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Category: Out Of Home

  • Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

    Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

    NEW DELHI: Global player in the out-of-home (OOH) media industry, GroupM’s Kinetic Worldwide, today announced the launch of India On The Move (IOM). IOM is Kinetic India’s latest proprietary tool developed fully in-house to help understand audience traffic patterns.

    Kinetic India’s new tool IOM will help drive sharper audience targeting, thus minimising spillover. With the capability of providing detailed understanding across important impacts basis key routes and touchpoints leveraging mobility across Air, Rail & Road, IOM will provide customised mapping solution for clients and partners with an outline of audience aggregation across geographies.

    Kinetic India managing director Ajay Mehta said, “The current situation is a revolutionary trendsetter for the way media is consumed across the globe, breaking all the pre-existing norms. For the OOH industry, the key lies in mapping the current consumer behaviour with what brands have to offer and chalking out a plan, post lockdown in the new normal. Analytics is expected to play a key role in optimising investments for OOH. With the launch of IOM, we intend to offer a tool that leverages real-time inputs to maximise campaign impact across geographies and mobility opportunities acknowledging the greater demand for transparency and ROI.”

    Kinetic India head of strategy Arijit Chakrabarti said, “Despite having the second-largest reach as per Target Group Index, OOH is considered as being data dark – with planning based more on gut-feel rather than on-ground facts and science. IOM is an online proprietary tool bringing science into planning.  It leverages multiple visualisations that help showcase underlying data and build relevant insights. The system accounts for differentiated audience mobility patterns on a real-time basis and offers customised mapping solution with an outline of audience aggregation across geographies.”

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  • NDMC issues warnings to illegal hoardings at Connaught Place, Khan Market

    NDMC issues warnings to illegal hoardings at Connaught Place, Khan Market

    NEW DELHI: Taking stern measures against illegal, oversized signages and hoardings installed without permission, the New Delhi Municipal Council (NDMC) issued a legal notice to shop owners of Connaught Place and Khan Market. 

    As per NDMC, the warning has been issued to the owners in its jurisdiction for the violation of Delhi Outdoor Advertising Policy, 2017. 

    The notice reads, “All advertisements in the NDMC area are governed by the provisions of Delhi Outdoor Advertisement Policy (DOAP), 2017. In case of violation, any unauthorised advertisement will attract penalty for each day, the amount of which will be decided by the NDMC chairman. Accordingly, the competent authority has approved that penalties may be levied on devices (LDC, LEDs), flex signage installed outside shops without permission or beyond sanctioned size".

    According to sources, NDMC might impose an extra penalty, other than the fixed charges to those served notices.

  • Platinum Outdoor launches India’s first-ever zero-contact savings account for Kotak via OOH media

    Platinum Outdoor launches India’s first-ever zero-contact savings account for Kotak via OOH media

    MUMBAI: The Covid2019 pandemic has brought with it changes in the consumption of services and work culture. While work from home and social distancing has become the new normal, Madison World’s outdoor unit, Platinum Outdoor recommended a pilot OOH campaign during Unlock Phase 1 to launch India’s First Zero-Contact, Video KYC Savings Account – Kotak 811 . 

    In Unlock Phase 1, people have begun venturing outdoors and traffic snarls made a comeback as few companies and other services opened in several parts of the country. Since local train services in Mumbai haven’t fully resumed, citizens are left with no option but to choose roads to travel. Taking stock of the situation, Platinum Outdoor, took up the challenge and devised an OOH strategy in tandem with evolved lifestyle, consumption behavior and OOH movement. After studying the change in speed patterns across the city, locations were identified to attract the target audience (TG). The new OOH movement amongst the TG were carefully studied from an OOH perspective. Impactful large formats were carefully identified, selected and deployed at high traction sites in Mumbai from Lower Parel to Jogeshwari. The campaign creative featured Ranveer Singh along with the brand logo and message. This campaign was active for a short period to gauge the audience response to the OOH campaign and increase client confidence in the OOH medium.

    Kotak Mahindra Bank joint president – consumer, commercial & wealth marketing Elizabeth Venkataraman said, “We are now living in a very different world and as a pioneer in digital banking, our focus has been on enabling our customers to transact safely & securely in a zero-contact manner. We are delighted to have introduced India’s first zero-contact, video KYC savings account through which Kotak customers can now open a full-fledged savings account from the comfort of their home without the need for a visit to the branch or in-person interaction. While the campaign is being driven by digital media, with the lockdown gradually being lifted, we decided to selectively include OOH media in our campaign targeting key, high-impact locations in Mumbai.” 

    Platinum Outdoor CEO Dipankar Sanyal said, “We always believed that OOH campaigns would pick up once the Unlocking phase starts. Kotak Bank has always been known for doing great outdoor campaigns. We managed to carve an impactful once again. The campaign was executed during our WFH status. It’s been a great learning experience.” 

  • MCGM to Bombay high court: Can’t waive licence fee for Mumbai’s OOH owners

    MCGM to Bombay high court: Can’t waive licence fee for Mumbai’s OOH owners

    MUMBAI: On 19 June, in an unexpected turn of events, the municipal corporation of greater Mumbai (MCGM) refused to waive off the licence fees even if the hoardings in Mumbai are advertising civic messages.

    The bench dealt with a number of petitions filed by advertising agencies, holding licences for hoarding sites in Mumbai. The hoarding owners were seeking waiving of the licence fees. The licence holders claimed that they are not using their hoarding sites since March due to the outbreak of Covid2019 and they have been only advertising civic messages.

    "There is no provision in any statute, rule, policy or license condition that contemplates that if the licence holders are unable to display the advertisement for any reason whatsoever, they will be entitled to waiver of licence fees. They have failed to make out any constitutional or legal right for such waiver of the license fees," the MCGM said in an affidavit.

    "Our guidelines specifically contemplate that it is mandatory on part of the agency to display a civic message as and when directed by us for a period of 15 days in a year for which no fees will be payable," the affidavit read.

    The civic body mentioned that it had sent notices to a number of agencies to put messages to spread awareness about the disease in March.

    Clarifying in the affidavit, MCGM said, “Hoardings were required to be displayed for a period of 10 days only and there was no need to give any fresh notice or letter for removal of the same. The agencies are intentionally misreading our notice. The notice does not contemplate that any further instructions would be issued for removing the hoardings.”

    The civic body also revealed that it had waived licence fees for the month of April of Rs 7.49 crore and that the civic body itself went through a loss of nearly Rs 70 lakh.

    "The commercial arrangements between the private advertisers and the licencees are not within our scope and ambit. We are in no way responsible for any such breakdown in the commercial relationship of the licencees and the same cannot be a ground for a grant of a waiver of licence fees without any legal or the statutory basis for the same," the MCGM said while urging the bench to dismiss the plea.

    The eight Mumbai OOH owners who filed the petition in the Bombay HC for waiver of licence fees are — Creation Publicity Pvt Ltd, Bright Advertising Pvt Ltd, Orion Advertisers, Anurag Sites, Em Vee Advertising Company, Pingle Outdoor, Yoag Advertisers and Pioneer Publicity Corporation Ltd.

    The firms have been asked to submit replies in writing, by 26 June.

  • Bombay High Court ends OOH hoardings’ Covid2019 messaging mandate

    Bombay High Court ends OOH hoardings’ Covid2019 messaging mandate

    MUMBAI: In a move that comes as a relief, during the fourth virtual Bombay high court hearing, the Municipal Corporation of Greater Mumbai (MCMG) has asked media owners to stop displaying awareness messages around Covid2019 on its OOH properties.

    In the month of March, MCMG had mandated all hoarding owners to feature messages around the pandemic to raise public awareness. However, while the duration of the messages was supposed to be 10 days, the campaigns continued for almost three months, free of charge.

    During the hearing, the council of MCMG also said that they would need some more time to come to a conclusion on the compensation charges which are to be applied on the non-payment of licence fees. On the matter of licence fee payment, the civic body has filed its reply to the Bombay High Court. However, it has not been disclosed yet. The next hearing will take place on Friday, 19 June.

    The OOH players who appealed for the waiver of the licence fee are- Creation Publicity Pvt Ltd, Bright Advertising Pvt Ltd, Orion Advertisers, Anurag Sites, Em Vee Advertising Company, Pingle Outdoor, Yoag Advertisers and Pioneer Publicity Corporation Ltd.

    The outdoor industry which has already suffered huge losses and has also not been compensated is also looking for some relief after the next hearing.

    In May, the high court issued an interim order instructing Brihanmumbai Municipal Corporation (BMC) to not impose a licence fee on hoardings for May in the wake of the losses suffered by OOH players due to the pandemic.

  • Bombay high court to hear OOH players’ plea on 12 June

    Bombay high court to hear OOH players’ plea on 12 June

    MUMBAI: On 5 June, the Bombay High Court, while hearing the plea of Mumbai OOH owners, extended its stay order till 12 June, for waiver of license fee on hoardings for the month of May 2020.  According to the verdict, the exemption will only be given to the eight OOH players that have already appealed for the waiver in May.

    Creation Publicity Pvt Ltd, Bright Advertising Pvt Ltd, Orion Advertisers, Anurag Sites, Em Vee Advertising Company, Pingle Outdoor, Yoag Advertisers and Pioneer Publicity Corporation Ltd are the players who will get the exemption.

    The court has issued a notice to the petitioners to submit the amendments in their petitions to the municipal corporation within a period of two weeks, if there are any. In the meantime, earlier order passed by the court will continue i.e., no coercive steps should be taken by the authority for not paying taxes.

    Bright Media Outdoors CMD Yogesh Lakhani shares that due to the crises, all businesses are downhill. “We have requested the civic body to waive off the fee because of the unprecedented crises. For the next four to five months, the situation only looks grim. If people are not stepping out, who will see the hoardings?” he says.

    The court also mentioned that the senior counsel appearing for the municipal corporation has asked for a week’s time to take instructions in the matter, due to which no further proceedings could be done.

    Sharing the same sentiment as Lakhani, another OOH owner, who opted to be anonymous, says, “Paying such a heavy amount for the period when businesses all over the globe are going through a lull doesn’t make any sense. We are glad that the court has given an extension. While the country is slowly opening up businesses, it seems we will be in a better position in a few months from now.”

    Lemma Technologies founder and CEO Gulab Patil says that there has been a heavy impact on the media side, “Most of the advertisers usually plan campaigns in advance, but no one saw this coming. Not just the civic bodies, the publishers are also asking for payments and it puts people in a tough spot. We are just settling down the minimum requirement from the publisher side. We are asking our clients to balance on that.”

    As per the high court’s order issued on 5 June, the municipal corporation sought a week's time to take instructions in the matter. If any of the petitioners are desirous of amending the petition, they shall forward the draft amendment to the municipal corporation within a period of two weeks.

  • Xaxis and Mindshare create first programmatic outdoor airport campaign for Grofers

    Xaxis and Mindshare create first programmatic outdoor airport campaign for Grofers

    MUMBAI:  GroupM’s advanced programmatic arm, Xaxis, and global media agency network, Mindshare, have worked with digital out-of-home (DOOH) platform Lemma to launch an industry-first programmatic DOOH campaign at India’s busiest airport, CSI Mumbai for online grocery delivery service Grofers. 

    The project combined Xaxis' audience targeting capabilities, Mindshare's strategic media planning, and Lemma’s programmatic DOOH platform to increase visibility of Grofers' Grand Orange Bag Day sale, just as a competing retailer launched its own promotion. 

    Starting with CSI Mumbai Airport, the campaign successfully introduced DOOH screens as a new environment for digital display advertising. In addition to the airport, Xaxis activated the campaign announcing the Grand Orange Bag Day sale across Mumbai railway and metro screens to target suburban commuters. The company's data-driven approach to DOOH enabled rich online and offline behavioural insights to be applied to the audiences reached at the Mumbai airport and across the city.

    Along with Lemma’s platform, and Mindshare’s media buying, the TimesOOH screens were made available for bidding in real-time. Xaxis activated the programmatic direct campaign via Google’s DV360 demand-side platform. 

    The Grofers initiative was scheduled for the same time that a competing retailer was running a promotion, so the online grocer needed Grand Orange Bag Day to stand out during this period of high media noise. 

    Grofers director of marketing Ankur Ogra said, “Since Grofers is an online retail store, we try in all our communications to bring our consumers a unique experience that they can relate to better. With this campaign, we wanted to surprise our existing, highly-valued consumers and create brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and that this activity did just that.”

    Xaxis India country lead Bharat Khatri commented, “Time and again it has been proven that out-of-home media has a strong influence on consumer action. Our partnership with Mindshare and Lemma on this campaign is an exciting step forward in digital-out-of-home. Xaxis is committed to bridging the gap between the digital and physical worlds by offering advertisers a frictionless integration of strategies in a single platform allowing them to control their audience targeting across channels.”

    Mindshare India chief digital officer Vinod Thadani said, “In this campaign, Grofers' data provided the insights to craft the right message and Xaxis’ targeting capabilities allowed the message to be delivered to the right place at the right time. The expansion of digital channels and unified platforms to manage omnichannel ad campaigns help brands reach their customers – both online and offline – more effectively. ” 

    Lemma founder and CEO of Gulab Patil added, “This Grofers campaign has established digital out-of-home as a new display environment for digital ads. In time, more integrated campaigns like these will pave the way for programmatic DOOH strategies to transition from a ‘test and learn’ activity to a media plan ‘must-have’.”

  • Times OOH helps Godrej Interio set up Experience Zone at Mumbai Airport

    Times OOH helps Godrej Interio set up Experience Zone at Mumbai Airport

    MUMBAI: India’s largest outdoor Advertising agency, Times OOH has helped Godrej Interio in setting up a first-of-its-kind experience centre in the garb of a retail space, at Terminal 2 of the Chhatrapati Shivaji Maharaj International Airport in Mumbai.

    As per research commissioned by Times OOH, the average dwell time at Terminal 2 is 115 minutes, out of which approximately 10 dedicated minutes are spent at experiential centres. This lucrative business opportunity enabled Godrej Interio to set up experiential centres that offer superior comfort for passengers to experience their products while also offer larger spaces for better display.

    Times OOH product head – Airports Dhanraj Israni said, “The Godrej Interio campaign at Mumbai Airport’s T2 Terminal was unique in the way it enabled flyers to experience the brand’s products vis-a-vis a targeted communication, This impactful branding exercise would have a long-lasting positive association in the minds of the passengers. After this runaway success, we are looking forward to using our recently installed modular plug-and-play kiosks to shorten the turnaround time for promotional events at the airport for future endeavours.”

    Mumbai International Airport is among the busiest in the world, recording a footfall of over 50 Million Passengers in the last financial year, with the festive season leading to higher footfalls. Given a passenger at Mumbai Airport indulges in shopping twice a month on average, and 97 per cent passengers belong to the elite NCCS A category. Times OOH’s impactful dynamic ad presence along with high visibility was able to deliver significant brand recall and unparalleled value to Godrej Interio.

  • Laqshya Media Group’s OOH agency OMI bags Global Marketing Excellence Award

    Laqshya Media Group’s OOH agency OMI bags Global Marketing Excellence Award

    MUMBAI: The Global Marketing Excellence Awards organised by the World Brand Congress concluded last week in Mumbai and honoured the best work in the field of marketing across various categories. Laqshya Media Group’s OOH Agency arm OMI executed Tanishq Campaign on OOH was adjudged the Best Outdoor and Location Based Marketing.

    The prestigious award admired the entire year OOH campaign planned for them and their impact it had on their brand. The various campaigns throughout the year that were strategically planned to keep the brand’s image and stature high on OOH helped bag this honor. This award for brand excellence celebrates all the hard work and efforts that goes in the campaign from the brand and from the agency side.

    Commenting on this award, Laqshya Media Group OMI COO Naresh Bhandari said, "We are extremely proud to have won the Best Use of Outdoor and Location based Marketing for Tanishq’. Every campaign executed by us from them throughout the year was a great success in terms of visibility. The brand scores high on the top of mind recall as compared to its competitors. Congratulations to team Tanishq for all the joint efforts and for being a valuable partner for us throughout. It is always a pleasure to be associated with them and awards like these are a testimony of this great association we have with them. Am sure we will have many more exciting and interesting campaigns to portray in the future too.”

  • Madison World helps Tata Salt bring alive Mahatma Gandhi’s principles of clean India

    Madison World helps Tata Salt bring alive Mahatma Gandhi’s principles of clean India

    MUMBAI: Madison World units, Platinum Outdoor and Madison Media for their client Tata Salt, helped bring alive Mahatma Gandhi’s vision of a clean India on his 150th birth anniversary. An interactive installation with an inbuilt video with Mahatma Gandhi’s voice was displayed on MG Road in Mumbai asking an important question – We walk on Mahatma Gandhi Road every day, but do we really walk on Bappu’s path?

    With the brand’s position of ‘Desh Ki Sehat, Desh ka Namak’ being closely woven with Gandhi’s Salt Satyagraha, Tata Salt had set up an interactive installation that reminded people of Gandhi’s saying ‘Be the change you wish to see’. The campaign also builds on government’s ‘Swachata Hi Seva 2019’ campaign initiated as part of the ‘Swach Bharat Abhiyan’ initiative.  

    The innovation was further amplified on TV news media.

    Tata Chemicals Ltd head – marketing, consumer product business Sagar Boke said, “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation progresses to fulfil Mahatma Gandhi’s dream of cleanliness, this unique installation will bring alive the Mahatma’s thoughts and words on cleanliness and sanitation. People will be able to interact with images and sounds to truly understand the Mahatma’s dream of total sanitation for all and the importance of not just personal but also public hygiene. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instill in each one the aspiration to be a torchbearer for Swach Bharat Abhiyan.”

    Madison Media & OOH partner & group CEO Vikram Sakhuja said, “Tata Salt is a brand that has always stood for a larger purpose and a better future. We couldn’t be happier that we’re associated with a brand that is making a difference through household items and contributing to improve the environment.”