journey.”

    Posterscope India managing director Imtiyaz Vilatra commented, “We have teamed up with Dentsu Creative to bring a revolutionary idea for Samco Securities, using technology to amplify the significance of Muhurat trading. Our innovation, linking the Swastik with Samco, showcases the timeless tradition of auspicious Mahurat trading moments. Together, we celebrate the spirit of prosperity.”

    Dentsu Creative India executive creative director Giamaria Fernandes and Posterscope India creative director Hassnain Kurreshi added, “Emphasizing the significance of Samco’s logo, which resembles a Swastik, we recognized a unique opportunity to embrace this symbol of prosperity. Particularly with Diwali and Muhurat Trading approaching, we conceived the idea of an augmented reality (AR) filter. This AR filter allows users to scan any Swastik and gain access to valuable Muhurat Trading insights, eliminating the need to seek advice from others. In doing so, it simplifies the process of prospering with Samco, providing traders and others with convenience and empowerment during this auspicious time.”

  • The Straw Hat Pirates spotted in Juhu beach!

    The Straw Hat Pirates spotted in Juhu beach!

    Mumbai: To promote one of the most awaited anime series, One Piece, in India, Crunchyroll has launched an Out-of-home (OOH) advertising campaign across Mumbai and Delhi. Keeping up with the theme of sea pirates, Crunchyroll has smartly used ship Billboards on Mumbai Juhu Beach to promote the most awaited anime series. With several prime OOH billboards across Mumbai and Delhi, this is Crunchyroll’s first OHH campaign in India.

    Talking about the OOH campaign, Crunchyroll marketing director Akshat Sahu said, “One Piece is one of the most iconic anime series of all time. We are thrilled to offer it on our platform for the anime fans in India who have been waiting for a long time. We were able to strike perfect creative synergies between the anime series and some OOH by using unique locations relevant to the storyline of One Piece. We are garnering the right kind of interest and attention from our audiences through this campaign.”

    For the first time, Indian anime fans are able to join the adventures of Monkey D. Luffy and his Straw Hat Pirates with the entire legendary Land of Wano story arc (Episodes 892-1077) that started streaming on Crunchyroll on September 30, followed by all-new episodes weekly (started 1 October from Episode 1078) as they simulcast globally.

    One Piece is a worldwide phenomenon that has been in continuous production since the series’ Japanese broadcast premiere in 1999 and recently marked a major franchise milestone with its 1,000th episode in 2021.

  • How Broadcoasters’ LED screens are lighting up the Mumbai coastline

    How Broadcoasters’ LED screens are lighting up the Mumbai coastline

    MUMBAI: What started as a seed of an idea to explore India’s vast coastline as a marketing medium led to a whole new and unique concept of having LED hoardings over water. Launched in 2017, Zen Digital Media is an Indian start-up co-founded by Sanjay Raval and Payal Raval and Broadcoasters is one of its first products to go live this month.

    The novel OOH set-up uses a customised, self-propelled vessel to carry high resolution LED screens with auto-brightness sensors along India’s coastal areas as an advertising platform, showcasing various formats of eye-catching static and video content. 

    While the start-up had the first-mover advantage in the segment, it did bring its fair share of challenges too. Right from designing the vessel according to the specifications mandated by the Indian Register of Shipping and customising it to support the weight of huge LED screens, combining high-tech tools with mobility while taking into account the wind pressure – the team had the whole thing planned down to a tee.

    “A lot of effort has gone into creating this kind of infrastructure. What we have done is make a platform that is very future tech-ready in terms of new technologies like VR, AR at our back end and infrastructure. So tomorrow if any gaming or tech companies want to take over the platform to screen gaming finales or have people interact with the screen, we will be ready for that too,” Zen Digital Media head of marketing Varun Ramrakhyani told Indiantelevision.com.

    Though capital-intensive and cost-heavy, Ramrakhyani believes the platform is different enough to warrant a new category in itself, and not be compared to other out-of-home (OOH) advertising media. “We are essentially broadcasters who can relay anything we want on our space, in addition to operating on the coast, hence the name Broadcoasters,” he quipped.

    The first Broadcoaster vessel was launched and anchored at Mumbai’s Bandra Worli Sealink promenade on 15 March. The next launch is scheduled across the beautiful coastline of Juhu-Versova Beach this month. It is a cyclical industry which can only operate in the ocean for eight months – between October and May – in a year, as they have to be out of the waters during the monsoon.

     “While there have been a few global precedents of having LEDs on water, we have opened up the platform to a lot of participants in a lot of different ways,” said Ramrakhyani. “It is new-age storytelling where brands can flex their creative muscles, play around with light, animation, VFX special effects, and long-form videos. The Brihanmumbai Municipal Corporation (BMC), Mumbai police and ASCI (Advertising Standards Council of India) are already participating and using the platform to educate people and relay their messages very creatively.”

    For the Juhu launch, the team has selected a five-kilometre stretch wherein the vessel will keep plying to and fro. The second vessel is accordingly designed to carry dual screens while moving from point A to point B and back, all while using heavy animation, VFX, and full-length videos.

    Zen Digital also plans to use the screens to highlight important events and achievements, such as an Olympics victory for India or an ISRO launch. “So, the entire idea is to engage, entice, educate and excite the audience in a way that has never been done before,” he remarked.

    Several brands such as Amul, MG Hector, Skoda, Tata Motors, Volvo, Mercedes, Kotak, HSBC, Amazon Prime, and non-government bodies such as ASCI are already on board. The start-up has also tied up with five-star properties along Juhu beach to conduct full-scale events.

    Its second initiative, ‘Beach and You’ is modelled along the lines of “Equal Streets” of Bombay, wherein it will showcase content which people coming to the beach can make use of, like Zumba or yoga. This will be executed with the help of tie-ups with health and fitness companies to air fitness sessions.

    But what of the profitability and feasibility aspects of this hitherto unexplored segment in India?

    “No capital-intensive business can be profitable from day one. We believe it will take its own sweet time to give returns. The traditional industry is very RoI-centric, and everything has to be measured. But creativity is very subjective and cannot be measured. Brands that want to test the market with creativity come to us,” summed up Ramrakhyani.

  • Nabendu Bhattacharyya moves on from Milestone Brandcom

    Nabendu Bhattacharyya moves on from Milestone Brandcom

    NEW DELHI: Nabendu Bhattacharyya, an industry veteran with more than two decades of experience in the Indian out-of-home (OOH) space, has decided to move on from his current role as CEO and MD of Milestone Brandcom, the India-based OOH specialist agency from the house of dentsu international.

    He will leave the business on 31 December, ending his more than six-year-long stint with the network, to explore and pursue his personal interests.

    Bhattacharyya said, “My almost seven-year-old journey with dentsu in India has been nothing less than a celebration with a bagful of wonderful memories and some exceptional people that I met across the global network. Dentsu International is an incredible place to be in. It is packed with extraordinary talent and remarkable professionalism in every little pocket of the globe and I must forever reiterate that working with Ashish and Anand has been one of the most phenomenal experiences of my life, professionally and personally.”

    “Even as I embark upon a new journey hereon, my adventures and escapades will, of course, continue to be in the field of creative and business communication. However, it must now go beyond the scope of work that I have been engaged in for the last two decades. I intend to explore and delve deep into the other expanded ranges of advertising and communication and see what I can freshly withstand. I am leaving behind Milestone Brandcom in a rock-solid state and I know it will continue to grow with the strong leadership team that currently sits at its helm,” he added.

    dentsu CEO- India Anand Bhadkamkar said, “Nabendu is a fantastic professional and a veteran in his field. His creative vision, coupled with his leadership skills, makes him an absolute powerhouse. He charges ahead with unrelenting clarity and determination, translating businesses into the unadulterated largeness that they eventually become. I wish him all the luck for his future endeavours, hoping that one day we will get to work together once again.”

    It is pertinent to note here that dentsu international, formerly known as Dentsu Aegis Network, acquired a majority stake in Milestone Brandcom in July 2014. It was by far one of the biggest deals in the outdoor space in India then, and together with Posterscope – the network's global outdoor media agency – went on to establish dentsu as the largest player in the Indian OOH segment.