Out Of Home News
DDB Mudra has executed a unique OOH roadblock for Volkswagen in Mumbai. Volkswagen recently took over the entire OOH space at a prominent Bandra junction, which sees tremendous traffic throughout the day. The OOH roadblock was executed in conjunction with the launch of the Beetle in India.
The Delhi Outdoor Advertising Association (DOAA) organised a meeting between its member outdoor media owners (OMOs) and select advertising agencies in Delhi recently to settle certain intractable issues, including inordinately delayed payments. The meeting was presided over by Mukesh Gupta, General Secretary, DOAA and MD, Graphisads.
In its bid to create new and innovative outdoor properties, OOH firm NS Publicity has created a unique tower – the ‘Rockin Tower’ – in the affluent Raja Park area of Jaipur that lends itself to premium advertising. The tower offers an interesting entertainment package to the viewers, complete with music and lighting displays.
Big Street, the OOH division of Reliance Media World, has come up with interesting innovations for Nike at the Delhi Metro Rajeev Chowk station recently. They have put up wall brandings against the two walls of the entrances at Gates 4 and 5, said to be the first such wall branding at any DMRC entry gate.
“I don’t think the government is being negligent about it, but I would say they are waking up to the fact that outdoor could be a great revenue earner for them. At the end of the day, media owners have to self regulate if this business has to survive long enough and move towards becoming a more organised and professional industry,” says Gour Gupta, COO, Platinum India.
Nabendu Bhattacharyya’s Milestone Brandcom has added one more business to its kitty, this time it is the high decibel launch of Axis Mutual Fund across pan India. The agency has been consistently adding new clients in its initial 45-day journey.
The industry is evolving fast and so are the OOH media options and technologies. Internationally, one can witness extensive use of large format LED screens, networked screens with remote content scheduling and management, use of LEDs as light source, interactive screens and use of ‘cold cathode’ in place of neon signs. Technological advancements have also been used for measuring the media effectiveness and consumer-centric innovations, which let the consumer experience the advertiser’s product in many different ways. The key challenge for any technological advancement is its adaptability and adoptability, apart from the cost implications.
After the initial launch phase, which saw a nationwide print campaign, the Crest Edition from The Times of India Group now takes the OOH route for the second phase of the campaign. The paper is taking up outdoor hoardings in prime locations across top metros as well as in cities like Indore and Chandigarh.
NS Publicity, a Rajasthan-based OOH agency, has been awarded the OOH advertising rights for DMRC’s RK Ashram to Dwarka route, which is worth Rs 50 crore. The agency has won the advertising rights for eight years following a closely contested tender process that also saw the participation of companies like Proactive, Pioneer Publicity, Big Street and Prithvi Associates.
Mudra Max recently carried out a BTL campaign – ‘Live Big’ – for Reliance Consumer Finance over a four-month period that was formulated to boost brand awareness for Reliance Consumer Finance. The campaign was handled by Primesite, Mudra Max’s out-of-home solutions unit, and Kidstuff, which provides promotional marketing expertise.
Jatin Kapoor & Joban Sawhney (JKJS) have taken auto-rickshaws, as an out of home medium of advertising, very seriously. The Delhi-headquartered outdoor agency, which was set up in June 2009 by friends Jatin Kapoor and Joban Sawhney, has aggressively been pushing its ‘Ad it on Auto’ services.
Graphisads recently carried out an outdoor campaign for MTNL’s 3G Jadoo service in Delhi and NCR region. This is the first time that MTNL hired an OOH agency in Delhi. Graphisads had bagged the contract following a tender called for it.
Big Street, the out-of-home division of Reliance Media World Ltd, has entered into a marketing alliance for the 50 LED displays in Delhi that are managed by International Techno Media (ITM). This strategic alliance will see the specialised team planning and building content strategy for the screens.
Uninor, the brand name adopted by telecom company Unitech Wireless in India, has assigned its out of home (OOH) duties to Navia Asia. Senior sources close to development have confirmed the news and pegged the account size to be in the region of Rs 10 crore.
Graphisads, which had bagged the OOH rights for the Srinagar International Airport in June 2009, now seeks to capitalise on the surge of Haj pilgrims at the airport. The Delhi-based outdoor media owner claims to be providing advertisers eye-catching sites to reach out to the higher disposable income group of Haj pilgrims.
“The industry is evolving fast and so are the OOH media options and technologies. Technological advancements have also been used for measuring the media effectiveness and consumer-centric innovations. The key challenge for any technological advancement is its adaptability and adoptability, apart from the cost implications,” says Sunder Hemrajani, Managing Director, Times Innovative Media Ltd.
DSN, a digital out-of-home network headed by twin brothers Gaurang and Devang Shah, has been doing some noteworthy work for clients, especially in the digital OOH space. Two recent OOH campaigns have been for Oster and tying up with ESPN-Star Sport for real time updates on the ongoing Airtel Champions League T20 matches.
In a market that is getting increasingly getting cluttered, Times OOH has lined up plans to focus on innovations in the OOH sector to stand apart. In an exclusive conversation with exchange4media, Sunder Hemrajani, Managing Director, Times Innovative Media, talks about the plans, the strategies and the road ahead.
There are other challenges, namely the apathy of the civic agencies towards the outdoor media. The reality is that almost all government and civic authorities consider outdoor media as a burden. Despite heavy licensee fees and taxes, outdoor media does not enjoy 100 per cent legality. It is really strange. Something tangible should be done to impress upon the civic agencies to ‘promote’ outdoor and not to ‘control’ it.
Nabendu Bhattacharyya, former President of Ogilvy Action, has set up his own OOH venture, Milestone Brandcom, with the help of private equity investors. Milestone will be headquartered in Mumbai and will be fully functional and simultaneously operational across India from October 15, 2009.
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