News Indian Update Intnl Update Campaign Regulation Technology Creative Profile Innovation Branding New Media Acquisitions
News With OAC 2012 Disrupt the Status Quo!
IPL’s OOH Blitzkrieg!
hile we have discussed, acted on making minor mends with issues that stand as obstacles for OOH to grow as medium, it’s about time we talk of some paradigm shifts. And that is what OAC 2012 is all set to do. Disrupt the Status Quo! Is the mission OAC 2012 is all geared to under take. The 8th edition o f I n d i a ’ s premier event on OOH, Outdoor Advertising Convention (OAC) 2012 is set to happen on the 8-9th June’ 2012 at Hotel Renaissance, P o w a i , Mumbai. With every passing year, the event has only grown as a platform. It has been a reason for many changes and developments the industry and the medium has experienced.
ndian Premier League, living up to its grand and glam image in every way went live with an Outdoor campaign which along with scale also had style. Innovations and high decibel visibility were the core ingredients of this campaign. Outdoor Asia dives deep into this Page 36 blitzkrieg of IPL.
Milestone on a major hiring spree
ambit across several consumer touch points. The primary areas of appointment are Milestone OOH And Milestone Connect, which will further enhance the service management & capabilities of the group, to enable brands to differentiate and emerge stronger in the consumers’ mind. The latest additions to the Milestone team include: Page 10
sking today’s youth to Rest Less and do more, UTV Bindass dons a new avatar and flaunts the same using OOH to its best. Electric & Colorful creatives, catchy tag lines this campaign have all it takes to be an effective OOH campaign. Read on to know more. Page 32
Sofa, So Good!
odrej Interio launches its limited edition of FreeStyle Sofas in the outdoor space with a campaign that has panache and innovation written all over it. A life-size sofa and a live fashion show at 15 feet height on a billboard was a sure ticket to unlimited buzz. Outdoor Asia brings you the details of this Show Stopper. Page 38
oing ahead with its proactive investment approach, Milestone Brandcom makes 30 new appointments across senior & middle management positions. With this development, the agency aims to further intensify the enormous opportunities for brands to extend their communication
Zero Degree Ad
Prepare well for a Win!
With Outdoor Advertising Award 2012 round the corner, this time of the month most of you would be gearing up for sending in your entries. Thus we thought it was time opportune for us to bring to you some guidelines that will help you Prepare well for a win. This issue captures some avid Dos & Don’ts related to entering for OOH Awards coming right from the Jury members. And with this you will find the usual dose of great OOH work, and some interesting industry stories.
es! Winning is what we all revere, but a win isn’t just a one dimensional aspect. There are a plenty of strategic layers to it. While commendable work is the core, to present it correctly is as important. There are times when some basic mistakes and flaws act as a deterrent. So why not get some absolute Dos & Don’ts and advices from the Jury of Outdoor Advertising Awards 2012. Read the feature, ‘What to & What not to for OAA 2012’, and get introduced to some interesting guidelines. All this will sure help you Prepare will for a win. Talking of celebration, lets us also focus on the crew of OOH, we have usually accredited the cast the front end people. Bringing in due credit to the crew side, we do a story on the fabricators community. Read the feature ‘Fabricating your ideas into reality’ and know what the craftsmen have to say. Further on we also tap yet another side of the industry, that is some new specialist agencies and present to you a small glimpse of how these new ones on the block have been doing. Read the feature ‘Evaluating the new’ to know more. Apart from this treat yourself to the usual dose of OOH work happening, and this time we sure have some really good campaigns and innovations doing rounds. All indicating that constant improvisation OOH is going through both in terms of ideas and execution. Read the two campaign, IPL’s OOH Blitzkrieg, a campaign that yet again promotes the
hottest cricket property with great panache and Restless OOH , a new brand identity of Bindass a youth channel that reaches out to the young in a rather rest-less manner. We also have some very intriguing innovations from DOCOMO, BBC and Godrej. ‘Plug in Speed’ a feature entailing DOCOMO’s smart OOH move, talks about the ‘billboards turned into laptops, playing live youtube videos’. Then we have climatic change on board, as the ice melts with much smoke a truly telling piece of OOH from BBC – read ‘For the frozen planet’. And finally promoting Sofa sets with a dash of style is Godrej Interio’s campaign which executes a ramp walk on hoardings. Read the feature ‘Sofa, So good’ to know more. So flip the page and indulge yourself into ‘Absolute OOH’ Happy Reading! Cheers!
Volume 3 - Issue 11 May 2012
IPLâ€™s OOH Blitzkrieg! Restless OOH!
For the Frozen Planet Sofa, So Good! Plug in speed!
36 38 42
Awards - Jury
Fabricating your ideas into reality! 44
Evaluating the New! 48 Fabricating your ideas into reality! 50
With OAC 2012 Disrupt the Status Quo!
LEDing the semi-urban
Editor & Publisher Chief Content Planner & Marketing Strategist Associate Editor Correspondent Sr. Reporter Reporter Asst. Manager Production & Operation
Vinod Kumar. V
Mumbai Office 201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai-400 062. Tel: 022-28769616 Delhi Office 3rd Floor, building No. 489/55/II, Corner Market, Malviya Nagar, New Delhi - 110 017, India, Tel: 011-4710 3402 Sales Nimisha Shah 98210 84383 Vishal Shah 74981 81143 Akash Jante 97427 73627 (South) Abhishek Agarwal 98116 94060 (Delhi) 93194 74711 (UP) Distribution G V Prabhu 94835 15158 Outdoor Asia is a monthly. Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and Printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003. The opinions expressed by authors and contributors to Outdoor Asia are not necessarily those of the editors or publishers. Outdoor Asia may not be reproduced in whole or in part without permission of the publisher. Subscription for one year Nepal For overseas:
Rs. 1,200/Rs. 5,000/$ 190 by air
All subscriptions are to be pre-paid. The claims and statements made in the advertisements in Outdoor Asia are those of the Advertisers and are in no way endorsed or verified by Outdoor Asia. Advisory Board Alok Agrawal
COO Cheil India, SW Asia Regional HQ
CEO Madison Outdoor Group
Director Broadview Mediacom
Woman-in-Charge Encyclomedia Networks
Nabendu Bhattacharyya N D Mehta
Founder & Managing Director Milestone Brandcom Chairman Selvel Advertising
COO, Mudra Communications
Country Head, 141 Wall Street
Deepa: 91-80-4052 2716 email: email@example.com
Sachin Jante Reena Mehta Nabamita Chatterjee Archana Singh Bhawana Anand
Circulation / Editorial Office #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. Tel : 91-80-40522777, Fax: 40522727 Email: firstname.lastname@example.org Website: www.vjmediaworks.com
FOR SUBSCRIPTION INDIA
Milestone on a major hiring spree Continued from cover page
anbir Basses - Business Head and VP Operations, Milestone Connect.
Kaushik Chakraborty - AVP Client Servicing & 360 Integration, Milestone Brandcom. Dhruv Jugran - Group Director Brand Communication, Milestone Connect. John Barretto- Management Supervisor, Milestone Brandcom
3W’sa new agency on the block
nil Goyal after moving on from Lodestar is about to start 3W’s a specialized OOH Media unit of Ronak O u t d o o r M e d i a services. R o n a k is in the adver tising business for 19 years and have specialized teams for Outdoor, Press, PR, Events, and Promotions and also they are also into Creative. Prior to this assignment Anil was Heading the outdoor unit of Lodestar UM. Having worked there for six years and with an experience of 17 years at their disposal both as a client and media professional Anil took up this role. He has worked with BPL Mobile, Contract Advertising, Indian Express, Grey Worldwide, Primesite, Aaren Initiative, Portland and Lodestar UM. And handled multiple clients like Nokia, Coke, Mahindra, Tata, Master cards, HCL, Omron, Exide etc.
Rohit Samarth joins DDB MudraMax
ohit Samarth has joined DDB MudraMax as Senior Vice President. He heads the operations of Terra, its rural marketing agency. Rohit comes from Percept Out-ofHome, where he was the business head of its rural vertical responsible for all its communication and marketing strategies. With more than 25 years of experience in the industry, Samarth has had the opportunity to work with some of the largest and the most recognised brands in the country. He started his career with Nestle India, and later worked with various other companies like Media Workshop India, Amar Ujala Prakashan, India Infrastructure Publishing, UCP Integrated Marketing Solutions, and Federation of Indian Chambers of Commerce and Industry (FICCI) and Linterland.
DSA launches Asia-Pacific Chapter
he Digital Screenmedia Association (DSA), the world’s premier trade association for the digital signage and interactive out of home media industries with over 650 members, today announced that it had entered into an exclusive Affiliation Agreement to establish a chapter in Asia- Pacific. The chapter to be known, as the Digital Screenmedia Association Asia-Pacific (DSAAP) will for the first time bring together the entire digital screenmedia ecosystem including retail and advertising network operators, hardware and software suppliers, telecommunication companies, agencies and media buyers to drive growth through information and networking exchanges while promoting best practice. Asia’s fast growing economies offer enormous potential for the digital screenmedia industry. While the industry has witnessed considerable growth in the past few years, the opportunity it presents can only be fully leveraged through greater industry collaboration and education. DSAAP will provide a forum to facilitate such co-operation.
Himanshu Bakshi quits MOMS
imanshu Bakshi, Asst. Business Manager, MOMS, the out of home specialist from the house of Madison has put in his papers. Having been associated with MOMS since 2008, he has led and overseen a large number of projects in his 4 years stint a t t h e c o mp a ny. H e i s currently serving his notice period Himanshu, with an experience of 4 years, had joined MOMS in 2008. Prior to joining MOMS, he has worked with Cybermedia, Serve & Volley Media services, TDI Media services, DS Mittle & Sons , Signature Signs and TOI.
Alakh rides the Western railway
he Western Railway had floated multiple tenders offering various media in the Railway Premises. Alakh Advertising & Publicity Pvt. Ltd. has bagged tenders right from Dadar to Kandivali. These tenders cover Strategic sites located on Various ROB’s connecting the city from East to West, like Andheri, Goregaon and Kandivali. Also The sole rights for all Hoardings outside all the western Railway Stations from Dadar to Kandivali and on Tilak Bridge and Tulsi Pipe Road. Alakh Advertising & Publicity Pvt. Ltd. can now offer to their clients fantastic packages right up to Kandivali. These tenders are awarded for a period of three years with escalation of 15 % every year.
or telecom category data segment has become very important post 3 G launch, all top service providers have been doing communication highlighting their efficient data card. Idea Cellular too has come up with their 3 G data card known as Netsetter communication with a well spread out OOH campaign where more than 75 towns were covered. To promote the same a clutter breaking OOH campaign was ideated and executed, by Lowe which is the creative agency and Bates Wallstreet the Outdoor agency. The campaign saw a first of its kind innovation at one of the Big Cinema screens at
Ameerpet, Hyderabad where the entire screen has been converted into a Laptop. With the keyboard created at the bottom of the screen and a Netsetter plugged into it, the entire setup gives an authentic feel to everybody present in the auditorium that they are watching the film on a laptop. This is a wonderful example of creative though process where medium is perfectly used to portray the concept without fiddling with the basic medium and its deliverables. The whole concept brings a smile to your face where a simple message “Watch your movie seamlessly on your laptop with Idea Netsetter.” l
Presence King Size
ingston one of the leading brands of memory sticks wanted to communicate the power of a small pen drive. Six Inches Communication helped them do so with an interesting piece of OOH. Kingston clearly wanted to highlight the fact that though pen drives look small, they are huge storage devices. Kingston’s main USP is storage and space. It boasts of having the largest pen drive of 256 GB. Hence, the task for the creative team was to figure out a way by which the message “a lot can be stored in just one pen drive” could get conveyed. Hence, it was important for them to drive home the magnitude of space of Kingston pen drives to customers. Thus the creative route taken for the campaign was to harp on the idea of large space of a pen drive for purposes of storing data and other stuff. The idea was to create an illusion of a huge pen drive and have people walking into it. The installation will successfully
showcase the experience of space. This was done at Nirmal Lifestyle as the mall has huge space and also attracts heavy footfalls. A pen drive of the size 31 ft x 9 .5 ft was installed to showcase that one can carry their world in their pen drive. This was a month long campaign l
DEA Cellular, one of the popular mobile operators in Maharashtra has recently introduced a concept - ‘Idea Lifeline’, an emergency talk time credit for uninterrupted calling. Idea Prepaid customers can now avail of this credit balance anytime, anywhere by simply dialing 53567 (Toll Free) from their mobile phones. Moving ahead, Idea customers who run out of balance can avail of talk time by dialing 53567 (Toll Free) from their Idea number, and Rs. 3 Talk time will be instantly credited to the customers’ account. To create awareness about the “Idea Lifeline” one of the biggest OOH campaign was planned and executed where 137 cities have been covered. Mainly the campaign has been done using large formats and bus shelters. Maharashtra & Goa being a leadership circle for Idea
Cellular Ltd., this campaign aims at increasing customer satisfaction level and at the same time promises to offer additional benefits to subscriber base of brand Idea. An interesting proposition to talk about, a wide spread OOH campaign – two aspect of the effective communication were in place but something was missing team Bates Wallstreet and team Idea sat down together, brainstormed and came up with the idea of using most important element of outdoor creative to bring alive the core thought – Emergency! Two executions, in Pune and Nagpur highlight the Emergency in a manner that connects with the consumer instantly. A moving beckon light on a billboard with surprisingly good proposition and call for action makes the entire innovation very interesting l
Red Mc Alert!
cDonald’s India wanted to do an activity with Lookwalkers create awareness about the new look of their outlets and reopening of the same. The brand uses Lookwalkers regularly in the U.S. and European Countries. As it drives brand value and harbor a close reach to the TG. Owing to this brief aagency Accurate Networks in a short span of time doled out a well managed Lookwalker activity. A two days activity
was conducted on 8th April at High Street Phoenix Mall Lower Parel & on 16th April Bandra. The McD Lookwalker activity was executed in very short’s span of time. In a short span of time we had arranged 30 Lookwalkers, managed the permission, arrange eco friendly print, mounted the prints & dispatched the same through Air cargo in 24 hours to the Venue l
etwork is one of the most important category pillars for telecom. In the initial phase of market development, Vodafone had communicated â€˜where ever you go our network followsâ€™, the legendary communication had made our brand synonymous to an omnipresent network and gave it the stature of a constant companion. In the last couple of years, while we have not communicated our network many competitors now have come forward to claim a good/ better network and made a clutter of noise around it. As the telecom market has matured length of the network has become hygiene /point of parity whereas quality or depth of network is the need of the hour from customers. The brand wanted to reinforce the belief that Vodafone network offers its users a superior experience across
three key parameters that define the depth or quality of a network: Voice quality and clarity, Instant connectivity, No call drops/ uninterrupted. Helping the brand do so Bates Wallstreet, conceptualized and executed a campaign which recreated real life situations to demonstrate that Vodafone is the best quality network. The campaign saw an execution of two innovations where in the protagonists of the TVC a small boy and a girl engaged in interesting conversations, for instance one had the girl on the swing and the boy with her and the swing was given movement with a motor. The campaign was targeted at 18 to 45 years males, SEC A, B, and C Vodafone users, and secondary consumers who are the intenders. The campaign was executed in Mumbai, Jaipur, Hissar and Karnal l
Cross fitting out-there
eebok in a bid to promote the arrival of new sport Cross Fit, had Posterscope its Outdoor Agency execute an interesting OOH innovation; on JCDecaux properties. Innovation was imperative as cross fit is very much a new concept in India and to excite audiences about the new work out style just more than
a creative was required. A bus Shelter was selected at Andrew Gunj Location, top of which was highlighted using Reebok Cross Fit and its logo. A standlone cut out of a man working out using kettle bell was positioned on the side of the Bus Shelter. A Rod and Push rings was also hung to create the work out zone l
DB MudraMax executes OOH campaign in Mumbai and Delhi for Reebok’s CrossFit. This was a global campaign supported by TV and Print. The objective of the activity was to drive home the arrival of the Sport of the Fitness (CrossFit fitness program) and create an impact. The airport environment ensured high footfall and high visibility for the activity and
choice of medium (conveyor belts) ensured that we got consumer attention through the element of surprise. In Delhi’s Airport, Terminal T3, the team placed dummy containers of CrossFit Gym, on the conveyor belts, which highlighted the message ‘The Sport of Fitness has Arrived in India’, to mark the brands arrival in the country l
A Weather special
oltas one of the leading electronic brand promoted it’s ‘All weather AC’ through outdoor. LOMS the outdoor agency to communicate the same executed a through backlit cutout in a big way during entire Summer season, & the innovation which has not been done in this segment earlier in the state of Bihar & Jharkhand in outdoor specially on Backlit BQS on that basis we had made the innovation through
backlit cutout of GIRL of on GSB pattern and inside fitting of electrical to glow in the night. The entire size of BQS front is 25x4 (WxH). LOMS installed a girls cut-out of 06’x04 ‘(WxH) describing Special features through 03 separate cutout of 2.5x2.5 which shows symbols of special features of AC & just below that features has been written with the help of LED on BUS SHELTER .Both sides of BQS is 6’x4’ l
pson, a global leader in imaging products looked at creating an increased awareness of their range of projectors and printers in Bangalore; extending this objective to realization, Nam Communications executed a neat bus wrap campaign. Nam Communications selected and completed Epson branded Bangalore
Epsonâ€™s bus ride
International Airport Bus which traverses route number 5 and covers areas starting from JP Nagar to the International Airport. The complete bus wrap brought forth the entire Epson range of products in an attractive way. The campaign was on for a month l
Swiss in Mumbai
witzerland Tourism builds extended recall in Mumbai yet again. Milestone Brandcom, the Outdoor agency executes surreal campaign for Switzerland Tourism. The core communication objective of the campaign was to fascinate & intrigue people with vibrant images of some the geographical diversity that can be found within Switzerland. The campaign tag line was “Explore Switzerland” The company promotes Switzerland as a holiday destination in the world and the main focus of the campaign was to showcase the different destinations in Switzerland along with very special offers from tour operator partners in India. A media plan encompassing 170 media touch points spread well across a selection of formats covering high traffic & footfalls along arterial roads. There was an assorted mix of media touch points such as Billboards, Backlit Bus Shelters, Backlit Pole Kiosks, Large format Mall Facades. As part of the campaign, to further deliver the desired impact, an exceptional innovation was executed on a 30x20 billboard at a prime location in Mumbai – Worli naka. The innovation was that of a cable car going skywards to & fro from the famous Mt. Titlis that stands tall at 10000 feet. The innovation was striking and strategically placed at one of the high traffic count traffic signals in Mumbai. It was visible to almost all vehicular & pedestrian traffic moving from South Mumbai to Central & Suburban areas of Mumbai – the peak evening traffic movement in the city l
A Tempting Delivery
izza Hut Delivery (PHD) stormed Gurgaon with its Bhook Patrol Bus. The bus pit stopped at Infinity Towers, where a 12-foot high clock bore a special countdown creating curiosity amongst onlookers. When the clock struck five, forty Pizza Hut Delivery commandos broke into a flash mob creating frenzy amongst the crowd. The fun continued
for all, as they were treated to the newest offering from PHD-- iPAN pizzas. This mouth watering offering by PHD is priced starting only @ Rs 29 and promises to become the nation’s favorite evening snack that will eliminate your hunger pangs l
Fanning Out A
nchor unleashed the new communication for its Fans range in mid March, cooling this hot summer. Focusing on aesthetics and style of Anchor Fans, this campaign aimed at promoting the entire fan range on a Pan India level. Displayed across 44 cities through outdoor mediums, multiple languages and supported by extensive dealer level promotional activities, this campaign has created a huge awareness about Anchor fans across the nation. The outdoor activity was handled by Brandscope, while the creative was designed by Anchor’s incumbent creative agency Scarecrow Communications. This was the second consecutive year that Brandscope has handled Anchor’s outdoor Fan campaign. The tagline of Anchor Fans “Anchor’s Fans-The Ultimate Style Statement” was coined bringing the superior aesthetics of Anchor Fans in Focus. This campaign is Anchor’s curtain raiser attempt, forming a backdrop to the new fans that will be launched soon from the brand Anchor as well as Panasonic l
Against Abandoning T
o make people realize the consequences of abandoning pets, Society for Abandoned Animals an NGO executed quite a riveting OOH campaign. During peak hours, real size dead pet stickers were placed on the ground of Outdoor car parks where abandoned pets will likely be wandering around. When a vehicle stopped by, it stood out as an actual visual impact of an animal being hit down. This campaign effectively captured driver’s attention. The number of calls for donation was a very encouraging number portraying the efficacy of the campaign l
Warring for childhood W
ar Child an NGO during its annual fundraising went live with a campaign which reminded people of their core purpose of giving back the childhood to kids who live and survive in the war zones. Thus a life size Sherman tank made out of balloons was created together with artist Hans Hemmert. People were asked to tweet to turn the tank back into balloons hence giving children their childhood back in a symbolic way. The tank was installed on the city square of Den Bosch, Holland. It measured 9m long, 3 m large and contained over 7,000 balloons. The campaign attracted International TV, press & radio coverage, almost 30,000 people visited the tank, more than 3, 50,000 online views all this was harbored with zilch investment l
Mobility for everyone I
n Brazil not all buses are adapted for users with disabilities. In 2011, Joevanza – A Brazilian transport company received lots of messages from these users complaining that they couldn’t easily identify which buses were adapted and which
weren’t. Thus to solve this problem the company installed stickers on all the adapted fleet, stickers portraying a man on a wheelchair and the wheel of the bus ambiently morphed to be the wheel of the chair l
Be seen I
t is no secret that the Lebanese love to hit the beach to ‘see and be seen’ is quite an event; an event wherein people dress in the fanciest swimsuit and toned bodies to impress and meet new people. Thus to promote Riviera, Beirut’s hottest new beach resort during this season the hotel stuck vinyl stickers of faces with sunglasses on bathroom mirrors in various trendy locations across the city. The glasses were cut-out to give the impression of a reflection, which gave the idea that they were being stared at by somebody. The copy read ‘Be Seen’ l
A tempting slice
c Donalds introduced its new Banana cake in a rather tempting piece of OOH. The advertising agency Arnold Worldwide smartly used a simple
billboard wherein they put up a tempting picture of the banana cake. And the depicted a slice of the same by literally cutting the billboard into a slice l
o promote Goodwill as a destination for Halloween costumes, stickers of eyes and hands were placed on various objects to create unique costume ideas. On everything from dumpsters to statues, the “Street Masks” showed that Goodwill is the place to “Be anything this Halloween” or “Go undercover this Halloween”. The agency behind this idea is RED l
‘Play on the way’ T
he Casinó Campione d’Italia stands out for its funbased approach to the world of gaming. 50 taxis in Como, the nearest city to Campione, are turned into mobile roulette wheels, complete with ball. Before starting, the customer lays a stake and tells the taxi-driver. When they reach their destination, if the customer has won they are given free admission to the Casinó and a dinner at one of its restaurants, and if they lose, free admission to the Casinó only. This campaign resulted in a 20% increase in brand equity, 14% increase in Casino admission, and 9% admissions of people who had never been to a casino before. The agency behind this campaign is AdmCom, Italy l
Assured engagement N
RMA Insurance launched an interactive motion activated outdoor installation in Sydney, Australia, as part of its Motor extras campaign. The campaign highlights how many car parts other insurers consider “extras” and don’t automatically cover. And there are so many parts, they created a car using them. While creating the real car, NRMA also developed an identical 3D model of it for the installation, which included all the extras from the real car, including metallic paint, air conditioning, alloy wheels, reversing sensors and even the same 5 car models. The installation uses a Panasonic time of flight (similar to Microsoft Kinect) sensor, enabling people to interact with the car in a digital outdoor setting and discover for themselves the parts of cars that are not automatically covered by other insurers. The sensor uses infrared technology to detect a user standing in front of the installation. By moving their body and hands, they can activate the screen, move the car, watch a video and discover car parts that may not be included as standard with other insurers. Unlike previous sensor technology, this can all be done in an outdoor environment and under direct sunlight – a world first. The agency behind this campaign is Whybin/ TBWA/Tequilal
IPL’s OOH Blitzkrieg! Reena Mehta (With inputs from Archana Singh)
“Our brief this year to MOMS was simple. Take the central thought of our campaign “Aisa Mauka Aur Kahan Milega”, and manifest it pan India in the outdoor medium. Right from the creative plan to the innovations chosen and executed, MOMS has been partnering us on this effort.” Gaurav Seth
ith IPL comes the season of celebrating cricket, that to with a dash of style and glamour. Year on year the IPL fever has only caught more vogue and it only has got bigger and better. A property so premium sure needs to live up to the entire buzz in every way; especially when it comes to the communication piece. Thus IPL with the support of MOMS Outdoor Media Solution went live with a spectacular OOH campaign. IPL is known for the opportunity it has given people, may it be a franchise or a small town player who gets a chance to share field and play with Sachin Tendulkar or a grandmother who finally has Television content she can watch with her grandson or an instance for a family to bond over dinner. Understanding this aspect of IPL this year’s campaign theme has been based on the tagline ‘Aisa maukan aur kahan milega’.
“IPL being the biggest spectacle on the Indian television and Set Max as its official broadcaster; the target audience for this property is mass. Hence the objective was to create a huge amount of buzz and bang in the OOH domain and to execute a high decibel campaign with the presence in every important corner in a city.” Indicates Gaurav Seth Senior Gaurav Seth VP – Marketing, Set Senior VP Marketing, Set Max Max. “Our brief this year to MOMS was simple. Take the central thought of our campaign “Aisa Mauka Aur Kahan Milega”, and manifest it pan India in the outdoor medium. Right
from the creative plan to the innovations chosen and executed, MOMS has been partnering us on this effort.” He further adds. And thus MOMS Outdoor Media Solution planned and executed a campaign which had innovation, and impact as the key factors. A broad media mix was used to create the maximum impact. In metros all landmark sites have been taken (large format hoardings categorically). Apart from hoardings media like Metro station Signages, Unipoles, Utility, BQS, gantries, mega clusters, FOBs, bridge panels, Glass façade, pillar branding, bus panels etc. Apart from key areas there were media taken near the airports, stadiums etc. In smaller towns media were tactically selected in high congregation points near railway stations, bus stands,
Campaign “In smaller towns media were tactically selected in high congregation points near railway stations, bus stands, markets places etc. in all the 78 markets every possible route was covered to create that hype and awareness for the most awaited property of the year.”
markets places etc. in all the 78 markets every possible route was covered to create that hype and awareness for the most awaited property of the year. Along with the high impact outdoor campaign major focus was also on the innovations.
the day when IPL started with confity blast and fire crackers during the peak hours on the mobile van. The entire event was covered live on facebook. 2. Designer bus shelter in Delhi –
1. Innovations on traditional outdoor media format
a. Mumbai: a jam packed bus on a hoarding was created with real people sitting on it during the peak hours. Idea was to showcase the countdown of IPL with the theme communication “Aapki seat reserved hai” which eventually transformed into the daily match schedule. b. Similar innovation was done on the mobile van with live cheer leaders. There was a live event on
a. Concept was to create a perfect family picture for which a real sofa was created on the bus shelter with a big photo frame. A cutout of the photographer with flash lights at regular intervals was placed in the shelter
3. Inside airports in Mumbai, delhi, Bangalore and Chennai
a. Sofa with the countdown timer was placed at the arrivals at all the 4 airports.
4. Malls & Multiplexes in mumbai and delhi.
a. There was tie up done with Multiplexes in
Mumbai and delhi wherein Set max IPL TVC was played
“There were frequent hits on main arterial routes creating the desired impact. In Mumbai there were also bus shelters and bus panels taken in high numbers to create frequency and for the presence in the bilanes in order to cater to the residential areas also.”
b. Taking that forward there were various elements like comod, hay stack, big size paint buckets, paper stack that were placed at all the important places in the multiplex with the communication “Tashreef ka tokra jama ke rakhiye”
“The campaign being large on scale covered 78 markets wherein all the towns, important junctions and high traffic areas were covered. There were frequent hits on main arterial routes creating the desired impact. In Mumbai there were also bus shelters and bus panels taken in high numbers to create frequency and for the Dipankar Sanyal, presence in the bilanes Chief Operating officer, MOMS Outdoor Media Solution in order to cater to the residential areas also.” highlights Dipankar Sanyal, Chief Operating officer, MOMS Outdoor Media Solution.
“Outdoor presence traditionally plays a big role in our marketing mix for the IPL. The various formats of outdoor media that we utilise in our campaign range from large impact billboards to smaller format frequency building hoardings. In addition, the entire range of street furniture available to create a robust presence out of home is also included in the plan. I must say that MOMS has done a commendable job in building the requisite salience and impact for the overall campaign.” concludes Gaurav. While the IPL winner is yet to emerge, we have a clear winner in the form of a splendid OOH campaign l
Restless OOH! Meghana Biwalkar (With inputs from Bhawana Anand)
“A key trait that marks youth behavior today is a sense of constant motion; everyone is either going somewhere or doing something all the time. Settling down is fast going down the priority list. The bubbling undercurrents of discovery, exploration, invention, challenge, action seem to top that list. The new brand campaign for Bindass captures precisely this, that the youth today are ‘Rest Less’ and actually rest even lesser” - Agnello Dias
he youth channel of UTV, Bindass is all set to create a new identity with its changed logo and tag line “Because there are those who ‘rest-less and then there are the rest…’. This new campaign is aimed to depict today’s youth and their lifestyle.
“A key trait that marks youth behavior today is a sense of constant motion; everyone is either going somewhere or doing something all the time. Settling down is fast going down the priority list. The bubbling undercurrents of discovery, exploration, invention, challenge, action seem to top that list. The new brand campaign for Bindass captures precisely this, that the youth today are ‘Rest Less’ and actually rest even lesser. We had earlier worked on Bindass’ immensely successful ‘What I am’ campaign as well which really caught on with the youth and this time around with Rest Less we hope to continue connecting with them yet again,” says Agnello Agnello Dias Dias, Chairman and CoChairman and Co-founder Taproot India founder, Taproot India, the creative agency behind this campaign. While Taproot India is the creative brain of the campaign the OOH baton was handled by Alakh Advertising and Pioneer Publicity. Targeting the age group of 17-25 years, the brand has rolled out a 360-degree marketing campaign which
encourages the youth to do more and achieve their dreams. And, their larger-than-life creatives clearly depict the brand’s all new philosophy - ‘Rest less’. The campaign of course is aimed at the super confident youth who wants to achieve and experience everything that is new and challenging. UTV is hoping to help them meet their desires and make a difference in their lives. Hence, they are going all out to draw a connection with the audience through this new identity. “The communication strategy behind this campaign was to spread the channel’s new tagline ‘Rest-less’. It is an extended version of ‘What I am’ tagline that we had earlier. Through this, the idea was to reach out to the restless people who want to do something new. We
Campaign also wanted to make the subject bigger and convey the message of being restless and live more. To convey the message we have used mediums like buses and mobile vans, which are always moving, keeping in view with our target move who is constantly on the move either doing something in order to achieve their dreams or just taking life easy by partying or moving along with friends,” says Kunal Mukherjee, vice president - marketing, UTV Channels. Rightly, the out-ofhome (OOH) creative Vice President Marketing, campaigns show UTV Channels youngsters engaged in activities like skydiving, skating, underwater diving, clubbing and many more. It’s not just these unconventional activities that attract the attention of the viewers. In addition to the regular hoardings, UTV has put up huge cut outs and additional jut outs on the hoardings -- something which is not easy to miss. This campaign has been carried out across six major cities in India - Mumbai, Delhi, Kolkata, Bangalore, Pune and Goa. Kunal Mukherjee,
“To convey the message we have used mediums like buses and mobile vans, which are always moving, keeping in view with our target move who is constantly on the move either doing something in order to achieve their dreams or just taking life easy by partying or moving along with friends,” Kunal Mukherjee
In addition to these interesting hoardings, UTV has also created a Bindass zone where over 10 hoardings are placed together. “Outdoor advertising is a very
Campaign “We have used all big OOH formats. And the biggest reason behind using OOH was that this medium suits the campaign perfectly. People who are sitting in front of the TV and other mediums are actually doing mundane jobs and not doing anything restless. We wanted to catch the audience who are always moving and doing activities” - Kunal Mukherjee
important aspect of our communication strategy, as most of us spend time out of home. Thus, we wanted to capture the whole city. Especially in key cities like Delhi and Mumbai, which are really restless, wake up early and keep moving all the time. Here, we wanted to make it grand. That is why we have used all big OOH formats. And the biggest reason behind using OOH was that this medium suits the campaign perfectly. People who are sitting in front of the TV and other mediums are actually doing mundane jobs and not doing anything restless. We wanted to catch the audience who are always moving and doing activities,” says Kunal. The brief that was given to the agencies was to keep the communication action oriented, yet simple. “Thus, if you see the creatives, all highlight some activity or the other. We also wanted to communicate with the audience on a one-on-one basis and thus we wanted to make it a very personal campaign. Being restless is
one’s own choice; it is nothing related to group or gang. Therefore, in all creative, we kept a simple and single person doing things,” points out Kunal. Through this 13-week long campaign, the agency and UTV hope to create as much impact as possible. “So far we are happy that the campaign has been positively received and the fact that we have managed to keep it simple, and yet break the clutter is quite encouraging,” says Kunal l
For the Frozen Planet Reena Mehta (With inputs from Bhawana Anand)
BBC Entertainment launches its new show Frozen Planet Series literally bringing the climate change and its effects on board. Milestone Brandcom partners the brand and deploys an OOH campaign that is fostered with innovation driving the point and theme of the show effectively.
“The OOH campaign was focused around BBC Entertainment’s audience in Delhi, Mumbai, Pune, Hyderabad & Bangalore. And thus the agency was briefed that the campaign should reach out to their TG, which includes Sec A, B 15+ and areas where BBC’s distribution is available.”
rozen Planet’, a nature documentary series which premiered on the 27th of February on BBC Entertainment; was an ambitious programme, epic in scale. This ground breaking series portrays the great wildernesses of the Arctic and Antarctic regions and is a landmark property produced by the BBC’s famed Natural History Unit (which produced Planet Earth, Blue Planet, Human Planet). “Frozen Planet was brought to Indian audiences for the first time in India in February 2012 by BBC Entertainment, and it was our endeavor to reach out to audiences in key metros with this message. The Frozen Planet series is breathtaking. It was important that the marketing campaign reflect the scale and imagination of it,” explains Ishita Roy, Head of Marketing & Communications – South Asia, BBC Entertainment. Outdoor being an important part of the media mix of the brand acts as a recall driver and gives the creative freedom to visually innovate. Thus BBC Entertainment vested the responsibility of churning out an effective and innovative OOH campaign on Milestone Brandcom. The objective was to create awareness for the launch of the ‘Frozen Planet’ series to be aired on BBC Entertainment in India and to drive traffic to the channel. The OOH campaign was focused around BBC Entertainment’s audience in Delhi, Mumbai, Pune, Hyderabad & Bangalore. And thus the agency was briefed that the campaign should reach out to their TG, which includes Sec A, B 15+ and areas where BBC’s distribution is available. As the channel is quite popular in metro cities, they wanted major promotion in Delhi, Mumbai and Bangalore and some vanilla campaigns in Hyderabad, Chennai and Pune.
Based on the brief and objective Milestone Brandcom conceptualized an interesting campaign which portrayed quite a differentiated thinking. “As the show is about nature and wild life we knew that we would have to do something out of the box. BBC has already done some innovations overseas for the same show so we considered it while ideating and drafting our innovations with all the reference. We Prashant Mishra came up with different Regional Head North - OOH innovations and Milestone Brandcom intensive discussions and looking at pros and cons of each along with the brand, we finalized the polar bear innovation,” says Prashant Mishra, Regional Head North-OOH.
The campaign captured the TG of SEC A, B and 15+ audiences in Delhi east, central, CP and west, keeping in mind the fact that BBC watching audiences reside in elite, high-end areas. Outdoor formed a large percentage of the media mix. In addition to this, BBC also had Television, Online, Print and Social Media active for the campaign. The outdoor campaign was very well received and has been covered by many media organizations, including NDTV Profit’s latest episode of All About Ads. And further on, the TRPs have been a reassuring indicator of OOH’s efficacy as a medium l
“Milestone Brandcom tried bringing out the frozen wilderness of the Polar Regions on some of the landmark outdoor billboards across cities, to grab eyeballs & attention with a melting billboard, surrounded with snow, and smoke dramatizing the core idea of the series. The idea was to highlight the effects of climate change on the Polar Regions, like the Antarctic Peninsula which has warmed significantly in the years.”
Milestone Brandcom tried bringing out the frozen wilderness of the Polar Regions on some of the landmark outdoor billboards across cities, to grab eyeballs & attention with a melting billboard, surrounded with snow, and smoke dramatizing the core idea of the series. The idea was to highlight the effects of climate change on the Polar Regions, like the Antarctic Peninsula which has warmed significantly in the years. At some places the snow was made with digital printing and at some places it was made up sun board. And another attraction was a motor which brought in the melting smoke effect. “This landmark series needed an impactful messaging to the audiences, to illustrate the frozen wilds as you have never seen them before, and may never see them again thus we devised a robust media plan to target the audiences on the go,” highlights Prashant.
Sofa, So Good! Reena Mehta (With inputs from Bhawana Anand)
Godrej Interio launches its limited edition of FreeStyle Sofas in the outdoor space with a campaign that has panache and innovation written all over it. A life-size sofa and a live fashion show at 15 feet height on a billboard was a sure ticket to unlimited buzz. Outdoor Asia brings you the details of this Show Stopper.
“Primarily Godrej looked at showcasing its new range of Sofas live on a large, eye level platform through OOH. And this resulted in a ‘on the hoarding’ fashion show.”
reeStile Sofa range is an idea from the stable of Design HQ, Godrej Interio’s design centre. It includes modular sofas that can be arranged and re-arranged for living rooms in different shapes and provides room for people to use their creativity and have their own style of sofa set, contrary to the regular ones. The FreeStile range comes in five designs, and with only 30 pieces produced for each design, it is a highly limitededition designer collectible. The skin designs are done by Anita Dongre. The range is available at select Godrej Interio stores across India under the Design HQ sections. A product range so unique called for a communication which is quirky and innovative. Thus Godrej commissioned BrandComm Media Solutions Pvt. Ltd. their outdoor agency to conceptualize and execute a high on innovation OOH campaign.
Director BrandComm Media Solutions Pvt. Ltd.
Sharing the brief Dhiraj Ahuja, Director, BrandComm Media Solutions Pvt. Ltd says, “Primarily Godrej looked at showcasing its new range of Sofas live on a large, eye level platform through OOH.” And this resulted in a ‘on the hoarding’ fashion show. Godrej
Interio showcased its Limited Edition sofas on the hoarding, which is 15 feet off the ground; the same hoarding saw a fashion show on top, Live. Real models performed a fashion walk showcasing real sofas, all on top of the hoarding that lasted for an hour. Ace designer Anita Dongre has designed the skins of the sofas on display. Mahim Causeway was chosen for its location, position and the fact that over 4 lakh motorists drive down the road every day. The hoarding is located at a major signal where the traffic is static every five minutes for long durations of time. Commenting on the same Anil Mathur, COO, Godrej Interio says, “We wanted to show Godrej Interio’s philosophy of innovation and creativity in real life, and to do it at a public place was to say that design and style is not meant just for the classes. Design HQ, our design centre that produces high-end products, are meant for masses and are aimed at bringing about
Innovation “For us the media mix was divided into 3 different aspects. First was Lakme Fashion Week that took around 30% of media mix share, second was OOH medium which took 50% and thirdly we spent on magazines that took 20%. It was an OOH driven campaign.” Bedraj Tripathy
style consciousness among people in general. This was our inspiration for organizing a fashion show atop a hoarding, 20 feet off the ground!” While planning this campaign Godrej Interio built the idea on two factors, first the product being unique was meant for audiences who dislike monotones in life and keep experimenting with lifestyle and f a s h i o n . S e c o n d l y, having already launched the sofa range during the Lakme Fashion Week, Godrej thought of extending the Lakme fashion week concept to the OOH space since the footfall of Lakme Fashion Week is Bedraj Tripathy limited. Senior GM (Marketing) Godrej Interio
OOH as a medium surfaced as an imperative as Godrej aimed at creating considerable buzz, and break its one dimensional image of being an office furniture maker, and establish
the fact that it also churns out designer, stylish home furniture. Also OOH as a medium helped the brand connect with a much larger audience, which the brand was not exposed to yet. Highlighting the share and importance of OOH for this campaign Bedraj Tripathy, Senior GM (Marketing), Godrej Interio says, “For us the media mix was divided into 3 different aspects. First was Lakme Fashion Week that took around 30% of media mix share, second was OOH medium which took 50% and thirdly we spent on magazines that took 20%. It was an OOH driven campaign.” Further talking about the kind of impact this campaign has created Bedraj says, “Impact has been great. People who were not my audience started coming into the store and the ones who were already were coming to the store and were spending Rs 40,000-Rs 80,000, have now started to spend around Rs 2 lakh on the sofa sets.” For Godrej Interio the campaign surely has been Sofa, So Good! l
Plug in Speed! Meghana Biwalkar
‘Do the new’ is the latest from Tata Docomo conveying the spirit of everything that they do, be it their tariff plans, product innovations or communication. Going live in the Outdoor space with yet another differentiated and impactful innovation, Tata Docomo showcases the speed of its Photon Plus literally on hoardings. Outdoor Asia brings you the details of this OOH work.
“Our present campaign aims to highlight a never before experience in the world of internet surfing. Thus, in order to bring alive this experience for our consumers we wanted to create something magnificent and something that will not just help us break the clutter, but bring out the ‘wow‘ effect,” - Ashok Gose
he progress of technology continues to make things easier and simpler for people across the world. This is especially true of internet. It has in a way redefined the way we do business, communicate and connect with people. The one thing that gives life to internet is faster connection. The rapid frequency at which communication or download takes place in a high-speed environment is simply amazing.
Tata Docomo certainly is trying to position Ashok Gose itself around the Chief Operating Officer concept of speed with Tata Teleservices Ltd. mobility in internet surfing. But, in a world where other data cards are also trying to woo the customers with offers and good connectivity, Tata Docomo wanted to ensure that they stand above the rest.
“Our present campaign aims to highlight a never before experience in the world of internet surfing. Thus, in order to bring alive this experience for our consumers we wanted to create something magnificent and something that will not just help us break the clutter, but bring out the ‘wow‘ effect,” says Ashok Gose, Chief Operating Officer, Tata Teleservices Limited, West Bengal and NESA circle. So, to bring out that ‘wow’ effect Tata Docomo chose to use the outdoor medium. In fact, the outdoor medium is a large part (60 per cent) of this campaign. This time, the company has executed innovations at strategic junctions in major cities like Kolkata. Here, Tata Docomo put up two LED screens (11x8 innovations) which were converted to look like laptops. These laptops had the Tata DOCOMO Photon Plus device plugged in it. But, there was more to this large-size feature. The ‘laptop’ screens were shown streaming live videos from YouTube.com and news channels to showcase the strength of the Photon Max device. “The client wanted to showcase the internet speed. Also, in these competitive times where other data cards
are also active we wanted to standout aloud. Hence, we drafted something out of the box, including the tagline of brand,” says Rahul Ghosh, Managing Partner, Klik, the creative agency behind this campaign. This certainly wasn’t an easy campaign to execute, agrees Tata Docomo and its agencies. One of the prime challenges was to synchronies the technical feed with the LED. “Tata Photon Max stands for a never before experience in internet surfing. To establish its superior claim we decided to magnify a ‘live demo’ of the product. The city LEDs already gave us an option of a giant laptop screen. The Rahul Ghosh challenge for us was to Managing Partner Klik create a keyboard and synchronize internet feed from a laptop on Photon Max to the giant LED screen,” says Rahul. For this, the live streaming was enabled by a promoter, who actually surfed the internet close to the LED screens in a Tata DOCOMO branded environment. During this live streaming, the normal advertising on the LED was turned off, and the input was taken only from the promoter’s laptop. To further ensure that everything went off well, a team of promoters was present at the site to take in enquiries.
The LED screens were displayed across 20-25 prime locations across the city. “We chose to display large sized LED screens of the city in traffic junctions, more popular for the upwardly mobile IT, finance and service Ujjal Dasgupta professionals,” says Sales Head Ashok. After all their Enkon target audience is SEC A, B and upwardly mobile professionals, who are always on the move and are looking for high speed connectivity.
Adds Ujjal Dasgupta, Sales Head, Enkon, the OOH agency behind the campaign, “Our work has been well appreciated by the industry and in fact, we got calls from other clients to replicate a similar concept for their brands.” This appreciation wasn’t based on just one location. “TATA Docomo’s TVC ads are vibrant so we wanted it to cherish on OOH too. Luckily the innovation and technical part went well together and it came out like a new kind of media. We were also careful about selecting our locations,” says Dasgupta, whose agency also worked out other details like getting permission from the local municipal authorities and so on.
“The LED screens were displayed across 20-25 prime locations across the city. They chose to display large sized LED screens of the city in traffic junctions, more popular for the upwardly mobile IT, finance and service professionals”
Talking about this medium and how it worked for them says Ashok, “OOH is a dynamic medium in a state of complete static. There are possibilities galore with extremely high notice quotient. We are very satisfied with the results.” Well, the client and the agencies are certainly proud of their work. But, does the product really match up to its promise? Now, that’s for you to decide l
All-in-all a well executed effort. And, did the team meet its objectives? At least, the response seems to narrate a positive story. “The impact has been amazing. We received calls of appreciation, and people enquiring about the work,” says Ashok.
What to & what not to for OAA 2012 Awards
Reena Mehta (With inputs from Archana Singh)
Outdoor Advertising Awards soul has been about recognizing the commendable work the industry does year round, and thus be a catalyst to the medium. Every year we have many entries while winning and losing is a part of it, there are times when some basic errors work unfavorably for a good win. Thus while you gear up for sending in your entries we share some Dos’ and Don’ts that the Jury Members of OAA 2012 have to share, these guidelines will only enhance your chances to win.
Media Jury 5 Don’ts
1) Avoid superficial statements and descriptions 2) Don’t do half hearted last minute entries. Spend enough quality time to review the entry 3) Don’t focus on quantity. But on quality 4) Don’t be only too technical in the technical categories - bring in an element of what does it mean to the industry
S. Yesudas, Managing Director – Indian sub-continent – Vizeum Media (Aegis Media Group) 5 Dos
1) Enter genuine work and not work created just for awards 2) Read and understand the category description and craft the entry to suit the same 3) Tell your story well. Attach a video presentation if possible to support the entry 4) Specify the result achieved wherever possible in as objective a manner as possible - could include clients comments too 5) Last but not the least, catch the attention of the jurors in the first few minutes
5) Last but not the least; don’t be disappointed if your work is not awarded. Keep faith in the robust award system instituted by OAA to do away with biases. Keep the passion up to do better work for the next season. Some Basic Mistakes that repeat themselves
1. Entered without understanding the category descriptions and qualifiers 2. Good work but packaged very poorly - I would request entrants to take award seriously and use professional help if required 3. Too much text. Try and keep the focus on the bullet points and elaborate them objectively within the permissible word count “I would like to see some real work which have delivered on the brand/communication objectives and entered in a way that can capture my imagination and tell me a story within the first few minutes to make it award worthy without debates.” signs off Yesudas.
Dos & Don’ts
• Dos- concentrate on what’s the differentiating idea. Sell the idea before the execution. Package well. Avoid self congratulatory statements. • Don’ts – Don’t exaggerate. Don’t push quantity over quality. Don’t put pictures that don’t do justice to your work. Don’t shy away from details. Jury doesn’t have the context you do. Some Basic Mistakes that repeat themselves
Rameet Arora, Senior Director Marketing, McDonald’s India
• Biggest mistake believes quantity or scale is sufficient, it’s also common to have very little time spent on packaging the big idea. “My expectation is to see work a notch above compared to last year.” Highlights Rameet.
Dos & Don’ts
• Top 5 Dos and Donts are actually summarised in just One - Read the Rules and categories carefully. It’s like you already have the Question paper of the Exam! Some Basic Mistakes that repeat themselves
• Poor writing of the Case Study and Wrong category for the campaign are standard Errors because of which many an entry loses out.
Shripad Kulkarni, Chief Executive Officer, Allied Media
“Awards do lead to campaigns created solely for Awards and obviously I would like less of this. More importantly, I think awards are a pulse of the Industry. And I would like to believe that Outdoor Industry is evolving towards a more strategic role in Marcom than ever before and a Practical use of Technology in Outdoor for Brand Solutions.” shares Shripad.
Dos & Don’ts
• Please DO capture the strategy and idea, as vividly as possible • Please DO give as much time and attention to the style and content of your entry, as you do for the actual creative and campaign • Please DO take time to think of which campaign deserves to be entered under which category • Please DO be ruthless on yourself and only enter work that you believe has created new frontiers of excellence
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group
• Please DO NOT make the mistake of using a simple adaptation of a print ad or a frame from a TVC, put up as an outdoor creative “The biggest dis-service we can do to the out-of-home medium and the awards, I believe, is to restrict the definition of “outdoors” to just work put up on hoardings and billboards and restricting our entries to only such work.” Ajay indicates.
Creative Jury Tips for entering in outdoor category:
• Keep your argument very simple, precise and relevant. The jury doesn’t have much time to spend on every entry. The idea should come alive with a clever combination of words and pictures. • Supply all the necessary materials for your entry. If the idea can be illustrated better with a video, you must attach a video along with your entry, shot in a professional manner.
Sagar Mahabaleshwarkar, Chief Creative Officer, Bates 141
• The presentation board itself must be treated like an ad. Art directed in a simple, clear and uncluttered manner. Try using bold images. Few larger images work better than too many small images. • You should limit the use of technical jargons as much as possible.
5. Multiple executions of the same to make campaign also works strongly in your favour providing it is interestingly done each time 5 Don’ts
1. Please don’t pass off some one off as an actual outdoor piece 2. Don’t have those fake acting people looking at your outdoor piece. It is now getting ridiculous.
Priti J. Nair, Director, Curry Nation Brand Conversations Pvt. Ltd. 5 Dos
1. Evaluate if the piece of work entering is breaking ground in the medium 2.Is it an engaging piece that evokes interaction. 3. The idea needs to be fresh and new 4. The more innovative the idea the better chance it stands
3. Pick and select what you truly believe in and not just send anything that u have put on wall and clicked cause it is easy 4. If at all your entering a one off (we know it is impossible to stop this) at least take the trouble in finishing it properly. Some of the stuff we see is the in your face photo-shopped it is not funny 5. Don’t please pass off print ads as posters. It is really weird to see long copy ads being put up as posters. “With activation and retail broadening in scope and need hopefully we will have some interesting pieces this year. Some true interactive engaging pieces.” shares Priti.
Voicing his issues and expectations Manish says, “Often outdoor is being entered as an adaptation of a press wherein a print ad is enlarged into a poster. People actually forget the power of Outdoor they just recreate another communications. There is lot more scope of innovation in that area yes we have ambient also. I think there is a scope of make it interactive and innovative which makes one outdoor v/s another outdoor more superior.” Manish Bhatt, Founder Director, Scarecrow Communications Ltd.
2) Do think of ideas that break clutter and innovate with the medium don’t, therefore adapt print ads to the outdoor media. 3) Do spend time executing to outdoor idea to make the creative credible, exciting and effective. Don’t; therefore adapt print ads to the outdoor media 4) Do realize that the best outdoor ideas jump out and cry to be awarded. Don’t; therefore adapt print ads to the outdoor media. Russell Barrett Managing Partner BBH India Dos & Don’ts
1) Do make an effort to create outdoor advertising don’t, therefore adapt print ads to the outdoor media
Some Basic Mistakes that repeat themselves
I can’t stress more on paying homage to the media you’re entering. Make it work like it couldn’t possibly in any other format. “I expect to be romanced by ideas I wish I had done and not ideas I’ve already seen done.” Says Russell
Evaluating the New! Industry
Reena Mehta (With inputs from Archana Singh & Bhawana Anand)
Outdoor Industry has off late seen the rising of many new specialist agencies, while the turf only gets more competitive we speak to the ‘New’ to know how have they fared so far. Here is a small glimpse on what these specialist agencies have managed to attain.
Broadview Mediacom Pvt. Ltd.
Our Core value proposition would be primarily to bring value to the table. We start from absolute drawing board for any brand.” Says Gautam Chadha, Managing Director, Broadview Mediacom Pvt. Ltd.
Tata Motors, Fiat, Acer, Conde Nast Publications – GQ, Vogue & Conde Nast Traveler, Fuji Films, Logitech, Hyundai Motors. These are the clients Broadview has earned in the last two years.
Human Resources Strength & Capabilities
• 50 people spread across India • A huge ground force managing aspects like monitoring • A collective experience of a century adding the experience of all the team members who have been a part of the OOH business for long
Infrastructure & Geographical Presence
• Currently have seven offices across India • Headquartered in Delhi • Mumbai & Bangalore the strong branch offices • Connecting offices in Chennai, Hyderabad, Cochin and east of Kolkata • Planning to have six to eight offices in the next two months in places like Ahmedabad, Pune, Chandigarh, or Ludhiana. Mainly tier II cities.
Core Value Proposition
“Our Core value proposition would be primarily to bring value to the table. We start from absolute drawing board for any brand.” Says Gautam Chadha, Managing Director, Broadview Mediacom Pvt. Ltd.
Max Bupa, Pizza Hut, JSW, Bikanerwala, TDI Infrastructure, BMW, JK Cement
Strategic units of – • Branding • Advertising • Digital • OOH • Retail • Brand Activation • Luxury Interiors Have worldwide partners like Wally Olins – Saffron Brand Consultants, Addikt - Amsterdam, MudraMax, Kyoorius, Wieden+Kennedy, Percept, Armani Casa.
Infrastructure & Geographical Presence
• Office in Mumbai & Delhi • Core strengths – Accountability, agility, targeted expertise, neutral approach and cost effective solutions
Core Value Proposition
“We help brands outsource increasingly narrow slices of their marketing efforts to specialized agencies because they help focus on specific areas of brand communication. We also provide cost effective solutions and better ROI than the large agencies.” Rahul Kapuria, Managing Director, Brandmakerr
Managing Director, Broadview Mediacom Pvt. Ltd.
Managing Director, Brandmakerr
5% to 10%
The tendency of CMO to fall in love with agency partners. CMOs should develop a deep roster of agency partners that are nimble, accountable, and possess specific skills that drive results.
The team at Realm has handled some of India’s blue chip clients across industries and diverse business verticals including names like the entire General Motors, Central, Indus League, Metlife Insurance, Lee Cooper, Mahuaa TV, OP Jindal Group, Platinum Guild, Finolex cables, RT News, DHFL, GKB Opticals, Kingfisher, Shoppers Stop, HDFC Bank, NDTV Good Times, MTV, Symantec, Max Bupa, ACC Cement, and many more.
• Currently Realm has operations in all the major metros and cities across the country with a core team of 50+ people. • They have strength to execute campaigns in 1800+ towns across the country with the fastest turnaround times in the industry. • Have a trusted network of associates in 45 locations across the country.
Infrastructure & Geographical Presence
• The Company has its corporate office in Mumbai, with a network of around 16 offices and 45 associate offices across tier2 & 3 towns in India. • Realm over the last year has also diversified into a fully fledged Retail Solutions entity which has a well equipped end–to-end design and development centre in Mumbai and execution teams across the country.
Core Value Proposition
TRANSPARENCY. INNOVATION. ACCOUNTABILITY. Realm is a 360 degree media agency now offering complete new media, OOH, digital, retail and below the pyramid solutions on one platform. The offerings will continue to grow without compromising on our values. “We are an independent media buying and planning agency that believes in researching and understanding the clients business before suggesting a plan. We undertake comprehensive pre-campaign research to identify their OOH Media needs. After the campaign, we undertake dipstick studies and compile and analyse data regarding the efficacy of the campaign executed. We try and use diverse data sources to understand the TG better so that our planning is more relevant to the brand.” Says Yuvraj Agarwal, Founder Director & CEO, Realm Media Solutions Pvt. Ltd.
Yuvraj Agarwal, Founder Director & CEO, Realm Media Solutions Pvt. Ltd.
“We are an independent media buying and planning agency that believes in researching and understanding the clients business before suggesting a plan. We undertake comprehensive precampaign research to identify their OOH Media needs.” Yuvraj Agarwal
Crafting your ideas into reality! Industry
Reena Mehta (With inputs from Bhawana Anand & Archana Singh)
Often when it comes to a movie flick, the cast is revered while the crew is forgotten. Shunning this stereotype and acknowledging the crew behind the 40x20s, the gantries and the innovations Outdoor Asia entails the crucial role of a Fabricator in OOH. We speak to fabricators to know more about their work, and agencies to know how crucial they are in the whole scheme of things.
The Craftsmen Speak To know the details and varied hues of their work, we met some leading fabricators and enquired about the different facets of their job. Here are some interesting excerpts from the conversation.
What all features in the list of your Fabrication expertise?
Proprietor, Sakhshi Advertising
“We are in this field from past 20 years. We have been doing innovative fabrication, regular fabrication and mounting from last so many years. We started this business with fabricating Bus shelters and then developed expertise of fabricating properties like unipoles, hoardings, walls etc. We fabricate most of DMRC’s media and are closely associated with Pioneer Publicity.” 50
May 2012 2012
Director, Dream Design & Display
“We design everything in 3D for outdoor and retail. We have done some huge campaigns, for instance we replicated Hero Honda’s motorcycle on a hoarding, and we have designed the Vodafone ZooZoos. Recently we have brought in a new technology which enables interaction we are trying to weave the same in OOH campaigns we do.”
Industry Satish Hooda,
Owner, Raj Roshan Art
Owner, HM graphics
“The fabrication services we provide include Innovations, one way vision, mounting, building wraps, 3D cut-outs with movements, adding of movements and mechanism to OOH creatives. As for us the creative that comes in is an extremely important ingredient based on which we decide on how and what kind of innovation can be done. Some of the recent campaigns done by us include – Life OK, Vodafone, Navratri and Uttarayan in Gujarat.”
“We fabricate each and everything right from a normal flex, to an LED or a moving innovation. We believe in staying ahead in the learning curve.”
Partner, Comp India
Partner, Comp India
“We are the first ones in Delhi to have introduced innovations. We do moving innovations, LED, Back-lit and another kind of innovations like putting plane, helicopter. Recently Mohna Lal Sons did a campaign in which company wanted LED so we made it for them.”
“We update ourselves according to the need. We keep researching on new technologies, designs, materials and understand as to how we can get them for the best possible rates. For instance recently we are doing a campaign for Aaren Initiative, for which we have used one-of-its kind fibre lights. The campaign is under process and we are importing lights from overseas.”
Official Outdoor Media Partner
www.brightoutdoor.com email: email@example.com
How do you keep up with the aggressive demand that keeps changing? Pulkit Gupta, Dream Design & Display “We keep a tab of what is happening in terms of OOH in the rest of the world. We also believe in bringing in new technology and raw materials. We have built our network overseas too.” Hassan Abbas, HM Graphics “The main thing we do is brainstorming. It is up to us how we make things successful. To keep ourselves update, we surf on the internet for references, keep eye on the international market and then we try to adapt some of those ideas customizing them to the Indian outdoor scenario. For instance in Delhi all the Kiosks see are fabricated by us, primarily they were to be made of wood covered with sheets. We modified them into a box frame and upgraded them into acrylic and further enhanced it by making it backlit and using steel.”
Share some of the toughest briefs you have got Satish Hooda, Raj Roshan Arts “We had to execute one innovation in Rajkot but the agency’s Delhi and Mumbai team backed out. Hassan Abbas, HM Graphics “Every brief is new and so difficult in its way, but our job is to make it possible. Still to share an experience we had to a campaign for LG wherein we had to put a whole auto-rickshaw on a gantry and show a vacuum cleaner pulling it up. This was a really challenging execution but we did it and it was quite successful.”
Challenges Pulkit Gupta, Dreams Design & Display “The main challenges are cost and time. Sometimes it becomes difficult to manage in the given budget wherein the expectations are high and the durations are too tight.” Sanjay Paul, Sakshi Advertisers “Working during night is a big problem. Even authorities give us a huge problem, even after taking permissions and having authorized letters from Municipal Corporation, still we have other authorities like police harass us.” Satish Hooda, Raj Roshan Arts “Paucity of time and the tight deadlines for execution are a constant challenge and this we overcome by pumping in all the possible efforts and resources to ensure that the work is delivered on time. We also come across safety challenges as mounting is a risky job. We completely take care of our mounters by providing them with all the safety gears like helmet and safety belts.” While these aspects gave a fair idea as to how the world of a Fabricator operates and also highlighted the nuances what it takes to be an integral crew of the OOH industry, we also spoke to some agency guys to know what they think about this important link of OOH. This is what they have to say,
General Manager LG Ad
“They are the unsung heroes of our industry. They give costeffective ideas for campaign and at the Apart from that, the biggest advantage we get from them in terms of raw materials. Fabricators work with all kind of raw materials so once we tell them the idea they guide us with the best raw material that would be best for the campaign. They are the best judges when it comes to knowing whether a particular work will be good with wood or iron. I did a campaign for Virgin mobile with Comp India. It was pretty decent; we got exactly what we visualized for the campaign. I think if fabricators can be a part of the creative process then things will become smooth and will become easy to handle.”
North, Lintas Initiative We get the best support from them as they make our ideas into reality. They know the nitty-gritty of innovations so they guide us like what is durable and what is not, they give us cost effective solutions and make innovations possible. I believe fabricators should invest in technologies so that they can save manpower, time, increase their efficiency, and get more work that is practical.â€? Gaurav Chibber,
Business Head,North, Lintas initiative outdoor
With OAC 2012 Disrupt the Status Quo! OAC 2012
Continued from cover page
“Over the past couple of decades the industry has made a remarkable transformation from being just a reminder medium to becoming a vital element in any successful communications program. But even as the industry continues to break new grounds there are persisting systemic issues that seriously impede the rate of growth. Patchy regulation, for example, has always been and continues to be acknowledged as one of the most significant deterrents of progress in the industry. This year the effort is to go beyond just acknowledging a problem and exploring possibilities and options that are available to the industry and to disrupt years of status quo.”
he collective participation of the industry and the sincerity OOH folks have put into this event makes it what it is today. This year OAC 2012 has Times OOH & Milestone Brandcom as the two Title sponsors. Sharing his views on OOH as a platform and what made him associate with it Sunder Hemrajani, Managing Director, Times OOH & The Title Sponsor of the event says, “Over the years OAC has grown to be a serious platform for the OOH industry, wherein varied ideas, current issues get discussed and it is this exchange of thoughts that effectively drives changes in the OOH industry. TIMES OOH being a serious player finds it apt to associate w i t h a platform like OAC.” Echoing Sunder’s thoughts and sharing his reasons Nabendu Bhattacharyya, Founder & Managing Director, Milestone Brandcom says, ““OAC is the only platform in India where delegates and speakers from national and international markets participate and discuss the burning issues and challenges facing the OOH medium today. As a leader of the industry and as the youngest and fastest growing specialist agency we thought it would be an apt forum for us to be associated with and contribute as stake holder. It is a support we wanted to provide to this noble cause of bringing the stakeholders together under a common platform at the event.” Along with the zestful support, OAC 2012 also has a game changing theme. This year OAC will focus on the much required systematic corrections in the Indian OOH Advertising Industry. ‘Disrupt the Status Quo’ is the theme OAC 2012 is fashioned around this year. The theme is an attempt to harbor a renewed focus on issues that continue to be obstacles for the medium and abstain it to achieve its true potential as a communication vehicle. Explaining more on this front Vasant Jante, Project Director, OAC says, “Over the past couple of decades the industry has made a
remarkable transformation from being just a reminder medium to becoming a vital element in any successful communications program. But even as the industry continues to break new grounds there are persisting systemic issues that seriously impede the rate of growth. Patchy regulation, for example, has always been and continues to be acknowledged as one of the most significant deterrents of progress in the industry. This year the effort is to go beyond just acknowledging
a problem and exploring possibilities and options that are available to the industry and to disrupt years of status quo.” So the issues that will take a center stage at OAC 2012 and will be disrupted to gain a paradigm shift will include regulations, lack of a uniform metric, the pricing imbalance, the mercenary competition, and overall disincentives for innovations and vigorous growth. All these discussions will be enabled by the collective participation of all constituents forming the larger whole OOH industry of India. While the convention will Disrupt realities and look at defining some new ones, there will be the Expo which will host a small but exclusive and innovative collection of products, solutions and services targeted at the needs of the OOH community today. The two day event will culminate in the Outdoor Adver tising Awards, the most comprehensive awards event exclusively for the OOH community in the country. So be prepared for two days of disrupting the status quo l
LEDing the semi-urban! Reena Mehta (With inputs from Bhawana Anand)
While metros already experience a surplus of OOH formats and an over dose of attention, it is the semi-urban upcoming cities and towns that are a promising land for brands. But although promising, these geographies seldom get the required attention and share of OOH formats. In an attempt to fill this gap Eden Media inducts a new media opportunity, a mobile van with LED screens. Outdoor Asia brings more dope on it.
den Media Managing Director Bitan Roy with the constant aim of delivering quality and innovative services to their clients, came up with the idea of creating a new media opportunity in the form of a Mini LED Van. The idea was backed by the need for meeting the advertisement requirements of brands in semi-urban and rural areas. It thus weaves in effective OOH advertising options in parts of the country where electricity has not reached.
“The medium is an apt option for promoting any kind of brand; and one can use the media for displaying products, running TVCs and conducting events and activations.”
The media constitutes of a mini truck sourced from Mahindra & Mahindra, and on this truck a 3304 mm x 1535 mm LED screen is installed on the van. 12 pitch LED lights are being used in its construction, w h i c h h a v e b e e n imported. The software has been specially designed and customized to play all kinds of media formats. And further on the screen offers a 360 degree rotational view. Being installed on a miniBitan Roy truck makes it an easily Managing Director Eden Media maneuverable media. The van can traverse and pass through narrow lanes of rural India, “Unlike other LED screens which display ads only on strategic and static locations like in malls, the LED van glides smoothly to quench the advertisement needs of any destination, as it is conveniently portable,” highlights Bitan Roy, Managing Director, Eden Media. The medium is an apt option for promoting any kind of brand; and one can use the media for displaying products, running TVCs and conducting events and activations. “An interesting aspect is that the media can also play movies, which can be used as a differentiated way of promoting. Our first client, a motorbike brand, used the media to play movies in varied semi-urban and rural areas, and at certain intervals they plugged in their advertisements, coupled it with test rides and demonstrations. While the movie attracted crowd, the TVCs spread awareness and the demos with test rides engaged audiences,” says Bitan. Currently Eden Media has two such vans and based on the market response and potential ahead they are planning to add five more to the fleet and have them
penetrate in different states. The LEDs being bright and thus being plausible cause of accident are being kept away by Eden Media from junctions and main roads. The first client Eden Media managed to bag for this media is Hero Motocorp Ltd. Talking about what made them experiment with this new media, Danish Siddiqqui, Regional Manager- Maharashtra & Goa, Hero MotoCorp Ltd says, “The world is moving fast and the tastes and preferences of people change from time to time. The uniqueness of the medium and its versatility made us feel that the best way to promote our new model (Impulse) in a newer way is suitably this medium. We believe in service after sales and hence we think of our customers even after the sales takes place. Through Eden Media’s LED van, we thought of running film shows for the entertainment of people especially in areas they hardly have any entertainment modes. In between the film, we have put our advertisement. We have also arranged for refreshments of people with pop corns and chips so as to infuse the real feelings of a being in a theater and that too at their door steps. It is running successfully. Our dealers are happy and asking us to continue for as many months as possible, thereby featuring something new every month.” The media sure seems to be a promising option for brands to make inroads into greater India l
Aluminium Composite Panel Manufacture Aluco Panels Limited D-19/3,Okhla Industrial Area, Phase-II, New Delhi-110020.India Phone : 011-26386641/42/43 Fax : 011-41403248, Mob: 09810192105 Email : firstname.lastname@example.org Website: www.indobond.com
Printech Digital Imaging Pvt. Ltd. #207/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore â€“ 560 068. Tel: 080 4061 1800/ 06 Fax: 2573 2266 Email: email@example.com www.printechdigital.net Vijas Digital (India) Pvt. Ltd. Vijas House, C-1, Cama Estate, Walbhat Road, Goregaon (E), Mumbai - 400 063. Tel: +91-22-4068 3700 www.vijasgroup.com
Machine & Material Ess Dee Nutek Infinities Pvt. Ltd. IInd Floor, Orchid Plaza, Plot No-4, Rajya Sabha, West Enclave, Pitampura,New Delhi â€“ 110 034. Tel: 011-32561023 / 24 / 25 Email: firstname.lastname@example.org
Media Owner Ablycom 197, Gandhi Nagar, Zilha Peth, Jalgaon, Tel: 02572229676 / 09325755111 Email: email@example.com ASA Advertising Pvt. Ltd. 1st Floor, Anand Bhawan, Gurunanak Chowk, Raipur - 492 001. (C.G.) Tel: 0771-2523606/650 Email: firstname.lastname@example.org Enkon Digital Media Enkon House, 32 Pramatha Choudhury Sarani, Kolkata 700 053. Tel: 033 24004888 Mob: 9831039879/9920810323 email@example.com Graphisads B 18/1, Okhla Phase - II, New Delhi - 400020. Tel: 4537 9999 firstname.lastname@example.org www.graphiads.com
Kanika Digital A/302-304, Virwani Industrial Estate, Western Express Highway, Goregaon (E), Mumbai - 400 063. Tel: 022-2871 4719 Mobile: 96300 82905 Email: email@example.com Mermaid Print Concepts Pvt Ltd. No. 3157, 12th Main, HAL 2nd Stage, Indiranagar, Bangalore - 560 038. Tel: 91-80-25216146 Email: firstname.lastname@example.org www.mermaiddigital.com
Enden Media Pvt. Ltd. 386/1, Gariahat Road (South) Kolkata - 700 068. Tel: +91-33-2483 9229 2413 7570 Email: email@example.com Kausik Publicity 603, Samruddhi Complex, Opp. Sakar - III, Income Tax, Ahmedabad - 380 014. Tel: +91-79-2754 3750 / 3002 3750 Email: firstname.lastname@example.org Khushi Advertising 8, Deepawali Centre, Opp. Old Highcourt, Income Tax Underbridge, Near Ashram Road, Ahmedabad - 380 014. Mobile: 9825048884 / 9825348884 Origins Advertising Pvt. Ltd. 2nd Floor, 382-383, Akarshan Complex, Vibhuti Khand, Gomti Nagar, Lucknow - 10. Tel: 2720925-26 Fax: 0522 2720927 email@example.com www.origins.co.in
Prakash Arts Pvt. Ltd. P.B. No.406, Museum Road, Governorpet, Vijayawada â€“ 520 002. Tel: 0866 2578113, Fax:0866 2571554 Email: firstname.lastname@example.org email@example.com www.prakasharts.com
Surge Media Pvt. Ltd. WZ-3208 C, First Floor, Rani Bagh, Delhi - 110 034. Tel: +91-11-4754 4070 - 99 firstname.lastname@example.org www.sergemedia.in Zero Degree 15/735,736, Near Daya General Hospital, Shornur Road, Thiruvambady P.O., Thrissur Kerala - 680 022. Tel: 0487-2327830 Email: email@example.com
Ess Dee Ad Repeat
Ess Dee Ad Repeat