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Tag: Haresh Nayak

  • Haresh Nayak takes charge as regional head, Posterscope

    Haresh Nayak takes charge as regional head, Posterscope

    MUMBAI: Haresh Nayak has been appointed as the regional director for out-of-home (OOH) specialist Posterscope in Asia Pacisic by Dentsu Aegis Network.

     

    Nayak will report to global CEO Annie Rickard and Ashish Bhasin, who will take on the role of chairman of Posterscope and PSLive Asia Pacific, along with his other responsibilities as chairman and CEO, Dentsu Aegis Network south Asia.

     

    As managing director of Posterscope India, Nayak built it from a start-up to a market leading player in just six years, and a significant profit contributor to the Group’s Indian business. He will continue with his responsibilities in India, but will work across the region to ensure Posterscope has a consistent proposition with market leading products and a maximised trading position.

     

    On his new role, Posterscope Asia Pacific regional director Nayak said, “I am extremely delighted to take on this role. Posterscope in the region has a strong presence and I am looking forward to building on this and offering clients specialized and differentiated out-of-home offerings.”

     

    Dentsu Aegis Network Asia Pacific CEO Nick Waters said, “Haresh has a proven track record of success in his home market of India. He’ll now work to drive growth and continue innovating out-of-home for our clients across the region and I look forward to seeing how the business develops under his management.”

     

    “Posterscope is a real driver for the business in India and the appointment of Haresh to the role of Regional Director is a really positive step for the brand. Working closely with Haresh, we aim to really maximise our specialist advice and products to give great value to our clients,” added Posterscope and PSLive Asia Pacific chairman and Dentsu Aegis Network South Asia chairman & CEO, Ashish Bhasin.

     

    Nayak has spent over 15 years in the OOH and media industry and has broad experience in OOH, retail, research and management. He started his career at Prime Outdoors (a division of Primetime-IP Media Services). Prior to joining Posterscope India, he held the position of Business Director and National Buying Head at Aaren Initiative. Under his leadership, Posterscope Group launched Posterscope India in 2008.

  • Posterscope launches out-of-home offering Ambient OOH

    MUMBAI: Recognising the paradigm shift in the way the Out of Home media has changed, Posterscope India Group has launched its out-of-home offering, Ambient OOH.

    Building on the premise of the proverb, “Tell me and I might forget, show me and I might remember, but engage me and I shall understand”, Ambient OOH promises to offer brands a unique OOH offering, be it your target market in coffee shop, roads, offices or simply looking at the sky – you can reach them all using one or more ambient media options, the company said.

    Posterscope India Group MD Haresh Nayak said, “Interestingly, advertising in India today has gone through many changes in techniques and style of promotion. Gone are the days of passive communication, it‘s all about how your brand engages and interacts with its target audience. Secondly, the changing lifestyle of consumers calls the attention of advertisers to re-study the mediums of brand communication and through Posterscope OCS (Outdoor Consumer Survey) we have seen that Ambient OOH is growing much faster than traditional OOH”.

    Ambient OOH, through its proprietary tool Ambient Score maps over 20 channels of ambient environment (Malls, Multiplexes, Coffee shops, Beauty parlors etc). It further gives consumer demographics, reach and frequency numbers covering more than 25000 touch points reaching out to footfalls of more than 3 million consumers.

    Ambient OOH business head Fabian Cowan said, “As the Indian consumers evolve, and there is a far greater need to engage them across platforms and experiences. Integration and innovation across traditional and new media opportunities is the key and at Ambient OOH we are well equipped to deliver not just innovations that are out of the box but also engagement and experiences that are well within the box, that have hitherto been ignored.”

    The company has a team of 20 members and offices across Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Kolkata.

    Ambient OOH has already partnered with clients like Nissan, Tourism Australia, L&T, Bose, Samsung, MTV, ETV, Visa, Adidas, BMW, Standard Chartered, Movies Now, Ferrari, Benetton, NDTV Good Times, Skoda Auto and Reebok.

    Ambient OOH is part of Aegis Media‘s Posterscope Group in India. The Aegis Media India group comprises Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, an independent media communications specialist, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, the global communications agency with digital at its heart and IProspectCommunicate 2, a search and performance marketing company.

  • Slowdown to impact outdoor advertising

    Slowdown to impact outdoor advertising

    MUMBAI: The looming slowdown in the Indian advertising industry will badly hit the outdoor medium, according to media agencies who are revising their forecasts for this year.

    Zenith Optimedia CEO Satayajit Sen ranks it as the third most impacted, after print and radio. “We were expecting the outdoor  space to grow at 5-10 per cent this year. But it will now post low single-digit growth. All peripheral mediums like outdoor will experience ad budget cut,” he says.

    Lodestar UM COO Nandini Dias feels that outdoor and print will be the most affected ad mediums. “A number of sectors like retail, finance, and banking have pulled back advertising. Since outdoor and print have a higher CPT (cost per thousand) than TV or radio, they will be more affected. Even during the last pull back, cost effective mediums like TV were the least affected,” she says.

    From the advertisers’ point of view also, the availability of other “cost effective” options with “better metrics for measuring effectiveness” may affect the growth in outdoor.

    Broadcasters, who are one of the major spenders on outdoor advertising, are less bullish on splurging in hoardings than they were in earlier years. Zee Entertainment Enterprises Ltd. (Zeel) is reducing its ad spend on outdoor while increasing its exposure on digital.

    Says Zeel marketing head – national channels Akash Chawla, “If you see outdoor and billboards, it is involved in the marketing mix but that component has been going down for us since the last 3-4 years on a constant basis.”

    In 2008, Zeel’s ad spend on outdoor was around 40-45 per cent of the entire marketing spend, which has fallen down to 28-31 per cent now.

    “On an increasing ad budget, billboard advertising as a component has decreased. We look at hoardings from show to show perspective. In totality, ad spend on OOH is coming down. Reason being that there are lots of other options of advertising available and the metrics evaluation in the other mediums is far better. When you talk about the geographical coverage, the entire thing in outdoor is to get into smaller towns but issues like difference in printing and creative not being put up on time happen. On digital our ads spend has grown to 10 per cent from 2 per cent in 2008. How many people log on, cost per contact and pay per click help monitor the medium and get a better ROI. When it’s about BTL (below the line), we tend to do an aggressive job and that continues,” says Chawla.

    UTV Broadcasting, which spends almost 20 per cent of its marketing amount on outdoors, will keep the budget at the same level.

    Says UTV Broadcasting head marketing Kunal Mukherjee, “For us, it is a pretty much constant space. Outdoor is a good medium to be continuously present in smaller towns.”

    Sony Entertainment Television (Set) spends around 15 per cent of its overall marketing budget in outdoor and will keep it that way.

    However, outdoor ad agencies feel that the slowdown will not be as much impacted as the other mediums.

    Milestone Brandcom founder and managing director Nabendu Bhattacharyya admits that it is not a very good year for the industry. “The industry as a whole is suffering and not only the hoardings. Though Telecom does not spend like it used to earlier, it is still the highest spender on hoardings followed by BFSI and then M&E. Automotive industry is also very active and luxury cars have been utilising hoardings as a medium in a big way. In smaller markets, the major spenders are gems and jewellery, lifestyle and real estate. I see FMCG spending a lot more.”

    However, he hints that the need of the hour is a 15-20 per cent discounted rate. “With a 15-20 per cent discount, it (hoardings) will be preferred over other mediums. Because the demand and supply chain will change, the clients will look at it more because it has become cheaper. Hence, outdoor will be least impacted.”

    According to Posterscope MD Haresh Nayak, hoardings as a percentage to OOH‘s total revenues have fallen over the years from 80 per cent to around 50 per cent. “The demand for activation continues. Clients have been looking at malls and multiplexes activations in a big way,” he says.

    Nayak estimates the outdoor industry to grow by 10-15 per cent this year compared to 18 per cent a year ago.”It is a very localised medium. It is easy to adapt and so it gets least impacted,” says Nayak.

    Also Read:
    Ad Slowdown Looms
    Signals are for a mild ad slowdown: Mindshare‘s Lala

  • Nescafe launches new summer campaign

    Mumbai: Coffee major Nescafe has launched a 360 degree integrated campaign to ensure that its consumers ‘shake and make‘ and chill with cold coffee this summer.

    It is making an attempt to ensure that coffee remains a beverage of choice even in summers and further extend Nescafe‘s market leadership in the category, the company said.

    Nescafe has roped in Aegis Media‘s Posterscope to conceptualise its outdoor campaign in Delhi and Kolkata while DDB MudraMax has come on board to work on its OOH campaign in Mumbai.

    The objective of the campaign was to generate high level of engagement for this new format of Nescafe amongst the TG. The campaign has been created around the ‘Shake Well Make Well‘ proposition (in sync with the ongoing TVC for the brand). Nescafe brand ambassador Deepika Padukone will feature in the ads across cities.

    Posterscope Group India managing director Haresh Nayak said, “This is our 3rd year of working on the brand and our 8th summer related campaign across categories and brands. For this campaign we have focused on impact through high frequency and have used our Prism Suite of tools to greater effect.”

    Posterscope India senior business director Vinay Goel added, “Keeping the brand and brief in mind, we planned a high decibel high impact campaign with extensive mix of out of home media vehicles. The choices of media for this campaign are strategic wherein we used traditional media like billboard and unipole for largeness. Bus shelters, metro stations, mall branding and commercial office places for reach while Digital OOH like LED screen and digital screens inside Easy cab used to bring in technology.‘

    In Gurgaon, the DLF buildings were targeted and sculpted by creating a corridor with multiple media like Wall wraps, building façade, lift branding, bench branding and scrollers.

    One of the key challenges for Posterscope was to obtain the desired quality and number of media vehicles at the right locations. Multiple hits across all important high traffic routes have helped quick registration and high recall of the campaign, the agency said.

    In Mumbai, more than eighty bus-shelters spread strategically over the city ensured high-visibility and recall along with key sites at malls. Volvo and King long buses were also used to peak the interests, DDB MudraMax said.

  • Posterscope celebrates 3 years in India

    Posterscope celebrates 3 years in India

    MUMBAI: Aegis Media’s OOH company, Posterscope, has completed three years in India.


    To celebrate, Posterscope has planned India’s first celebration party on a billboard in Worli, below the Aegis Media office, to highlight the impact and largeness of the OOH medium. The event will be webcast live on Facebook.


    To commemorate its third anniversary, Posterscope hired the 60ft high hoarding in the office complex and took the party there.


    Aegis Media chairman India and CEO South East Asia Ashish Bhasin said, “Posterscope India is a jewel in the Aegis Media India’s crown and Haresh Nayak and his Team have proven that there is a great demand for a professional and knowledge led OOH operation in India.”


    Posterscope is present across 25 cities in the country with a team of 92 people.


    Posterscope MD Haresh Nayak said, “We have had 3 great years in India and we have successfully ensured diversity in business presence to attain stability and scale in India. Our presence across Traditional OOH, Retail, Digital OOH, Digital Retail, Airports and International campaigns have helped us in scalable and consistent growth. We would like to thank some of our key clients like Philips, P&G, U B Group, ABD, Renault, Blue Star, Essar, Intel, Bharati AXA, Ray Ban, India Bulls, for helping us reach this scale and position of strength.”