ITV

Tag: OOH

  • Cars24, Milestone Brandcom launch OOH campaign in Bangalore

    Cars24, Milestone Brandcom launch OOH campaign in Bangalore

    MUMBAI: Milestone Brandcom, the out-of-home agency from Dentsu Aegis Network, has released an OOH campaign for Cars24, a platform which sales second-hand cars. Launched in Bangalore, the campaign aims at inviting customers to sell their cars at the city’s Cars24 branch in their very first visit.

    The campaign is based on the insight that, in the current times, the selling of second-hand cars in India is an extremely complex process. In this market, car owners have to visit or meet a number of buyers before making that sale; and Cars24, a focused and specialised player in this domain, intends to make this technique easy with its unique process that allows the sellers to get the right price for their cars in their very first visit.

    Cars 24 VP marketing Gajendra Jangid said, “We aim to provide a quick and convenient way for car owners to sell car in India. The campaign was strategically placed to test the OOH medium and to understand its impact to convey the brand communication to a wider audience. This quarter of the year is always good for used car market and we wanted to create a huge noise before the festive season.”

    Milestone Brandcom CEO and managing director Nabendu Bhattacharyya added, “We got an opportunity here to introduce Cars24 to its core group of consumers through OOH and we have left no stone unturned to create a high impact campaign for the brand. The idea here remains to create buzz and drive home ample curiosity for customers to visit the store and get a first-hand experience on the value of their cars.”

    “It’s a delight to witness such an outstanding response to this campaign. The planning of each site was done using detailed understanding of the city’s traffic pattern and showroom locations. Each site that has been chosen is a high-impact zone, ensuring maximum visibility. The innovation has already generated extensive exposure and significant buzz,” he added.

    The campaign is spread over 70,000 square feet, encompasses large format billboards, bus shelters, buses, unipoles and gantry.

  • BARC to measure OOH TV viewership

    BARC to measure OOH TV viewership

    MUMBAI: Advertisers are soon going to get a boost through outdoor TV measurement ratings. The Broadcast Audience Research Council (BARC) is going beyond traditional TV viewing metrics and has launched an out of home (OOH) TV viewership measurement service. It will now be able to report TV viewership that happens in social hot-spots like restaurants, pubs and bars in select cities.

    This is a game changer for the industry as it uncovers a significant share of TV viewership that wasn’t being measured until now. The current OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi and Bangalore, using 1500+ meters.

    BARC India’s OOH measurement, which captures the growing trend of TV viewing outside homes, is a pre-subscribed service.

    “With our commitment to measure ‘what India watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring OOH viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yields sharper insights to industry,” said BARC India CEO Partho Dasgupta.

    Star has been the first network to subscribe to this service for the ongoing Indian Premiere League (IPL). Since sports is the most popular TV content outside of the house, especially in social gatherings, the addition will give a big thrust to Star for the tournament.

    As per available data, OOH viewing generated a total of 19.4 million impressions for the first eight IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10 per cent viewership. The OOH data is a sample study across Delhi, Mumbai and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.

    Also Read :

    The World of TV according to BARC

    BARC files FIR for meter tampering in Telangana

    BARC begins new subscription service PreView

     

  • Mercedes Benz S-Class arrives through airport OOH ads

    Mercedes Benz S-Class arrives through airport OOH ads

    MUMBAI: With the recent launch of one of the leading luxury car brands, Mercedes Benz S-Class in India, the brand was looking to spread the news to its potential customers. Airports represent a key venue for Mercedes Benz as business class as well as international travellers, form a major part of Mercedes Benz’s TG. 

    Thereby, to endorse the S-Class as the latest premium offering from the brand and make the campaign eye catchy to customers in an impactful, yet subtle way, keeping in line with the brand image, Mercedes Benz took airport media as a part of its OOH advertising plan.

    Two airports were selected post an in-depth analysis of passenger traffic in India in order to educate potential customers about the newly launched S Class in Mumbai and Delhi airports. High visibility media were taken at both the airports in high traffic areas. The entry points to the multi-level car park at both these airports offer 100 per cent visibility to all domestic as well as international passengers.

    At Mumbai airport, the DRLs within the headlamps in the car creative were lined with LED lights. This impressive innovation immediately drew one’s attention to the hoarding and then to the iconic as well as easily recognisable headlights of the Mercedes Benz.

    A 21-day pan-India campaign across multiple cities was carefully strategised to reach out to its TG, out of which Mumbai and Delhi were identified as the key touch-points.

    Times OOH executed the outdoor campaign through its airport media in association with Kinetic WW who managed the mainline media and outdoor media planning.

  • Amazon Prime Video targets airline travellers

    Amazon Prime Video targets airline travellers

    MUMBAI: Amazon is making full use of people’s busy lives by demonstrating how its Prime Video fits in perfectly with their need for convenience.

    To highlight how Amazon Prime Video can be everyone’s travel companion, Leo Burnett India came up with a way of communicating the message at the best location possible – the airport. Utilising the boring wait time that passengers have to suffer before their luggage arrives, Amazon Prime Video showcased its wide range of movies and TV shows on the conveyor belt. The activity was carried out at the Bengaluru airport for 10 days. The brand has also planned to amplify the activity by carrying it out at other airports across India.  

    The video seamlessly captures people’s need for entertainment on-the-go and how Amazon Prime Video can be their new travel accessory. It also captures some really candid moments of travellers’ surprised, shocked and happy reactions that made the activity a huge success. In ten hours, the conveyor belt saw close to 30,000 travellers interacting with the boxes. 

  • Dalmia Group assigns OOH duties to Milestone Brandcom

    Dalmia Group assigns OOH duties to Milestone Brandcom

    MUMBAI: Dalmia Bharat Group has awarded its OOH mandate to Dentsu Aegis Network’s OOH Media & Experiential agency Milestone Brandcom for the eastern region following a multi-agency pitch. The business will be handled by the agency’s Kolkata office. This win adds to the growing kitty of Milestone’s clients in India.

    Milestone Brandcom shall provide OOH Media & Experiential Service to Dalmia Bharat Group, which includes planning, buying & creative innovations of outdoor media & experiential communication across six states in East region which includes Bihar, Chhattisgarh, Jharkhand, Odisha, Sikkim, UP and WB.

    Dalmia Bharat Group Group marketing head BK Singh says, “We have very strong confidence in the long-term growth opportunity of the Indian cement industry. We have ambitious plans to leverage this opportunity through our core experience and proven expertise in the industry.”

    Dalmia Bharat group executive director of sales and marketing in East Indrajit Chatterjee adds, “We are the fastest growing cement manufacturer in Eastern India with unique multi-brand portfolio and have an ambitious growth plan for this region. We want to leverage the expertise of Milestone Brandcom in this market to establish all our brands.”

    Dalmia Group Cement is one of the leading brands in the country in terms of annual turnover. In the East, especially in Orissa and Bengal, Konark cement is a household name and carries solid equity among the customers.

    Milestone Brandcom CEO and MD Nabendu Bhattacharyya mentions, “We are excited at the prospect of partnering with Dalmia Bharat Group to comprehensively leverage OOH to engage with their consumers across brands & markets. I truly believe, OOH promises a great brand engagement through innovative outdoor solutions and drive conversations around their brand promise. We hope to deliver value on back of our ability to mine data and research for them and create some disruptive iconic campaigns for them through this association.”

  • Aditya Birla Capital talks money in new campaign

    Aditya Birla Capital talks money in new campaign

    MUMBAI: Aditya Birla Capital Limited (ABCL) has launched its latest campaign #DearMoney across 51 TV channels, 14 radio stations, several OOH locations, Facebook, YouTube, Instagram and several websites. With this launch, all ABCL businesses inclusive of Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance, have come together as one to serve the end-to-end financial needs of its retail and corporate customers through one brand.

    The campaign highlights the launch of a whole new category — money, and the launch of a whole new way in which financial brands enter and become a part of peoples’ lives through their life’s needs. Given that the complexities surrounding money are unique to every individual, most of us do not like to talk about it, not just with others, but often even with ourselves.

    The objective of the campaign is to provoke people to start a conversation about money and with money. In a unique one-on-one conversation across all channels and mediums, the campaign touches upon the issues the people of India have in relation to their finance and self-realise the need for money in various aspects of their life. It encourages people to actively thinking about it, so that they can take the first step towards financial planning.

    Aditya Birla Capital chief marketing officer Ajay Kakar says, “We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us.”

    Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu India with FoxyMoron media handling the digital campaign roll-out and MindShare India being responsible for digital and TV media planning. FITCH India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.

    Taproot Dentsu India chairman and chief creative officer Agnello Dias says, “We needed an open letter from the people of India to a puzzle called money. We focused on taking this conversation out of homes and dining tables to start a collective exchange about all things money. Hopefully the film will encourage each of us to start having real-time conversations with our own #DearMoney in a light-hearted yet insightful way.”

    Mindshare South Asia chief digital officer Vinod Thadani says, “The roll-out across various mediums like mobile, digital, social and native, have been extremely innovative and at a scale aimed to reach out to as many people as we can. With every medium having its own unique conversation, the campaign has been one of the most engaging and interesting that we have worked on yet.”

  • Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    MUMBAI: Posterscope India, the out of home division of Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter.

    The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.

    Commenting on the launch Haresh Nayak, Managing Director Posterscope India, said, “The only gap in India’s OOH scenario is the lack of neutral, credible and standardized data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions. Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

    Subhashish Trivedi, Vice President – media buying Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • Ranbir wants to make your viewing experience great on Panasonic 4K Ultra HD TV

    Ranbir wants to make your viewing experience great on Panasonic 4K Ultra HD TV

    MUMBAI: Panasonic India, a leader in innovation and technology, recently launched its new TVC for its 2017 line-up of 4K Ultra HD TVs along with the UA7 sound system, featuring brand ambassador Ranbir Kapoor. 

    The new TVC features the company’s high-end range of 4K television series, designed to deliver picture quality and sound, accurate to the filmmaker’s original vision. The campaign has been conceptualised and conceived by Publicis Capital and will be supported on television, print, OOH, cinema and digital. 

    Panasonic has created shorter edits for different genres such as GEC, sports and movies. The TV campaign will also cover the regional and Hindi heartland featuring in TV channels like Star Plus, Colors, Zee TV, Zee News, Gemini TV, Sun TV and Asianet, among other.

    The commercial begins with a question by the Ranbir Kapoor on what makes a good movie experience great. The actor asks the viewers whether they are ready to go beyond, with all features along with room filling rich sound in the new range of Panasonic’s 4K Ultra HD TV.

    Panasonic India head – brand and marketing communications Sarthak Seth said, “The commercial perfectly captures how the Shinobi Ultra range is designed to deliver picture quality and sound, delivering the greatest cinematic experience.”

    A Publicis Capital spokesperson said, “The story revolves around the best 4K experience and captures the key features that takes the TV viewing experience to next level.”
     

  • Alia Bhatt tries BlueStone at home in new TVC

    MUMBAI: BlueStone.com has launched a campaign to promote its unique ‘Try At Home’ experience with its first and newly appointed brand ambassador, Alia Bhatt. The campaign, spread across multiple media, elucidates the brand’s proposition with a touch of enticement from Bollywood’s next generation superstar.

    As part of the new campaign, the online jewellery brand has launched a TVC, featuring the young and vivacious actress, who exemplifies the spirit of picking the finest in jewellery. The 40 second Ad film portrays her as a fervent shopper who enjoys every moment of the unique ‘Try At Home’ experience offered to her by the jewellery brand before making her purchase. Key aspects that grab the viewer’s attention include the element of convenience and a choice of the trendiest designs in contemporary fine jewellery offered by the brand.

    Apart from being present across all leading television channels, the campaign will be visible in Print, Digital and Social Media outlets with OOH presence in select cities.

    Narrative: The film opens with Alia in a plush room with a vanity mirror and a BlueStone.com jewellery box that is the center of her admiration. She picks a pair of earrings and tries them on, while taking a sophisticated glance in the mirror and pulls her hair up to make herself look elegant with a queen like dignity in her manner. She goes on to try more earrings, a necklace, perhaps a bracelet and adorns different personalities in the mirror with each try. All along, a gentleman from BlueStone.com waits patiently outside her door, he is the brand’s ‘Try At Home’ executive. An assistant reminds Alia about the gentleman and she returns to him only to be fascinated by another selection of jewellery that catches her attention. She takes off once more unhurried and dignified to her room to try the new collection as the executive settles back in his chair.

    The TVC has been conceptualized and executed by Contract Advertising in association with Dharma 2.0 and the music has been directed by Abhishek Arora.

    BlueStone.com founder and CEO Gaurav Singh Kushwaha said, “Our ‘Try At Home’ service has helped us connect with our customers at a personal level, raising the bar on the overall jewellery shopping experience. Over 20% of our consumers shop from us by trying on the jewellery at the comfort of their homes and we intend to boost this unique service further. Alia’s role as a vivacious and style conscious shopper, perfectly complements the profile of our young and dynamic consumers, who will identify with her experience.”

    Contract Advertising national creative director Ashish Chakravarty said, “When we were told about BlueStone’s try at home service the ladies at the agency wasted no time in requesting for a trial. There was a conference room full of girls and jewellery, all in the name of research of course. Their delight and excitement at the gold coming over is what led us to this fun space of Alia goofing around with jewellery in complete privacy. Something one can’t do in a showroom under the glare of sales people and spotlights. The styling, Alia’s effortless charm and of course the awareness of the service via this spot will have a lot of fine jewellery home delivered and tried on in the near future, we feel sure.”

    Dharma 2.0 director Shakun Batra said “While every other brand wants to focus only on beauty, they were most keen on the story and fun quotient of the ad.” Dharma 2.0 producer Punit Malhotra said “It was a fun campaign. I think it’s this energy that translates to the film as well.”