ITV

Category: Media and Advertising

  • Driver Logistics hires global logistics veteran Naveen Kolathur as COO

    Driver Logistics hires global logistics veteran Naveen Kolathur as COO

    Mumbai:  Driver Logistics, a logistics company in India, announced that Naveen Kolathur has been appointed as its chief operating officer.Kolathur has over 28 years of leadership experience in the logistics and supply chain industries of which over 22 years have been with DHL in senior roles in the US, Singapore and India. His last assignment at DHL was as VP and Head of Service Quality. Mr. Kolathur has immense experience in building the 4PL/LLP businesses for DHL across Asia.

    Announcing Kolathur’s appointment, Driver Logistics  CEO Aqil Ashique said, “We are happy to have Naveen Kolathur on board. His customer-centric approach incorporating technology and his experience in building 4PL operations will greatly help Driver Logistics. Mr. Kolathur’s years of experience in Singapore will also be invaluable as we expand operations to South East Asia, beginning with Thailand.”

    Naveen Kolathur added, “I am truly excited to join a young and dynamic company like Driver Logistics. The Company’s spectacular growth over the last 4 years points to a strong leadership and perfectly aligned business plans. India’s logistics sector is at the cusp of a high growth phase and Driver Logistics is sure to play a big part in it.”

    Kolathur has an MBA from Baldwin Wallace University, USA and is a graduate of the PSG College of Technology, Coimbatore.

  • The Content Lab launches new campaign – Bandhan

    The Content Lab launches new campaign – Bandhan

    Mumbai: Mumbai-based content studio and digital marketing agency, The Content Lab is all set to launch an exciting new bridal jewellery campaign titled ‘Bandhan’ for the nearly nine-decade-old diamond jewellery brand Kirtilals. The new campaign will throw the spotlight not only on the bride but also on her invaluable support system – her tribe, who play an integral role in her journey towards matrimony be it her mother, sister, grandmothers or other female members.

    The ‘Bandhan’ campaign is meticulously crafted & produced by The Content Lab to help Kirtilals expand its presence beyond the South Indian market where it is very well established, while also making its up-to-date jewellery pieces attractive and relevant to young buyers across India. The campaign seeks to redefine traditional narratives by shifting the spotlight from the singular route of the bride being the anchor alone, to the others who are also an integral part of the wedding journey.

    As a purveyor of exquisite diamond jewellery, Kirtilals has earned a distinguished reputation for its impeccable craftsmanship and timeless designs and is committed to creating heirloom pieces that capture the essence of love and celebration.

    “We are thrilled to collaborate with The Content Lab to unveil this unique bridal jewellery campaign,” said Kirtilals creative director Seema Mehta. “At Kirtilals, we believe that jewellery is more than just adornment – it is a symbol of love, unity, and cherished memories. Through this campaign, we are proud to celebrate not only the bride but also the cherished relationships that form her tribe.”

    “We are excited to partner with Kirtilals yet again to bring this campaign to life.” remarked Karthik Krishnan, Executive Creative Director of The Content Lab that has been the creative partner agency for Kirtilals three years in a row. “The bride feels the most joy and ease when she knows her bride tribe has her back. They play a pivotal role in every wedding, and it is our privilege to shine a spotlight on these unsung heroes.”

    The bridal jewellery campaign is showcased in the form of a film and captivating visuals that highlight Kirtilals’ exquisite diamond jewellery collections. As part of the campaign,

    Kirtilals and The Content Lab will engage with audiences across digital and integrated platforms, inviting them to share their own stories of love and togetherness.

  • Thrive stands for human choice with a message to Take Food Personally

    Thrive stands for human choice with a message to Take Food Personally

    Mumbai: Thrive, a food discovery and ordering app, has announced the launch of its groundbreaking campaign, ‘Take Food Personally,’ aimed at encouraging consumers to prioritize choice in a time of highly commoditised food ordering experiences. Rooted in the idea that recommendations need to be personalised and grounded in real human connections, Thrive is dedicated to reinventing the meal discovery and delivery experience. Its innovative social feature, called the Thrive Feed, allows consumers to share their recommendations and experiences, fostering a sense of community for those passionate about food and enhancing word-of-mouth discovery for restaurants.

    Building on the insight that “kuchh bhi chalega” is often a standardised response to the question “kya khaana hai?”, Thrive aims to challenge this attitude towards food and empower people to eat what they truly desire. As part of the campaign, Thrive has released a series of brand films on its social media handles, presenting relatable scenarios where opting for ‘kuchh bhi’ leads to comically disastrous situations. These films are designed to compel consumers to rethink their approach to food ordering and inspire them to take control of their dining choices.

    Karan Chechani, co-founder and CMO said, “At Thrive, we believe that food is more than just sustenance – it’s an experience that should be savoured and enjoyed. With our ‘Take Food Personally’ campaign, we’re challenging the notion that commercial and logistical factors should always trump choice. We want to empower consumers to eat what they truly crave, without compromising on delivery, value or satisfaction.

    In a world dominated by algorithm-driven recommendations, Thrive is taking a bold step towards a community-centric approach to food delivery and discovery. We believe that the heart of culinary experiences lies in personal connections and shared recommendations, which led us to launch the Thrive app. We, at Thrive, are committed to revolutionising the food discovery and ordering experience in India by prioritising the needs and preferences of our consumers.”

    Thrive is committed to developing a platform that serves the interests of both consumers and restaurant partners. This campaign also extends its benefits to restaurants who depend on word-of-mouth discovery, an aspect that hasn’t seen consistent success in the digital realm due to a lack of connected experiences. Thrive offers its restaurant partners fairer commission rates at just 10 per cent, compared to industry standards. Through the shared experiences of its lively community, Thrive strives to restore the thrill of discovering new food experiences.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Thrive (@thrivenow.in)

     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Thrive (@thrivenow.in)

     

  • Alkem Laboratories launches “Healthy Lungs Initiative” on World Rare Disease Day

    Alkem Laboratories launches “Healthy Lungs Initiative” on World Rare Disease Day

    Mumbai: As the world prepares to observe World Rare Disease Day on 29 February 2024, the focus is on the critical need to tackle rare lung diseases affecting individuals globally. This day serves as a poignant reminder of the challenges faced by those living with rare conditions and emphasizes the urgency of raising awareness, promoting research, and improving access to care for individuals battling rare lung diseases.

    Alkem Laboratories, through its “Healthy Lungs Initiative” has been at the forefront of addressing these challenges. This comprehensive program focuses on raising awareness, promoting preventive measures, and facilitating access to diagnosis and treatment for various respiratory conditions, including rare lung diseases.

    In support of World Rare Disease Day, Alkem Laboratories is organizing patient education programs across India. These programs aim to provide valuable information and resources to individuals and families affected by rare lung diseases, empowering them to better understand and manage their conditions. Additionally, Alkem Laboratories is conducting awareness campaigns on social media through its initiative, Healthy Lungs, reaching a broader audience and fostering community engagement in the fight against rare lung diseases.

    Alkem Laboratories confirms its commitment to improving lung health and assisting those impacted by rare lung diseases. Through ongoing efforts such as the Healthy Lungs initiative, the firm remains committed to making a significant difference in the lives of those suffering from uncommon lung diseases.

    Rare diseases present a significant health challenge globally, affecting an estimated 3.5–5.9 per cent of the world’s population, which corresponds to 263 to 446 million people worldwide. However, an estimated 72 to 96 million people in India suffer from rare diseases. The Indian Council of Medical Research (ICMR) maintains the National Registry for Rare Diseases, which collects epidemiological data on rare diseases. Until 31 October 2021, 4,001 rare disease cases had been identified.

    India faces a significant burden of rare lung diseases; the national burden of Interstitial Lung Diseases (ILDs) was estimated to be 0.45–0.89 million.4 Recent studies further highlight the prevalence of rare lung and obstructive airway diseases, adding to the growing concern.

  • Touch925 celebrating International Women’s Day with #ShelsEnough

    Touch925 celebrating International Women’s Day with #ShelsEnough

    Mumbai: On this International Women’s Day 2024, Touch925, a premium jewellery brand, presents a special campaign addressing the spirit of self-love and empowerment by encouraging women to embrace their perfect imperfections.

    The #SheIsEnough campaign by Touch925 is dedicated to celebrate the multifaceted nature of women. It focuses on highlighting their achievements, strengths, and challenges beyond superficial judgments. Through this campaign, Touch925 aims to provide a platform for women to share their stories of overcoming obstacles, pursuing their passions, and making a difference in their communities. Whether it’s breaking barriers in male-dominated industries, advocating for social change, or simply persevering through life’s challenges, every woman’s story is valued and celebrated.

    In a society rife with narrow-minded mentality, women often face scrutiny and judgment regarding their inner qualities, achievements, and contributions. Despite the strides towards progress, these archaic ideals still persist. However, amidst these challenges, Touch925 stands as a beacon of positivity, reminding women of their inherent worth beyond societal standards.

    Touch925 CEO Nishit Begwani said, “I firmly believe that real shines through when we embrace our unique imperfections. Through our #ShelsEnough initiative, we empower women to share their narratives on social media. Whether it’s triumph over challenges, pursuit of passions, or impact in their communities, every story is valuable. From shattering glass ceilings in male-dominated industries to advocating for social justice, every woman’s narrative holds immense value and deserves to be honoured. Together, let’s celebrate the strength and accomplishments of women worldwide by sharing yours with the hashtag #ShelsEnough.

    At Touch925, we offer something for every woman, catering to different styles, preferences, and occasions. Our collections, such as the Swan Serenade Necklace and the Amethyst Twilight Trio Set from our Shades of Persona collection, are designed to capture the essence of self-expression and reflection. Each piece of jewellery serves as a symbol of empowerment, reminding women of their worth and the strength they carry within. It’s not just about adorning oneself with beautiful accessories; it’s about wearing a piece of confidence and resilience.

    In addition to its commitment to style and elegance, Touch925 also prioritizes quality craftsmanship and affordability. Each piece is meticulously crafted from pure 92.5 sterling silver, ensuring durability, longevity, and timeless allure.

    As we enter a new era of inclusivity and empowerment, Touch925 remains steadfast in its mission to redefine premium as accessible and inclusive. We invite women everywhere to shine bright and embrace their perfect imperfections with Touch925.

  • Canara HSBC Life Insurance unveils digital campaign spotlighting ‘iSelect Guaranteed Future Plus’

    Canara HSBC Life Insurance unveils digital campaign spotlighting ‘iSelect Guaranteed Future Plus’

    Mumbai: Canara HSBC Life Insurance in one of their latest digital campaign, has launched three different videos over dedicated social media platforms of the company, showcasing the significant features of the company’s latest digital offering, “iSelect Guaranteed Future Plus”. Designed to address a spectrum of financial requirements, the non-linked non-participating individual savings life insurance plan ensures a secure future for loved ones and the campaign showcases emotional narratives through different life situations.

    “iSelect Guaranteed Future Plus” provides essential life coverage and guaranteed benefits to protect customer’s financial well-being at every stage of life. The product is designed to adapt as per your changing milestones, ensuring your financial goals are achieved within given time. With tailored options providing essential coverage and guaranteed benefits, including returns on your investment, it offers peace of mind. Whether you choose stability, coverage for day-to-day expenses with a full refund of premiums, or immediate financial support, the future remains secure. Reflecting Canara HSBC Life Insurance’s unwavering dedication to securing the financial well-being of their customers across life’s diverse stages, the plan is tailored to fulfill the financial aspirations and milestones of policyholders.

    Canara HSBC Life Insurance chief distribution officer – alternate channels and chief strategy officer Rishi Mathur stated, “Through our new digital campaign, We aim to portray various life scenarios, illustrating the importance of building a financial plan to fulfill one’s bigger promises and aspirations. iSelect Guaranteed Future Plus which is our newest non-par product offering superior guaranteed returns and a well thought financial tool which provides assured returns and income while safeguarding our customers’ financial wellbeing. The key insight here is one needs a plan that helps prepare you for meeting the bigger promises made to your family, and managing whatever adversities life throws at you.”

    The campaign includes three engaging videos portraying different life stories and narrations, featuring – an old couple, a father-daughter duo, and a young couple – discussing their dreams and aspirations of how it can be fulfilled with an optimal financial plan. The narratives are directed to resonate with the viewers as the protagonists articulate how smart investment choices in iSelect Guaranteed Future Plus not only safeguard their financial future but also paves the way for the fulfillment of dreams and responsibilities.  With a hint of humor, the stories illustrate how the product, at the right time, could become a catalyst for customers to give shape to their dreams and passions. The campaign offers insights into the importance of making thoughtful investments for better future planning, emphasizing the brand’s commitment of being a trusted partner in an individual’s financial planning journey.

    With a steadfast commitment to delivering financial solutions that resonate with the evolving needs of its customers, Canara HSBC Life Insurance continues to be at the forefront of innovation in the insurance industry.

  • Social Panga enters global market, opens office in Dubai

    Social Panga enters global market, opens office in Dubai

    Mumbai: Social Panga, the integrated creative and digital marketing agency headquartered in Bangalore with offices in Delhi and Mumbai has expanded its presence in Dubai, UAE. This marks a significant step in the company’s global expansion plans.

    Social Panga, was co-founded by Himanshu Arora and Gaurav Arora with a team of five people and today has grown to a strong team of 300 plus mafias across offices with presence in Mumbai, Delhi, Bangalore & now Dubai.

    The move is aimed at better-serving clients in the region and taking advantage of the dynamic opportunities emerging in the Middle East.

    With geographies diminishing and the demand for digital and creative solutions growing in global markets as well, the company has taken this step towards global expansion.

    Speaking on the expansion, Social Panga co-founder Himanshu Arora said, “This step by us is a much thought over and planned decision. We have taken this step toward expanding our presence and bringing in new opportunities to India. The diplomatic relationship between India and UAE authorities are going strength to strength and we see this as a prodigious opportunity to grow ourselves and expand to global markets. We are excited and enthusiastic as we take this step to serve global brands in that geography.”

    “There is massive scope of growth and exploring creative aspects in UAE markets. With our expertise and skill set in creative and new-age technology we look forward to doing path-breaking work in the region”, said Social Panga co-founder Gaurav Arora.

  • Kajaria Plywood launches “Magnificent 7” campaign

    Kajaria Plywood launches “Magnificent 7” campaign

    Mumbai: Kajaria Ply & Laminates, a leading name in the wood panel industry from the house of Kajaria, has proudly launched its latest social media campaign, “Magnificent 7,” as an extension of their festive celebrations ‘Desh ki Raunak’ considering the upcoming festivals like Maha Shivratri & Holi. Executed in collaboration with Sociostreet Advertising, this time the campaign aims to showcase the architectural splendour and rich history of India’s iconic temples.

    The campaign shall be taking viewers on a captivating journey through the architectural wonders of India, spread across seven states covering our vast geography. By highlighting the unique richness and the exceptional craftsmanship that have stood the test of time, this campaign will be covering the grand Kailasa Temple, Kedarnath Temple, Meenakshi Temple, Kamakhya Temple and more. Each temple covered in the campaign is celebrated for its unparalleled beauty, intricate history, and profound archaeological significance.

    Through stunningly shot visuals and compelling narratives, all viewers shall be visiting the ancient heritage in a new way and will find their interest reignited, which often hold long-forgotten stories and cultural legacies. By shedding light on the architectural splendour of India’s temples, Kajaria Ply & Laminates hope to inspire a renewed appreciation for the country’s rich cultural heritage.

    Commenting on the conceptualisation for the campaign, Kajaria Ply & Laminates COO Shyam Shekhawat emphasised that, “India’s temples are not just architectural marvels; they are symbols of our nation’s rich heritage and spiritual legacy. With this campaign, we aim to celebrate the timeless beauty and historical significance of these extraordinary structures. As a responsible & proud Indian brand, Kajaria Ply & Laminates will also stand the test of time and we share the responsibility of reigniting the much needed flair of our golden glory from ancient times towards the current generation.”

    Also, as part of the campaign, a series of engaging posts and stories, each highlighting a different aspect of the temples’ history, architecture, and cultural significance has been carefully crafted. By leveraging the power of social media, the campaign aims to reach a wide audience and foster a deeper appreciation for India’s architectural heritage. A very unique but indeed a good effort by the team.

     

     

  • “We aim to deliver tangible value that transcends mere bill payments”: GoPromoto’s Anshul Gupta

    “We aim to deliver tangible value that transcends mere bill payments”: GoPromoto’s Anshul Gupta

    Mumbai: Behind the scenes of GoPromoto’s rise in the marketing realm is an entrepreneurial journey marked by resilience and vision. Founded by Anshul Gupta, the company thrives on a ‘Brand-First, Solution-Finding’ ethos, crafting a 360-degree marketing experience.

    Founded in 2018, GoPromoto has become a major player in the marketing and branding landscape, helping brands like Harley Davidson, Lenskart, and IndiGo connect with audiences through

    innovative and data-driven campaigns.

    Anshul Gupta’s journey, marked by personal challenges, has propelled GoPromoto beyond mere market share. From navigating personal obstacles to securing prestigious projects like London Fashion Week 2023, the story is a testament to both creativity and success in a fiercely competitive landscape.

    Indian Television caught up with GoPromoto founder and CEO Anshul Gupta to talk about GoPromoto’s establishment, his entrepreneurial journey, and more.

    Edited Excerpts:

    On the inspiration behind establishing GoPromoto and its vision differing from traditional marketing agencies

    The inspiration behind establishing GoPromoto stemmed from recognising the challenges within the traditional marketing agency model in India. We observed that there were numerous hurdles, such as intermediaries and complex processes, which made it difficult for new brands to access marketing services conveniently and affordably. This gap prompted us to envision a different approach. We aimed to create a space characterized by transparency, innovation, and efficiency, where we could bridge the divide between businesses and their target audience more effectively. Our vision revolves around implementing fresh, unconventional strategies that resonate with a broader audience, ultimately driving conversions and nurturing a thriving marketing ecosystem.

    On your entrepreneurial journey shaping GoPromoto’s culture and work ethic, and key achievements that stand out in overcoming such obstacles

    My entrepreneurial journey has been filled with personal and business challenges, which have profoundly influenced the culture and work ethic at GoPromoto.

    Starting from scratch without external assistance taught me invaluable lessons and shaped my character. I learned the importance of resilience, adaptability, and the willingness to learn from setbacks.

    Each obstacle became an opportunity for growth. I developed essential skills like time management, crisis management, and financial acumen. Embracing challenges early on allowed me to anticipate and navigate future hurdles more effectively.

    At GoPromoto, we’ve embedded these values into our work culture. We prioritize honesty, transparency, and intelligence, alongside hard work. We strive to impart these lessons to our team members, encouraging them to continually improve and evolve.

    Key achievements have arisen from our ability to overcome these obstacles. By embracing a culture of continuous learning and resilience, we’ve been able to navigate complexities and achieve milestones that have propelled our company forward.

    On on GoPromoto’s “Brand-First, Solution-Finding” philosophy and how it shapes your innovative approach to marketing

    At GoPromoto, our philosophy is rooted in “Brand-First, Solution-Finding.” This means that we prioritise our clients’ brands above all else, viewing them as sacred entities deserving of the utmost respect and authenticity.

    We begin by thoroughly understanding the fundamental needs and objectives of each brand, as well as their long-term goals. This allows us to tailor solutions that offer comprehensive growth within the allocated budget, whether in monetary terms or through barter arrangements.

    In influencer marketing, where issues like inflated numbers and fake reports abound, we remain steadfast in our commitment to integrity. Instead of chasing superficial metrics, we focus on aligning with influencers whose genuine engagement and relevance benefit the brand. Our approach is not merely transactional; we aim to deliver tangible value that transcends mere bill payments.

    By integrating both digital and offline strategies, we develop innovative solutions that are results-oriented and drive meaningful outcomes for our clients. This holistic approach ensures that our clients’ brands receive authentic, impactful representation across all channels.

    On GoPromoto achieving success without conventional promotion, in a landscape saturated with competition

    In a landscape saturated with competition, GoPromoto has achieved success without conventional promotion by adhering to a simple yet powerful principle: let our work speak for itself. We firmly believe that satisfied customers are the most effective advocates for our brand. By consistently exceeding expectations and maintaining honesty in all our dealings, we have earned the trust and loyalty of our clients.

    While the marketing industry may be crowded, we recognise the scarcity of truly exceptional and authentic work. This is where we stand out. GoPromoto has built its reputation on delivering consistently high-quality results to our clients, even in the face of challenges. We always have a contingency plan in place, ensuring that we can navigate any setbacks with ease.

    Remarkably, we have achieved this success without employing traditional sales tactics. Instead, the majority of our business comes through referrals and organic growth. This speaks volumes about the strength of the relationships we have cultivated with our clients over time. They have become our strongest advocates and brand custodians.

    On GoPromoto integrating technology and digital trends into its marketing strategies to stay relevant and innovative

    At GoPromoto, we prioritise the integration of technology and digital trends into our marketing strategies to remain relevant and innovative in a rapidly evolving landscape. Drawing from our technological background, we leverage inbuilt tools and advanced data analysis techniques to inform our approach.

    Our process begins with a deep dive into data, both from internal sources and provided by our clients. By conducting thorough audits and analysis, we gain insights into what works best for each brand. We then blend this data with current best practices and emerging trends to craft tailored, innovative solutions that meet our clients’ objectives effectively.

    This approach ensures that our strategies are not only informed by data but also incorporate the latest technological advancements and digital trends, keeping our clients ahead of the curve in their marketing efforts.

    On the strategies that GoPromoto employs to secure international projects

    Our strategy is straightforward: we take our work seriously and strive to deliver our best. We’ve received numerous inquiries from outside India via platforms like LinkedIn and our website, which has allowed us to gradually expand into the international market.

    Our initial forays were into markets like Nepal and Singapore, and recently, we had the opportunity to work on the London Fashion Week, specifically for the fashion show of Pepe Jeans.

    The most effective way to secure international projects is to consistently deliver value and meet deadlines. Ultimately, the quality of our work speaks for itself and word-of-mouth referrals play a significant role in our expansion.

    On your future expansion plans including team growth and strategic initiatives for global market penetration

    We currently have a team of 20 members, and we are continuously hiring to support our rapid expansion plans. We are seeking individuals who are passionate about making a difference in the marketing industry with their innovative ideas that resonate with the masses. By mid-year, we aim to establish offices in Mumbai and Bangalore to further strengthen our presence.

    Additionally, we are actively pursuing mandates this year and beyond, which will require us to recruit candidates for higher management roles. In terms of strategic initiatives, we are considering partnerships with global companies to facilitate effective market penetration, leveraging cross-functional abilities and skills. We’re excited to see what the future holds for us.

  • Hola Media Group revolutionises OOH advertising with performance metrics for Birla Braniacs

    Hola Media Group revolutionises OOH advertising with performance metrics for Birla Braniacs

    Mumbai: Hola Media Group, a renowned 360-degree marketing and advertising agency in India, conducted an out-of-home (OOH) campaign for Birla Braniacs using performance metrics. It was the first time Birla Braniacs opted for performance metrics, and the campaign resulted in the best outcome for the brand. For this campaign, Hola Media Group partnered with Moving Walls to validate its OOH campaigns through digital analytics and insights and measure the performance. As a part of the partnership, Moving Walls measured the performance of Hola Media’s campaign for Birla Brainiacs, which was run at multiple high-visibility sites in Mumbai and Bengaluru. By introducing digital metrics for an OOH campaign, Hola Media Group has brought measurable data points, a path-breaking achievement for outdoor campaigns in India.

    Hola Media’s partner for campaign measurement, Moving Walls, is a leading provider of enterprise software in the ad-tech and media-tech sectors. The company’s patented data and result-driven solutions ensure that brands leveraging the services can engage the right audience at the right time. Moving Walls provided the Digital Out-of-Home data-led verification and post-campaign reporting to Hola Media Group, facilitating in-campaign analytics and campaign performance access for better optimization.

    Speaking about this, Hola Media Group founder Dushyant Mehta said, “OOH advertising continues to lose ground to digital marketing mediums due to the lack of accurate campaign performance measurement at par with the online channels. By partnering with Moving Walls, we have overcome this barrier and ushered in a new transformation in the advertising industry in India. The digital monitoring of the 2-month long OOH campaign for Birla Brainiacs generated numerous invaluable insights that can add tremendous value to the advertisers and advertising agencies in the times ahead. It is a matter of great pride for Hola Media Group to have been the first agency in India to strive for such campaign measurement analytics and drive better outcomes. We look forward to many more such accomplishments through this partnership with Moving Walls.”

    Birla Brainiacs founder Nirvaan Birla said, “We were able to get the kind of data points that had been exclusive to our digital marketing efforts so far. However, integrating digital measurement with the campaign helped us yield better outcomes from the current campaign and has also unlocked new performance potential for future OOH campaigns.”

    Among the key insights generated by the successful performance measurement, it was found that afternoons and evening hours generate maximum reach and visibility for OOH displays, and nights and morning hours witness significantly lower engagement. The data points generated also provided the detailed performance of each OOH site separately and the overall campaign measurement data.

    “The education industry has changed dramatically over the last few years alone,” said Moving Walls Group CEO Srikanth Ramachandran. “Technology now defines and determines the shape it will take. The advent of cutting-edge flipped classroom models and self-directed study has evolved so much that technology is essential for education today. Moving Walls is proud to be associated with EdTech changemakers such as Birla Brainiacs through this partnership with Hola Media Group.”

    Sharing his thoughts, Birla Brainiacs CEO Muddassar Nazar said, “OOH campaigns play a key role in helping us deliver our message to the target audience. Through this path-breaking approach of digitally measuring the campaign performance in detail, Hola Media Group has given us great insights into the performance and data to help us determine our future advertising strategies.”

    The partnership on the Birla Brainiacs campaign yielded various other highly impactful insights, such as the generation of daily and hourly engagement data, which revealed variations in visibility per day, an hour of the day, and audience insights like the audience’s gender, etc.

    It was also discovered that the campaign peaked in December, generating a potential viewership of 12,380,888 and a reach of 2,278,237 overall. Such data points will be invaluable for agencies to plan their future campaigns with pinpoint accuracy. It was also identified which locations generated more reach and views for the OOH campaign than others.