ITV

Tag: Dipankar Sanyal

  • Out-of-home still rules the streets as brands chase the last unskippable medium

    Out-of-home still rules the streets as brands chase the last unskippable medium

    MUMBAI: At Goafest 2025, the session ‘Ignite The Attention – The Last Unskippable Medium’ spotlighted the enduring impact of out-of-home (OOH) advertising. The panel, moderated by Indian Outdoor Advertising Association (IOAA) CEO Praveen K Vadhera brought together industry heavyweights who argued that while screens can be skipped, billboards can’t be scrolled past.

    Adani Group head of corporate branding Ajay Kakar opened the discussion by cutting through the jargon. “Stop dividing media into digital and non-digital”, he said. “What matters is strategy for the consumer, not the medium”. Kakar called on the industry to steer clients, not just serve briefs, and stressed that OOH creatives must be original—not borrowed from print. “The idea is what truly matters—it must create impact”.

    Times Innovative Media (Times OOH) CEO Shekhar Narayanaswami defined the category in plain terms: “OOH is the experience of stepping out”. He described the medium as a counter to screen fatigue, offering unavoidable visibility. He added that combining physical ads with social media can amplify brand recall.

    Adonmo MD Sandeep Bommireddi reframed digital as a horizontal shift across all media. “Integration, not isolation”, he urged. OOH, he argued, is already evolving into smarter formats through tech overlays and data targeting. “Choose media based on your audience—not out of habit”.

    Platinum Communications and Madison Retail Paradigm CEO Dipankar Sanyal emphasised that “gut instinct is no longer king”. Today’s OOH is data-rich, performance-tracked, and measurable. “We now speak in the language of impressions and outcomes”.

    Karukrit Advertising VP Promita Saha brought the consumer lens into focus. “The consumer comes before the canvas”, she said, advocating for OOH stories that adapt to cultural moments. “Melas and local events are missed opportunities when we reuse print assets. The environment deserves its own narrative”.

    Together, the panellists agreed that OOH is more than a medium—it’s a mindset. One that blends tech, culture, creativity and commerce in an unskippable format.

  • Aditya Birla Health Insurance collaborates with Platinum Outdoor

    Aditya Birla Health Insurance collaborates with Platinum Outdoor

    Mumbai: Through a strategic media mix and a carefully planned approach, Platinum Outdoor executed a high-impact outdoor campaign for Aditya Birla Health Insurance. The campaign covered 21 markets over three weeks. The entire campaign was supported by innovations, meticulously planned media and regional OOH creatives for the local connect.

    A key element of the campaign was the execution of anamorphic innovations in Mumbai and an immersive CGI Video.

    Right from stage entry of ActivOne logo to the message transition, the anamorphic storytelling successfully captivated the audience and communicated an exciting brand story which aimed at positioning Aditya Birla Health Insurance as a health insurance partner that puts health first.

    Platinum Outdoor also came up with an immersive CGI video for the launch of Aditya Birla Health Insurance’s ActivOne product, with a compelling and visually engaging approach. The shoot location for CGI specifically was on a beach with people engaging in similar exercises as TVC adding relevancy, thus reinforcing the message of a healthy and active lifestyle.

    Both these tech-led digital content focused on creating a high buzz and talkability. Overall, the ActivOne ‘ABHIKaro’ OOH campaign successfully leveraged anamorphic and CGI storytelling to convey its message in a visually appealing and engaging manner.

    Speaking on the campaign, Aditya Birla Capital head of marketing & customer experience Darshana Shah commented, “With Vikrant Massey as our brand ambassador, outdoor campaign was strategically designed to reach a wide audience across various cities, both metros and non-metros. The campaign effectively communicated the value proposition of ActivOne by highlighting ‘health-first’ belief of Aditya Birla Health Insurance. Aditya Birla Capital is a digital forward organization and the same resonated with tech led outdoors. The use of 3D DOOH, Anamorphic and CGI added a unique touch to the campaign, breaking the clutter”.

    Platinum Outdoor & MRP CEO Dipankar Sanyal also commented, “After all the meticulous planning, strategy and innovative approach, we at Platinum Outdoor are absolutely delighted with the campaign’s result. With Aditya Birla Health Insurance being the ideal partner, we are thrilled to have worked on their first anamorphic adventure and look forward to many more such tech-led innovation-based outdoor campaigns together”.

    Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including MOMS Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing and Havells amongst many others. Madison World through its 11 Units served last year, as many as 500 Advertisers.

  • Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Mumbai: As summer heats, Parle Agro, India’s leading beverage giant, has set out to captivate consumers with vibrant Out-of-Home (OOH) campaigns for its popular brands – Frooti, Appy Fizz and Smoodh. Designed to grab attention during the scorching summer months, the campaigns aim to maximize brand impact,reach and consideration across all corners of the country.  

    Each brand’s campaign has its own unique theme, tailored to its specific target audience. The Frooti campaign, under the theme ‘WOW Frooti’, has been launched in 74 cities. Featuring brand ambassador Alia Bhatt, the campaign’s attractive visuals capture the fun and wow factor associated with every sip of the mango drink. Similarly, the outdoor campaign for dairy brand Smoodh featuring ambassador Varun Dhawan, reflects the brand’s irresistible smoothness with the ‘Oh So Smoodh’ themed campaign and has gone live across 90 towns. Appy Fizz’s ‘Get Fizz’ themed campaign reflects its effervescent energy personified by brand ambassador Kriti Sanon. The vibrant and electrifying visuals of Appy Fizz have been splashed across 94 towns in India.  

    Each campaign has been launched with over 600 media assets. Parle Agro has adopted a micro-catchment targeted strategy, focusing on specific city pockets to ensure the campaigns receive maximum visibility and impact. They’ve been strategically placed at top-performing markets and high-distribution towns, tourist hubs and prominent city landmarks. The campaigns leverage dynamic digital-out-of-home (DOOH) creatives to boost engagement. Static and digital billboards have been positioned along major roads and intersections, targeting key routes. Additionally, smaller format media like Bus Queue Shelters (BQS) were placed along sub-arterial routes, covering market areas, commercial hubs, and popular spots like railway stations and bus depots.

    1. Speaking of the campaigns, Parle Agro head of marketing & international business Ankit Kapoor said, “For us, the summer season is about becoming the top  choice for consumers seeking delicious refreshment in the heat.  OOH is a critical medium for us in driving memorability and and reinforcing the distinctive worlds of our brands. By placing our media assets at strategic locations, we ensure our brands are not just seen but remembered. Moreover, our focus on dynamic content and celebrity endorsements adds an extra layer of engagement, enhancing the effectiveness of our campaigns. With these visually captivating campaigns, we aim to maximize brand visibility, impact and consideration across our top-performing markets nationwide.”

    Speaking about the campaign, Platinum and MRP CEO Dipankar Sanyal said,  “Parle Agro campaigns for Appy Fizz, Smoodh and Frooti brighten up the summer season. Their success is a result of the exceptional teamwork between Parle Agro and the Platinum team, leveraging every available data to maximise return on investment. We used Madison’s suite of OOH tools for scientific planning and faultless execution, adapting to each market’s unique needs. Despite the added challenge with General Election campaigns, our timing ensured our campaigns stood out without being overshadowed.”

  • Continental Coffee with Platinum Outdoor to deliver an ‘Xtra strong’ campaign

    Continental Coffee with Platinum Outdoor to deliver an ‘Xtra strong’ campaign

    Mumbai: With a comprehensive Out-of-Home (OOH) campaign, Platinum Outdoor, a unit of Madison World, assisted Continental Coffee gain awareness and consideration for its ground-breaking multi asset allocation in the coffee category. With a carefully selected mix of media channels and a thoughtfully planned campaign, Platinum Outdoor successfully captured audiences’ attention in three cities. This left a lasting impact on outdoor advertising while underlying the strongest coffee message through “Start Strong Stay Strong” from Continental Xtra.

    Continental Coffee Private Limited is a subsidiary of CCL Products (India) Limited, founded to deliver not only the one of the finest coffee in the world but also customised coffee options for each customer. With infrastructural backbone and a global client repertoire in over 100 countries, with more than 1200 Cups of Continental Coffee consumed every second across the globe.

    To highlight its exclusive features of chunky granules designed to capture and preserve rich aroma and flavour which ensure a robust and intense coffee experience, Platinum Outdoor used visual appeal, influencers, in-store experiences and digital storytelling, to position Continental Xtra as the epitome of a strong and aromatic coffee experience.

    A 3D anamorphic display was installed in Bangalore with sampling activity, as well as using several formats, including Metro wraps, Chennai BQSs, and Hyderabad hoardings for a period of 30 to 45 days. Using these iconic placements, the campaign reached a broader audience, increasing brand recall and strengthening credibility. The result was improved distributor relations, brand perception, and credibility for Continental Coffee and increased sales. By strengthening the brand’s relationships with distributors, Continental Coffee’s outdoor campaign achieved a mutually beneficial environment for sustained success. In addition to achieving significant visibility and impact among consumers, it also cultivated a mutually beneficial environment for sustained success.

    Speaking on the campaign, Continental Coffee CMO Raja Chakraborty commented, “At Continental Coffee we believe in Innovation, be it our product or communication. This is an effort in the same direction”.

    Platinum Outdoor & MRP CEO Dipankar Sanyal also commented, “The process of strategizing and executing Continental Coffee’s outdoor campaign on such a grand scale, especially in today’s ever-changing outdoor landscape, has been an extremely rewarding experience. Certainly, the campaign has been a tremendous success for the brand”.

    Platinum Outdoor is a part of Madison World, India’s homegrown communication agency established in 1988 that operates several brands in OOH including MOMS, activation specialist – Madison TURNT, rural specialist – Anugrah Madison and retail specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing and Havells amongst many others. Madison World through its 11 Units served last year, as many as 500 Advertisers.

  • Parle Agro unleashes OOH campaign for Frooti storytelling

    Parle Agro unleashes OOH campaign for Frooti storytelling

    Mumbai:  Entering the festive season, Parle Agro, the leading player in the Indian beverage industry, has unveiled a large-scale, disruptive Out-of-Home (OOH) campaign bringing their iconic mango drink, Frooti, into the spotlight. The mission is clear – achieve widespread visibility for the brand during this season and become an integral part of India’s major festive celebrations.

    This campaign marks the first time in five years that Parle Agro has launched such an extensive outdoor media blitz for Frooti during the festive months. Frooti currently dominates prominent locations in key cities across India, employing a creative approach that builds storytelling through outdoor advertising. This innovative strategy aims to captivate audiences and immerse them in a narrative that’s as refreshing as a sip of their iconic mango drink.

    Parle Agro created dynamic content for DOOH, effectively breaking through the clutter and creating substantial impact. This outdoor strategy is also aptly timed, coinciding perfectly with the ongoing festive fervour. The brand has meticulously aligned its media deployment and campaign messaging with various regional festivals, ensuring a seamless connection with the essence of each celebration.

    A noteworthy example was witnessed during Mumbai’s Ganpati Visarjan. Parle Agro created custom Frooti ads to bid farewell to Lord Ganesha, strategically placing them at key locations such as Juhu Chowpatty and Marine Drive. These ads conveyed a heartfelt message of saying goodbye to the idols as they were immersed in the sea, becoming an integral part of the Ganpati celebration. This is the first time, Digital Out-of-Home (DOOH) advertising has been used this uniquely and effectively by a brand.

    This year also marks a return to nostalgia as Parle Agro prominently features the iconic tagline, “Mango Frooti: Fresh & Juicy” in all their creatives. This strategic move aims to rekindle the enduring association between Frooti and festive celebrations.

    The OOH campaign has garnered significant attention, having taken over high-traffic areas, major arterial roads and junctions. The DOOH ads with their personalised creatives are grabbing even more attention. Frooti’s dynamic visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, are prominently displayed in landmark corporate areas, media sites, and residential neighbourhoods in key markets across India. Considering the festive season and the lineup of popular movies, DOOH advertising inside INOX and PVR theatres is also in the planning stages.

    The Frooti outdoor campaign is spread across an impressive 150 markets in India.

    Parle Agro joint managing director & CMO Nadia Chauhan said, “This year, our creative approach revolutionises storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign, we aim to capture the spirit of celebration and share it with the people of India.”

    Platinum Outdoor and Madison Retail Paradigm (MRP) CEO Dipankar Sanyal said, “Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand –innovative, forward-looking, stylish, aggressive, and experimental yet connected with every stratum of the consumer base. We manage to bring vigour and newness to each campaign with an ideal choice of media, locations, and touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honour for Platinum Outdoor.”

  • 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.” 

  • Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    MUMBAI: Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign.  Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70 plus cities/towns in metros, tier II and tIII cities.

    The campaign had two phases: The  first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

    On the day of the launch the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

    Platinum Outdoor CEO Dipankar Sanyal said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets.”

  • Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    MUMBAI: Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign.  Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70 plus cities/towns in metros, tier II and tIII cities.

    The campaign had two phases: The  first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

    On the day of the launch the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

    Platinum Outdoor CEO Dipankar Sanyal said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets.”

  • Madison OOH creates innovative campaign for Mother Dairy’s product launch

    Madison OOH creates innovative campaign for Mother Dairy’s product launch

    MUMBAI: Madison World’s out-of-home (OOH) arm MOMS has come up with an innovative outdoor campaign to launch Mother Dairy’s Dairy whitener ‘Dailycious’ in Guwahati.

     

    The brand has the tag line “A Spoon Full of Magic” and the objective of the campaign was to reach out to the maximum number of people in the target group, generate highest response and conversion into sales.

     

    The month long campaign, executed by MOMS created maximum impact by effective use of an innovative execution where the swirling of milk was shown with the help of an LED and the cup and the saucer were made as a cut-out so as to give it a 3D effect. These were installed at key areas where the target group frequently visited such as major market areas and bus shelters at the major nodal points of the city.

     

    MOMS COO Dipankar Sanyal said, “At MOMS, we look at solving our clients’ business needs using innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.”

     

    The recent Mondelez Oreo campaign in Mumbai last month was also executed by MOMS.