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Tag: Haresh Nayak

  • CLab, Dentsu Impact team up for V-Mart’s latest campaign

    CLab, Dentsu Impact team up for V-Mart’s latest campaign

    MUMBAI: V-Mart Retail has partnered with Dentsu Impact and CLab, to launch its new campaign introducing the Bollywood pair of Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

    V-Mart Retail commenced operations in 2003 and has grown to become one of the most preferred destinations for all fashion and lifestyle needs for consumers residing in tier-2 and tier-3 cities. With a presence across 14 states with 176 stores across 148 cities, V-Mart caters to approximately four crore customers every year. According to a data compiled by Bloomberg, V-Mart, which has recently been conferred as the ‘world’s best performing department stores chain this year’, is one of the leading value-retailers of the country and caters to the aspirational middle class residing in tier-2,3 and 4 cities across India.

    V-Mart Retail senior vice president of marketing and operations Snehal Shah says, “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements and dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann and Bhumi a great fit to represent us as our brand ambassadors. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. CLab vice president Deepak Kumar mentions, “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition and response, relevancy and lastly demographic integration and acceptance.”

    CLab has been set up under the mentorship of Haresh Nayak who is the managing director at Posterscope India. He says, “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands.”

  • Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    MUMBAI: Posterscope India, the out of home division of Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter.

    The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.

    Commenting on the launch Haresh Nayak, Managing Director Posterscope India, said, “The only gap in India’s OOH scenario is the lack of neutral, credible and standardized data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions. Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

    Subhashish Trivedi, Vice President – media buying Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’

    DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’

    MUMBAI: With the launch of CLab, the media and advertising conglomerate Dentsu Aegis Network, which operates 25 businesses in India, has expanded its footprint into celebrity endorsement and sports marketing.

    CLab will deliver solutions that range from brand endorsements, brand integrations, property and content creation to digital associations and sports marketing offerings including in-stadia branding, image rights, associations, activations, live events and appearances.

    CLab aims to introduce actionable insights with informed decision-making into the process of celebrity endorsement. Therefore, to address the existing gaps and evolving nuances of the industry, the unit has developed, The Star Matrix, a unique celebrity insights tool. The tool enables both, qualitative and quantitative learning, of the celebrity’s social sphere, giving a deeper understanding of their multifarious influence vis-à-vis their social interactions.

    Dentsu Aegis Network – South Asia chairman and CEO Ashish Bhasin said, “We hope to bring a data-based, scientific approach in the area of establishing brand image with the help of celebrity endorsers under CLab.”

    CLab ‘mentor’ Posterscope MD Haresh Nayak said, “Our vison with CLab is to bring accountability and informed decision-making in a discipline which functions on perception, probability and gut feeling of advertisers.

    CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. A team of experts is now in place at CLab to deliver it.”

    CLab VP Deepak Kumar said, “If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving force is common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae and (formed CLab).”

  • Dentsu co Hyperspace elevates Arti Singh

    MUMBAI: Hyperspace, the retail arm of Posterscope Group India, a part of Dentsu Aegis Network, has elevated Arti Singh to a national role. In her new role as vice president, she will be responsible for Hyperspace’s end-to-end service sphere, providing comprehensive retail and shopper marketing solutions to clients.

    An experienced retail marketing specialist, with over 14 years of experience, Singh will focus on portfolio expansion for agency’s clients in a variety of sectors. Her appointment comes at a time of growth for Hyperspace, following a series of recent account wins; notably, SBI Life Insurance, Ceat Tyres and Henkel India.

    In her previous role, heading West and South regions, she has been at the forefront of diversifying the retail business. This involved initiation of retail consumer data driven planning approach, visible in agency’s upgraded retail planning tool ‘Hyperspace Connect’. She is also credited with nurturing key accounts such as L&T, Disney and Mattel Toys, amongst many others under her guidance, which have been held with the agency for over 5+ years.

    Singh will be the lead for the agency based out of the Mumbai headquarters, reporting directly to Posterscope India MD Haresh Nayak.

    Commenting on her new role, Singh said, “I am proud to be associated with Hyperspace, whose core values are codified in principles that our group stands for and is vividly reflective in our passion to excel and achieve greater heights. My association with Hyperspace dates back a long way and while the journey hitherto has been nothing less than remarkable, the road ahead will be more exciting, full of both challenges and rewards.”

    Speaking on the new role for Hyperspace, Nayak, said, “We are delighted to promote Singh’s role to a pan India level. She has been an asset to us and has been instrumental in regional growth in her erstwhile profile, simultaneously mentoring other regional teams as well. We will leverage her wealth of experience, further enhancing the services we offer our valued clients.”

  • Posterscope India launches OOHZONE

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

    The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India. The media ranges from Billboards, Unipoles, Bus Shelters and Gantries along with inclusion of media at ambient touchpoints such as Mall facades.

    The tool’s state of the art planning mechanism is fool proof and facilitates the know-how of critical data points integral to a robust brand centric OOH plan. The tool incorporates consumer insights of over 24 OOH touch points, their heat mapping, analysis of live traffic data, mobile tracking for hyperlocal targeting, alongside many more important inputs. When all combined, the tool designs a detailed online plan with mapping of consumers vis-à-vis media, providing an integrated plan in absence of any research or data in Indian OOH industry.

    This futuristic dashboard is an end to end solution for automating the entire process in OOH. Right from the brief stage to planning to execution and finally the payment, all of it tethered to a single dashboard for transparency and accountability. The tool has helped Posterscope to bring down the process time by more than 5 days and gain effective incremental efficiency by 70%.

    Posterscope recognizes the importance of location analysis as a key driver for consumer understanding, which is becoming increasingly important to all its clients. In addition to make OOH planning more efficient, Posterscope is now using mobile data to build their location expertise, beyond planning billboards, bus shelters, mall spaces and digital screens. This involves using granular mobile data to understand diversity of audiences, where they are, what they are doing and where they are going.

    The tool will cut across all conventional media planning processes to give out an evolved media planning perspective in the OOH domain. Now all the clients at Posterscope will get media plotting with consumer and traffic heat maps.

    Haresh Nayak, Managing Director Posterscope said, “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behaviour, and when OOH is the context, mobile devices are the undeniable common currency of information mining. We now have access to large data sources that allow us to break away from traditional audience demographics, enabling us to plan, on location based behaviours and interests. To achieve this we have forged number of partnerships in order to access a variety of mobile data.”

    “OOHZONE is now at the forefront of automated, speed driven and process oriented planning and by its virtue it will surely stir a paradigm shift in the OOH industry,” he added.

  • DAN, a friend in need

    MUMBAI: InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

    InDeed, will provide best-in-class expertise and capabilities in Creative, Media, Digital, OOH, Activation and PR communications services, which will help brands build a truly Integrated and a Brand-Led CSR journey in India.

    InDeed will work with clients to infuse brand purpose into their CSR strategies. The aim is to integrate branding and CSR in order to build a corporate culture around responsibility, leading to business sustainability and thereby reap reputational rewards. This will, in turn, make Corporate Social Responsibility into an opportunity that is accountable, measurable and scalable across several CSR areas of development. (eradicating hunger, poverty & malnutrition, education, gender equality, rural sports, rural development projects, measure for the benefit of armed forces, ensuring environmental sustainability, contribution to the prime minister’s national relief fund and contributions or funds provided by technology incubators).

    InDeed is building a repository of India’s most credible and reputed NGOs and will connect them to corporates on the basis of thematic and geographical priorities – to create the best possible match. It will also be involved in conducting employee engagement activities and volunteering programs that result in a meaningful engagement of the staff in innovative social initiatives that are grounded in business practices.

    Indeed has also invested in best brand led CSR case studies to link it to NGO / Brand / CSR activity. More than 2500 case studies are mapped by geography, cost, product, NGO and CSR activity to make sure the best brand-led CSR is delivered.

    Commenting on the launch, Dentsu Aegis Network chairman and CEO – south Asia Ashish Bhasin said, “Today several of our clients are making a huge investment in CSR but in an adhoc manner. Many corporates want to give back to the society but often don’t know how to go about it in a consistent and meaningful manner. Indeed will act as a catalyst in this entire process and Haresh and his team have really done pioneering work in this area. Feels great to be able to give back to society via a socially relevant business.”

    Indeed mentor and MD Haresh Nayak will lead this initiative from Dentsu Aegis Network. He strongly believes that brand building should be seamlessly combined with CSR strategies. He said, “It is not enough for brands to just ‘Greenwash’ their actions to provide PR-able fodder. Mostly such acts of philanthropic projects are short lived and rarely build a brand connect. However, if implemented in the right manner and with the right approach, brand building and CSR can perfectly complement each other.”

    Being a part of Denstu Aegis Network, InDeed will not only work with their existing clients but will also look at fresh collaborations.

    Currently the InDeed team will be based out of Dentsu Aegis Network’s Gurgaon, Mumbai and Bangalore offices. Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen and Fractal Design Studio.

  • Posterscope shines at Global Marketing Awards

    Posterscope shines at Global Marketing Awards

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

    The 3rd Edition of the World Marketing Congress organised the event on November 24 and 25 this year at the Taj Lands End. Acknowledged to be Asia’s largest Marketing Conference, its mission is to recognize the unique and resonant nature of the Indian Marketing community. The World Marketing Congress & Awards continues to celebrate the most outstanding stories in India, with entries from over 30 countries across the globe.

    Commenting on the win, Posterscope Group India MD Haresh Nayak said, “Such wins give us immense motivation to work hard for our clients and garner appreciation for our work across the industry. I hope we continue to work at this pace and even more, and produce fantastic work for our clients in the future.”

    public://PS at GMEC 2016.jpg

  • Posterscope shines at Global Marketing Awards

    Posterscope shines at Global Marketing Awards

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

    The 3rd Edition of the World Marketing Congress organised the event on November 24 and 25 this year at the Taj Lands End. Acknowledged to be Asia’s largest Marketing Conference, its mission is to recognize the unique and resonant nature of the Indian Marketing community. The World Marketing Congress & Awards continues to celebrate the most outstanding stories in India, with entries from over 30 countries across the globe.

    Commenting on the win, Posterscope Group India MD Haresh Nayak said, “Such wins give us immense motivation to work hard for our clients and garner appreciation for our work across the industry. I hope we continue to work at this pace and even more, and produce fantastic work for our clients in the future.”

    public://PS at GMEC 2016.jpg

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.

    Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc.In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life. The campaign has been executed in 160 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.

    Parle Agro JMD and CMO Nadia Chauhan. said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand’s visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak said “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along.

    We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic.”