ITV

Tag: OOH

  • From the shadows to the spotlight – driving tomorrow with UPES ON

    From the shadows to the spotlight – driving tomorrow with UPES ON

    Mumbai: UPES ON, the digital education wing of UPES University, ranked 52 by NIRF and Indian Private University for Academic Reputation by QS World Rankings, recently launched its first Digital Video Campaign (DVC) and Out-of-Home (OOH) campaign, marking a significant stride in driving tomorrow’s digital education transformations. The campaign showcases a protagonist who drives his transformation with his will to upskill and grow, perfectly aligning with UPES ON’s vision of empowering individuals to shape their futures.

    The  film opens on a poignant note, highlighting the highs and lows of life through the protagonist’s journey. This 30-second masterpiece delves into the transformative power of education, emphasizing the importance of making choices that drive one’s future. The film subtly communicates the contemporary relevance of UPES ON in providing world-class online degrees, and fostering the next generation of thinkers and doers.

    Commenting on the launch UPES ON head of branding and marketing stated Ankita Sharma said, “At UPES ON, we believe in driving tomorrow by empowering individuals with education that clubs real-time industry exposure and new-age curriculum.  This film is not just a story; it reflects the ethos of our brand and resonates with the aspirations of today’s youth. We are excited to bring forth more such narratives that inspire and provoke a dialogue in the coming months.”

    To quote UPES ON’s tagline, ‘Driving Tomorrow,’ these campaigns reinforce the idea that education clubbed with AI, data science and other such new age technologies can be the driving force behind shaping a better and brighter future. As UPES ON continues to pave the way to commit digital transformation in education, it invites individuals to choose online degrees that align with their aspirations, empowering them to drive their own future.

    For further details-  https://shorturl.at/BFGO9 or contact the UPES toll-free number at 1800-1031-495.

  • Lemma ropes in Puneet Biyani as company president

    Lemma ropes in Puneet Biyani as company president

    Mumbai: Lemma, an independent supply-side platform for digital out-of-home, announced the appointment of Puneet Biyani as company president. He will take on his new role immediately and be a key contributor to enhancing Lemma’s global footprint.

    Biyani joins Lemma with over two decades of experience in business operations, finance, international marketing, and strategy. His most recent stint was with Times OOH, a subsidiary of Bennett Coleman & Co. Ltd.

    As president, Biyani will work closely with the board and the leadership team across APAC and other regions to craft the company’s business growth vision and expansion strategy into global markets. He will also oversee finance, business planning, process automation, fundraising, & business operations for Lemma across all markets.

    Having spent the larger part of his career with The Times of India Group, Biyani has extensive out-of-home advertising experience. He held the position of chief financial officer for Times Innovative Media Ltd. (Times OOH) while also leading their Mauritius business.

    Biyani has worked with global organisations like Price Waterhouse and Goldman Sachs. On the academic front, he is a gold-medal-winning chartered accountant and Harvard Business School alumnus.

    Lemma has become the go-to platform for enabling programmatic buying of out-of-home (OOH) media by a wide range of clients, including top digital media agencies, advertising giants, and major brands around the world today.

    On joining Lemma, Biyani said, “I am really excited to be part of this amazing team. Lemma has been a pioneer in the digital advertising segment. I look forward to working closely with the team on the exciting journey ahead. The space is bound to expand rapidly, and on the technology front, Lemma is well positioned to lead and shape the development.”

    “Having Biyani onboard as company president at Lemma will inject a new level of energy and innovative thinking to help accelerate the company’s growth and attain our vision of transforming DOOH into mainstream digital as we enter a new phase of scaling business,” said Lemma founder & CEO Gulab Patil.

    Patil adds, “His expertise aligns perfectly with our business expansion plan as we continue to strengthen our technology and team globally and enhance our programmatic DOOH presence.”

    Biyani will be based out of Lemma’s Delhi office and will serve as the liaison between all teams and markets from the capital city.

  • redRail from redBus gets platform naming & brand promotional rights of New Delhi Railway Station

    redRail from redBus gets platform naming & brand promotional rights of New Delhi Railway Station

    Mumbai: redRail, the authorised IRCTC partner and rail ticketing app from redBus, is one of the few brands that have obtained platform naming rights, including other brand promotional rights, at platforms no. 8 and 9 of New Delhi Railway Station.

    The pilot programme launched by the railways is the first of its kind, allowing brands to utilise the vast stretch within platforms of the New Delhi railway station to promote themselves in innovative ways, such as naming a platform after the brand and putting up extensive displays with promotional content, among others.

    The unique engagement approach that offers a high-end experiential connection between brands and customers is poised to garner over 20 million eyeballs monthly, captive for a minimum of 30-45 minutes. This is achieved through the sheer volume of footfalls at New Delhi Railway Station, one of the busiest in the country, elevating brand connection a few notches.

    redRail has obtained the rights to various elements on platforms 8 and 9 at New Delhi Railway Station.

    Brand name on platform signage, platform colour scheme, wrapping or painting on seating benches, branding on the fence of the potted plants, branding on the 3D gantry – exit/entry of foot over bridges or escalators on the platform – and branding on pink cubicles for women seating on each platform and product display are among the key offerings.

    This initiative also comes against the backdrop of redRail successfully completing its first year of operations. To celebrate the anniversary with all rail travellers, the enterprise is rolling out special offers and a contest to make it memorable. The three main offers are free tickets, a coupon for 50 per cent off up to Rs 100 and a flat Rs 50 off for all customers. These offers can be availed of by participating in an exciting “Spin the Wheel” contest, where users spin a wheel on the redRail app between 3 to 17 November.

    Speaking on the new initiative from the Railways and redRail’s participation, redBus senior vice president & head of brand marketing Pallavi Chopra said, “New Delhi Railway Station caters to more than 400+ trains every day, with about five lakh passengers using the facility on a daily basis, allowing us to engage with an audience that matters. We are confident that with extensive brand visibility at the station, we will receive 30 minutes of confirmed attention from travellers. We greatly appreciate this novel approach from the Ministry of Railways, which would allow brands to engage with their audiences in powerful ways and is a win-win for both. We are also celebrating the first anniversary of redRail and are delighted to announce exciting offers on tickets for our travellers.”

  • Gas-O-Fast brings ‘India ki Acidity ka Indian Ayurvedic Solution’

    Gas-O-Fast brings ‘India ki Acidity ka Indian Ayurvedic Solution’

    Mumbai: Mankind Pharma’s Ayurvedic Gas-O-Fast has rolled out an extension of its ‘India ki Acidity ka Indian Ayurvedic Solution’ campaign. The brand came up with a digital campaign featuring Namit Das to effectively communicate the message that Ayurvedic Gas-O-Fast can address the common acidity problem in India. For creating a presence in the regional market, the brand also launched a multilingual TVC campaign, with Kanneganti Brahmanandam and Biswanath Basu, for better brand awareness in the South and East, respectively.

    Aiming to reach a wider audience base, this year the brand initiated a well-planned 360-degree campaign aiming to amplify the brand’s reach and seek deeper penetration into the market. As part of the campaign, the brand executed multiple activities. In the first instance, Ayurvedic Gas-O-Fast activated an OOH campaign to strike a chord with the audience.

    The brand has launched the activity across Pune, Kashmir, Uttar Pradesh, Gujarat, Rajasthan, and other parts of India. It took a multi-dimensional route with hoardings in Pune, boat branding in Dal Lake, Srinagar, station branding in Gujarat and Rajasthan, and wet sampling in Uttar Pradesh to reach out to customers. The activity also included branding activity and TV series integration on Colors TV, covering different media channels. It aimed to reach out to non-digital audiences who still rely on traditional media to stay informed.

    Additionally, rather than restricting themselves to a few mediums, the brand has also devised various offline event sponsorships. With the objective of further enhancing the impact created by multilingual TVC campaigns, the brand presents Times Sharod Shrestho 2022 in association with Times of India. It was done by being a part of the Durga Pujo gaiety during the most awaited and biggest festival in West Bengal. The campaign was able to create visibility across numerous Baroari (community-based) pujas in Kolkata.

    Furthermore, in an attempt to make inroads into the rural market in West Bengal, another activity was undertaken. The brand, in association with Radio Mirchi, presented an event called Mirchi Para Football. The match was an amateur football event and Ayurvedic Gas-O-Fast sought to target the audience across the districts of Midnapore, Berhampore, Barasat, and Siliguri for better brand penetration and visibility. These events were well supported with the help of digital promotions on social media handles and websites, newspaper editorial coverage, print advertorials, and announcements on radio channels.

    Speaking about the campaign, Mankind Pharma associate vice president of sales and marketing Joy Chatterjee said, “The Indian audience is very vast, which reflects diverse trends. In order to reach them, the one-size-fits-all concept becomes obsolete and requires a more multi-faceted approach to increase visibility among the audience. We sought to cater to all types of audiences with this campaign.”

  • Renault, Lemma & Yahoo launch a programmatic DOOH campaign

    Renault, Lemma & Yahoo launch a programmatic DOOH campaign

    Mumbai: Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

    The campaign, planned by Omnicom media group, aims to raise awareness for the Renault Kiger model through targeted exposure on DOOH screens at India’s busiest airports.

    Lemma’s integration with Yahoo enabled OMG to buy and implement DOOH seamlessly as a part of their digital campaign, reaching millions of multi-city audiences through a single touch point with optimal budget utilisation.

    The campaign utilised audience insights, strategic ad rendering tools & ad placements to coincide with peak foot traffic to guarantee maximum exposure to the intended demographics.

    Commenting on the campaign, Lemme founder & CEO Gulab Patil said, “The benefit of programmatic DOOH is that it seamlessly integrates into the digital ecosystem, making it easier for marketers to implement programmatic DOOH via multiple integrated platforms. As the demand for new and emerging media grows, stakeholders must adapt quickly and provide agencies with solutions that help them execute omni-digital strategies effectively and efficiently through DSP integrations.

    He added, “This campaign executed in collaboration with Yahoo DSP demonstrates DOOH’s responsiveness in prioritising campaigns based on audience movement and other key variables, making every exposure accountable and delivering optimal reach & visibility.”

    “The Renault Kiger campaign’s extension from digital to DOOH demonstrates the importance of increasing audience reach by targeting specific ‘real world’ contexts, which is easily enabled by Yahoo’s omnichannel DSP,” said Yahoo global head of DOOH Stephanie Gutnik.

    “Airports offer the dwell time and audience attention that helped Renault Kiger’s content drive meaningful and measurable results,” he added.

  • Ad spend to remain bullish this festive season

    Ad spend to remain bullish this festive season

    Mumbai: After two Covid-impacted years, the mood among consumers and advertisers for the festive season is a lot better. Media agencies expect a decent uptick in ad spends.

    The overall sentiment is positive. iProspect India executive vice president Kaushik Chakraborty explains, “Unlike the last two years, this festive season will be far more exciting. We can expect brands to encash on the positive sentiment. While media spends will be primarily driven by TV and digital, print and OOH spends will also grow,” he tells Indiantelevision.com.

    He explains further that there has been a robust growth in ad spends during festive seasons in the last three years. “In 2021, the growth was more than 20 per cent as compared to the previous year. Although the inflationary pressure will impact overall consumer sentiments, we can expect a 10 per cent plus growth in media spend this festive season.”

    The key categories that will witness a strong push in demand are e-commerce, automobiles, e-wallets, BFSI, and retail.

    “Normally, festivities contribute around 40 per cent of AdEx. A similar trend will continue this year. The bulk of the spending will happen till Diwali, and post that, advertisers will rationalise spending,” he says.

    When asked about the impact of startups being under pressure to conserve cash, he points out that startups contribute less than 13 per cent of overall AdEx. “Traditional advertising players will contribute during the festive seasons, while seasonal advertisers will continue their spending.”

    IPG Mediabrands chief investment officer Hema Malik says that ad spend growth will be 10-15 per cent. Print, radio, cinema and out-to-home (OOH) are bouncing back. She expects the print media’s festive season ad spend growth to be over 50 per cent. “This will be the first festive season in three years without restrictions. The festive season will be celebrated in full-swing on-ground. Earlier, there were issues with masks, fewer places to visit and timings. The market should see a good pick-up currently.”

    However, Malik highlights that television ad spends during the festive season will be flat due to the Indian Premier League (IPL) that happened last year. The annual advertising budget was diverted to IPL promotions. Also, the upcoming Twenty20 World Cup in Australia will take place after Diwali, which is an appropriate time and cooling-off period for advertisers. Hopefully, things will pick up in the advertising market and advertisers will likely increase their spending.

    “Companies discontinue campaigns after Diwali and take a break. There will also be a struggle due to the disappointing IPL viewership recently and also the mediocre performance of India in the Asia Cup. It will be difficult to watch the Twenty20 World Cup on television. The challenge for television is that viewership has been steadily declining. The numbers are unexplainable. It is becoming a deterrent to price revisions. This has been a perennial issue for a couple of months now,” Malik tells Indiantelevision.com.

    Elucidating further on the startup situation, she says, “Startups are facing a slowdown that is another challenge for television and digital media. Big sports properties will come under pressure. Other categories will fill up the gap, and selling inventory will not be an issue. The issue is whether those companies would be willing to spend as much as startups who have a target reach.”

    Filling up inventory is never an issue for television, Malik explains further. It is yield maximisation that will be the challenge. The startup issue will also have an impact digitally. “The dampener is the startups and new-age companies that are under a slowdown this year. That is impacting the advertising mood and AdEx growth, she adds.

    She adds that a few categories are firing, but not all. She expects categories like confectionery, paint, and jewellery to do well. “They will come back in full force. Retail is expanding into more areas. E-commerce will also be there,” she concludes.

  • PVR launches an in-cinema ad innovation

    PVR launches an in-cinema ad innovation

    Mumbai: Cinema exhibition company PVR Cinemas has announced its latest innovation in the in-cinema advertising space since its come-back after the pandemic. It has introduced 270-degree on-screen experiential in-cinema advertising for the first time in India to drive higher excitement for brands. Maruti Suzuki has become the first advertiser to use this platform to launch its all-new 2022 Maruti Suzuki Brezza in cinemas. The experiential view of the product is being showcased in select PVR locations in Delhi, Gurugram, Mumbai, and Bangalore for a week.

    This differentiated offering from PVR in collaboration with Xperia Group, an OOH media company, uses 3D Projection Mapping on the side walls, powered by hybrid technological integration. The company explains that projection mapping can actually convert ordinary commercials into highly attention-grabbing commercials and give the content a new life.

    PVR CEO Gautam Dutta said, “We are thrilled to partner with one of the finest carmakers in the country and have the chance to showcase their newly launched product in an immersive manner to visiting patrons inside the theatres. Innovation is at the core of PVR, and we are optimistic about offering our customers and advertisers something that is beyond their expectations. We are happy to expand the in-cinema advertising space. We are confident that this innovative method of advertising, which is ideal for product debuts, will help brands make a lasting impression on theatregoers’ emotions. PVR is really looking forward to collaborating with more brands and advertisers to revolutionise in-cinema advertising.”

    PVR added that after the pandemic, it has been distinctly unique to break the inertia of inaction in advertising and film promotions. Strong partnerships with movies and brands were forged in the process. After it’s reopening, PVR tied up with leading personal care brand Dettol as a hygiene partner for its customer care programme (PVR Cares). For the first time in the history of world cinema, PVR & SS Rajamouli came together with PVR reimagining its brand identity and logo as ‘PVRRR’ and launch “PVRRR NFT,” iconic digital collectibles of the movie. A shift in the aspirations of customers from value-buying to seeking experience led to the launch of the Kotak PVR Movie Debit Card, India’s first co-branded movie debit card.

    PVR has high affinity among young audiences, including a sizeable section of its loyal customers, and PVR chose this differentiated approach to create a youthful and exciting appeal for Brezza customers. Families bond over the shared experience of watching movies, and a utility vehicle purchase is mostly a family decision, hence the experiential advertising works well for the launch of the brand.

    Cinema advertising has proven to be an effective medium of advertisement, as it attracts undivided attention from the audience. However, with the impact of the lockdown, the share of in-cinema advertising has declined against traditional forms of media. Introducing what it says is the industry’s first experiential advertising in cinemas, PVR reinforces the fact that it is an uber-effective medium for active advertising and brand engagement. With experiential advertising, PVR is set to offer exposure to in-cinema advertisers and it aims to push the boundaries of on-screen cinema advertising for an immersive experience of the brand.

    On and off-screen media at the cinema offer advertisers a unique opportunity that no other medium can match, with cinemagoers spending an average of 15 minutes in and around the theatre. Cinema design and navigation, PVR explains, ensure that audiences enjoy a great experience at every touch point across their cinema journey, starting from the box office till the exit.

  • Kantar launches FMCG out of home consumer panel in India

    Kantar launches FMCG out of home consumer panel in India

    Mumbai: Marketing data and analytics company Kantar has launched a FMCG panel that tracks out of home purchases in India. The panel has already been up and running across ten countries around the globe before finding its way to India in June 2022.

    This in-depth panel will track and report purchases made for a total of 13 out of home (OOH) categories which include 11 F&B and two QSR categories. Within the QSR categories (pizzas and burgers) not only out of home, but in-home orders/consumption will also be captured.

    The panel will cover 11,000 individuals aged between 15-49 years across both genders, covering NCCS A, B, and C amongst 10L+ population Indian towns.

    The data will be captured in real time at the purchase occasion itself through a 100 per cent self-filling application. Since the consumer will fill the survey live, it will be actual purchases being recorded and not re-called ones. The reporting of the data will however be done at a monthly level to keep it in line with Kantar’s already existing and successful in-home panel. Eventually, the panel will be able to provide a 360-degree view of the consumer purchases- both from an in-home and OOH perspective.

    Important key highlights from the inaugural leg: Firstly, the out of home chocolate market is worth Rs 1.1 billion with more than 40 per cent of the population buying in a quarter. The quantity purchased over a quarter of 370 grams is purchased per person. Secondly, two-third of individuals purchasing salty snacks consumed out of home opt for potato chips and lastly, chocolate and not vanilla is the dominant flavor consumers opt for ice creams, with 25 per cent volumes being contributed for out of home consumption.

    Speaking on this launch, Kantar managing director – Worldpanel division K. Ramakrishnan said “We are very excited at the launch of India’s only robust FMCG OOH panel. This panel will collect consumer data in real time and provide extremely actionable insights to the FMCG companies who operate in India and help them make informed marketing decisions.”

  • Colors adopts metaverse, launches 360-degree campaign for ‘Dance Deewane Juniors’

    Colors adopts metaverse, launches 360-degree campaign for ‘Dance Deewane Juniors’

    Mumbai: As the world goes digital, brands across domains follow the trend! Tapping into the trend Colors has developed a specially curated immersive, multichannel, and multiplatform digital and marketing campaign for its new kids’ dance reality show “Dance Deewane Juniors.” The show is set to premiere on 23 April at 9 p.m and will feature Neetu Kapoor, Nora Fatehi, and Marzi Pestonji as judges while Karan Kundrra will be the host.

    With this campaign, the channel, for the first time, will adopt metaverse technology for the show’s promotions. The plan will span across TV, print, OOH, radio, events, outdoor activations, digital and social media. Reinstating the show’s promise of ‘Deewangi More, Dance Hardcore,’ the channel has taken various steps to extend the deewangi for dance to its viewers and conduct activities in various markets backed by high-end technology.

    Colors aims to optimise the show’s reach by allowing viewers to interact with the judges and host through augmented reality, virtual integrations, and on-ground activations ahead of the launch. Further strengthening its digital realm, the channel has become the first general entertainment channel to enter the metaverse for the show’s promotions, said the statement.

    While for traditional mediums, a robust promotional outreach has been planned across platforms like TV, print, outdoor, radio, digital and social media, Colors has also leveraged different ways to expand its reach.

    Metaverse

    “Dance Deewane Juniors” is the first non-fiction show in India to have its metaverse. By clicking on the link https://ddj.v-verse.space/ the audience can take a virtual tour by entering the grand Metaverse Pathway. Before entering the metaverse, users can choose their avatar and indulge and experience various activities whilst in the chosen avatar. They can also experience the magnitude of the stage in a virtual format and participate in various activities like a photo booth, game zone, dance masterclass and watch shows’ behind-the-scenes within the metaverse.

    AR Dance with ‘Nora Challenge’

    The viewers across the key markets got an opportunity to shake a leg with judge Nora Fatehi through augmented reality. Nora was seen teaching dance moves of her popular tracks including the DDJ title track to the participants, followed by a Dance battle between her and the participants. The participants also received short videos of the activity to share and promote on social media. In some markets, the viewers also got a sweet surprise with host Karan Kundrra interacting live virtually with the participants.

    On-ground #KidsTakeOver

    In keeping with the theme of the show, various kids took to the streets of Mumbai and showcased their deewangi for dance. Unsuspecting passers-by at Carter Road were enthralled to see a dance flash mob of kids who set the promenade on fire with their hardcore dancing skills on Dance Deewane Juniors’ title track. This mob of kids then moved to Infinity Malad for another eye-catching performance. They were also spotted at various radio stations showcasing their passion for dance.  The activity will be amplified on various platforms.

    #NachoHardcoreChallenge for COLORS Golden Petal Club members

    Colors also gave a platform to the kids of the Colors Golden Petal Club (CGPC) members in select cities to showcase their Deewangi for Dance and win prizes. A fun-filled evening with a dance competition for kids and engagement games for their parents were hosted in Kanpur, Lucknow, Agra, Varanasi and Dehradun. Host Karan Kundrra also visited one of these markets to add to the excitement.

    Digital and influencer outreach

    Top influencers Sonali Bhadauria, Melvin Louis, Aakriti Sharma, Vedika Agarwal joined the judges Nora Fatehi, Marzi Pestonji and host Karan Kundra to dance to the hook step of Dance Deewane Juniors. A digital paid plan has been implemented on Facebook and Hotstar with placing spots in IPL matches along with mid-rolls on Jio, YouTube and Voot. Apart from this, interesting content around the show will be posted on Colors social media using baby filter, urban dictionary, comic style and reels.

    https://instagram.com/mridul_sharmaa?igshid=YmMyMTA2M2Y=

    https://instagram.com/shirin_sewani?igshid=YmMyMTA2M2Y=  

    Commenting on the campaign, Viacom 18 head of marketing and digital, Hindi mass entertainment, Sapangeet Rajwant said, “The marketing space has seen a dynamic and unprecedented shift in the recent past with ‘digital- first’ becoming the new mantra.  The advancement in technology has enabled brands to connect and communicate with our viewers across the country in real-time thus enhancing their reach manifolds. At Colors, we have always been at the forefront of innovating and tapping into newer avenues to put across our message and with Dance Deewane Juniors, we intended to design to build an immersive ecosystem in both online and offline mediums. Along with several other innovations, we have for the first time set foot in the metaverse arena by creating various virtual and experience-led touchpoints. We have mounted our campaign to bring alive the joy and excitement amongst the audience.”

  • Tanishq debuts hyper-realistic 3D DOOH billboards with new installation

    Tanishq debuts hyper-realistic 3D DOOH billboards with new installation

    Mumbai: Hyper-realistic 3D digital out-of-home (DOOH) billboards have been stunning passers-by on busy streets in Japan, South Korea, the US, the UK, Kuala Lumpur, Singapore, China and now it has debuted in India with Tanishq’s latest installation. Laqshya Media Group executed ‘India’s first immersive 3D anamorphic’ installation for Tanishq’s season of bloom collection – Live a Dream. 

    The display, installed at Mumbai’s Bandstand Promenade in Bandra, is called an anamorphic illusion or anamorphosis, which is a distorted projection that reveals itself once you occupy a specific vantage point.

    The brief for this campaign was to do something “dreamy, paradisal, surreal and larger than life” and introduce the collection to a broader set of audience in a way that is accessible, engaging, and celebratory, according to the agency. The attention-grabbing OOH execution highlights ‘a distinct diamond jewellery that mirrors desire.’ Seeing the optical illusion effect on the billboard in real life creates a unique experience for the viewer.

     “We at Laqshya Group are excited to execute and display India’s first 3D anamorphic DOOH installation for Tanishq’s special collection – Live a Dream,” said Laqshya Solutions COO Amarjeet Hudda. “Using a technique called ‘Anamorphosis’ to create optical illusions for the viewer has happened in India for the first time. We see it as a powerful new tool for creatives. The installation is hard to describe but incredibly easy to view, with the correct perspective, lighting and shadows, which require no fancy eyewear, mirrors or technology.”

    “We are always looking for new ways to surprise consumers with exciting, imaginative, and meaningful experiences. This project has hit the benchmark for sure. Through this impactful DOOH branding exercise, we are taking brand immersion to a different level. It is stimulating strong interest and demand in the advertising community,” he further added.

    As technology progresses, the push for immersion and for a blended reality with our everyday screens is what will define most of the future trends in the advertising industry and beyond. It started with virtual reality (VR) and Augmented reality (AR) and now it is moving to out-of-home.

    Since its launch over the weekend, the installation with its innovative technology and its eye-grabbing visuals has been garnering appreciation in the city and the brand hopes to take the installation to other major markets as well, according to the statement.

    Speaking about the partnership with Laqshya Media Group and the campaign, Titan Company GM of marketing for Tanishq Ranjani Krishnaswamy said, “Tanishq has forged to create new paradigms in the jewellery category. Keeping our consumers at the centre of all conversations, we would like to create new narratives with innovation, collaboration, and imagination. This April we are exploring the launch of our collection ‘Romance of Polki’ in an immersive metaverse experience and today we are glad to bring another immersive experience for yet another special collection ‘Live a Dream’.”

    “This first 3D installation is a senatorial experience to the surreal world of dreams and brings alive the beauty, intricacy, and craftsmanship of the collection. Special thanks to our partner Laqshya who have worked alongside to bring this imagination alive,” she further said.

    Watch the brand film of the immersive 3D DOOH installation here: