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Tag: OOH

  • Tanishq goes big this festive season

    Tanishq goes big this festive season

    MUMBAI: The ongoing festive season is a welcome respite that everyone has been looking forward to. To truly celebrate the spirit of festivals we have seen some beautiful campaigns by leading brands. Leading the ad bandwagon post lockdown is Tanishq with another gem – the Ekatvam campaign – inspired by the theme of ‘Oneness’, a confluence of India’s finest art forms, intricately knitted into their festive collection.

    Tanishq and Laqshya Media Group executed a 10 city campaign – Mumbai, Delhi NCR, Bangalore, Kolkata, Hyderabad, Chennai, Ahmedabad, Pune, Lucknow, and Patna. 

    Launched on the 16th of October, the OOH campaign is a part of brands 360-degree campaign for the new festive collection and will be displayed for a month. It encompasses an area of 1,52,000 sq ft of OOH media has been utilized to create maximum impact and reach the target audience. Catching imagery and iconic large format sites have been selected to ensure the highest visibility. Other mediums like bus shelters, metro pillars, etc. have been used as well to ensure wider coverage and frequency. Media at congregation points, nodal points, main jewelry markets, and arterial road of each of the cities were identified to ensure the best reach for Tanishq’s target group. 

    Titan Company Limited  VP category, marketing & retail Tanishq  Arun Narayan said, “The past six months have made us realize a few things through the selfless acts of our people across the country and our own experiences dealing with many challenges of these times. “Oneness" is a key essence of humanity and it is paramount to come together as one, to help each other rebuild and prevail over these challenges. We are celebrating and expressing this through the brand and collection thought of "Ekatvam". The new, exciting collection is a confluence of various art forms from around the country featuring the artistry of our nation’s best karigars across craft centers bringing alive the central thought of the 'beauty of oneness'. Importantly, this collection we believe will help strongly rebuild the livelihoods of our jewelry Karigars across India and illuminate their homes this Diwali"

    Laqshya Media Group CEO Atul Shrivastava said, “Tanishq as a brand has always believed in the power of OOH media to reach the consumers. It is not only their Target Audience, but even the advertising industry looks forward to Taniqshq advertisements and campaigns. With the different phases of Unlock, traffic is almost 80 per cent of the pre-Covid era. This aligned with the festival season and customers coming back to markets. It is just the right time to reach consumers through OOH. Tanishq is upholding the beauty of unity and bringing to us the exquisite handwork of the Karigars of India. We at Laqshya are very proud to bring this campaign to everyone through our carefully and scientifically-planned OOH media campaign that had used extensive databases and metrics from Laqshya Media’s proprietary platform called SHARP. The Laqshya team has always executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to Covid. It is definitely one of the most visible and attractive campaigns.” 

  • Will OOH industry see a revival during Durga Puja?

    Will OOH industry see a revival during Durga Puja?

    KOLKATA: Even with Dashami a week away, the city of Kolkata lacks lustre. The usual crowd of revellers who throng the streets, flitting from one pujo marquee to another, is significantly smaller. There are fewer lights, fewer billboards, and fewer hoardings. Although, the number of pandals has not reduced but the anticipated footfall is expected to go down especially with the latest Calcutta high court order. All of them are strictly adhering to the West Bengal government’s guidelines to check community transmission of Covid2019.

    During Puja, these pandals turn into a hub of outdoor and on-ground activities. Brands try to leverage every corner of the pandals to create a visual impact and making their presence felt starting from the overhead gates to pillars, stage, stalls, and other parts of the pandals. Several brands release new campaigns, initiatives and products during this time and leverage the massive footfall at the pandals for sampling of its products.

    Clearly, business isn’t booming for out-of-home (OOH) industry in the market as it traditionally does during the festive season.

    Vibgyor managing director Ankur Kalra says brands are spending very cautiously for out-of-home activities, even during Durga Puja. Although they have started spending some amount on TV and digital but on-ground reality is different this year. According to him, all of the brands have deferred their marketing spends to 2021. He has noticed a 75 per cent reduction from all the reputed brands in on-ground activities especially.

    Ad spends on on-ground activities are moving to virtual modes. Since there are fears of crowd gatherings despite restrictions, one bad incident could lead to a PR disaster, adds Kalra. In overall OOH, if the brands were spending Rs 100, the spending has gone down to less than Rs 40 this year.

    Read more news on Durga Puja

    R W Promotions owner Venkatesh Srinivasan echoes Kalra’s bent of mind, saying as brands want to maintain safety standards, they have several questions in mind such as: which are the containment zones, which parts of the city are safe for activations. However, he is more sanguine of a revival. His view is that spends on outdoor are slowly coming back and should go up more during Durga Puja since the government is also supporting celebrations with safety standards.

    He goes on to add that outdoor activations are key, despite digital campaigns. In his view, many people are still not comfortable seeing a product in digital ads and buying it later.

    Moreover, coming off the downturn of the last seven months, the market is considerably more enthusiastic right now with the onset of festive season. FMCGs and automobiles are currently the top spenders in outdoor campaigns, followed by consumer durables and mobile manufacturers. Other than that, beauty brands are spending but very less. Overall, marketing spends could take a 50-60 per cent dip in terms of outdoor and 70-80 per cent in on-ground activation.

    Another executive who is extremely gung-ho about the revival of the outdoors is Laqshya media group CEO Atul Shrivastava. Says he: "The spirit of Calcuttans during Durga Puja is indomitable. The festive spirit started late, but with the government’s go-ahead for puja pandals, everyone has become quite enthused. Keeping in mind the precautionary measures, people are out on the roads and market areas are seeing a healthy flow of customers. As per data generated through Sharp, Laqshya’s in-house measurement tool, traffic in Kolkata is currently 89-92 per cent of normal times. So, we see that situations are coming back to normal, aided by the festive season."

    According to him, most brands have come up with communications catering to the sentiments of Notun Pujo. He adds that no brand wants to miss the opportunity to advertise during Durga Pujo in Kolkata. Even in the current situation, many brands in the jewellery, textiles, retail, garments, footwear, automobile sectors are spending their pent-up OOH budgets. FMCG brands are also advertising, especially for sanitising products.  In addition to that, OTT platforms and entertainment channels have stepped into OOH media to promote new shows and programs. Although clients are not spending 100 per cent as compared to last year, current spends stand at 60-65 per cent.

    While Shrivastava speaks about entertainment brands, the biggest Bengali OTT platform Hoichoi has undertaken an outdoor campaign this year too. The brand’s campaign for Durga Puja speaks of situations which everyone is facing daily due to the ongoing pandemic and how Hoichoi can make them feel better with its vast offering of personalized entertainment, Hoichoi co-founder Vishnu Mohta shares.

    The entire campaign has been replicated on the out-of-home format also. The streaming platform has erected temporary banners all over the city during pujo days. A mix of 600 banners and 100 big facades have been used for this promotional activity.

    However, just three days ahead of the festival, the Calcutta High Court passed a verdict declaring Durga Puja pandals to be no-entry zones for visitors. Only organisers will be allowed inside the pandals, limiting the number to 25 for big pandals and 15 for the smaller ones. The order can negatively impact the brands that were supposed to finalise outdoor spends this week.

    For larger pujo committees which rely largely on corporate sponsorships, this slump in ad spend is a worrisome turn of events. Ekdalia Evergreen, which is among the top draws every year, has seen nearly a 50 per cent drop in sponsors, club secretary Gautam Mukherjee says. Usually, 60 per cent of the expenditure is covered by sponsorships every year but the number has gone down to 10 per cent this year.

    Another mid-budget puja committee, Telengabagan, has witnessed the same trend. Amrit Shaw, a puja committee member, says that the usual sponsors have also backed out leading to more than 50 per cent decline in sponsorships. Among the few brands which have come on-bard, he names Coca Cola, ITC, Kwality Walls.

    While there is derring-do spirit amongst some players, others seem worried. Hopefully, goddess Durga, will come to their and West Bengal's rescue and smile benevolently on her worshipping followers. And there will be no looking back thereafter. 

  • 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” 

  • Guest Column: The conventional communications model of niche brands proving an upper hand

    Guest Column: The conventional communications model of niche brands proving an upper hand

    Almost as soon as the pandemic hit us earlier this year, businesses across the globe raced to relook at their communications strategies and devise the best way to reach out to their consumers and reinstate trust for brands. At a time when everyone was plunged into a wave of uncertainty and turmoil, communicators made sure to shift their focus to address crucial subjects of public information, safety, and health – with emphasis on remote accessibility and availability of essentials – as opposed to creating a desire for the brands.

    This period has been even more decisive for niche brands, who face a much bigger onus for maintaining customer trust and engagement, in comparison to the more mainstream consumer companies. In a market like India, where niche brands don’t and can’t often resort to advertising as their go-to strategy, this was an opportunity for them to weave unique and distinct forms of communication to effectively address industry challenges, client relationships and consumer anxiety.

    Given the ongoing scenario, we take a look at how this changing communications dynamic has shifted the needle for niche brands in India:

    Plan for the known unknowns

    With consumer patterns making a shift every month, budgets on a tight noose and rapid demand, every brand will plan for recovery. Niche brands, however, will have the opportunity to explore behaviour shifts and go beyond product experience to pivot rapidly and build new commerce. Men’s grooming industry, for example, which was earlier dominated by physical salon chains, saw a significant shift to DIY product brands such as The Man Company, LetsShave, MensXP, etc. Earlier catering to only a small, dedicated audience, these brands had the first-mover advantage once salons and stores shuttered during the lock-down. Having carved a niche for themselves in a so-far untapped space, these brands managed to rake in anywhere between 33-200 per cent increase in revenue post lockdown, all by identifying the gaps and anticipating consumer demand in the sector.

    Moving from Customer Experience to Consumer Intimacy

    Increasingly, consumers are willing to share data in exchange for personalized attention and customised offerings. The use of an umbrella strategy may not be the wisest move for an effective communications model anymore. Brands will need to identify the differentiated needs of each consumer cohort and build a strategy that can help assess these unique requirements to help gain the trust of the consumer at ground level. Personalization, prediction, and adaptability are three presiding consumer expectations that are helping brands build virtual customer intimacy. This does not just mean taking a proactive approach, but about targeting a specific subset of consumers, whose desires you know you can fulfil. This pandemic might just be a test of how well brands attune themselves in creating value that addresses the 3 key pillars of consumer communications right now – sharing verified and valid information, addressing anxiety with tailored product and service offering, and lastly, keeping the consumer spirit alive.

    Once everyone buckled up to treat the lock-down as the status quo for the foreseeable future, the cravings set in. The foremost being – fine dining experiences. Now that dining out was out of the question, some premium restaurants and celebrated chefs broke into the niche DIY meal-kits market in India, to offer personalised gourmet meals at home. Hunger Inc. (parent company to Bombay Canteen and O’ Pedro), known for its niche menus, capitalized on this opportunity by curating DIY meal kits. This was coupled with online cooking workshops – so people could cook along with pro chefs and recreate luxury gourmet meals at home, customized to their preferences.

    Staycations have also witnessed a surge in the last couple of months. Independent hospitality brands like the Tamil Nadu-based bed & breakfast “Surf Turf”, and “Porcupine Castle” in Coorg has launched offers for private holidays. Several similar brands have realised the need for private and self-contained spaces, and offer vacations and “work-ations” packages where people can unwind away from home. Boutique hospitality chains such as SaffronStays, Kyo Spaces, NomadGao, in Goa, Halli Berri in Karnataka, the Belgadia Palace in Odisha, among others, have launched these work-ation offerings which provide guests with well-sanitised workspaces, peaceful environment, premium hospitality, and most importantly – high-speed internet.

    For niche brands that have innate experience in marketing to an exclusive audience anyway, this will be a boon, as they get a headstart from conventional brands in customising communications for their consumers – all without deflecting from their core message in the process of evolving and adapting to the new normal. What will be critical though, is driving this intimacy despite the lack of proximity.

    Another crucial area that will demand personal attention and customized services is travel planning, once people can travel again freely. Travel companies that are already ahead of the curve with services that offer visas at the doorstep, e-visa applications etc. will be well-prepared to tap into this growing market effectively.

    Choosing mediums more judiciously

    Traditionally, brands in India have always been fighting for a place in the very small pie that is the traditional media. Even as millennials and Gen Z have long moved on to digital platforms as their primary source of information, entertainment, and recommendations, a majority of consumer brands have found it hard to let go of conventional marketing and advertising routes. The lockdown and subsequent pause in access to print and OOH media was a harsh wake-up call to everyone in advertising and media. Compelled to now adapt to online media, incumbents found themselves having to keep up with niche brands that have been digital natives. While this has cluttered the digital territory, niche brands have the home advantage of having established their online audience well in advance. However, they will now have to capitalize on their digital assets by appropriating their presence on high-value and high visibility platforms on the internet, through videos, podcasts, webinars, etc. – platforms that are tailored to reach their distinct audience through all the muddle on the internet today.

    In this age of living services, digital campaigns, and diverse commerce, ROI will take on a new meaning as a return on individuals. Metrics will see a shift to advocacy and contribution to brand health as performance indicators, making the traditional ROI concept less transactional. Undoubtedly, this proves to be an upper hand for niche businesses that conventionally thrive on communities and loyalty. Overall, the current phase will truly be a Darwinist test that pushes brands to compete and strengthen their hold on their audiences and sustain it till we surf the COVID2019 tide successfully.

    *Source Link for statistic cited in article: Men’s Grooming D2C Brands Go Eco-Friendly As Lockdown Shifts Male Beauty Trendss

     (The author is VFS Global corporate communication global head Sukanya Chakraborty. The views are personal and Indiantelevision.com may not subscribe to them.)

  • Bright Outdoor offers discounted rates to revive OOH economy during festive season

    Bright Outdoor offers discounted rates to revive OOH economy during festive season

    NEW DELHI: As the out of home (OOH) industry struggles to get back on its feet, Bright Outdoor Media has already come up with plans for the festive season. Bright Outdoor Media CMD Dr Yogesh Lakhani is optimistic that the OOH industry will pick up soon as people make the maximum use of festive season.

    With Unlock 3.0 and relaxations given by the government, there has been a slight improvement. Lakhani opines, “The coming phase is a festive phase. Brands have started to invest in OOH advertising but it is still minuscule of what it would have been without Covid2019.”

    The pandemic caused several hurdles for the OOH industry. He adds, “For three months there was zero revenue. All the hoardings in MMR were taken by MCGM for COVID2019 awareness. Traffic was almost zero. While the revenue remained a big zero, the expenses continued. The government hasn’t given us relaxations in taxes. On the contrary, it is charging us even for the lockdown period. It has become a matter of survival for some of the hoarding providers in the industry. We, at Bright, stand in solidarity with other OOH providers in this unprecedented circumstance. However, slowly and steadily the traffic is returning on the roads but, as per reports, 50 per cent of the people will still avoid travelling unless urgent. With only 10 per cent workforce permitted, fewer vehicles are on the streets.”

    With no movement, he says that the industry saw a 20 per cent drop as only essential service people were allowed to travel during the lockdown. Lakhani shares that the coming two quarters are extremely important for the industry and festivals are the only hope.

    “Brands have started to come back but the rate of purchase has drastically reduced. We are eyeing for a very big Diwali as the marketing spends of all other festivals will also be used during that time. Movies will hit theatres in the coming few months. The big-ticket films are due. Bright shall make a change rather than asking for change from others. We are providing a 30 per cent discount and are ready to sit across the table with the clients and get them the best value and offer value additions to their spends and power them to revive as early as possible to bring the economy back to normal,” he shares.

    With shopping malls gym and other spaces opening up, Lakhani is optimistic that categories including entertainment industry, pharmaceuticals, online services, educational institutions and real estate will revive and avail OOH services.

  • CARS24 launches ‘A car for everyone’s budget’ campaign

    CARS24 launches ‘A car for everyone’s budget’ campaign

    NEW DELHI: Auto-tech company, CARS24, today, launched it’s latest campaign – ‘A car for everyone’s budget’ to offer affordable or budget-friendly pre-owned cars to its customers. Through this campaign, the company intends to address the growing demand of daily public transport commuters to own four-wheelers to continue social distancing norm and adjust in the ‘new normal’ world. The outdoor campaign is currently launched across Delhi – NCR and will soon be extended to other cities by August first week.

    According to a recent survey by the company, there has been a potential impact of COVID2019 on the car purchase behaviour of daily commuters in India where people have shown a greater preference towards the other mode of transport than public transport. The survey also highlights that as a post lockdown effect, there has been an increase by 41 per cent in the intention of consumers to use private cars to commute and settle for pre-owned cars instead of brand-new cars to reduce pressure on their wallets. It further indicates that 48 per cent of CARS24’s customers prefer to own private cars.

    CARS24 brand head Nida Naushad said, “Covid2019 has resulted in a more permanent shift in consumers’ attitude and shopping behaviour as well as how they commute. More people using public transport are finding it safer to own a private car but are still concerned about finding the right car in the budget. Hence, we decided to reach the customers where they are and target bus stops and metro stations. As a result, we witnessed an increase of 30 per cent on our website during the campaign period which is promising."

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  • Zenith: global ad spend to dive 9.1% in 2020

    Zenith: global ad spend to dive 9.1% in 2020

    MUMBAI: There appears to be doom and gloom for the media sector, considering the sharp downturn in consumer sentiment and in advertising courtesy Covid2019.  Global agency Zenith concurs with this view and has revised its numbers for 2020.

    In its latest Advertising Expenditure Forecasts report, it says that the decline in global ad spend will be 9.1 per cent in 2020, much lower than the 9.5 per cent drop experienced during the recession of 2009. And it is also optimistic about 2021 when it says ad dollars will rise by 5.8 per cent buoyed by the Olympics in Tokyo and the UEFA Cup in Europe.

    It explains that advertisers pulled the plug when the scale of the pandemic started becoming clear and the worst period was between March and May 2020, with the timing varying by country, the agency said. But with the unlocking happening in many territories ad spends will start climbing back again.  

    Zenith pointed out that various regions are expected to decline with differing intensities. US adex is expected to dip just seven per cent, benefiting from political spending around the presidential elections in November. Asia Pacific is forecast to shrink by eight per cent, thanks to the success of some markets in keeping the virus under control. Advertisers in western Europe cut spend aggressively in Q2 and there the shrinkage will be a sharper 15 per cent. Central and eastern Europe will decline eight per cent, Latam 13 per cent and MENA by 20 per cent.

    Legacy media such as print, television and radio are all expected to be impacted, though the latter two will have it easier. TV and radio are expected to be hit by 11 per cent and 12 per cent drops, while newspaper and magazine advertising are expected to get 21 per cent and 20 per cent shaves in what advertisers spend on them. Zenith says that the crisis has only exacerbated the long term decline that print advertising has been witnessing for some time now. Out-of-home and cinema have suffered the most from government restrictions on movement, and consumers’ avoidance of public places. Out-of-home advertising is forecast to shrink by 25 per cent in 2020 and cinema by 51 per cent.

    Digital advertising will end 2020 with just a thin slice of two per cent cut out of its growth. Consumption of digital media, along with television, spiked in the early weeks of lockdown. Although both are now trending down again, they are not expected to retreat to pre-crisis levels any time soon. Together with the rise of e-commerce and data, this has driven a rapid shift in media budgets from traditional to digital media, accelerating the trend that was already taking place. Zenith now forecasts that digital advertising will account for 51 per cent of global ad spend this year, up from the 49.5 per cent it forecast in December.

    Digital ad budgets were cut quickly in the crisis’ first phase, says Zenith, given that it is generally easier to cut without penalty. But as time progressed, brands allocated more budget into digital channels to take advantage of their flexibility and ability to optimise performance, particularly important qualities in an uncertain time. Zenith does not expect any of digital’s share to return to traditional media as the crisis eases – its market share is forecast to reach 54.6 per cent in 2022.

    The agency disclosed that the pandemic has imposed some behavioural changes in consumers, they are relying increasingly on e-shopping and e-commerce. It cited global research by Criteo which said that in recent months 53 per cent of consumers have discovered at least one form of online shopping that they plan to continue. Retail footfall will be subdued for months, if not years, to come, says Zenith. This has forced brands to accelerate digital transformation efforts and made it critical to have a robust commerce strategy in place, either D2C or through retail partners.

    The crisis also raised the value of first-party data for brands. First-party data gives brands powerful insights into their customers’ behaviour and provides a real competitive edge. It will allow brands to navigate changes to consumers’ behaviours and attitudes as the crisis develops, and identify when it’s time to start investing for the upturn.

    Zenith is not optimistic about the prospects for advertising in newspapers and magazines in 2021, both will continue to slide. As compared to this TV and radio will grow two per cent and one per cent respectively. While OOH and cinema will spurt 16 per cent and 65 per cent respectively in 2021, they will not revert to the 2019 peak even by 2022.

    “The Covid2019 forced brands to embrace digital advertising even faster than expected and made digital transformation of businesses more urgent than ever,” said Zenith’s head of forecasting Jonathan Barnard. “This year will be the first in which digital advertising will attract more than half of total global ad spend, a milestone we previously expected in 2021.”

  • Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

    Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

    NEW DELHI: Global player in the out-of-home (OOH) media industry, GroupM’s Kinetic Worldwide, today announced the launch of India On The Move (IOM). IOM is Kinetic India’s latest proprietary tool developed fully in-house to help understand audience traffic patterns.

    Kinetic India’s new tool IOM will help drive sharper audience targeting, thus minimising spillover. With the capability of providing detailed understanding across important impacts basis key routes and touchpoints leveraging mobility across Air, Rail & Road, IOM will provide customised mapping solution for clients and partners with an outline of audience aggregation across geographies.

    Kinetic India managing director Ajay Mehta said, “The current situation is a revolutionary trendsetter for the way media is consumed across the globe, breaking all the pre-existing norms. For the OOH industry, the key lies in mapping the current consumer behaviour with what brands have to offer and chalking out a plan, post lockdown in the new normal. Analytics is expected to play a key role in optimising investments for OOH. With the launch of IOM, we intend to offer a tool that leverages real-time inputs to maximise campaign impact across geographies and mobility opportunities acknowledging the greater demand for transparency and ROI.”

    Kinetic India head of strategy Arijit Chakrabarti said, “Despite having the second-largest reach as per Target Group Index, OOH is considered as being data dark – with planning based more on gut-feel rather than on-ground facts and science. IOM is an online proprietary tool bringing science into planning.  It leverages multiple visualisations that help showcase underlying data and build relevant insights. The system accounts for differentiated audience mobility patterns on a real-time basis and offers customised mapping solution with an outline of audience aggregation across geographies.”

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  • Hoichoi launches early OOH campaign for higher recall

    Hoichoi launches early OOH campaign for higher recall

    KOLKATA: OTT players heavily rely on OOH media to promote their shows and the pandemic brought that to a screeching halt. West Bengal is one of the first states to get back on track after the lockdown was lifted and Bengali OTT platform Hoichoi recently launched an outdoor campaign for its new original.

    The OOH campaign is to drive up the anticipation level for its recently-launched show Tansener Tanpura. Even though not everyone is venturing out, Hoichoi co-founder Vishnu Mohta says that it is not early to resume OOH campaigns. Despite having faced a cyclone during lockdown, the city’s residents have bucked up and are stepping out more than other cities.

    The timing is efficient since there aren’t other ongoing campaigns to clutter. It also works as a break for commuters.

    “We always think of outdoor as an awareness medium. We have come out with one of our biggest shows and have communicated the show and its great cast. I think even this much information is a good distraction for them. Now, what we can do is entertain people while they are at home by showing new content,” Mohta shares.

    Hoichoi’s in-house team ideated the campaign. It has taken up 15 billboard spots across the city in prominent locations where people travel a lot through like Maa Flyover, UltadangaXing and Acropolis Mall. The team also partnered with outdoor companies with whom it has previously worked.  The goal is to start the work of putting out messages.

    “There are people stepping out. Malls have opened up in West Bengal and now there is a fair amount of traffic on roads. Even when you step out, it is not only about the number of people and the number of times, it is about the impact that your campaign has on people. Since we don't have too many campaigns around, so the recall value is great,” he shares.

    With Hoichoi taking the first step, others are likely to follow suit in the coming time.

  • Impact of Covid2019 on global ad spends on Indian ad industry

    Impact of Covid2019 on global ad spends on Indian ad industry

    The Covid2019 pandemic has presented serious challenges when it comes to stabilising the overall economy amidst lockdown, one of which is changing industry dynamics. Covid2019 has impacted the way brands, agencies and various other businesses work which disrupted the ever-evolving advertising and marketing industry. The world’s leading economies have witnessed a downfall in the revenue as the businesses are shut. While there is no handbook that one can follow in such crisis, it is essential for advertisers to re-calibrate their entire approach and connect with the right target audience.

    Since people spend maximum time staying at home during the quarantine, connecting with them through digital media is convenient. In such cases, advertiser’s needs to know the tactic of how to keep their audiences engaged through right media platforms and how to make the brands invest through them.

    Are brands taking a responsible route? Shifts that were witnessed

    Restrictions on travel due to lockdown have posed to be a threat for Out-of-home (OOH) advertising and seems to be a medium that has no realistic lockdown replacement as it has majorly been impacting revenues. But what has actively taken over the current scenario during these tough times and has saved brands from sinking is the way online advertising is responding to it. Brands have started focusing on alternative ways of boosting their businesses online by taking a different approach towards dealing with the current scenario.

    Is global ad spends sinking?

    Spending has now made a shift from the traditional means of advertising from newspaper ads, hoardings, printed pamphlets etc., to digitally active platforms. These include social media like Youtube, Instagram, Facebook, Snapchat and also digital OTT Platforms like Netflix, Amazon Prime, Spotify, Voot etc. 

    Global ads are expected to sink this year as the pandemic has led to dip in travel and tourism and entertainment industry among others, all of which has impacted demand. This change in the global ad spending is what is been highlighted in the way brands have chosen to spend particularly on platforms as a means to increase their sales during and post lockdown. One of the major reasons why ad spends are sinking is because of the attitudinal shift in consumer behaviour. Most advertising companies will experience negative impacts on their business as ad revenues are dropping at a faster pace.  

    Even when sales are at halt because of the pandemic, what was to be noticed is the way how brands did not stop advertising. They continued to create awareness through digital platforms by posting TVCs and coming up with creative ways on Instagram pages which strongly depicted how brands are posing to be with their audience even during these tough times. 

    Creatives from various brands like Metro, Mochi, Burger King, Swiggy, Zomato, Audi etc., have found different ways and means to stay connected with their audiences on typical topics like lockdown, quarantine, isolated, pandemic while playing around strategically with these terms. Changing their logos to promote social distancing, etc brands like Dominos, Swiggy, Big Basket have even started safely delivering groceries by following WHO's guidelines at your door steps to hold credibility in the eyes of its consumers.

    Impact on Indian advertising industry

    While industry is actively dealing with the challenges of OOH during these challenging times, advertisers have now realised that digital progression is the only savior. Digital is the best medium for advertisers to reach their end users. We can already see a shift in Flipkart’s Big Billion Day sale, Myntra’s end of reason sale, etc has always happened in a particular way, but have a possibility of changing due to the crises.

    (The author is co-founder and managing director, Makani Creatives. The views expressed are his own and Indiantelevision.com may not subscribe to them.)