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Tag: OOH advertising

  • Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition

    MUMBAI: The Maha Kumbh, a grand spectacle of devotion and spirituality, witnessed a marketing marvel as Laqshya Media Group rolled out a meticulously planned Out-of-Home (OOH) campaign for Santoor. Over a period of three months, the campaign seamlessly merged spiritual tradition with modern branding, ensuring that millions of devotees and travellers were immersed in Santoor’s message of purity and nourishment.

    Santoor’s ‘Sangam’ campaign, rooted in the essence of haldi-chandan, resonated deeply with attendees, aligning perfectly with the sacred confluence of the Ganga, Yamuna, and Saraswati rivers at Prayagraj.

    Executing an OOH campaign at the Maha Kumbh isn’t just about putting up billboards; it’s about understanding human movement, behaviour, and engagement patterns. With precision planning, Laqshya Media positioned Santoor’s branding at high-impact locations, ensuring unmatched visibility. The larger-than-life billboards, adorned with vibrant Santoor imagery, not only enhanced brand recall but also mirrored the spiritual sanctity of the event.

    As the Kumbh unfolded, the campaign became an omnipresent visual experience, embedding itself into the consciousness of millions. Whether it was pilgrims seeking divine blessings or first-time travellers navigating the grandeur of the event, Santoor’s presence was felt everywhere.

    Wipro Consumer Care & Lighting SVP, S. Prasanna Rai expressed his excitement, stating, “The Kumbh Mela offers unparalleled reach, and with the right messaging, can significantly enhance brand perception. Our Santoor Kumbh campaign, which integrated our ingredient messaging with the concept of ‘Sangam,’ aligned perfectly with the event. Laqshya, our strategic media partner, helped amplify the Santoor message manifold by plugging the contextual message at the relevant places, touching millions of consumers.”

    On the execution front, Laqshya Media Ltd COO Amarjeet Hudda remarked, “Executing an OOH campaign at the Maha Kumbh requires a deep understanding of audience flow, contextual messaging, and strategic placement. We took on this challenge with a mission to ensure Santoor’s presence was not just seen but truly experienced. The overwhelming response reaffirms our belief in the power of impactful outdoor advertising in a cultural spectacle of this magnitude.”

    The campaign seamlessly blended age-old rituals with modern marketing, proving that outdoor advertising, when executed with purpose and precision, can leave an indelible mark—even in the most spiritually charged settings. 

  • Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    MUMBAI: Life in a tier-2 city often feels like a nostalgic slow waltz, doesn’t it?

    Gone are the days of instant deliveries, where tier-1 living spoiled you with groceries at your doorstep in minutes and your midnight cravings met with a mere tap on your screen.

    Frustrating, right?

    But just as you’re coming to terms with the snail pace of tier-2 convenience, Blinkit has a surprise in store.

    In a bold, colourful splash across Mysuru’s streets, Blinkit, India’s leading quick-commerce trailblazer, has launched a striking out-of-home (OOH) advertising campaign in partnership with The Local Talk.

    With this vibrant initiative, Blinkit isn’t just delivering groceries—it’s delivering a message: tier-2 cities are no longer left behind in the quick-commerce revolution.

    The campaign highlights Blinkit’s dedication to creating a lasting connection with Mysuru’s audience while addressing the rising demand for quick-commerce services. Designed and executed by The Local Talk, the campaign features high-impact visuals and strategic placements across Mysuru, aiming to embed Blinkit’s brand deeply within the local consciousness.

    The Local Talk director Anil Soni expressed optimism about the collaboration, “Mysuru is a market brimming with potential, and Blinkit’s innovative approach resonates well with the city’s audience. Through this campaign, we’ve ensured Blinkit’s brand presence is impactful and widespread. The initial response has been excellent, and we’re excited about the possibilities this collaboration brings.”

    This campaign leverages Mysuru’s unique consumer landscape to foster engagement and drive Blinkit’s penetration into tier-2 markets.

    As the demand for quick-commerce solutions grows in tier-2 cities, Blinkit continues to position itself as a reliable and forward-thinking service provider. With The Local Talk’s creative execution and a tailored approach to Mysuru’s audience, Blinkit aims to become a household name in the region.

  • “The OOH industry is in the midst of a renaissance:” Gour Gupta

    “The OOH industry is in the midst of a renaissance:” Gour Gupta

    Mumbai: Out-of-home (OOH) advertising has long been a cornerstone of the advertising landscape, offering a dynamic platform to reach audiences in their daily lives. From traditional billboards to cutting-edge digital displays, OOH has continuously evolved to capture attention in an increasingly crowded media space.

    In this context, Tribes Communications has emerged as a trailblazer. Founded in 2015, Tribes began as an OOH company and rapidly integrated digital advancements to redefine brand-audience connections. Their journey from static billboards to immersive, tech-driven campaigns exemplifies the innovative potential of modern OOH advertising.

    Indiantelevision.com recently caught up with Tribes Communication’s chairman and MD, Gour Gupta. With over two decades in advertising and marketing, Gupta’s leadership has been crucial in driving growth and technological innovation across OOH, events, activation, and retail. His strategic vision continues to impact the industry profoundly.

    Edited Excerpts:

    On the inspiration behind the inception of Tribes, and what sets it apart from other agencies in the industry

    Our story began in March 2015, when Tribes was founded primarily as an OOH company. OOH has always been a dynamic and versatile medium, its canvas for creativity limitless. This is what inspired us to explore a medium that could engage audiences in a creative and impactful way. Moreover, at Tribes we have always made a conscious effort to invest in technology and over the years this has paid off for us.

    Our ability to adapt to the dynamic advertising landscape and leverage cutting-edge technology to create more targeted and personalised communication has been a key differentiating factor that has enabled us to push the boundaries of creativity. This strategic foresight has fueled our journey from a conventional OOH company to a more robust integrated marketing agency.

    On Tribes transforming traditional OOH advertising with digital technology

    Digital technology has revolutionised OOH advertising and has been a game changer for us. Digital-out-of-home (DOOH) advertising has changed the way we view and engage with ads. We’ve moved much beyond static billboards to interactive screens that can be updated in real-time. With digital displays, signages, and LED billboards we have been able to create more dynamic spaces, with more targeted and personalised messaging for audiences using data analytics and audience measurement tools. We’ve also leveraged mobile technology to connect seamlessly with target audiences, giving them a more immersive campaign experience. Overall, technology has enabled our planners to understand the nuances of audiences – their behaviors and consumption patterns as well as the identification of hotspots that have helped them better plan and measure campaigns.

    On how AR, VR or AI has significantly enhanced one of your campaigns

    We used AR very early on for some of our automotive and sports clients. For example, when one of the world’s most popular professional basketball leagues decided to make its foray into the country, we were tasked with creating a disruptive event that would generate buzz and make the sport a trending topic in a country that lives and breathes cricket. We achieved this by crafting an artistic storyboard narrated through 3D mapping projection on one of the country’s most iconic monuments, the Gateway of India. The campaign became one of the biggest marketing pushes for the league. Within an hour of the projection, the event went viral. The projection attracted a crowd of 60,000 people around the venue and reached around 3.1 million people across the country.

    On the future trends that you anticipate in OOH advertising, and how should brands adapt

    The future of OOH advertising lies in highly targeted and interactive campaigns, driven by dynamic content to bring immersive experiences to audiences. OOH media formats have evolved significantly to reach diverse audiences in multiple locations. This ability to leverage data to target specific demographics and locations, and optimize reach, frequency and impact is what will help advertisers deliver powerful brand narratives. Integration with mobile and social media will allow advertisers to create seamless cross-channel experiences. The use of technologies such as QR codes and Bluetooth beacons, will integrate offline and online experiences as smartphones will be able to interact with OOH ads. AR and VR will increasingly be used to create immersive OOH experiences, engaging consumers in unique and memorable ways. AI is also poised to take OOH to the next level. Its algorithms and technologies, such as facial recognition, are helping advertisers analyze user data and create highly personalized video content.

    With this surge in technology and the OOH industry on the brink of advancement, sustainability and eco-friendly practices are coming into focus. There will be a push towards more sustainable advertising practices, such as the use of eco-friendly materials and energy-efficient digital displays.

    The OOH industry is in the midst of a renaissance. For brands to break through the clutter and stand out, they will need to disrupt the narrative. Clever and innovative use of technology with creative copy, impactful visuals and interactive elements will help create memorable stories that resonate with audiences and drive brand affinity.

    On the recent successes at GoaFest showcasing the innovative strategies employed by your agency

    Our recent wins at GoaFest were significant for us and they showcased some of our best campaigns that we had the privilege to work upon. They reinforced our strategic vision of embracing technology to bring alive exciting campaigns for audiences. The live billboard for the Cricket World Cup won us many accolades for its innovative use of ‘game adaptive technology’. The billboard changed its messaging based on real-time data points generated during the live match. Similarly, our Valentine Day’s campaign for one of our premier e-commerce clients allowed audiences to simply scan QR codes on our interactive installations, allowing consumers to choose from the range of Valentine’s Day-themed items delivered to them on the spot in 10 minutes. With a clear call to action, both campaigns piqued the curiosity of passers-by and served our purpose of engaging directly with the audience for maximum brand visibility and impact. It once again demonstrated our faith in the dynamism of OOH and its potential to deliver targeted and personalised campaigns.

    On blending cultural insights with technology to create impactful brand experiences and the role that storytelling plays in your campaigns

    Data-driven insights derived from technology are the cornerstone of understanding consumer demographics, preferences and markets. At Tribes, our planners are no less than ethnographers and use these insights to create campaigns that resonate directly with the target audiences. However, at the heart of any campaign lies the story. Storytelling is key to a brand’s narrative and we are cognizant of its relevance in creating an emotional connection with our audiences and shaping a brand’s identity.

    On the most challenging campaign you’ve worked on, and how did you address those challenges

    Perhaps one of the most challenging campaigns was the launch of a car variant for one of our automotive clients in the country; a car that had already made its global debut. We wanted to tell a great story, and for that we needed a larger-than-life canvas. That is how we came up with the idea of using the Himalayan ranges as our backdrop. We chose the iconic Rohtang – la, at 10,942 feet above sea level, and the surrounding mountains to capture the essence of the campaign through 3D projection mapping. An extremely difficult and logistically impossible task, but Tribes chose to face this challenge head-on. At a time when the world was turning back to traditional billboards during the pandemic, we decided to take advantage of the largest natural canvas available to us. Located on the highest motorable road in India, the terrain and weather conditions were a daily battle. It took four months of extensive planning with a crew of 156 putting in over 54,000 man-hours to bring the campaign to life. The sheer determination, grit and never-say-die attitude of the team ensured the success of one of the most exciting campaigns we have ever undertaken.

    On experiential marketing evolution in the coming years

    Experiential marketing has seen a significant resurgence in a technology-driven world that is changing by leaps and bounds.  With seamless integration of the physical and virtual world giving rise to “phygital” experiences, the opportunities are endless. As in OOH, the advent of new technologies has provided marketers in this space with tools that will shape their future. These technologies, combined with skilled storytelling, will allow advertisers to create experiences that take the brand’s emotional connection with the audience to the next level. Personalisation and the creation of immersive experiences will be key to experiential campaigns in the future.

    On your future plans for expansion and growth at Tribes Communication

    In a journey that is less than a decade old, Tribes has transformed itself from a traditional OOH advertising company to a full-fledged integrated marketing agency offering a spectrum of services ranging from brand activations, events, retail, content creation, talent management and marketing services that span sports, rural and digital. At present, we have a capitalised billing of Rs 800 crore and are now targeting Rs 1,000 crore by the end of March 2025, when we complete a decade. With the OOH industry on the verge of a monumental transformation, we are taking bold steps into the future and are gearing up for an IPO by 2027.

  • Excellent Publicity Bags RT News Launch Campaign in India

    Excellent Publicity Bags RT News Launch Campaign in India

    Mumbai: Excellent Publicity, one of advertising agencies, spearheaded the launch campaign for RT News in India. Excellent Publicity has unveiled the launch campaign of RT News following the channel’s recent approval for telecast on major networks such as Tata Sky and Dish TV. The objective behind this branding was creating awareness and marking RT News’ official entry into India.

    While the original plan to unveil the campaign was during G20 but it faced unforeseen challenges necessitating coordination and approvals from all stakeholders involved in the branding process. RT News is the first Russian 24/7 English-language news channel which offers Russian views on global news. Launched in 2005 by the state-owned RIA Novosti news agency, RT News has positioned itself as a prominent media outlet for its comprehensive coverage of international events.

    The RT News campaign encompassed 280 outdoor sites across Bangalore, Hyderabad, Kolkata, Delhi, Mumbai, and Chennai for Out-of-Home (OOH) advertising. Bus branding targeted 250 buses in Delhi and Mumbai, while newspaper campaigns featured in the Times of India in six metro cities, Hindustan Times for Mumbai and Delhi, and The Hindu for Kolkata. Cab branding extended to Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Jaipur, Pune, Kolkata, Ahmedabad, Lucknow, Surat, and Indore. Additionally, airport branding targeted Bangalore, local train branding focused on Mumbai, and metro train branding was implemented in Mumbai.

    Excellent Publicity territory co-director (MENA) Kamaxi Tekani said, “This campaign goes beyond branding; it’s about creating an awareness of RT News among the Indian audience. It was a thrilling experience to work with the brand and be a part of its journey to establish a foothold in the country. Following the initial success of the launch campaign, Excellent Publicity secured an extension and is actively exploring additional advertising mediums to further strengthen the reach and impact of RT News in India.”

    Excellent Publicity Vertical Director (offline) Yogesh Kori, added, “Working with RT News has been a one-of-a-kind experience. Since it was a launch campaign, it was executed with precision across six major metro cities, strategically utilizing Out-of-Home (OOH) advertising, newspaper ads, bus branding, and cab branding. The campaign has managed to garner a good response among people, which is a testament to the quality of work and networking.”

  • Havas Media Group India strengthens its outdoor offering, partners Tribes

    Havas Media Group India strengthens its outdoor offering, partners Tribes

    NEW DELHI: Havas Media Group India has entered into a strategic partnership with Tribes, a leading integrated OOH, retail, and activation agency. This alliance is designed to ensure Havas optimises the full potential of OOH advertising as part of a cross-platform strategy, to drive more meaningful media experiences in line with Havas Group’s ‘Meaningful Brands’ philosophy. Tribes will serve Havas’ clients across industries with specialists embedded into every stage of the campaign process to drive results.

    With a vision to deliver superior return on investment (RoI) and experience (RoX), Tribes offers technology-enabled customer experience across OOH and retail – whether it is immersive retail experience through AR and VR, or helping brand capture consumer leads and insights, Tribes provides an integrated experiential and effective solution. 

    Despite an arduous first half of the year for the outdoor medium, the industry reported a pickup of 25-30 per cent in recent months according to Industry estimates and is slated to only grow given the upcoming festive season. 

    Havas Group India group CEO Rana Barua said, “During this transformative time for the OOH industry, our partnership with Tribes underscores our commitment to building long-term impactful relationships. This alliance fits in perfectly with our global operating system MX, which is providing our clients the tools to build more meaningful media experiences creatively and at scale.” 

    “Tribes’ superior return on experience driven by technology and innovation has forged many long-term partnerships and a proven track record of client success in producing award-winning memorable campaigns. This partnership with Havas is yet another milestone and underscores our commitment to building long-term impactful relationships.” said Tribes CEO-MD Gour Gupta.

    Havas Media group MD – India Mohit Joshi said, “Along with a pan India presence, Tribes brings a rare blend of creativity with insights to help brands succeed with out-of-home media. Moreover, with the country gradually opening-up, and the festive season approaching, OOH and activation are slated to play a significant role in building media strategies for brands and it is the right time to invest in this space. We are delighted to partner with Tribes and look forward to transforming the OOH landscape leveraging their expertise to provide our entire spectrum of clients with advantage of integrated experiential solutions, which beautifully fits in with our village way of working” 

  • Covid2019 communication: Is it time to change OOH messaging?

    Covid2019 communication: Is it time to change OOH messaging?

    NEW DELHI: It has been close to three months since the announcement of a nationwide lockdown in the wake of Covid2019 and even longer since the governments across states have been trying to promote the necessary social distancing and other precautionary measures via advertising. While there has been constant innovation in digital and TV commercials, with the constant addition of newer faces and updating of messaging with changing scenarios, OOH hoardings are still covered in the initial set of messaging. Case in point, the following hoardings spread across Mumbai, which have been a constant for months now!

    Posterscope India director Fabian Cowan believes that for communication to be effective it needs to be refreshed with time, based on the current environmental cues and prevalent truths. Therefore, a refreshed set of creatives and communication is most certainly required to be promoted by the civic bodies.

    “The elements and tone need to be in line with the current stage of the pandemic. If staying at home was the single-minded focus at the start of the pandemic, maintaining the right kind of social distancing could be the line of thought in the current context as restriction begins to ease.”

    Laqshya Media group CEO Atul Shrivastava adds, “The Covid2019 communications had utilised the OOH space for over two months. However, awareness is still needed especially in the larger cities where the curve is still climbing. Therefore, a few strategic locations with high visibility should be chosen for specific Covid2019 communications. As people start going back to offices across the country and supply chains open up, there needs to be a healthy balance between public service and commercial activity.”

    Kinetic India co-CEO Charanjeet Arora feels while it is important to refresh the messaging, it is totally the government’s call to do it or not. “Honesty, it is a pandemic and the government understands the magnitude of it. In their long list of priorities, I think saving lives is on top right now.”

    He continues, “If I talk about just Delhi and Mumbai, they are much evolved markets and internet penetration is quite high. People are aware but there is a constant need for communication because the memories in our country are constantly shuttling. It is important to have this (Covid-centric) communication but there is a need to work on the frequency as we have to build the sentiments of businesses back. For example, in Delhi, at least 30 per cent of all OOH billboards should have this communication but the areas should be chosen based on the need.”
    So, should the brands be taking the onus of acquiring OOH space and share Covid-related messaging?

    Arora doesn’t think it will be wiser for brands to constantly keep talking about the pandemic in their messaging. “Brands need to be subtle and empathetic in their communication, surely. It shouldn’t look like a high-decibel sales pitch. But they should be talking about their own brand experience and usage.”

    If Cowan as to be believed, brands too are looking forward to incorporating the same style of out-of-home messaging going ahead. He says, “Currently there are encouraging signs with regards to the increased number of enquiries and considerations being made on possible open markets, especially with respect to green zones. We see this as a positive development. While these discussions currently are in the realm of media possibilities and its deployment our sense is that the communication will largely be centred around sales and benefits of ownership of such products given the current context.”

    Shrivastava says that most brands are trying to strike a balance between awareness and sales pitch and the pure commercial advertising will take a few more weeks to come back. “They are keeping marketing communications sensitive, meaningful, relevant and optimistic. Many companies have launched new initiatives to give them an edge in the age of the New Normal. The brands are communicating these initiatives more to portray to the consumers that they care for their employees and their consumers.”

  • Media Minds: Posterscope South Asia group MD Haresh Nayak talks about 11-year long journey on anniversary

    Media Minds: Posterscope South Asia group MD Haresh Nayak talks about 11-year long journey on anniversary

    MUMBAI: OOH advertising is probably the starting point of the advertising culture. From hand-drawn paintings to physical and digital installations, this mode of talking to the consumer has evolved in the past many decades. One of the top names functioning in this industry has been Posterscope, from the house of Dentsu Aegis Network, which for more than a decade has been innovating greatly to make OOH marketing more meaningful, relatable, and successful.

    On its 11th anniversary, ‘Media Minds’ interacted with Posterscope South Asia group MD Haresh Nayak to delve deeper into the great the company has been doing and also discuss the way ahead.

    Nayak shared that the industry has improved greatly in the past decade and the influx of technology has made the OOH players to constantly evolve and innovate. He highlighted that the future is going to be influenced by technology and the agencies will be bringing in some fine innovations in the physical spaces.

    He noted that in India there is a great scope for the OOH marketing to grow. He said, “Delhi and Mumbai collectively make up for 50-60 per cent of the OOH industry. But states like Bengaluru, Pune, and Tamil Nadu are going to catch up in the near future.”

    Listen to the complete interaction here:

  • BCCI releases RFP for service related to VIVO IPL 2017

    MUMBAI: The Board of Control for Cricket in India (BCCI) has released the Request for Proposal (RFP) for Indian Premier League for the right to be appointed as a media agency in relation to the IPL. 

    The proposal documents in sealed envelopes shall be delivered in person by an authorised representative of the interested party by 3pm on 2 March 2017 to The Cricket Centre, Wankhede Stadium in Mumbai 400 020. 

    This document — the “RFP” — constitutes a request for proposal from persons who consider that they have the desire, competence and expertise to be appointed to take on the right and obligation to be appointed as a media agency in relation to the IPL in accordance with and as contemplated by this RFP and the Services Agreement. The successful Interested party shall be obliged to provide the Services in respect of the 2017 and 2018 Seasons and, if the BCCI exercises its right to renew the Services Agreement, in respect of the 2019 Season. The attention of interested parties is drawn to Section 7 which sets out the deadline for the submission of Proposals.

    BCCI is seeking proposals from reputed third parties to acquire the right to be appointed as BCCI’s exclusive media agency in relation to the League in the manner described in and contemplated by this RFP and the Services Agreement. No proposal from any party who intends to re-sell the right to provide the Services will be accepted.

    Requisite Experience
     
    Each proposal must be from  an  interested  party  which  can  demonstrate  the  following,  supplying  evidence thereof as part of its proposal:
     
    (a) extensive and relevant experience in providing services which are the same as or similar to the Services;

    (b) significant experience of dealing with vendors of TV, print and OOH advertising throughout India and of purchasing such advertising on behalf of “blue chip” companies;

    (c) Global and India wide presence;

    (d) a strong financial background (in relation to which the attention of Interested

    (e) sufficient human and other resources to provide the Services as contemplated in this  RFP  and  as  is  reflected  in  the  Services  Agreement  including  without limitation a sufficient number of suitably qualified employees who will be involved in providing the Services and one person who will act as the prime account  manager  and  the  point  person  between  BCCI  and  the  successful

    (f) Sufficient contacts, expertise and resources in order to provide the Services; and

    (g) References satisfactory to BCCI from entities for which the Interested party has supplied services which are the same as or similar to the Services.

    Proposals will be evaluated on their overall merits to include, without limitation, the proposed Fee, the Media Plan, the standard of delivery of the services.

    BCCI reserves the right, to be exercised in its sole discretion, to waive each and any of the conditions and requirements in relation to any Interested party.

    Guarantees

    Depending upon the financial strength and/or depth of other resources available to the successful interested party, BCCI reserves the right to insist upon a parent company guarantee in the manner contemplated by the Services Agreement. The failure to provide such a parent company guarantee (if requested) shall constitute a material breach of the Services Agreement and may lead to its termination.

    Eligibility requirement

    For the purpose of this RFP, any entity in the world (which expression includes,  as  regards  corporate  entities,  each  Interested  Party  and/or  its  parent  or subsidiary companies), which satisfy the following requirements as at the date of this RFP (or such other specific date as is specified in this RFP in relation to any individual criteria) is eligible to participate in this process.

    Financial strength

    The most recent audited annual turnover of each Interested party must have exceeded Rs. 30 crore and, for these purposes, only the annual turnover for the financial year of the Interested party is relevant and turnover from any company in the same Group as the Interested party may not be consolidated with or  otherwise added to the Interested party’s turnover for the purposes of satisfying this threshold.

    Proposal rejection

    Any proposal submitted by a person which fails to satisfy the eligibility requirements set out in this RFP may be accepted or rejected by BCCI in its absolute discretion. BCCI shall not pre-judge or advise an interested party whether it is qualified or not. The interested party must submit its proposal in accordance with the process specified in this RFP and enable BCCI to then evaluate its proposal. 

    BCCI reserves the right not to accept or to reject any proposal.

    Providing services

    Details of the Services are set out in Schedule 1 to the Services Agreement. The Services are to be delivered and invoiced to BCCI in the manner which is contemplated in this RFP and as is set out in the Services Agreement. The Services to be provided for the 2018 Season and, if the Services Agreement is renewed by BCCI, for the 2019 Season will remain as they were for the 2017 Season unless BCCI, it its sole discretion, decides to change them to any material extent in which case the BCCI and the successful Interested party will discuss and agree any necessary change to the fee.

    BCCI will countersign  the  Services  Agreement  within five days  of  announcing  the successful interested party.

    Requests from interested parties for clarification and/or further information relating to this RFP must be addressed to BCCI and marked for the attention of Hemang Amin and received by  BCCI by  6.00  pm  IST on  or  before 22 February 2017  by  way  of electronic mail (e-mail) sent in .doc or .docx format to rfp@bcci.tv. Any clarification issued  by  BCCI  will  automatically  become  part  of  this  RFP.

    BCCI intends to ask each relevant Interested party (being Interested parties whose documents in Envelopes A, B and C conform with the requirements of this RFP) to make a presentation to the BCCI on the day on which the proposals are submitted, being 2 March 2017.  

  • Milestone Brandcom forays into rural marketing with Milestone Outland

    Milestone Brandcom forays into rural marketing with Milestone Outland

    MUMBAI: Out-of-Home (OOH) advertising and media company Milestone Brandcom has expanded its footprint with a communication division dedicated to low income and rural consumers Milestone Outland.

    It has appointed Ajay Sundaram to the post of country head and vice president of this new division. The outfit will have a team of 50 members operating pan-India within a month from launch.

    “At Milestone, we believe in investing in talent, knowledge and insights. We want to help the brand reach its customers wherever they may be. Therefore we felt the need to go rural. Milestone believes it is essential to gain an understanding about the impact of these elements to succeed in the Indian rural markets. Our future growth strategy involves offering this service to our existing and new client‘s. Therefore we have appointed established experts in the field of rural marketing who are equipped with the skills of surviving in these markets,” commented Milestone Brandcom founder and managing director Nabendu Bhattacharyya.

    He reveals that the intention of starting this division is to challenge the current status quo in rural consumer communications.

    Marketers focus is shifting towards low income consumers in tier 2 and 3 towns as the next level of growth is expected from smaller towns. India‘s rural population comprises of 12 per cent of the world‘s population presenting a huge, untapped market. Taking into consideration the population density in rural India, it offers vast opportunities that brands cannot afford to disregard.

    The Indian rural market consists a variety of mind-sets, cultures, and lifestyles. More than 70 per cent of India‘s population lives in villages. The size of the market increases many fold with the coupling of the LIC (Low Income Consumers) market.

    It offers a huge opportunity for the media and advertising industry. There lies a massive availablility potential among these consumers because of the increasing disposal income and awareness levels. Studies have shown that the rural consumers across all income segments exhibit marked tendency to spend on premium products which are backed by strong brand values, where they correspond to their own aspirations and quality needs. These consumers are the future for brand‘s survival & sustenance in Indian markets.

    According to the McKinzey Report, India will be the 5th largest consumer market by 2025 and income levels will almost triple. Rural consumer communications is therefore a growth strategy for Milestone Brandcom. Milestone Brandcom has over 100 active brands in its roster; it is a natural extension of the company‘s offerings from OOH, events-promotion, retail solutions and rural consumer communications.

    “Increasing brand consciousness and disposable incomes has made the rural consumer more demanding and selective in his purchase behaviour. Rural markets demand a sustained effort by brands to expose the consumers to the products via activities related to brand building and product acceptance. We plan to reach out to the low income rural consumers and give them an opportunity to understand the various choices in terms of brands and products via continuous penetration through different modes of OOH advertising. To effectively succeed in the markets, campaigns have to be tailored to requesting the consumers to keep in mind the nuances of their language, dialect and customs prevailing in their region,” said Ajay Sundaram.