Out Of Home News
Zee’s soon-to-be-launched serial ‘Ghar Ki Lakshmi… Betiyaan’ seems to be having a difficult rite of passage before hitting the small screen. No sooner had the dust settled on the spat with STAR over similar titles for the serials planned by the two channels, it was now Zee’s outdoor campaign for ‘Betiyaan’ that irked the Delhi Police.
Indrajit Sen, COO, Jagran Engage, compares the OOH agency to a newborn baby which can only grow, using technology, generating state-of-the-art knowledge, data bank and policies. Jagan Engage aims to build and consolidate its network to tackle legislative issues across the country, he says.
<p align=justify>We are like a newborn baby who can only devour energy and grow. In the process, we are using technology, generating state-of-the-art knowledge, data bank and policies. We will be building and consolidation our network to tackle legislative issues across the country, and all this without sacrificing any cash flow.
<p align=justify>Digital is the way forward. Having said that, it is also true that it calls for large investments. Only a company with global bearings or a player with sufficiently deep pockets can cash in on this trend. Two forces are in play – on one hand, there is consolidation happening, and on the other, global players are infusing a quantum change. Together, these two developments will determine the course of the OOH medium.
Teflon has stepped into the area of outdoor advertising to add value to signages. The unique Teflon 3-layer process adds extra sheen to the finished product resists climatic degradation and stays up longer than competitive products using flex material.
Sanjay Yashroy, recently appointed President of Posterscope India, is of the view that though digital is the emerging trend in the outdoor industry, only a company with global bearings or a player with sufficiently deep pockets can cash in on this trend. He also sees OOH benefiting from the boom in the retail sector.
<p align=justify>“Regulation for outdoor advertising is still a distant dream .We are looking forward to have them in place. The international players will play a vital role in forcing the government to have the laws and regulations in place for uniformity.”
Aaren Initiative, Lintas IMAG’s OOH arm, recently conceptualised and created an eye catching innovation for its client UTI through mobile vans, billboards, bus shelters and gantries across Mumbai. This real-to-life work successfully rose above the clutter and effectively brought out UTI Spreadfund’s qualities of being beneficial for the investor when the market is bullish or even bearish.
The second edition of the Outdoor Advertising Convention (OAC) was held in Mumbai on June 9, 2006. The first half of day one of OAC 2006 brought under the scanner some of the burning issues that are facing the outdoor industry in India at present, ranging from regulations to the need to be more innovative and creative with the medium.
<p align=justify>I think that government regulations are the only deterrent in the development of OOH. Mindsets have already changed and there are enough ways to prove to brand marketers and the efficacy of the medium does not need to be proved again, we already have an economy that is driving people outside the home and spending more time outside. So, the whole environment is absolutely ready for this. Now it is only a matter of the regulations to fall into place.
Ogilvy & Mather India was among four agencies honoured in the International category at the 64th OBIE awards held in the US. The OBIE Awards, which recognise creative excellence in outdoor advertising, are the oldest and one of the most prestigious awards in the advertising world.
Outdoor Advertising Awards (OAA) 2006 will see the addition of two more categories to include printing and media planning functions. Entries are currently being accepted with the last date being May 15, 2006.
On any occasion when television ratings come under the scanner, the non-measurement of Out-of-Home viewing becomes a fundamental part of the debate. Keeping this in mind, Madison Media had embarked on a research to understand this component better. The agency commissioned IMRB to study what they term OOOH (Out Of Own Home) viewer and has released the top line findings of the research.
Laqshya Media, one of the largest OOH agencies in India, has won one of the biggest outdoor advertising contracts in Dubai. Laqshya, through its fully owned subsidiary, Right Angle Media, has signed a contract with Road and Transport, Dubai to build 500 bus shelters in Emirates of Dubai.
The Outdoor Advertising Convention (OAC), the annual convention and awards forum for the outdoor advertising community in India, has been scheduled for June 9 and 10, 2006, in Mumbai.
The year has begun on a good note for Prime Market Reach, formerly called Prime Outdoors. The independent out of home agency formed in 1985 is abuzz with activity after bagging the accounts of Parle Marie biscuits, Siemens, IT People.com and Wipro Santoor soaps.
Laqshya Media, one of the largest OOH agencies in India, is already geared up for a milestone. The agency is stepping into its tenth year in January 2007. Though the date is nearly a year away, the agency is already in a celebratory mood.
Indrajit Sen, President, Primesite, however, is optimistic about this medium as mindsets have begun to change with more and more people spending more time outside, making the environment absolutely ready for OOH.
Colgate’s MaxFresh has been consuming considerable media space to promote ‘cooling crystals’ in the new brand. The media plan for MaxFresh was divided between electronic media and outdoor and Colgate assigned the project to Accord Outdoor for all its OOH needs.
With the unveiling of the ‘Incredible India’ outdoor campaign in London, Paris and New York from December 2005, Indian tourism has ventured abroad. The Ministry of Tourism is considering a leg of the outdoor campaign in India later this year. While Grey Worldwide handles the creative and media duties, Media Mindscapes handles the OOH duties.
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