ITV

Tag: OOH

  • Droom to invest Rs 1k mn in 3 TVCs, Rs 250 mn for CSR

    MUMBAI: Droom, an online automobile transactional platform, has come out all guns blazing in its latest announcement of initiating a massive Rs 2250 million marketing budget. Beginning with three TVCs to be aired in coming days, Droom plans to carry out extensive marketing efforts throughout the country that firmly re-enforces its position as the #1 online automobile transactional marketplace facilitating buyers and sellers to avail the best value-for-worth offers and propositions when it comes to anything on wheels.

    Of the budget Rs 1000 million has been assigned to the TVCs, was allocated to carry out all-encompassing efforts spreading awareness in the entire country regarding the numerous benefits of online automobile transactions and Droom’s central role in the same. By introducing OBV (for used vehicle pricing, Eco (for auto inspection), Droom History (for used vehicle auto reports), and Droom Credit (instant auto loan for used vehicles), Droom has established itself as an end-to-end services provider and a leader of the automobile services ecosystem in India. From building trust to transparency to algorithm based pricing estimates to world-class auto inspection, Droom provides user with varied tools to ensure the buying/selling experience of automobiles becomes a breeze.

    Increase of marketing spend from Rs 100 crore last year to 225 crores in next 13 months corresponds to the rapid growth it recorded this year.

    Droom CEO Sandeep Aggarwal said, “At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now make Droom a household name in India.”

    Apart from the three TVCs, the campaign will also feature extensive print, BTL, OOH, digital and online video campaigns to achieve nationwide brand recognition. Droom is allocating Rs. 25o million in CSR related campaigns on road safety, pollution, driving rules and used vehicle buyer’s rights.

  • Posterscope India launches OOHZONE

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

    The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India. The media ranges from Billboards, Unipoles, Bus Shelters and Gantries along with inclusion of media at ambient touchpoints such as Mall facades.

    The tool’s state of the art planning mechanism is fool proof and facilitates the know-how of critical data points integral to a robust brand centric OOH plan. The tool incorporates consumer insights of over 24 OOH touch points, their heat mapping, analysis of live traffic data, mobile tracking for hyperlocal targeting, alongside many more important inputs. When all combined, the tool designs a detailed online plan with mapping of consumers vis-à-vis media, providing an integrated plan in absence of any research or data in Indian OOH industry.

    This futuristic dashboard is an end to end solution for automating the entire process in OOH. Right from the brief stage to planning to execution and finally the payment, all of it tethered to a single dashboard for transparency and accountability. The tool has helped Posterscope to bring down the process time by more than 5 days and gain effective incremental efficiency by 70%.

    Posterscope recognizes the importance of location analysis as a key driver for consumer understanding, which is becoming increasingly important to all its clients. In addition to make OOH planning more efficient, Posterscope is now using mobile data to build their location expertise, beyond planning billboards, bus shelters, mall spaces and digital screens. This involves using granular mobile data to understand diversity of audiences, where they are, what they are doing and where they are going.

    The tool will cut across all conventional media planning processes to give out an evolved media planning perspective in the OOH domain. Now all the clients at Posterscope will get media plotting with consumer and traffic heat maps.

    Haresh Nayak, Managing Director Posterscope said, “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behaviour, and when OOH is the context, mobile devices are the undeniable common currency of information mining. We now have access to large data sources that allow us to break away from traditional audience demographics, enabling us to plan, on location based behaviours and interests. To achieve this we have forged number of partnerships in order to access a variety of mobile data.”

    “OOHZONE is now at the forefront of automated, speed driven and process oriented planning and by its virtue it will surely stir a paradigm shift in the OOH industry,” he added.

  • TV in India may grow 10.3%, overall AdEx by 11.5% in ’17: IPG Magna

    MUMBAI: India is recovering from the aftereffects of demonetisation, and the currency deficit faced during this period has helped the country leap frog towards a lesser cash economy.

    The country is set to move towards a uniform tax regime with Goods & Services Tax (GST), effective July 2017, while this fuels growth it is likely to create a fleeting disruption in the short term when the industry realigns and adapts to the new tax structure. GDP in real terms is estimated to grow +7.2% in 2017 compared to +6.8% in 2016 according to International Monetary Fund (IMF). Within the next decade India will gallop to become one of the largest consumer markets in the world according. Rising affluence, ease of doing business, urbanization and enabling infrastructure will contribute to this status.

    Advertising revenue which is accounts for 0.38% of GDP (gross domestic product) is likely to grow CAGR of +12.6% to touch INR 992 bn by 2021. Within Advertising, offline is estimated to grow at a CAGR of +9.7%, while digital will grow at +25.5% CAGR in the next five years. Mobile is projected to overtake desktop by 2020. Television will still be the largest media in 2021 with a market share of 39%.

    In 2017, Adex is estimated to grow +11.5% to touch INR 611bn, predicts Magna, the intelligence, investment and innovation strategies agency of IPG Mediabrands. Ad spends will be driven by sectors like social, fin-tech, and payment banks, telecom service, content distribution platforms etc., in addition to FMCG, Auto and Ecommerce.

    Television, the foundation of advertising spends, continues to dominate the industry with its market share of 41% and will grow+10.3%.  With BARC release of rural audience data, new revenue stream in the form of FTA channels have gained significance. Quality localized content and HD experience will help regional TV to keep their audiences hooked. Sporting leagues outside of Cricket is finding way to generate mass involvement and Television will play a larger role. Star Sports Tamil demonstrating tangible results will increase fandom for local/state level formats.

    Print in India has been successful in guarding its revenues well with revenue expected to grow by +5.7% and India is one of the large markets where circulation is still growing thanks to rising literacy. The second biggest category with 36% share despite growing is losing its share to Digital year-on-year. Traditional sectors like auto, telecom and education will contribute to ad spend growth.  After a gap of 3 years, the category will invigorate with the release of new IRS and help publishers realize merit based value. Audit Bureau of Circulation (ABC) measuring digital consumption will lend authority and help in monetization. We expect the ad spends to grow beyond the estimated +5.7% in 2017 thanks to government’s focused campaign to popularize their marquee initiatives.

    Digital will grow +28%, and, within digital, mobile is driving spends with a growth rate of +65.7%. The launch of 4G triggered low price data products there by increase in usage. With improved speed Video, native and customized content has tremendous potential to grow.  BARC putting out a road map on digital panel takes India one step closer to a robust measurement not only for digital but also to showcase capabilities in incremental metrics. With expanding content library, OTT viewing is no more restricted to national languages. Aggressive push by Amazon and Netflix to address the original content gap will attract larger base of audience. With mobile increasingly being the choice of access, traffic will be higher than desktop resulting in advertising propelled by mobile which is estimated to expand at CAGR of 48%. E-commerce, Telecom, Auto, BFSI, Durables are large contributors to the revenue.

    Radio reach with around 150 new frequencies sold during phase III is set to deepen further and will help generate incremental revenue. We estimate radio to grow +13% and continue to grow at CAGR of 13.8% in the next 5 years. Currently the measurement is limited to 4 cities, widening this will help radio increase its share from the current 4%

    OOH will grow +12% in 2017. Technology integration will increase effectiveness and helps DOOH to drive ad spends. Urbanization in the form of new Metro lines and smart cities, modernization of Indian Railways and their new advertising policy etc., will provide opportunities for a planned development of quality assets and also push the industry to innovate and move beyond billboards. Regional cinema is pushing boundaries to outdo Bollywood cinema which augurs well for the industry.

    Table 1 – Media owner revenue by category in INR Cr Net

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    Table 2 – Traditional Vs Digital Adex growth rate

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    Table 3 – Mobile gaining shares over desktop

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  • Dentsu One to plan JK Tyre campaigns across TV and social media

    MUMBAI: Dentsu Aegis Network’s agency Dentsu One which has bagged the creative mandate for JK Tyre and Industries, will focus on two-wheeler tyres across TVC, print, radio, OOH, digital and activations.

    The multi-agency pitch included Contract India, McCann World Group India, and Law & Kenneth.

    JK Tyres and Industries India operations president Vivek Kamra added, “We are happy to have them on board and hope they will effectively communicate our key brand attributes including technological superiority, youthfulness, humility and progressiveness in a truly Indian grown brand, through our creative campaigns.”

    “We are grateful and delighted with this win. The teams had great fun working on it from ideation to creation. JK Tyres is a great home grown brand and we look forward to building preference and love for the two wheeler tyre segment of the brand through some powerful communication”, Dentsu One NCD Titus Upputuru said.

    “The challenge is to not only take the brand idea seamlessly into digital and other mediums but going forward to own it consistently so that it can stand differentiated in the consumer mind space over time”, Dentsu One Senior VP Sunita Prakash said.

  • FCB creates Blue Star ‘cooling’ campaign

    MUMBAI: Blue Star, known for its unmatched innovation, has yet again taken the ‘Precision cooling’ of their inverter AC to a whole new level where it allows setting the temperature in decimals. The new commercial, conceptualized by FCB Interface ratifies Blue Star’s USP in the latest brand campaign.

    The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

    Blue Star Joint MD B Thiagarajan says, “Blue Star has set a new benchmark in the air conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. This reiterates Blue Star’s expertise in cooling and supports our value proposition of ‘Nobody Cools Better’. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

    FCB Interface Chief Creative Officer Robby Mathew says, “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Calcutta-based father-son team of Amar and Arko Sen.”

  • Asian Paints ‘Baarish’, proves O&M point

    Asian Paints ‘Baarish’, proves O&M point

    MUMBAI: Asian Paints has roped in Ogilvy & Mather as the creative agency to conceptualise ‘Baarish Ko Aane Do’ campaign for UltimaProtek. The brief given to the agency was to establish UltimaProtek as the best waterproofing paint.

    There is a clear opportunity within the exterior category to own a differentiated, stable, strong and consistent positioning that is rooted in highlighting water as the main cause of all exterior problems. With UltimaProtek and its superior water protection properties, Asian Paints can confidently tap into this category opportunity. This will also enable AP to elevate the brand stature for UltimaProtek as a technologically-superior and innovative painting system in the exteriors category.

    With this objective in mind, the team came up with the core thought, “Since the product can really withstand the pressure of heavy rains, why don’t we dare the rains to see if they can overcome us.”

    A truly refreshing and interesting take on the brief, this dare allows for various extensions across media. To launch the campaign we have a film with our brand ambassador, Ranbir Kapoor, in a never ever seen role before, an acclaimed classical singer, exponent of Raag Malhar. He is in love with his neighbour but her parents want to marry her off to someone else. So what does he do? Every time the girl’s parents fix a match, he ruins it by calling upon the rain to create havoc in their life and their non-Asian Paints house. Finally the girl’s parents give in. And our classical singer gets the girl thanks to his Raag that calls upon the rain and Asian Paints UltimaProtek that has kept his house always protected in spite of the heavy rain called upon by the classical singer.

    Ogilvy Mumbai executive creative director said, “We had a lot of fun working on this brief. The fun and the madness is quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform.”

    In addition to the TVC there are various ideas in the pipeline stemming from the core idea of Baarish Ko Aane Do. The campaign will be live across TV, POS, OOH, press and digital.

  • Asian Paints ‘Baarish’, proves O&M point

    Asian Paints ‘Baarish’, proves O&M point

    MUMBAI: Asian Paints has roped in Ogilvy & Mather as the creative agency to conceptualise ‘Baarish Ko Aane Do’ campaign for UltimaProtek. The brief given to the agency was to establish UltimaProtek as the best waterproofing paint.

    There is a clear opportunity within the exterior category to own a differentiated, stable, strong and consistent positioning that is rooted in highlighting water as the main cause of all exterior problems. With UltimaProtek and its superior water protection properties, Asian Paints can confidently tap into this category opportunity. This will also enable AP to elevate the brand stature for UltimaProtek as a technologically-superior and innovative painting system in the exteriors category.

    With this objective in mind, the team came up with the core thought, “Since the product can really withstand the pressure of heavy rains, why don’t we dare the rains to see if they can overcome us.”

    A truly refreshing and interesting take on the brief, this dare allows for various extensions across media. To launch the campaign we have a film with our brand ambassador, Ranbir Kapoor, in a never ever seen role before, an acclaimed classical singer, exponent of Raag Malhar. He is in love with his neighbour but her parents want to marry her off to someone else. So what does he do? Every time the girl’s parents fix a match, he ruins it by calling upon the rain to create havoc in their life and their non-Asian Paints house. Finally the girl’s parents give in. And our classical singer gets the girl thanks to his Raag that calls upon the rain and Asian Paints UltimaProtek that has kept his house always protected in spite of the heavy rain called upon by the classical singer.

    Ogilvy Mumbai executive creative director said, “We had a lot of fun working on this brief. The fun and the madness is quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform.”

    In addition to the TVC there are various ideas in the pipeline stemming from the core idea of Baarish Ko Aane Do. The campaign will be live across TV, POS, OOH, press and digital.

  • Turn parents into friends, FCB’s Club Mahindra campaign

    Turn parents into friends, FCB’s Club Mahindra campaign

    MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

    Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

    The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

    About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

    FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

    FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

    Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”

  • Turn parents into friends, FCB’s Club Mahindra campaign

    Turn parents into friends, FCB’s Club Mahindra campaign

    MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

    Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

    The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

    About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

    FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

    FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

    Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”