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Tag: Posterscope

  • Insurance on the move with HDFC Ergo’s OOH ride

    Insurance on the move with HDFC Ergo’s OOH ride

    MUMBAI: HDFC Ergo has just made your commute a little more secure, at least in spirit. The general insurance giant, in partnership with Posterscope India, has rolled out a campaign that turns everyday travel hubs into larger-than-life reminders of trust and protection.

    The spotlight is on Mumbai’s Airport road metro station, chosen for its steady stream of office-goers and long dwell times. For the next three years, everything from bus queue shelters to station spaces will serve as living billboards for the brand, making HDFC Ergo a familiar companion on thousands of daily journeys.

    “Branding the Airport road metro station is not just about scale, it is about connection,” said Posterscope India CEO Imtiyaz Vilatra. “We see OOH not just as advertising, but as a way to naturally integrate brands into people’s lives.”

    With every wait at a shelter and every ride through the station, commuters will find HDFC Egro quietly weaving itself into the fabric of their routine, a brand that travels with them, rain or shine.
     

  • Posterscope India executes an innovative campaign for TATA Mutual Fund

    Posterscope India executes an innovative campaign for TATA Mutual Fund

    Mumbai: In its most recent innovative campaign, Posterscope, an OOH (out-of-home) specialist agency from dentsu India, has executed an ambush advertising strategy for TATA Mutual Fund. Drawing inspiration from the ICC Cricket World Cup’s tagline, ‘It takes ONE DAY’, the brand announced ‘ONE DAY’ as the slogan for its new campaign – emphasising the power of investing through SIP to realise one’s financial goals.

    Located next to a massive 120×120 billboard at Bandra ROB (Road Over Bridge) in Mumbai, the campaign cleverly capitalises on ICC’s communication to highlight TATA Mutual Fund’s core messaging of achieving dreams through strategic and dedicated investment. It effectively conveys the brand’s ideology in a manner that resonates with the public, while remaining compliant with legal and ethical standards.

    Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “The execution was possible only because TATA Mutual Fund trusted us. The strategic placement was facilitated by our extensive industry network.”

    TATA Mutual Fund head of marketing Ashish Pawar added, “Our campaign stems from this insight that every individual has that dream of achieving their goals One Day, be it a secured retirement, or funding for their child’s future. In the current context, with One Day cricket being the talk of the town, we knew we had to leverage this opportunity through various mediums, to make people realise the importance of investing today, to get closer to their ‘One Day’. That is where our campaign thought comes in – ‘Karo Apne #OneDayInnings ki shuruwaat, SIP ke saath’. With this campaign, we aim to urge people to take the first step towards investing in TATA Mutul Funds through SIP.”

  • Dentsu Creative India & Posterscope launch #SCANASWASTIK campaign for Samco Securities

    Dentsu Creative India & Posterscope launch #SCANASWASTIK campaign for Samco Securities

    Mumbai: Dentsu Creative, the creative agency, and Posterscope, the OOH agency from dentsu, have partnered to introduce an innovative campaign for Samco Securities, one of India’s leading online stockbrokers. The campaign, titled #ScanASwastik, promises to redefine the Muhurat trading experience and change the way people perceive the sacred Swastik symbol.

    As Diwali approaches, the tradition of decorating homes with the Swastika symbol is a well-known practice in Hindu households. This symbol represents the promise of good fortune and prosperity, closely intertwined with the much-anticipated Muhurat Trading during Laxmi Pooja. Samco’s logo itself resembles a Swastika, making this campaign an ideal platform to embrace and promote this symbol of prosperity, particularly during the auspicious Diwali and Muhurat Trading period.

    At the core of this innovative campaign lies an Augmented Reality (AR) filter. When pointed at any Swastika symbol, this filter performs a magical transformation, granting users access to valuable trading tips and insights on stocks to consider during Muhurat Trading. Additionally, it displays a unique message, offering motivation and guidance for individuals in their trading decisions during this auspicious period. The AR filter’s goal is to streamline Muhurat Trading for all by providing instant, expert guidance, empowering people to make well-informed trading decisions effortlessly with Samco.

    To raise awareness about the significance of Muhurat Trading and shed light on the hidden aspects that revolve around it, Dentsu Creative India has also crafted a captivating digital film. Through this film, the brand encourages individuals to delve deeper into their understanding of Muhurat Trading, prompting a thoughtful discussion about this crucial financial tradition.

    Samco

    Samco Securities CGO Ajay Dusane said, “We are excited to introduce our Muhurat Trading campaign for Diwali, blending tradition and innovation. Our Web AR filter will make this festive season unforgettable. With a Swastika-inspired campaign, an important element of our brand logo, our AR filter simplifies trading for all, offering expert guidance. We are addressing the need for guidance in Muhurat Trading, using the Swastik to simplify and enhance the experience for our users’ wealth creation journey.”

    Posterscope India managing director Imtiyaz Vilatra commented, “We have teamed up with Dentsu Creative to bring a revolutionary idea for Samco Securities, using technology to amplify the significance of Muhurat trading. Our innovation, linking the Swastik with Samco, showcases the timeless tradition of auspicious Mahurat trading moments. Together, we celebrate the spirit of prosperity.”

    Dentsu Creative India executive creative director Giamaria Fernandes and Posterscope India creative director Hassnain Kurreshi added, “Emphasizing the significance of Samco’s logo, which resembles a Swastik, we recognized a unique opportunity to embrace this symbol of prosperity. Particularly with Diwali and Muhurat Trading approaching, we conceived the idea of an augmented reality (AR) filter. This AR filter allows users to scan any Swastik and gain access to valuable Muhurat Trading insights, eliminating the need to seek advice from others. In doing so, it simplifies the process of prospering with Samco, providing traders and others with convenience and empowerment during this auspicious time.”

  • Posterscope India executes an immersive activation campaign for Tissot

    Posterscope India executes an immersive activation campaign for Tissot

    Mumbai: In its recent campaign, Tissot Watches, a well-known Swiss Watch Brand in India, and the official timekeeper for MotoGP, in association with Posterscope India, has sparked a flurry of enthusiasm among fans of Indian motorsport. The campaign aims to build anticipation for the inaugural MotoGP race, which took place in India for the very first time at Budh Circuit.

    Executed by Posterscope, the Out-of-Home (OOH) specialist agency from dentsu India, the two-month-long campaign endeavored to create an extraordinary MotoGP experience for fans, by bringing together the excitement of live racing in malls and at airports across Delhi, Mumbai, and Pune. This activity witnessed a remarkable 15,000+ participation from participants of all ages. To offer participants an authentic MotoGP racing experience, the agency strategically installed state-of-the-art Official MotoGP simulators imported by the brand from Italy, enabling them to experience the exhilaration of racing on real sports bikes. The campaign culminated in a spectacular finale at the Budh Circuit during the MotoGP India event.

    Posterscope India managing director Imtiyaz Vilatra said, “The sport of racing has gained significant interest in India, and this initiative undoubtedly ignited the enthusiasm of racing enthusiasts. It is a testament to the effectiveness of imaginative marketing and excellent execution, much like Tissot’s timepieces. The aim was to captivate and engage the target audience through a variety of creative activations. Establishing this was no easy task, but the brand and the agency’s unwavering dedication to providing the audience with an unmatched experience ensured a speedy implementation process, completed in just 10 days.”

  • Sony Marathi partners with Posterscope India to promote its new show – Rani Mi Honar

    Sony Marathi partners with Posterscope India to promote its new show – Rani Mi Honar

    Mumbai: Sony Marathi – a premium entertainment channel, partnered with Posterscope, to launch a campaign for its latest show titled Rani Mi Honar. The campaign aimed to create awareness around the show using unconventional methods.

    The campaign conceptualized and executed by Posterscope – the OOH (Out-of-Home) specialist agency from dentsu India, employed a captivating yet impactful strategy that leverages the iconic Kaali Peeli autos. These autos, painted in a vibrant Rani pink hue, took to the streets of Thane in Mumbai, marking the commencement of the show’s launch. However, the true showstopper was not just the colour itself; the auto was adorned with a larger-than-life tiara. The campaign also saw the participation of female auto drivers from Thane, adding a unique twist to this transit-based promotion.

    The pink autos offered complimentary rides to women across the city, tirelessly operating for 21 hours and traversing approximately 425 kilometers. High-traffic areas in Thane and target-centric locations such as Viviana Mall, Lodha Paradise, Ram Maruti Road, Upvan Ganesh Mandir, Talao Paali, Majhiwada, Panch Pakhadi, and more, were skillfully covered, effectively generating buzz and piquing the curiosity of onlookers.

    The campaign captivated the audience, encouraging them to actively engage and share images on their social media platforms. Participants who engaged were treated to complimentary nail art services, effectively promoting the show’s theme and the role of the lead actor. Additionally, they were presented with branded bindi packs, an accessory that enhances a woman’s beauty. The show’s cast members also joined the procession, taking rides in the pink autos, which further fueled online discussions. Moreover, numerous influencers and digital content creators in Thane enthusiastically contributed to the amplification of the campaign’s impact.

    Commenting on the campaign, Sony Marathi marketing head Sainath Pai said, “Our fictional narratives are characterized by their uniqueness and progressiveness. Similarly, we are committed to conveying our messages to viewers through unforgettable and delightful methods in our launch marketing campaigns. The goal was to rekindle the aspirations of countless women commuters, making them feel exceptional and empowering them to reclaim their own lives. This sentiment deeply aligns with the essence of our show ‘Rani Mi Honar’.”

    Posterscope managing director Imtiyaz Vilatra added, “In an era where grabbing attention is a challenge, embracing innovation becomes the key to breaking free from the ordinary and capturing the spotlight. At Posterscope, our objective is to infuse campaigns with remarkable innovative elements, ensuring they remain etched in the memory of both the brand and its audience. I firmly affirm that Sony Marathi’s ‘Rikshaw Rani’ campaign painted the city with an aura of excitement.”

  • Eyes on the billboards again, as OOH business rebounds

    Eyes on the billboards again, as OOH business rebounds

    Mumbai: As the markets and public spaces open up and consumers’ mobility return back to normal, the OOH (Out-Of-Home) industry is rebounding from a long phase of shutdowns. The festive season in India this year witnessed a resurgence in OOH campaigns as the industry shifted gears and advertisers adjusted their game plan to take advantage of the evolving OOH landscape.

    “Though the internet gained momentum in the last few years, people are always going to be spending time outdoors, including a significant amount of time commuting. That means there will always be opportunities for companies to make an impact and grow their brand using attention-capturing, visually appealing billboard advertising,” said Posterscope OOH country head Imtiyaz Vilatra.

    OOH has always been a critical part of the media mix for most marketers, and it was also the one which was hardest hit by the lockdown. But, it is slowly reviving as vaccination drives gain pace, offices open up and economic activity revives. The festive period also saw a flurry of campaign launches from across categories such as OTT, Retail, Education, Automobile & BFSI.

    “We witnessed more than fifty campaigns in a span of forty days- campaigns where OOH has been an integral part- Parle, Airtel, Viacom18, Tata Sky, Bike Bazaar, to name a few,” said Vilatra, adding, “We have been able to drive measurability data and deliver better ROI through our Location specialist capabilities for our clients and the response has been great.”

    As India lifted lockdown restrictions, major brands such as Tanishq, Tissot,  Titan, Croma, Kotak Mahindra Bank, Raymond unveiled festive campaigns, and so did new age brands like Rapido, Tendercuts and Bumble. The women-first social networking & dating app launched exclusive out of home campaigns across major cities like Mumbai, Delhi and Chennai that grabbed eyeballs, leveraging the medium featuring taglines with humorous, localised takes at dating culture.

    Laqshya Media Group also executed a multi-city high decibel OOH campaign for Hero Lectro E-cycles. The campaign encompassed a mix of large format media units, cluster brandings and other unconventional mediums across all cities.

    “A host of brands are choosing OOH – not only as a medium, but as one of the lead mediums. Across the country, the biggest spenders straddle industry verticals from Real Estate to Automobiles, from insurance to OTT, and from Jewellery to electronics (D2C as well as Legacy,” said Laqshya Media Group chief strategy officer Sai Nagesh. “During the month of October, we executed several prominent campaigns for clients like Tanishq, Maruti Suzuki etc, amongst others.”

    He cites two recent innovations executed by the agency-  cluster advertising used by Titan to dominate a geography across its brands, Titan watches and Tanishq and 3-dimensional billboards used by Maruti Suzuki for its brand Celerio- to highlight his point.

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    Agencies also highlight how brands today are becoming highly data-centric and using advanced algorithms to measure the impact of various media available to them. “On our part, we have been sharing advanced OOH metrics off our proprietary platform SHARP that is able to generate the measure of quantum and quality of traffic across 32 cities in India along with metrics like Nett Reach & OTS. This has also aided the clients in re-allocating significant funds for OOH,” added Nagesh.

    The best measure of whether OOH campaigns are truly ready for a comeback after the pandemic-induced hit it took is the traffic on the roads. And the traffic back on streets is a positive sign for both businesses and media partners. Some of the agencies also tracked the mobility trends during the course of the pandemic and updated their clients. With people moving out after the pandemic-induced lockdowns, the traffic has also resumed across all roads.

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    Out of Home advertising as a fast-growing industry is only set to develop further with advanced AI-powered tools that aid in accessing appropriate locations in each city to reach out to the core TG of the campaign and new technology trends over the year. A medium that was once static images with simple captions now also features interactive and electronic billboards with DOOH (Digital OOH). Brands can be much more creative with how they reach customers in all demographics using these latest innovations.

    Across the world, the OOH and mobile media are fast moving towards convergence. There is even data to show that OOH + Mobile advertising produces better recall than any other medium, according to a PJ Solomon study conducted in the US. “Unlike digital advertising, people can’t skip, quickly scroll past, use ad-blocks or avoid billboards using premium subscriptions. I think in a smartphone world, the biggest screens still matter,” summed up Vilatra.

  • Posterscope India announces key elevations and leadership changes

    Posterscope India announces key elevations and leadership changes

    NEW DELHI: Posterscope India, location-based marketing specialist from the house of Dentsu Aegis Network (DAN), has announced the elevation of Deepak Kumar to the role of director, while Fabian Cowan dons the new enhanced role of country head, effective immediately. They will continue to report to Haresh Nayak, president, Posterscope APAC & COO DAN Media Brands.

    Under the fresh mandate, Kumar will continue to lead Ambient, ROOH, C Lab. Additionally, he will also take charge of Brandscope, the hyperlocal out of home specialist under DAN. Kumar joined Posterscope Group as vice president in 2013. Prior to that, Kumar was with Times of India.

    In the new expanded role, Cowan will be responsible for scaling up Posterscope’s business, nationwide and drive growth for the budding entities – Eunoia and Indeed Smart City. He joined Posterscope India in 2011, and today boasts of an advertising career straddling over 26 years. 

    “The agency’s endeavour is to build on the organisation’s strength and continue to drive data-led technology and creatively fuelled solutions for clients. Over the years, Deepak and Fabian have significantly contributed towards this vision. They have played a pivotal role in introducing new services and even accelerating the growth. Their valuable experience across the space and the proven track record of success has earned them additional responsibility. I believe, in the new role, Deepak and Fabian will take our business to greater heights,” said Nayak.

    Kumar said, “I am truly honoured by the appointment and the confidence placed in me by the leadership team. In the new role, I will strive to strengthen our brands, build powerful client-agency relationships, and bring value to the industry. I have always believed that a leader’s true strength is revealed in challenging times. The Corona phase is the testing time and I have geared up to make a breakthrough.”

    Cowan said, “Follow your curiosity, wherever you can find it – This quote from Anna Holmes has kept me excited about the things I do every day. From out of home, and ambient in my earlier stint when I started at Posterscope to leading creative, smart city and government initiatives now the challenges have never ceased and the curiosity to explore has only kept manifesting itself. This is an opportunity I am looking forward to and I know that I have a team and a belief system that will make this a very exciting phase professionally”

  • #BillboardSpeaks’ objective was to tell people that we missed them: Posterscope’s Haresh Nayak

    #BillboardSpeaks’ objective was to tell people that we missed them: Posterscope’s Haresh Nayak

    MUMBAI: “Hey there, Good to see you, it was lonely out there, now that you are back we can talk.”

    Did you see this digital billboard while you were on your way to work? If yes, then it was meant to grab your attention. Posterscope never ceases to amaze people with its innovation. Recently, when the government eased the movement of people and business operations in Unlock 1.0, the agency launched an OOH campaign called #BillboardSpeaks. A national campaign rolled out in the green zones of the country was to motivate and welcome people to normalcy.

    “The objective of this campaign was to reach out to the people and tell them that we miss them. And being an industry leader, it is our moral responsibility to support the industry by welcoming back the people in the out of home space, obviously with a lot of caution and care and compliance which all the government bodies are putting into play,” shares Posterscope Asia Pacific president Haresh Nayak.

    “I think this was a great opportunity for us to also highlight the importance and relevance of out-of-home in everyone’s life. And it is one medium which is free for the eyes, you don’t pay any cable connection charges or internet fees. And also, you can’t ignore an OOH advertisement. The team’s strategy was to bring out the essence and the core of the medium,” Nayak further reveals.

    This OOH campaign, which is mainly only on hoardings, has been displayed in sites like Mumbai, Delhi, Chennai, Kolkata and Ahmadabad.

    There is no denying that all the businesses across the globe have been badly impacted due to Covid2019. So, what is Posterscope’s strategy to revive the business?

    Nayak says that there is a huge dent in everyone’s business and everyone, from clients to media partners has been impacted. “I was lucky I have a great team, and everyone understood their role. Everyone worked on getting our back-end right. Our HR team worked on all the training programs on the back end, content and then the business development team worked on segmenting clients. What are the new options when the lockdown opens up? What are the new innovative solutions we can do because innovating was critical? So, we had to work on innovative solutions for post-Covid2019 signages. We looked at cleaning our databases and sharpening our content. We did a lot of training during the lockdown to sharpen our skills and to uplift our skills,” he shares.

    He believes that these strategies have been efficient in helping them out of the situation where few factors are under control. It even ensured that there were no salary cuts or layoffs in the company, he says.

    Nayak also reveals that for Posterscope, the overall aim is to cover as much lost ground as possible. “We have lost so many months due to the crises; we want to reach at least where we were last year. We are hopeful,” he concludes.

  • Posterscope promotes Haresh Nayak as APAC president

    Posterscope promotes Haresh Nayak as APAC president

    MUMBAI: Dentsu Aegis Network has announced the promotion of Haresh Nayak as Posterscope Asia Pacific president, in addition to his current role as managing director of Postercope India. Based in Mumbai, Nayak will report to Dentsu Aegis Network Asia Pacific CEO Ashish Bhasin and Posterscope global president Stephen Whyte. 

    He will also continue to report to Dentsu Aegis Network India CEO Anand Bhadkamkar for his existing India responsibilities as well as for his expanded role in India wherein Nayak will oversee operational excellence for Media brands in the market, as COO media brands.

    In his expanded role for APAC, Nayak will be driving long-term, sustainable growth by bringing automation, intelligence and accountability into the business. He will concentrate on enabling the regional market with focus on client needs and growth opportunities while optimising operations.

    He brings with him more than two decades of experience in leading businesses across OOH, shopper marketing, ambient, CSR, celebrity and sports management. He joined Posterscope India in 2008 as general manager to launch the brand in the market. He subsequently grew the brand further and launched four additional brands – Brandscope, Hyperspace, PSI and Ambient OOH, under the Posterscope Group India. With 125 people across 18 offices in India servicing over 80 clients, Posterscope Group India is one of the leading agencies in the country today.

    Prior to joining Posterscope, Haresh was business director and national buying head at IPG India for six years.

    Bhasin said, “Haresh has built a solid career at Dentsu Aegis, from launching Posterscope 12 years ago to transforming the business to one of the top agencies in India today. In the two decades that I’ve worked personally with him, he has proven himself to possess strong business acumen and extensive management experience. He is one of the most hard working and committed leaders I know and is well-placed to lead Posterscope Asia Pacific on to the next chapter as we evolve our integrated Dentsu Aegis business in the region.”

    Stephen Whyte said, “Asia Pacific continues to be a huge market for OOH advertising as emerging economies within this region power growth. We see an exciting change and growth in the OOH space, where our expertise in dynamic digital OOH continues to differentiate our offering. Haresh has strong specialist background and is a strong advocator of innovation. With him on board, Posterscope Asia Pacific will continue to push boundaries to deliver creative OOH experience for our clients.  

    Nayak said, “Posterscope is the world’s leading location-based marketing specialist with data, technology and infrastructure. I look forward to bringing future ready solutions that will bring in intelligence, accountability and ROI to our client’s business across Asia Pacific. Asia Pacific is the key region for Dentsu Aegis Network and from an OOH industry point of view the biggest potential market. Having been a part of the company’s journey for over 10 years, I embrace this new chapter with a lot of excitement and honour.”

    Anand Bhadkamkar said, “As the media landscape continues to change and evolve, it is imperative that our media operations are structurally aligned to continue meeting our clients’ needs. Driving automation and operational excellence within the businesses and ensuring that our teams, our processes and our systems continue to work in an agile, more integrated and less complicated way, is of paramount importance to help maximise the impact we deliver for our clients. Haresh has tremendous experience in the industry and has successfully driven Posterscope Group India to growth and excellence. His experience makes him the most suitable choice to lead this initiative.” 

    For the record, DAN's Media Line of Business (LoB) comprises the media, out of home and performance agencies in the market and is in line with the global business strategy of streamlining and consolidating the network's offerings around the three Lines of Business: Creative, Media and CRM. The media brands in India consist of Carat, Dentsu X, Vizeum, Amnet, iProspect, SVG, Milestone Brandcom and Posterscope.

    The role will take effect immediately.

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