MUMBAI: HDFC Ergo has just made your commute a little more secure, at least in spirit. The general insurance giant, in partnership with Posterscope India, has rolled out a campaign that turns everyday travel hubs into larger-than-life reminders of trust and protection.
The spotlight is on Mumbai’s Airport road metro station, chosen for its steady stream of office-goers and long dwell times. For the next three years, everything from bus queue shelters to station spaces will serve as living billboards for the brand, making HDFC Ergo a familiar companion on thousands of daily journeys.
“Branding the Airport road metro station is not just about scale, it is about connection,” said Posterscope India CEO Imtiyaz Vilatra. “We see OOH not just as advertising, but as a way to naturally integrate brands into people’s lives.”
With every wait at a shelter and every ride through the station, commuters will find HDFC Egro quietly weaving itself into the fabric of their routine, a brand that travels with them, rain or shine.
MUMBAI: Airtel is taking its scam-stopping game to the streets — quite literally. Partnering with dentsu India’s out-of-home (OOH) specialist Posterscope, the telecom giant has rolled out a clever and quick-fire OOH campaign to promote ‘SPAM 2.0’, the next phase in its Safe Network proposition, featuring real-time detection and blocking of fraudulent links.
The campaign’s hero message is ‘Blocking fraud links’. And that promise popped up across everything from metro stations to mall façades, transit hubs, bus shelters and even parking barricades — with witty, hyperlocal lines in regional languages that caught eyes and sparked smiles. Think: ‘Ye gate to khulega, par Airtel pe fraud link nahi khulega.’
Spread across top metro cities and key markets, the campaign cleverly hit high-traffic zones where users are most vulnerable to distraction — while reinforcing Airtel’s positioning as the nation’s digital watchdog.
Posterscope’s turnaround was just as slick, the nationwide campaign was planned, produced and executed in under four days. The strategic mix of formats and real-time contextual placements ensured that Airtel’s safety-first message landed when and where it mattered most.
Posterscope India CEO Imtiyaz Vilatra said, “This campaign perfectly balances innovation with purpose. We translated Airtel’s powerful tech solution into a creative narrative that felt personal and timely. Through hyperlocal execution and speed, we were able to capture attention and build trust, a testament to how OOH can truly drive social impact when done right.”
SPAM 2.0 isn’t just another tech update — it’s a public service with punchlines, and proof that when safety goes OOH, trust comes home.
Mumbai: “Where’s my money going?” The question has got people talking, thanks to ICICI Prudential Mutual Fund’s newest campaign, ‘#KisneKhaya’. Abhijit Shah, head of marketing, Digital and customer experience at ICICI Prudential Mutual Fund, is leading the charge to pull back the curtain on the quiet culprit behind diminishing returns. “Our investor education initiative is a wake-up call to get people thinking about the unseen factors nibbling away at their savings.”
“The campaign is about prompting a moment of realization that there is a smarter way to handle money in a world where inflation never sleeps,” said Abhijit Shah. It’s a question about the diminishing value of savings that is often missed by the young or unseasoned investor who works hard to save up money but somehow never seems to grow enough.
ICICI Prudential Mutual Fund and its creative agency, The Good Edge, have collaborated to put this crucial question about money into the spotlight. As part of the campaign, Posterscope India, the OOH (Out-of-Home) specialist agency from Dentsu India, conducted a social experiment by placing a digital kiosk in a mall atrium.
The campaign unfolds like a mystery, drawing savers into the story with familiar icons of savings like the piggy bank or bank locker, reimagined with a bite taken out of them – forming a recurring visual mnemonic. The prominent QR code leads the audience to the staged-reality film that shows participants how their savings are silently consumed by inflation.
The brand wanted the campaign to strike a balance between light-hearted imagery and the weighty subject of financial awareness. “We chose to engage through humour. The film offers valuable insight into why an investor’s investment returns might not be living up to one’s expectations. We are just sparking that ‘aha’ moment,” notes Shah, emphasising the campaign’s goal to educate the everyday investor.
ICICI Prudential Mutual Fund takes an engaging, storytelling approach to an issue that’s typically wrapped in complexity. “The question is simple but makes one think,” said The Good Edge Liron Samson, creative director. “It translates the technicality of inflation into something that hits home for everyone.”
Speaking on the campaign, Posterscope managing director Imtiaz Vilatra said, “At Posterscope, our constant endeavour is to pioneer new and innovative concepts. Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective. This campaign underscores the brand’s dedication to financial literacy and innovation.”
Investment isn’t just for the savvy few; it is for all. #KisneKhaya is ICICI Prudential Mutual Fund’s attempt to encourage one and all to learn, question, and make informed decisions so that everyone’s money will keep growing and not shrinking.
Merkle B2B, dentsu’s B2B marketing agency, in partnership with Posterscope India, has launched a 3D anamorphic campaign for Lenovo that once again positions the brand as a global leader in technology and innovation. Titled, ‘Lenovo-F1®’, the campaign aimed to elevate the brand’s perception as a solutions and services provider by targeting IT decision-makers and tech optimists who are Formula 1 fans.
Posterscope India, dentsu India’s Out-of-Home (OOH) specialist agency, has used exclusive and personalised digital screens at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports. These cities are major tech and business hubs, making them ideal for reaching the target audience and the campaign’s perfect choice.
With the help of 3D anamorphic billboards, the ‘Lenovo F1’ campaign produced visually stunning displays that captured viewers’ attention and left them with a lasting impression. These eye-catching visuals are not only a testament to the brand’s commitment to cutting-edge technology but also serve to underline its position as an innovation leader. The impressive campaign, which ran from September 15 to October 10, 2023, gave the brand the chance to make a lasting impression and reaffirm its message of technological innovation.
It is pertinent to note here that Merkle B2B is the agency on record for Lenovo, overseeing strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.
Commenting on the campaign, Posterscope India managing director Imtiyaz Vilatra said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”
Merkle B2B India client partner Anubhav Tyagi commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands — Lenovo and F1, both of which are at the forefront of technology and innovation!”
Mumbai: In its most recent innovative campaign, Posterscope, an OOH (out-of-home) specialist agency from dentsu India, has executed an ambush advertising strategy for TATA Mutual Fund. Drawing inspiration from the ICC Cricket World Cup’s tagline, ‘It takes ONE DAY’, the brand announced ‘ONE DAY’ as the slogan for its new campaign – emphasising the power of investing through SIP to realise one’s financial goals.
Located next to a massive 120×120 billboard at Bandra ROB (Road Over Bridge) in Mumbai, the campaign cleverly capitalises on ICC’s communication to highlight TATA Mutual Fund’s core messaging of achieving dreams through strategic and dedicated investment. It effectively conveys the brand’s ideology in a manner that resonates with the public, while remaining compliant with legal and ethical standards.
Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “The execution was possible only because TATA Mutual Fund trusted us. The strategic placement was facilitated by our extensive industry network.”
TATA Mutual Fund head of marketing Ashish Pawar added, “Our campaign stems from this insight that every individual has that dream of achieving their goals One Day, be it a secured retirement, or funding for their child’s future. In the current context, with One Day cricket being the talk of the town, we knew we had to leverage this opportunity through various mediums, to make people realise the importance of investing today, to get closer to their ‘One Day’. That is where our campaign thought comes in – ‘Karo Apne #OneDayInnings ki shuruwaat, SIP ke saath’. With this campaign, we aim to urge people to take the first step towards investing in TATA Mutul Funds through SIP.”
Mumbai: Dentsu Creative, the creative agency, and Posterscope, the OOH agency from dentsu, have partnered to introduce an innovative campaign for Samco Securities, one of India’s leading online stockbrokers. The campaign, titled #ScanASwastik, promises to redefine the Muhurat trading experience and change the way people perceive the sacred Swastik symbol.
As Diwali approaches, the tradition of decorating homes with the Swastika symbol is a well-known practice in Hindu households. This symbol represents the promise of good fortune and prosperity, closely intertwined with the much-anticipated Muhurat Trading during Laxmi Pooja. Samco’s logo itself resembles a Swastika, making this campaign an ideal platform to embrace and promote this symbol of prosperity, particularly during the auspicious Diwali and Muhurat Trading period.
At the core of this innovative campaign lies an Augmented Reality (AR) filter. When pointed at any Swastika symbol, this filter performs a magical transformation, granting users access to valuable trading tips and insights on stocks to consider during Muhurat Trading. Additionally, it displays a unique message, offering motivation and guidance for individuals in their trading decisions during this auspicious period. The AR filter’s goal is to streamline Muhurat Trading for all by providing instant, expert guidance, empowering people to make well-informed trading decisions effortlessly with Samco.
To raise awareness about the significance of Muhurat Trading and shed light on the hidden aspects that revolve around it, Dentsu Creative India has also crafted a captivating digital film. Through this film, the brand encourages individuals to delve deeper into their understanding of Muhurat Trading, prompting a thoughtful discussion about this crucial financial tradition.
Samco Securities CGO Ajay Dusane said, “We are excited to introduce our Muhurat Trading campaign for Diwali, blending tradition and innovation. Our Web AR filter will make this festive season unforgettable. With a Swastika-inspired campaign, an important element of our brand logo, our AR filter simplifies trading for all, offering expert guidance. We are addressing the need for guidance in Muhurat Trading, using the Swastik to simplify and enhance the experience for our users’ wealth creation journey.”
Posterscope India managing director Imtiyaz Vilatra commented, “We have teamed up with Dentsu Creative to bring a revolutionary idea for Samco Securities, using technology to amplify the significance of Muhurat trading. Our innovation, linking the Swastik with Samco, showcases the timeless tradition of auspicious Mahurat trading moments. Together, we celebrate the spirit of prosperity.”
Dentsu Creative India executive creative director Giamaria Fernandes and Posterscope India creative director Hassnain Kurreshi added, “Emphasizing the significance of Samco’s logo, which resembles a Swastik, we recognized a unique opportunity to embrace this symbol of prosperity. Particularly with Diwali and Muhurat Trading approaching, we conceived the idea of an augmented reality (AR) filter. This AR filter allows users to scan any Swastik and gain access to valuable Muhurat Trading insights, eliminating the need to seek advice from others. In doing so, it simplifies the process of prospering with Samco, providing traders and others with convenience and empowerment during this auspicious time.”
Mumbai: Polycab India Ltd, one of the fastest-growing FMEG companies and largest wire and cable manufacturer, in collaboration with Posterscope, unveiled its latest campaign. The campaign showcased the brand’s renewed brand identity, further reflecting on its vision of ‘Connecting all to a brighter future’. Through this campaign, Polycab aimed to give its audiences a fresh perspective on the brand, emphasising its diverse array of products and reiterating its commitment to Innovation, Technology, Safety, and Sustainability.
In order to further strengthen the brand’s presence, Posterscope, an OOH (Out-of-Home) specialist agency from Dentsu India, used a combination of traditional and modern digital media at premium inventory and specifically picked high-impact locations. The agency strategically selected significant arterial routes, junctions, routes to airports, electrical zones, and industrial areas. These locations were not only concentrated in major cities but also were established across India to maximize the frequency and effectiveness of the campaign.
Furthermore, the brand embraced the latest media trend in the city – Digital Out-of-Home (DOOH) to establish a strong connection with its target audience. Polycab showcased a captivating 3D creative on the digital screens in Chembur RCF, Mumbai. It is pertinent to note here that the brand is among the Indian companies that displayed anamorphic content on a cluster of sites.
Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “In a fiercely competitive category, it becomes imperative to rise above the noise. The rejuvenation of the Polycab brand provided us with the opportunity to demonstrate the effectiveness of DOOH and immersive media. We take pride in our ability to deliver a campaign of such grandeur.”
Polycab India executive president and chief marketing officer Nilesh Malani commented, “We are thrilled to unveil Polycab’s brand refresh campaign, which is more than just a change in appearance; it’s a profound shift in our brand’s essence and the way we connect with our customers. Our new brand positioning, ‘Ideas. Connected.’ reflects our commitment to innovative solutions that seamlessly integrate into everyday life. Posterscope’s expertise and innovation have revolutionized our OOH campaign, ensuring maximum visibility and impact.”
Mumbai: In its recent campaign, Tissot Watches, a well-known Swiss Watch Brand in India, and the official timekeeper for MotoGP, in association with Posterscope India, has sparked a flurry of enthusiasm among fans of Indian motorsport. The campaign aims to build anticipation for the inaugural MotoGP race, which took place in India for the very first time at Budh Circuit.
Executed by Posterscope, the Out-of-Home (OOH) specialist agency from dentsu India, the two-month-long campaign endeavored to create an extraordinary MotoGP experience for fans, by bringing together the excitement of live racing in malls and at airports across Delhi, Mumbai, and Pune. This activity witnessed a remarkable 15,000+ participation from participants of all ages. To offer participants an authentic MotoGP racing experience, the agency strategically installed state-of-the-art Official MotoGP simulators imported by the brand from Italy, enabling them to experience the exhilaration of racing on real sports bikes. The campaign culminated in a spectacular finale at the Budh Circuit during the MotoGP India event.
Posterscope India managing director Imtiyaz Vilatra said, “The sport of racing has gained significant interest in India, and this initiative undoubtedly ignited the enthusiasm of racing enthusiasts. It is a testament to the effectiveness of imaginative marketing and excellent execution, much like Tissot’s timepieces. The aim was to captivate and engage the target audience through a variety of creative activations. Establishing this was no easy task, but the brand and the agency’s unwavering dedication to providing the audience with an unmatched experience ensured a speedy implementation process, completed in just 10 days.”
Mumbai: Posterscope, the OOH specialist agency from dentsu India, has onboarded Pallavi Patil as vice president – strategy. In her new role, Patil will focus on delivering a fresh perspective to the agency’s strategic expertise combined with a rich blend of innovation to clients in the OOH space. She will report to Posterscope India managing director Imtiyaz Vilatra.
Furthermore, Patil will align with Posterscope’s global vision addressing complicated issues with simple strategic human-centric solutions. She will oversee clients nationally and empower strategy across out-of-home, retail, activation, and rural marketing verticals.
With a career spanning over 18 years, Patil has worked with Kinetic Worldwide (GroupM), TNS (Kantar), Nielsen, Confederation of Indian Industry (CII) & Force Motors. Prior to joining dentsu, Patil was leading strategy as AVP with Madison OOH. Over the years, she has carved expertise in marketing, research, and media strategy. Some of the known OOH campaigns that Patil has worked on have been recognized and won accolades across forums for media strategy, media planning, multimedia synergy, and integration.
Commenting on Patil’s appointment, Vilatra said, “We are thrilled to have Pallavi as part of the Posterscope family. With her wealth of experience and knowledge, I am confident she will bring a lot of value with fresh insights and ideas. I would like to welcome her onboard and am certain she will be instrumental to further scale our growth momentum.”
Patil added, “Embracing new opportunities, I step into this position with elation as I join Posterscope India. With experience as my guide, I am ready to contribute, learn, and thrive with the team in this exciting journey of growth and innovation.”
Mumbai: Sony Marathi – a premium entertainment channel, partnered with Posterscope, to launch a campaign for its latest show titled Rani Mi Honar. The campaign aimed to create awareness around the show using unconventional methods.
The campaign conceptualized and executed by Posterscope – the OOH (Out-of-Home) specialist agency from dentsu India, employed a captivating yet impactful strategy that leverages the iconic Kaali Peeli autos. These autos, painted in a vibrant Rani pink hue, took to the streets of Thane in Mumbai, marking the commencement of the show’s launch. However, the true showstopper was not just the colour itself; the auto was adorned with a larger-than-life tiara. The campaign also saw the participation of female auto drivers from Thane, adding a unique twist to this transit-based promotion.
The pink autos offered complimentary rides to women across the city, tirelessly operating for 21 hours and traversing approximately 425 kilometers. High-traffic areas in Thane and target-centric locations such as Viviana Mall, Lodha Paradise, Ram Maruti Road, Upvan Ganesh Mandir, Talao Paali, Majhiwada, Panch Pakhadi, and more, were skillfully covered, effectively generating buzz and piquing the curiosity of onlookers.
The campaign captivated the audience, encouraging them to actively engage and share images on their social media platforms. Participants who engaged were treated to complimentary nail art services, effectively promoting the show’s theme and the role of the lead actor. Additionally, they were presented with branded bindi packs, an accessory that enhances a woman’s beauty. The show’s cast members also joined the procession, taking rides in the pink autos, which further fueled online discussions. Moreover, numerous influencers and digital content creators in Thane enthusiastically contributed to the amplification of the campaign’s impact.
Commenting on the campaign, Sony Marathi marketing head Sainath Pai said, “Our fictional narratives are characterized by their uniqueness and progressiveness. Similarly, we are committed to conveying our messages to viewers through unforgettable and delightful methods in our launch marketing campaigns. The goal was to rekindle the aspirations of countless women commuters, making them feel exceptional and empowering them to reclaim their own lives. This sentiment deeply aligns with the essence of our show ‘Rani Mi Honar’.”
Posterscope managing director Imtiyaz Vilatra added, “In an era where grabbing attention is a challenge, embracing innovation becomes the key to breaking free from the ordinary and capturing the spotlight. At Posterscope, our objective is to infuse campaigns with remarkable innovative elements, ensuring they remain etched in the memory of both the brand and its audience. I firmly affirm that Sony Marathi’s ‘Rikshaw Rani’ campaign painted the city with an aura of excitement.”
