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April 2012
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April 2012
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Volume 3
Issue 10
April 2012
Rs-100
News Indian Update Intnl Update Campaign Regulation Technology Creative Profile Innovation Branding New Media Acquisitions
News BDS saves on illumination
Column
Resources
Making Sense not Sensations!
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mritsar based media owner BDS Advertisers now offers LED products like streetlights and solar lights which provide energy efficient substitutes to high voltage sodium street bulbs. The technology has been imported from Germany. As compared to Sodium / MH bulb, which consumes 400 watt + 60 watt choke= 460 watt energy, the products offered by BDS use only 46 watt power. It saves about 90% of electricity and what’s more, the life span of these LED lights is 15 years. These lights don’t need solar panels of batteries to run; hence the infrastructure cost is also saved; an option which sure is a better way to light up OOH.
Vritti-i-Media introduces a new OOH solution
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n order to underline the true objectives of journalism and free it from the shackles of meaningless sensations, The Hindu, one of the most respected English dailies of the country, went live with an extensive OOH campaign; a campaign which with its strong creative copies and a straight forward Page 40 tone, urged readers to make a wise choice and switch to a smarter newspaper.
OOH the Diesel Way!
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hile for most quantity in terms of number of sites and number of days matters the most when it comes to Outdoor, Diesel went the ‘less is more’ way. Re-launching their Women’s collection through outdoor the brand makes the most of OOH. Outdoor Asia gets you Page 36 more dope on it.
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fter all, it is they who put in their monies in the medium and drive its fate. Yes! we are talking about clients! We at Outdoor Asia approached some brands which arguably are the top-spenders of that category to know what their thoughts are with respect to OOH, in terms of spends, plans and many such aspects. Presenting some insights Page 38 that you might want to delve onto.
page no 46
What’s on Clients mind?
Ambient
ritti i-Media, a Pune based arm of Vritti Solutions offering innovative and value for money services, introduced a unique and interactive 360 degree audio video media platform which gives a new edge to the outof-home marketing solutions for customers in Pune. The 360O service, an interactive mode of communication offered by Vritti i-Media, will provide a complete package which involves consumers in communicating, engaging and experiencing the product from across sections. As part of this approach, effective communication is an important element. This is done through messages on big plasma displays, hoardings and information boards at Foodmalls on Mumbai Express and other highways connecting to Pune. By engaging consumers, advertisers will also reach out to the audience comprehensively by involving them in various product displays, attractive promotional schemes and interviews. Besides, bus departure announcement keeps passengers engaged with AV advertisements. A widespread adoption of eye-catching product activations with contests and shows will provide on ground experience to the consumers thus reaching out imuch effective manner. This new medium is present in all major transit points at the food malls on the Pune- Mumbai Express Highway given the huge on-the-move segment of the population today. Mercedes is among the first clients to have used this medium.
Zero Degree Ad
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Surge Ad
Time we went their way!
Often in discussions, at events, while introspecting we as an industry, and as individuals question the stagnancy and the inertia OOH’s growth rate is experiencing. While we wonder, somewhere we all know the answer lies in ‘crafting it the clients’ way’.
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e yet haven’t been able to achieve a steadily increasing, healthy growth rate for a medium which is arguably the oldest. Somewhere the larger leap is eluding us. A compelling probe and we all know where the issue probably lies. Yes! We have managed to convince clients’ to an extent where they willingly vest a certain amount of confidence and monies in the medium. But this has now hit a road block; no amount of convincing will get us through this road block until we realize that it is time we went their way. In an attempt to compile the expectations of the client and thus provide the industry a direct and the only path to growth, Outdoor Asia carries a feature in this issue that probes into the mind of some top spenders across varied categories. Read ‘What’s on their mind?’ to know what your clients currently spend on OOH, and what are their expectations and areas of concern.
Plus making good use of the vintage signages pasted on the rear of trucks and auto rickshaws, an extremely relevant ambient arrangement. Further on creating a quirky impact on its female patrons is Diesel, which launches an OOH campaign that reaches out to the TG the Diesel way, know more by reading ‘OOH the Diesel way’ feature.
It’s time we reset our priorities and in the process keep the clients will right on top. Complacency towards these expectations will only spell more challenges for the medium. While you ponder over this, also sail through the many interesting features this issue has to present.
Also look out for the regular nuggets. So turn to a more ‘client compliant’ you!
Along with these regular doses of OOH we also bring you more food for thought, with features like ‘B-Positive – OOH in Tier II India’ a compilation of the latest, and what’s going on in the B-Town cities with respect to OOH feature. Read to know how OOH is doing in the larger India. On the other hand we have a whitepaper from Kinetic’s Moving World India initiative which details out the nuances of Urbanization and what it means for OOH.
Happy Reading! Cheers!
Witty copy and a wittier war happens out there on billboards with The Hindu’s creative campaign, read the feature ‘Making sense not sensations!’ and know more about this creative catch. Then we have Titan Eye
Vasant Jante
Corrigendum In the March Issue of Outdoor Asia in the Indian Update section we carried the Tanishq Campaign titled ‘A bejeweled offer’ on page 28. We wrongly attributed the credit to Mudra Max, whereas the Campaign was conceptualized and executed by RD Outdoor Media. Also further on in the Indian Update section we carried the Uninor campaign titled ‘Lucknow Uninored’ on page 31 in the same we missed out on Mudra Max’s name and wrongly attributed the credit to RD Outdoor Media. The campaign was conceptualized and executed by Mudra Max. Please Note: In the March Issue of Outdoor Asia in the Industry - What’s your Catch 22? story we mentioned the wrong designation of Bindu Gopinath’s. Bindu Gopinath is Business Group Head (South), Portland India Outdoor Advertising (P) Ltd. Apologies for the same
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Vijas Ad
April 2012
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CONTENTS
Indian Update
8
Intl Update
28
Campaign Diesel India
Industry
What’s on their mind? B positive – OOH in Tier II India
Creative
The Hindu Group
Ambient Advertising Titan Eye
Report
Madison Media Advertising
Research
Kinetic CBS
Volume 3 - Issue 10 April 2012
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Digital Printing
Vasant Jante Sachin Jante Reena Mehta Nabamita Chatterjee Archana Singh Bhawana Anand Vinod Kumar. V
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Circulation / Editorial Office #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. Tel : 91-80-40522777, Fax: 40522727 Email: subscribe@vjmediaworks.com Website: www.vjmediaworks.com
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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
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Regulation
‘Visual tax’ to reduce “visual pollution”
Editor & Publisher Chief Content Planner & Marketing Strategist Associate Editor Correspondent Sr. Reporter Reporter Asst. Manager Production & Operation
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Ink it with O2
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Resources
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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 Abhishek Agarwal 98116 94060 (Delhi) 93194 74711 (UP) Distribution Ravindra 91-80-4052 2718 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 Rs. 1,200/Nepal Rs. 5,000/For overseas: $ 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
Arminio Ribeiro
CEO Madison Outdoor Group
Gautam Chadha Director Broadview Mediacom Madhuri Sapru Woman-in-Charge Encyclomedia Networks Nabendu Bhattacharyya Founder & Managing Director Milestone Brandcom N D Mehta Chairman Selvel Advertising Pratap Bose
COO, Mudra Communications
Praveen Vadhera
Country Head, 141 Wall Street
FOR SUBSCRIPTION INDIA Deepa: 91-80-4052 2716 email: subscribe@vjmediaworks.com
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April 2012
Adhunnik Ad
April 2012
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Indian Update
HD Vision
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ausch & Lomb, a leading optical solutions brand, launched its High Definition lenses with a clutter free, clear campaign. OMI, the outdoor agency, was given the brief of conceptualizing and execution an outdoor campaign which creates good visibility and dominance of Bausch & Lomb’s HD Lenses in the areas where the TG (Sec A+, A, B females between the age 25-35) resides apart from the main metros. Thus the campaign’s creative had a copy reading ‘Blurred Vision’ (literally blurred except the part where a lens was made, which was extremely clear) thus communicating the core USP of the product. To enhance it further the lens part was made to pop out so as to add the real feel of a contact lens and it was backlit at night. The campaign went live at key locations like corporate hubs, main shopping areas, arterial roads and sites outside malls, colleges and markets frequented by young professionals/aspirants, youth etc. Varied formats like billboards, unipoles, mall facades, and PUs were used, and the geographies covered include Delhi/NCR, Mumbai, Bangalore, Hyderabad, and Chennai l
Chant against Cancer
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he Cancer Patients Aid Association sought to create more awareness about the hazards that come attached with smoking and the high probability of cancer and death that comes along with the habit. For Ogilvy & Mather, the challenge was very simple and yet very tough. Simple because all you have to say is ‘please do not smoke – it is not good for your health’, but also incredibly tough because the world may have said it in as many ways as possible. Thus the agency Ogilvy & Mather adopted a fresh approach; they thought of using the lighter itself as a medium, particularly the public lighters which are present at almost all cigarette shops in India. This lighter isn’t just a convenience for a smoker who has just purchased cigarette in loose, but
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it’s also a vantage point around which most smokers chat and catch up; an ideal place to ambush the smoker. So the lighters were turned into chanting lighters, every time a smoker tried to light it, it played ‘Ram naam satya hai’ – a traditional chant used during cremation. A message so straight clearly said, ‘smoking is likely to lead you to death’. Smokers were taken aback by this new way of spreading the message. One press of the lighter led to varied reactions from people – shock, fear, amusement, and even anger. But as anticipated most of them did not light their cigarettes after it and some even threw theirs away. The video already has managed to amass 109350 views, 721 ‘likes’ and numerous comments l
Midas Ad
Indian Update
High on the Highway
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ainik Jagaran, a popular Hindi daily newspaper, along with BDS Advertiser, a Punjab based media owner, got high on the highway with interesting outdoor installations. A butterfly and bell-gate installations were carried out at two dhabas viz. Gill Tourist and Zimidara Da Dhaba located on the Amritsar to Jalandhar highway. A butterfly shaped installation was done outside the Gill Tourist dhaba wherein the cylindrical shaped stem of the Butterfly was made out of solid iron and covered by vinyl pasting; the wings were made by solid iron and flex. About 5 ft RCC grounding was made so as to hold
the structure firm and tight. The entire structure was covered with the branding of Dainik Jagaran. Further on at Zimidara da dhaba, a huge bell shaped gate was created. It’s a structure with 4-sided pillars at both sides, about 5ft RCC grounding and 20 ft above ground level, which holds the moving oval structure, 15x6 sq ft. At the top of the oval structure is a fine rot iron design curved and painted silver, installed at the peak of the main highway route, thereby attracting passersby. These installations garnered a great amount of attention for the brand l
Gujarat boards the Metro T
he ‘Khushboo Gujarat Ki’ Campaign featuring Indian Mega star Amitabh Bachchan is currently omnipresent. The campaign showcases Gujarat’s unique tourist attractions, from the wildlife at Gir Sanctuary, the exotic deserts of Kutch, Gandhi Ashram at Sabarmati to the magnificent temples of Somanth and Dwarka. To take this initiative a notch higher, Gujarat Tourism was looking for a platform that brought a slice of Gujarat closer to the residents of the National capital and also taps the growing foreign travelers coming to India. Towards this, BIG Street, Reliance Broadcast Network Ltd’s OOH arm proposed branding inside the premium Reliance Metro Airport Express stations as well as the full end-to-end wrap of a Reliance Metro train. Thus in a ‘First ever Metro Train Branding’ by a State Tourism Board, one entire Reliance Metro Airport Express train has been covered with Gujarat Tourism creatives for a period of three months spreading the flavors of Gujarat across Delhi. Other aspects of the OOH campaign are the branding on the display panels inside the New Delhi & Shivaji Stadium stations of the Reliance Metro as well as inside-train branding that includes seat headrests, side walls, roof-top panels & glass panels on the luggage rack. Reliance Metro Airport Express is one of the most efficient tools available for marketers to capture the imagination of the city’s population as well as provide a 21 minute window to communicate with a premium, captive audience of Air travelers. In a gala ceremony organized by BIG Street on the 7th of March’12 at the New Delhi station of the
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Reliance Metro, Shri Vipul Mittra, Principal Secretary Tourism, Government of Gujarat and Shri Sanjay Kaul, Commissioner of Tourism & Managing Director, Tourism Corporation of Gujarat Ltd addressed the press on the significance of this initiative before proceeding to flag off the train l
Kanika Ad
April 2012
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Indian Update
Bend it like Volvo
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o showcase the advantage of Volvo S60’s unique innovation feature, Active Bending Lights, a piece of pillared OOH was executed. Volvo has always been a pioneer in ground breaking innovations in the world of automobiles. Volvo introduced their latest innovation, Active Bending Lights in their cars in India. This feature expands the driver’s vision by turning the lamps up to 15 degree. To communicate this message, Volvo used the outdoor medium where posters were wrapped around pillars and billboards across the country, thus highlighting the bending of lights innovatively. This communication led to immense public interest and vast media coverage and translated into a large number of enquiries from intended buyers l
An unbreakable bond C
andid Marketing, a Strategic Brand Activation agency, conceptualized & executed an intriguing and distinctive activation campaign for Pidilite Dr. Fixit Pidiproof LW+. Dr. Fixit, an ultimate construction and waterproofing expert from the house of Pidilite Industries Ltd., and one of the most trusted brands in the Indian Construction Industry, introduced Dr. Fixit Pidiproof LW+, a unique liquid waterproofing material for concrete and plaster for the Kolhapur market. The activation revolved around the concept of marriage. Shaadi Ka Atoot Bandhan – the concept of marriage and inseparable bond between cement & LW+ was designed and executed for attaining the set objectives. The concept ensured that in times to come, consumers and trade took home the key objective of ‘whenever one thinks of cement, LW+ is a must combination’. The activity was divided into two phases. In phase I, actual invitation cards for the ‘marriage’ were distributed among dealers by traditionally dressed promoters who invited & educated the TG about the event, as well a ‘lucky dip’ contest. Phase II of the activity saw the actual marriage of Dr Fixit Pidiproof LW+ with cement wherein a pundit was used to speak about the concept of marriage in general, interwoven with bonds between the two products. Post this, a demonstration AV was projected along with LW+ commercials. The TG then proceeded for dinner where the winners of the ‘lucky dip’ contest were announced. All the guests were then given a gift bag consisting of LW+ brochure, along with a gift and a small LW+ bottle to enhance sales l
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April 2012
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Indian Update
Mobile Money
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n an age where mobile payments as a category is still in a nascent stage in India, Airtel has launched its new service – Airtel Money which allows Airtel subscribers to send and receive money from their mobile phones without the barriers of time, distance and location. To communicate the benefits of the new product, Airtel has embarked on a campaign that has used the outdoor medium significantly. The campaign is cracked by their agency US Advertising. The outdoor campaign has been launched across Delhi NCR using large media format. The campaign has been executed for a period of one
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month. The brief to US Advertising for the outdoor was to create the desired registration and the recall ratio for the product. Thus, US Advertising planned to target strategic touch points, arterial routes and major hangouts to plot the media display and give a high impact to the brand with striking displays. A mix of hoardings, bus shelters, unipoles etc was taken up to achieve maximum visibility. The target audience was youth and urban population and major points like malls & highways were covered to catch them. The creative agency of the campaign was JWT l
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ne of Tata Housing’s premium projects called Amantra made itself visible in the OOH space with a simple and telling execution. Amantra is being designed by international architects as an aspirational product having an elevated jogging track at the 14th floor, an infiniti swimming pool and wind channels to keep the homes cool. Tata Housing wanted to highlight and communicate these three benefits in an innovative fashion so as to create an impact on the customers’ mind and gain higher recall. Mudra Max, the OOH agency, following this brief conceptualized and executed an OOH campaign which carried the USPs of Amantra
Indian Update
Haven on board
and create buzz around it. The creative had a backlit cut-out of a lady jogging and a swimmer diving were placed on billboards and gantries. To communicate wind channeling for airy homes, a rotating pin wheel was fabricated and installed on the billboards and gantries. The campaign was executed at strategic locations with apt media. So billboards at Bandra ROB and gantries at Chembur Priyadarshini were taken as they attract huge traffic during peak hours. These mediums were creatively fabricated to give a 3 D effect. It was a onemonth long campaign l
April 2012
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Prakash Ad
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Prakash Ad
April 2012
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Indian Update
A sizzling Slice
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lice with its new ‘meet Katrina’ campaign captured the OOH space in a rather sizzling way. The outdoor agency Kinetic Worldwide was briefed to think of a campaign that complements the theme of ‘Katrina ka number, Crown ke under’. Thus the agency started to look at ideas which would be different, out of the usual, eye catching and at the same time that could establish a quick and instant connect with the people who see it. Thus a 15 feet high transparent bottle of Slice was fabricated, in which the cut-out of Katrina was placed. There were a lot of challenges -- right from the material of the bottle and the shape and material of the plank that has the message to the actual fabrication of a 15 feet high transparent bottle. ABS molding was used to fabricate the bottle. The locations to be selected were not the traditional billboards but non-traditional locations at the main junctions and main roads of the city to create that talk-ability. 11 such locations had been identified for this innovation –which includes, Chennai – Marina Beach, Gurgaon – NR DT Mall, Noida – DND Flyover, Mumbai – Mahim Causeway and Juhu Chowapatty, Ahmedabad - Kankaria Lake, Pune – University Road, Lucknow – Fun Mall, Agra – Subhash Park, Kanpur – Heera Palace and Chandigarh – Fun Mall. Apart from this the conventional formats like Billboards, Bus Shelters, Gantry etc, were taken up and some also had Jut – Outs and Cut – Outs so as to augment the outdoor campaign. The campaign went live across India with about 200 sites l
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ASA Ad
April 2012
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Indian Update
Announcing Oscars
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tar Movies, in a bid to highlight the channel bagging the rights to air the prestigious Oscar Awards, went live with an Outdoor campaign which created the needed impact. Pioneer Publicity handled this campaign by capturing a blend of large format sites and frequency builders across Mumbai and Delhi. Formats like utilities, Unipoles, bus shelters, hoardings at prime areas were taken up at prime areas. The creatives comprised of the Oscar trophy cut-outs along with the message: ‘Star Movies is the home of the Oscar’. This campaign was targeted to reach out to the audience from SEC A & B aged between 15-35 years l
A Sumo Presence T
ata Motors launched its new Sumo by making the best use of OOH. DDB Mudra Max OOH, the Outdoor specialist agency, was provided a brief to make both personal and commercial segment consumers aware that there is an all new Sumo variant (Sumo Gold) with a new powerful CR4 engine. The core communication objective of the campaign was to underline that the New Sumo has a really powerful engine and that the new powerful CR4 engine allows Sumo Gold to take on different (rough and tough) terrain with ease. Most of Tata Sumo’s TG lives in the Semi-urban centers and very often have to travel to work outside the city, which means travelling through difficult/unaccepted road conditions, small lanes, traffic jams, bad patches and other extreme situations. To target this group, it was essential to focus on the Tier 1, 2 and 3 markets. Hence, more emphasis was laid on these cities while planning the campaign. Locations
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such as major entry and exit points, national highways, railway stations, religious destinations, bus stands, taxi stands etc were included so as to reach the potential customers at all possible touch-points. The media mix was selected in such way so as to optimize the impact. For markets where OOH options were not available, Wall-Wraps and wall paintings were done to increase the reach. Cut-outs and LEDs were installed in various markets to further enhance the appeal of the campaign. Considering the magnitude of the campaign, timely execution was a big challenge. Media locations spanned to include the far most corners of the country. Logistics (production, execution and maintenance) had to be kept on the edge to ensure a timely execution. Also, considering the time of the year when most other brands are active, it was necessary to stand out in the market. The campaign has reportedly given way to increased reach and impact l
Indian Update
A Flamboyant OOH
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gent Vinod, the latest superflick, earned itself a flamboyant flash in the outdoor space with a high decibel campaign. Conceptualized and executed by OMI, the campaign was a first of its kind for a film launch campaign, moving away from the traditional style of using a large number of media. This was a innovationheavy but strategically planned campaign, creating a buzz in the film industry. Targeted at film goers, the campaign had larger-than-life cut-outs of Saif Ali Khan going live on four sites, apart from which a numerous other sites were taken up. The cut-outs were as large as 65 ft x 40 ft which were executed on four different sites with four different creatives. Other standard media were placed at vantage points l
Kaushik Ad
Indian Update
A safe drive
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ABMiller India announced the launch of the third phase of its responsible drinking campaign, ‘Respect the Road - Don’t Drink and Drive’, on the occasion of the festival of colors Holi. With this campaign, the company aims to spread awareness and drive the cause of responsible drinking in Delhi and its NCR areas. The campaign focuses on overall road safety and encourages people to not drink and drive. As part of the campaign, SABMiller India has collaborated with Home Safe- NCR’s first Chauffeur Service. Home Safe offers its services through an experienced fleet of over 50 chauffeurs that cater to people who adopt and demonstrate responsible drinking behavior, and avoid driving after drinking. The third phase of the campaign extends to taxi services and drivers in Gurgaon. More than 100 taxis ferrying passengers in the Delhi and NCR region have put up rear wind shields which spread the message of ‘Respect the Road - Don’t Drink and Drive’. The drivers of these taxis have also taken the
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pledge to not drink and drive and follow the traffic rules. They wore ‘Respect the Road’ T-shirts and badges on Holi to support the campaign and promote responsible drinking. In addition to this, a special branded ‘Respect the Road’ car with messages on responsible drinking and using alternatives to drinking and driving plied on Delhi and NCR roads on Wednesday, 7th March 2012 (the day before Holi). The promotional car went through different areas across Delhi-NCR including Connaught Place, Jhandewalan, South Delhi, Noida, Gurgaon and distributed pamphlets, posters, badges etc. to other car drivers at major intersections. The Holi creative have been put up throughout the city of Gurgaon. The creative can be seen at Major petrol pumps near IFFCO Chowk, Guru Dronacharya metro station and Sikanderpur etc which have supported the campaign by putting up messages and handing over reading material to all the visiting vehicles l
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Indian Update
Buszing Around
odafone, as always playing heavily on its first mover advantage, used bus branding as a medium for the first time in Jaipur to promote its Vodafone Sirmur Cup. With a view to constantly explore new and better avenues to promote the brand to their target group, Vodafone boarded onto the Bus Branding idea, a newly launched medium in Jaipur, which provides immense visibility to the brand and covers the key areas of the city. Three buses were branded for the Vodafone Sirmur Cup and one bus was branded for the new network ad. The main objectives behind this branding exercise were: to get maximum visibility and maximum coverage and reach while ensuring value for money. Hence, using this medium has helped Vodafone in increasing awareness
and reinforcing the strong brand positioning in the city. The campaign was planned for a month-long period l
Eden Media Ad
Indian Update
Shubh Griha
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ata Housing Development Co. Ltd, India’s fastest growing pan-India real estate developer with presence across the consumer pyramid wanted to announce the company’s foray into the Gujarat market with the launch of Shubh Griha - Tata Housing’s iconic value-housing pan-India brand in Ahmedabad. The project is jointly developed with Arvind Real Estate, under the banner of Arvind and Smart Value Home LLP, a special purpose vehicle (SPV) created to develop a mega integrated sustainable green township, spread across 135 acres. Hence, the brand required a media plan to create buzz around the launch of the project and get maximum number of applications for the project. The objective of the campaign was to announce the launch of Shubh Griha in Ahmedabad. The campaign was first launched in its teaser phase with a brand campaign during Uttarayan festival and was followed up with a launch phase. The launch campaign started on 29th February for 15 days. In addition to conventional outdoor presence at strategic locations, false gate branding at IDBI bank branches were installed where application forms were sold, standees communicating application process were placed along with Shubh Griha logo shaped danglers at these branches. Further, a typical folk drama of Gujarat called Bhavai were played at two locations on the streets of Ahmedabad which communicated Tata Housing’s foray in Ahmedabad market with affordable homes and gave away information regarding Shubh Griha project. The Bhavai carried out on the streets of Ahmedabad attracted crowd in large numbers. Promoters were then used to disburse information and give away leaf lets to audience. Interestingly the duration of the campaign also involved Holi festival and the client wanted to wish all Ahmedavadis a Happy Holi in an innovative and engaging fashion. Hence a couple of sites were selected from the existing outdoor campaign and a flex change was carried out overnight just before Holi. In order to engage the people, these hoardings had ‘Happy Holi’
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written with colour filled balloons and people were asked to burst these ballons from below. Many people passing by the hoarding participated in this engaging activity and spread the joy of celebrating Holi. To have branding at the Shubh Griha project, fence branding extending to a length of 1200 running feet was installed. Double sided fence branding were installed on the boundaries of the project, on the front side and corrugated sheets with Acrylic channel letters of brand logo were installed at regular intervals to give the fence a different look in contrast to the regular ones. In order to address customers walking in at the site, a Shamiana was erected where in project related branded standees were placed along with a few easel wood standees to display floor plans. Promoters were also deployed to engage the walking customers and give away p ro j e c t r e l a te d details. S h u b h Griha being a project under the a f fo r d a b l e housing segment, the target audience for the same is low and medium income consumer segments. In order to cater to these audiences and have presence at key locations in Ahmedabad, billboards were taken at Maninagar, Nehru Nagar, Law Garden, SG highway and CG road. To cover the approach roads towards the township there were outdoor touch points at Ognaj and Science City circle and a gantry was also taken at the Ahmedabad entrance from Kalol to target people entering Ahmedabad. The campaign also had presence at Gandhi Bridge which connects old Ahmedabad to new Ahmedabad l
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maxe Ltd., a north based Realty company that has come up with an affordable housing option with all luxuries and standardized fitting materials for the common man at Pakhowal Road, Ludhiana, chose the outdoor space to communicate its offering. Atlas Outdoor, the media owner, was provided the brief to create awareness and communicate the USPs of the property through the
Indian Update
Realty Rendezvous
outdoor campaign. Thus a foot-over-bridge at Ferozepur Road near Bharat Nagar Chowk was taken up as it is one of the busiest roads adjoining all major areas of the city. On the 100x18 ft. site a 3D cutout of the property was installed; along with being front lit, LED lights were also used to enhance the creative l
Balaji Ads
April 2012
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Indian Update
Indus making in-roads
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ndusInd Bank piggy backed on outdoor to promote the brand’s responsive innovation and tactical communication of 6% p.a. savings account interest rates. OMI the agency was briefed to come up with an OOH campaign that creates good visibility and dominance in the vicinity of their branches in more than 30 Tier 1 and Tier 2 cities in India. Targeted at the masses including SEC A+, A, B+ & B – in the branches’ catchment areas, the campaign highlighted three important services of the bank which include: Cash-on-Mobile: Withdraw Cash without a Card at IndusInd Bank ATMs, Direct Connect: Speak to our Phone Banking Executive directly and Quick Redeem: Redeem your Credit Card Reward Points on the spot. The media selected was on the basis of location, effectiveness, cost etc, besides keeping the brand image & TG in mind. The challenge was to procure good sites, as it was the period when their competition was also very active. The campaign was planned for two months and was executed in 25 Tier 2 cities followed by a phase two in Delhi, Mumbai and Bangalore l
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Graphics Ads
April 2012
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International Update
Facial Fitness W
hile fitness is sure a rage globally we often ignore our face’s wellbeing, In order to create awareness and promote their special facial gymnastics classes Atelier do Corpo has with their agency Leiaute Propaganda, Brazil, deployed poster-mirrors in gyms, hallways, and elevators of office buildings at the head office of Atelier. What was amusing about these postermirrors was that as people approached the sign, they realized that it was a mirror of distortion and could interact, simulating with the part, simulating the movements of the face which resonated with the message of facial gymnastics classes l
Bagging a billboard W
here do billboards go when they die? Well, in this case, they went into the hands and onto the shoulders of everyday people. The Cruze was launched with one of the biggest media buys in Chevrolet Canada’s history. From billboards and transit shelters, to bus wraps and station dominations, the urban landscape was wallpapered with Cruze ads. But rather than just taking the materials down and shipping them to landfills, the brand wanted them to live on in a meaningful way. So the brand their agency MacLaren McCann collected all the outdoor vinyl, combined it with recycled seatbelts and bicycle inner tubes, then created messenger bags, laptop sleeves, plus oversize totes. The result? Hundreds of highly functional bags made from 100% locally sourced up-cycled materials. Turning ads into bags is just one more way Chevrolet is Driving Our World Forward, one billboard at a time l
Hair Bail-out
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C
ommunicating how to elude bad hair days Garnier promotes its Oil repair Shampoo with a quirky idea given by their agency, Publicis, Germany. Publicis was asked to create an unconventional outdoor advertisement to create awareness for Garnier’s new cure for parched and damaged Hair-the new Garnier Fructis Oil Repair. Thus the agency created an unusual ad to convey the message of curing parched and damaged hair with Garnier Fructis Oil Repair. Bales of straw are usually wrapped with clean white banderoles. The idea was to use this space to communicate the message, so bales of straw were selected next to well frequented roads and footpaths leading into towns or shopping areas. This attracted a lot of attention and word-of-mouth recommendation l
International Update
An Artistic Arrest
D
isque Denuncia a Crime report hotline promoted itself in a rather artistically arresting way in Rio De Janerio. Their agency Giovanni+DraftFCB culled for an urban reinvention which turns walls of the town into outdoor billboards. Artists were commissioned to paint murals that portray the work of the report hotline, i.e. a telephone channel through which people can anonymously warn the police about crimes and provide leads to solving them. ‘Crimes are like crossword puzzles: the more lines you get, the closer the solution. The Report hotline: 22531177’, ‘First, Graham Bell surprised the world with the telephone. Then he surprised the criminals. The Report Hotline. 22531177’ and ‘this is a delivery hotline: when you call up, the police are sent to the criminals’ door. The Report Hotline: 22531177.’ These are the three different creatives, each communicating a unique interpretation of the hotline l
Jamaican Escape
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romoting Jamaica as a tourist destination www.visitjamaica.com installed this intriguing piece of outdoor. A vertical hoarding was installed on a building, and the creative was a 3D graphic which was designed to look as if the building has developed a huge hole which opens up to the Jamaican world. Adding further zing to this creative was a rope that came out from the building’s window which shows a man swinging and escaping to a beautiful landscape in Jamaica. A look at this and one would surely be persuaded to consider Jamaica as the next destination for a desperately needed break! l
April 2012
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International Update
The 3D effect L
G launched 3D TV by creating a literal 3D OOH. The agency Propeg, Brazil created a glass panel in the form of a LCD TV. Real objects were pasted on the glass. On the one hand, the object is seen behind the glass,
showing the common vision of a TV. On the other hand, perceives the same object in front of the glass, clearer, causing the 3D effect l
An upper hand H
and from Above is a joint co-commission between FACT: Foundation for Art & Creative Technology and Liverpool City Council for BBC Big Screen Liverpool and the Live Sites Network. Hand From Above encourages us to question our normal routine when we often find ourselves rushing from one destination to another. Inspired by Land of the Giants and Goliath, people were reminded of mythical stories by mischievously unleashing a giant hand from the BBC Big Screen. Passer-bys will be playfully transformed. Thoughts like ‘What if humans weren’t on top of the food chain? were projected and unsuspecting pedestrians were tickled, stretched, flicked or removed entirely in real-time by a giant deity l
Assistance anywhere I
t sure is scary being stranded in secluded places, especially if the place is melting hot. Promoting its services of Roadside assistance RAC come up with this really relevant OOH campaign. Highlighting the temperatures hitting 42 degrees in Perth at this time of year, RAC Roadside Assistance, via The Brand Agency, Perth has produced this special build, 3D poster on the remote Forrest Highway to remind motorists of the drawback of not being an RAC member l
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International Update
The Melting Point W
inter was coming to an end, and the ice on the canals in Amsterdam was melting. So with that came an opportunity to remind people about climate change. To do so an environmentally-friendly QR code was made from a sheet metal stencil and ‘printed’ with sticky sand and chalk. This was placed on Amsterdam’s canals and contained a link to WWF site which had information on the melting ice-caps. It was for the first time such a technique has been used. Once temperatures started warming up, the message was clear. The QR Codes were scan-able from the roadside. There was no media spend, and there are no laws against printing on ice l
Fry Lights
B
est Fries on the Planet campaign is a multi-tiered, non-traditional consumer engagement plan designed to embrace the McDonald’s Fries. As a part of this campaign McDonalds used lights to its advantage and created this wonderful OOH. A hoarding shaped the melting point Fry lights like the French fries pack,
had beams of golden lights resembling the French fries which were jutting out of the billboard. The sky was lit up by “Fry Lights” on Clark and Ontario streets to lead you to the golden arches, and was viewable from up to three miles away l
April 2012
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Maxx Ad
Maxx Ad
International Update
A light drive
L
otus Sports cars are born to deliver ultimate performance through being light of weight. Its philosophy of doing more with less greatly influences the way its cars are designed and built – a minimalistic approach that is uniquely Lotus. Something that the brand to capture the hearts and imagination of sports car purists and performance motoring enthusiasts with, and convert them into proud owners. Thus keeping this communication objective of the brand in mind McCann Erickson, Malaysia crafted an intriguing OOH solution.
Staying true to the Lotus philosophy, the agency used the same materials that go into building the cars as the medium for a series of road show posters to showcase the technological brilliance and simplicity in design that are the hallmark of every lotus. The posters were displayed at the concourse area of a popular high-end shopping mall, as part of an innovative exhibit that also featured a completely stripped-down Lotus Exige S suspended in mid-air amongst a range of other Lotus Models l
Piggy backing on poop F
or the month of March, dog walkers won’t have to worry if they forget to bring poop bags to Trinity Bellwoods Park, in Toronto, Ontario, thanks to Mars Canada Inc.’s latest Pedigree® bus shelter campaign. To help promote Pedigree® Chicken & Rice+ Dry Food with prebiotics, Proximity BBDO in Toronto developed the first-ever bus shelter ad that also dispenses poop bags. The idea was simple: When it comes to healthy digestion, the proof is in the poop. People walking their dog can grab a bag and put it to use. Most importantly, they can also give some thought to the quality of their dog’s “back end performance” while doing so. And the copy best suited the offering ‘Help keep your dog regular' l
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International Update
Reflecting Loss H
air Loss an phenomena which most of us dread, Panorama Hair a solution to fight the same communicated with its TG in a rather face the mirror way. The specific ad space and location itself is an important factor in making the ad effective. The location of the ad gives time for transit commuters to interact with it as they are stationed on the train for a period of time. A mirrored ceiling ad placed on rapid transit trains gives follicly challenged commuters a panoramic view of their comb overs. Panorama Hair provides solutions for those suffering from hair loss. The agency behind this brilliant idea is Rethink, Vancouver l
Walk of Caution
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ancouver’s road safety division as an educational drive to compellingly tell the citizens to cross always at intersections and practice safety went in for a rather interesting OOH campaign. The agency Hot Tomali, built around the tagline ‘People are Fragile’ by creating a story like trail which is random thoughts that any person has while walking on the streets were painted
on streets, for instance – ‘Is that a new coffee shop? I’ll just run over and grab a grande skinny latte’. This trail led pedestrians to the intersections from where they are suppose to cross and there on the road was stuck a Poster which said the needful ‘People are fragile. Always cross at intersections’l
Dramatizing the loop hole I
n Quebec, the road suffers a lot from holes in the ground because of the severe winters. The local advertising agency Taxi decided to help every automobilist that suffers from these holes and made an application where people could insert wherever there’s a hole. But they did not stop there. They took a car and dramatized the possible dangers of these holes l
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Campaign
OOH the Diesel Way! Reena Mehta (With inputs from Bhawana Anand)
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“The idea was to weave a campaign which was best using the minimal. Thus we did not look for quantity, our prime concern was quality. So instead of picking up a large number of sites, we chose some very premium, and clutter free.” - Nikhil Dave
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ll of us are customers in some way or the other and as customers we get touched when we see different things or things that are done differently. At Diesel we believe in pleasing the new age customers by doing things that would delight them,” says Sumeet Yadav, Business Head, Diesel India. Yes, it is with this view to delight customers by doing different things or things differently that Diesel re-launched its Women’s collection with a dash of style, backed with the philosophy of ‘less is more’. Traversing the outdoor route, the brand conceptualized Sumeet Yadav and executed a buzzBusiness Head generating campaign Diesel India with these objectives: break the mold and perception of Diesel being a largely masculine brand, build traction with the female clientele and re-emphasize that Diesel is fun and feminine. The key approach for the campaign was ‘big formats, clutter free and quirky locations’. “The idea was to weave a campaign which was best using the minimal. Thus we did not look for quantity; our prime concern was quality. So instead of picking up a large number of sites, we chose some very premium, and clutter free,” highlights Nikhil Dave, Director, Vibrant Advertising Agency.
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Campaign Also more unusual sites like properties inside washrooms were chosen over mundane billboards at unyielding locations. Currently the campaign has been executed in Mumbai (areas like Marine Drive, Juhu), and in Delhi (areas like GK, Khan Market). Apart from large format basic executions, the campaign also has some eye-catchy huge executions like a huge 3D cut-out of a cactus plant along with the model. Besides, two hoardings adjacent to each other with cut-outs of the model shown playing tug-of-war were seen enhancing the campaign. The huge façade at Ambience Mall was also used. Vibrant is Diesel’s media agency which acquires and
manages all the properties and Priya Communication, New Delhi, undertook the execution of the campaign. The creative and design were conceptualized by Diesel and their creative agency Republic. The campaigns done by Diesel usually span across a time frame of 1530 days wherein they plan either a cluster or an outdoor burst to get noticed and move on. After grabbing considerable attention and creating much buzz in Mumbai and Delhi, Diesel plans to capture Bangalore. With the ‘less is more’ and quality as the key ideologies, the brand has surely managed to make outdoor work for them l
Origins Ad
Also more unusual sites like properties inside washrooms were chosen over mundane billboards at unyielding locations. Currently the campaign is has been executed in Mumbai (areas like Marine Drive, Juhu), and in Delhi (areas like GK, Khan Market)
What’s on their mind? Industry
Reena Mehta (With inputs from Archana Singh)
After all, it is they who put in their monies in the medium and drive its fate. Yes! we are talking about clients! We at Outdoor Asia approached some brands which arguably are the top-spenders of that category to know what their thoughts are with respect to OOH, in terms of spends, plans and many such aspects. Presenting some insights that you might want to delve onto.
Lutz Kothe
Shantanu Bhanja
On Spends
Sorted Suggestions
“In the year 2011 we spent 10% of the overall media budgets on OOH. As the performance ratio of OOH delivered was satisfactory we will continue with the same percentage.”
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Head of Marketing & PR Volkswagen Group Sales India Pvt Ltd
Expressing expectations “The OOH medium has slowly started to see an upward trend among companies in metros. Lot of companies are engaging themselves in this medium but still it will take a considerable amount of time for this industry to grow. Improvements can be done at planning, buying and measurability. In the current scenario, there is no objective way of judgment. In lieu of any data, all buys are subjective and sub-optimal. It’s very difficult to judge buys and the competitive quotes are the only way out. The transaction process needs to change on a solid data base. This is sooner the better. I also feel the IOAA can be a major contributor to the industy, although I feel its is skewed to be more of a media owner’s body, it needs to integrate with agencies, government bodies and clients in order to be stronger.”
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Vice President – Marketing Hindustan Times Media Ltd
On data dilemma – “By its very nature, it is extremely difficult to obtain very accurate numbers for an outdoor campaign. Surrogate numbers are a good indicator, for example, the footfalls at a metro station could give a ballpark figure on the visibility of an outdoor site at that location.”
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On transaction procedures – “During lean periods, when a lot of media is free – it would be interesting and perhaps effective to have an online auction process to intimate advertisers of availability and access.”
Industry
Mending the measurement gap “As a brand one is fed with humongous data, some of it is indicative figures and some are firm, accurate numbers. We at Coca-Cola blend these to make sense using the 70-20-10 principle. At Coca- Cola we follow the 70-20-10 principle – ‘Now , Next and New’ . For what is established , we refer to the available firm numbers . For next ,it is a combination of indicative numbers and a bit of judgment . For the new work …. It is purely ‘Gut instinct’” On the rates “The markets apart from Delhi and Mumbai are very fluctuating. Big players who are consolidating presence in this medium are approaching it with a lot more rationale” Well, spends are either being increased or are constant, which sure is a good sign for OOH. But the humungous jump the medium is seeking remains in the hands of the varied expectations of clients. If we manage to enable the medium to meet these expectations, there is plenty of growth potential present out there. Until then let’s keep probing into our clients’ minds to know what they need us to do for them and the medium l
Danish Khan
Senior Vice President - Marketing Sony Entertainment Television
On Spends “In 2011 we spent about 18-20% of our marketing budget on OOH. The spend is expected to increase by about 15% in the year 2012, but the proportion vis-àvis the total spend will remain the same, i.e. 18-20%” Expressing Expectations “The rates currently are quite based on the demandsupply dynamics and industry wide benchmark is missing which needs to be corrected. Also consolidation of big players and investment in technology are crucial ingredients to growth for OOH in India.” Coca-Cola India On Spends “Our marketing spends are allocated in proportion to our brands. For any brand, we follow Connection Planning principles where we finalize the media mix. We allocate our budgets based on this media mix which is best suited to communicate the core creative idea of the brand to the target audience. Depending on the connection needs of the consumer and the campaign objectives we employ the OOH medium. We see an increase in our OOH investment year on year. The increase is dictated by the connection needs and the campaign objective.”
April 2012
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Making Sense not Sensations! Creative
Reena Mehta (With inputs from Archana Singh)
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“Outdoor media was very essential for us as that was needed to touch base with consumers up and close on a regular basis. It also took the campaign into every neighborhood and town square.” - Suresh Srinivasan
T
he Hindu’ believes that today more than ever, in a globalizing, knowledge-driven economy, it is vital that readers are well informed about the world at large. And yet, over the last few years, the news and media industry in India has become increasingly focused on serving up a steady diet of trivia, shying away from the national and international issues that really matter. “This form of entertaining journalism may have helped some dailies in the country to sell more newspapers or get more viewership in the short term, but it is the Suresh Srinivasan, VP - Advertising news equivalent of junk The Hindu Group food. And the long-term result is a steady dumbing-down of readers who end up knowing more about a celebrity’s baby than the Arab Spring,” aggrieves Suresh Srinivasan, Vice President – Advertising, The Hindu Group. To hold up against this slow death of real journalism and the disturbing trend of sensationalizing news to sell them as entertainment, ‘The Hindu’ planned a pan-India campaign across multiple media like TV, radio, cinema, print, outdoor and digital. It will be supported by on-ground activities in malls, cafes and other locations. Amidst this media mix, OOH as a medium played a very crucial role, “Outdoor media was very essential for us as that was needed to touch base with consumers up and close on a regular basis. It also took the campaign i n t o e v e r y neighborhood and town square. Since the brand is a publication, we couldn’t advertise in other print media (being competition). T h e r e by we had to have an extremely intensive outdoor reach to get the desired impact. Cities like Bangalore and Hyderabad were targeted heavily as we intended to maximize eye balls and get greater bang for the buck,” explains Suresh. Ogilvy Advertising, the Creative agency, was given a brief to create a campaign that gets people to re-
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evaluate their media choices and switch to a smarter newspaper. Thus the message was to convey that the time had come to hold up a mirror to a disturbing new trend in Indian journalism, which was really dumbing down the society at large, and that ‘The Hindu’ was the only media institution that has the lineage and credibility to raise this issue. And so came into being a hard hitting campaign which put up some bold stands out there. The creative had varied copies, which in a straightforward tone urged the on-lookers to ensure that what they were reading was sense and not sensation. Some of the copies include: l
“For current affairs go beyond Bollywood affairs”
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“Space for business leaders not cheerleaders”
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“Because government malfunctions matter more than wardrobe malfunctions”
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“Also has pages 1,2,4,5,6,7…”
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“Read about political parties, not page 3 parties”
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“Sense not sensational”
Elucidating on the campaign and its approach Simi Sabhaney, President - Bengaluru and Chennai, Ogilvy Advertising, says, “Through the campaign, we are not lashing out at any one particular publication. It is for many of those who are serving news equivalent to junk food. What has happened is that most people are steeped into the ‘Page 3’ culture and in this knowledge driven economy it is important that people are well versed with relevant current affairs and world events rather than just gossip.” Adding on the same lines Joono Simon, Executive Creative Director, Ogilvy Bangalore, says, “The important thing is that it is not an invented joke to rebut the competition. It is Brand Hindu’s take on populism and broadly, a point of view on us as an informed society. Actually, the ignorance of people astounded us. None of the answers there are prompted or aided responses.” A good mix of formats was used for the OOH campaign-- billboards, BQS, mobile vans, gantries so as to achieve the right impact and frequency. “Outdoor acted as a strong reminder and the result was a highly memorable and recalled campaign, the Joono Simon likes of which had not Executive Creative Director been seen in the media Ogilvy Bangalore industry for quite a
Creative
All these copies were accompanied with the shot of ‘The Hindu’ and its tagline ‘Stay ahead of times’. The key challenge this campaign had to face was to fight off the very real challenge posed by a resurgent competition, ever seductive and serenading to the youth.
while. Through its campaign ‘The Hindu’ shows how we may be creating a country that is fully conversant with gossip and Page 3 culture but clueless about current affairs and world events,” elucidates Vijaya Sriram, Senior Vice President, Ogilvy Chennai The campaign is expected to generate conversations about the state of affairs and move people to act in their own interest. It is intended as an eyeopener to get people to re-evaluate their media Vijaya Sriram choices and demand Senior - VP a smarter newspaper. Ogilvy Chennai Well, let’s hope that the campaign effectively establishes sense in this world of sensations l
“Outdoor acted as a strong reminder and the result was a highly memorable and recalled campaign, the likes of which had not been seen in the media industry for quite a while.” Vijaya Sriram
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B positive – OOH in Tier II India Industry
N Jayalakshmi
B towns or Tier II cities in India have long been hailed as the hubs of growth and any brand worth its presence makes it a point to maintain its communication in these cities and towns. So for the Outdoor Advertising industry in these areas, it’s a mix of opportunity and challenges. Outdoor Asia spoke to a cross section of media owners across B Town India – From Coimbatore to Dehra Dun -- and brings to you an update the OOH scenario in these regions.
B
Town India -- That vast multitudinal space, a brand marketer’s haven, a town planner’s nightmare, consumerist India’s growth indicator. Well, with a majority of India residing in these towns, a lot of marketing action obviously happens at these so called B Towns. But does it automatically follow that these cities have a good outdoor framework in place, an environment that is conducive for innovation and collective growth of the industry?
“In countryside media market, the elephant share of sales are improving beyond imagination due to the growth in technology and literacy. But in outdoor the conventional media market is like “Elephant is dieting” -- the same moulded mindset through the decades is sailing on transit points with tin compounding of billboard.” - Shripad Ashtekar
Well, according to Shripad Ashtekar, Director, Cartel Outdoor, “In countryside media market, the elephant share of sales are improving beyond imagination due to the growth in technology and literacy. But in outdoor the c o nve n t i o n a l m e d i a market is like “ E l e p h a n t i s dieting” -- the same moulded mindset through the decades is sailing on transit Shripad Ashtekar Director points with tin Cartel Outdoor c o m p o u n d i n g of billboard. To progress on this front, all the hands involved in the chain need to create a winwin situation for all -- right from decent by-laws and validity of permissions and control on encroachment by regulatory bodies, to media owners’ commitment towards the business, better structures, processes for transforming media aesthetics to generate confidence of media buyers etc. The media buyers have to think in terms of longevity of contracts and betterment of SFT rates.” But, while there is ample scope for growth, it is obvious that new formats are coming up in many of these places as also new policies to better regulate the OOH environment. Let’s take a look at the developments, the obstacles and what the future looks like in each of some of these cities.
Peeyush Nagalia
Partner Stimulus Advertising Inc.
The Future Says Peeyush, “As of now Outdoor is shaping up nicely and in a positive way as everything is getting regulated and even if traditional media such as roof tops are removed, if the authority encourages new media such as poles and kiosks then it is good for the city.”
Lucknow Positive Developments
Rajneesh Rawat
Managing Director Origins Advertising
Dehradun The positive developments According to Peeyush Nagalia, Partner, Stimulus Advertising Inc., new properties like centre poles, kiosks etc are coming up in this city which will bring a development phase for outdoor advertising in Dehdradun. The obstacles
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The government’s plan to remove roof-tops, which is the main OOH property in the city and gets 60%-70% turnover from all over, is a big dampener according to industry players. Says Nagalia, “We have approached the High Court for this. But if this is implemented it will be a big loss and shock for the media owners.”
Mahendra Dev
Director Stigma Advertising
Well as far as this historical and charming city in UP is concerned, the only positive development, according to Rajneesh Rawat, Managing D i r e c to r, O r i g i n s Advertising, is that a new law for the outdoor medium is likely to come up next year and a law, provided it is industry friendly conducive for growth, is likely to put in place a healthy regulatory framework too. And then according to Mahendra Dev, D i r e c to r, S t i g m a Advertising, it was not all quiet on the property front too for as he says, the city got some new properties like reflective poles, unipoles etc during the 2nd half of 2011.
Industry in this city rues the fact that while the media owners put forward some innovative proposals like new FOBs to the state authority, they didn’t get the approval. Future But the industry is hopeful that the new laws when introduced would help. Rajneesh says, “Laws are certainly meant for positive development. They will bring in new system which will be much fairer. It will benefit to the long-term players in accomplishing longterm plans.” Agrees Mahendra, “Though a few negative things have happened, I can see that the future is okay and am in no doubt that the industry will grow as we all media owners are doing our best and putting efforts to make positive developments happen.”
Raipur Positive developments This small town seems to have been quite active on the OOH front. Says Ashish Agarwal, Director, ASA Adver tising, says “We have got all kind of media that are available in metro cities and abroad like LEDs, Unipoles, gantries, bus shelters etc. Even the government is showing positive response towards it, by issuing new tenders on BOT basis and focusing Ashish Agarwal on implementing new Director properties. They have ASA Advertising also understood that these properties will make the city look good.”
government’s side, but we get very good response from clients’ side with respect to new media installations and innovations as they ask for new innovations and try to adapt new ideas on new media.” Obstacles Saurabh sums it up well when he says, “Negativity is prevailing Saurabh Chakroborty Director Marketing on the part of the Art Cottage Advertising Pvt. Ltd. government but along with that there is a lot of insecurity related to media. If we introduce new media or do really innovative work then we can’t be sure that it will be there the very next day, because there are unwanted elements in the industry who can’t see good work done by anybody, so they tear it, smash it and completely destroy it in just one night’s time.” Future But having said that, Saurabh is optimistic, he says, “Future is good as our market has everything that is available in the metro cities. But the bad elements are restricting the growth of outdoor industry in our city.”
Jodhpur Positive Developments Well, in this historical city of Rajasthan, it’s been pretty quiet though the industry does expect some media installations and new tenders in future, according to Tej Singh, Proprietor, Classic Advertising Agency.
Again, the main obstacle seems to be the government with the constant change in rules and regulations as per the changes in office.
With not much action happening, there is fear on the part of the industry that growth would be stagnant.
Future
Future
Ranchi Positive Developments This city in Jharkhand does face some challenges in terms of government response and support but according to Saurabh Chakroborty, Director Marketing, Art Cottage Advertising Pvt. Ltd., the clients though are quite proactive in terms of new installations. Says he, “There are some negative signs coming from the
“We have got all kind of media that are available in metro cities and abroad like LEDs, Unipoles, gantries, bus shelters etc. Even the government is showing positive response towards it, by issuing new tenders on BOT basis and focusing on implementing new properties.” - Ashish Agarwal
Obstacles
Obstacles
But again the industry here is hopeful. Ashish says, “If you see Raipur’s and especially Chhattisgarh’s media, it is definitely showing tremendous improvement and there is good scope in future.”
Industry
Obstacles
Well, in spite of the fears, hope is what Tej Singh keeps the industry Proprietor Classic Advertising Agency going in this city too like in other cities. Tej says, “We expect some media installations and new tenders in future. And I feel the outdoor medium is here to stay.”
Bhubaneswar and Cuttack Positive Developments For a state that has more often than not been in the news for all the wrong reasons such as famine, floods
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Industry “I believe the future in all Tier 2 cities is bright in terms of out of home advertising. The socio economic situation prevailing in these cities is quiet high. There is purchasing power among the dwellers. The penetration level is also high. We have had clients requiring more of quality out-of-home opportunities in those cities than in the Tier 1 cities.”Aninda Banerjee
and food shortage, it is heartening to hear the industry talk about some positive developments in key cities of Orissa such as Bhubaneswar and Cuttack. Whether it is city planning, new policy guidelines or public utilities, there is certainly some cause for cheer. Says Aninda Banerjee, Managing Director, Enkon says, “Orissa is poised for fast paced growth in coming years. Bhubaneswar is an extremely planned city with definite advertising guidelines. Bureaucrats have framed policy guidelines which are strictly adhered to by private entrepreneurs. New infrastructure developments through Aninda Banerjee Managing Director PPP mode is on in full Enkon swing and most of them happen through bidding process where objective is very clear. The city looks neat and tidy and greenery is maintained. Utilities and Bus Shelters have come up on PPP mode. Flyovers and other infrastructure are also coming up. This will enhance the scope of outdoor advertising in a more decent way.” He adds, talking about Cuttack, “Cuttack is an old city and the Municipality is taking a lot of initiatives to beautify the city and provide street furniture based installation. They are also trying to make a uniform hoarding policy that will regulate the industry and help in development.” Obstacles The main obstacle here seems to be the clutter in the roads and the industry feels the authorities need to decongest these areas and create good transport network that would help in expansion. As Aninda says, “The industry can grow in the expanded areas in a uniform pattern instead of cluttering the old city.” Future Like in most Tier II cities in India, the favourable factors such as client demand for quality work, rising purchasing power etc apply here too. Aninda says, “I believe the future in all Tier 2 cities is bright in terms of out of home advertising. The socio economic situation prevailing in these cities is quiet high. There is purchasing power among the dwellers. The penetration level is also high. We have had clients requiring more of quality out-of-home opportunities in those cities than in the Tier 1 cities. The cost of media is also reasonable as compared to the major cities. Till now it has been a smooth ride. The authorities in Tier 2 cities are aware of the prevailing regulations in major cities so they have already started framing policies which will help in organised growth of outdoor options in those cities.”
Coimbatore Positive Developments This is the 2nd largest city in Tamilnadu and with its cosmopolitan culture has always been a business
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hub in the state. And while the state government introduced a ban on large formats / super large formats advertisements in the state, it did encourage private participation in the development of public utilities. M Yo g a n , R e g i o n a l Head - Tamil Nadu, Prakash Arts says, “Outdoor advertising wa s b a d l y a f fe c te d in 2008 as the Government of M. Yogan Ta m i l n a d u i mp o s e d Regional Head Tamil Nadu ban on large formats Prakash Arts Pvt. Ltd. / super large formats advertisements in the state. Subsequently from 2008 onwards Corporation of Coimbatore introduced participation of private parties for development of Urban Infrastructure i.e. Street Furniture, Public Utilities, Footpath development etc. To recover the investments made by the parties, they have allowed the space to display the signages and encouraged OOH media owners.” The Obstacles Government restrictions in terms of ban on large and super large formats have been the main obstacle here. Future But the ban notwithstanding some industry player have capitalized on the government’s encouragement of private participation in building utilities, so the future certainly looks good. For example, Prakash Arts took up the BOT project for the development of 4.5 KM stretch road apart from the development of footpaths, landscaping, greenery projects, walk path etc at Avinashi Road, a prestigious stretch between Airport and the city. The project value was at Rs 4.5 crores and the cost recovery is through backlit boards installed at a distance of 10 meters each on the total stretch. Says Yogan, “Other public utilities and Modern Bus shelters were developed by some local vendors and M/s. Vantage Advertising. These BOT projects brought back OOH to Coimbatore , thus media owners got the opportunity to invest into media successfully.” Well, it is evident that OOH in Tier II cities is here to stay though with lot of improvements. As Shripad Ashtekar, Director, Cartel Outdoor says, “The media buyers have been keener to invest in innovation & activation as compared to conventional media properties due to the long processing time of media in rural parts. This could be improved by seeking technology advantage by hiring software companies to provide solution for better transparency and improvisation of monitoring by the media owners.” This may be one aspect of it, but with a collective positive approach, B Town India can certainly set new standards where OOH is concerned l
Bright Ad
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Ambient Advertising
Eyeing it right! Reena Mehta (With inputs from Archana Singh) Titan Eye Plus, a world class optical retail chain, adopts the ambient way of OOH in a rather quirky way to promote itself. The vintage rear signages that Indian auto rickshaws, trucks and buses have are being put to good use in this campaign. Outdoor Asia brings to you the details of this ambient ambush.
“Ogilvy & Mather the agency for Titan Eye, with an aim to get the message of good eyesight and Titan Eye Plus on the spot, to the people while they were driving on the road and ensure they communicate the message when most relevant.”
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itan Eye Plus, a premium and world class optical retail chain from the stable of Titan Industries, sought to promote itself by traversing the ambient side of outdoor. As a brand they delved on the insight which states that most people take their eyesight for granted and even tend to postpone their visit to the optometrist. A neglect of this level also leads to other issues such as people with faulty eyesight who can pose a huge risk while driving on the road both for themselves and others. This neglect and the corresponding issues were taken up as the basis for the OOH campaign of Titan Eye. The aim for Ogilvy & Mather the agency for Titan Eye, was to convey the message of good eyesight and promote Titan Eye Plus to the people driving on the road thus ensuring that they communicated the message when most relevant. Thus to make this happen, a campaign was conceptualized wherein transit vehicles like auto-rickshaws, trucks, buses and their rears were put to use. Their target was the quirky slogans painted on the rears of most vehicles in India since time immemorial with the most common one being – “Buri nazar waale tera mooh kala”, which loosely translates as ‘You with the evil eye, may your face turn black’. These words are usually accompanied with color-splashes and scary looking faces of a demon. These ideas spring from age old myths and beliefs supposedly leading to safe travel and well being of the vehicle attached to it. Ogilvy used these as an apt medium to communicate the message of Titan Eye Plus. The word ‘Buri nazar’ in Hindi can also be translated as bad eyesight. Thus borrowing from the pun and
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using the colorful art which is commonly seen behind Indian trucks and other vehicles, something that every Indian knows and relates to, a campaign was created innovatively. A new copy was ideated which read ‘Buri nazar waale chasma lagale’, which means ‘People with bad eyesight, wear glasses’. This was accompanied with the logo of Titan Eye Plus. In a minimal, simple and straight way the campaign communicated the importance of good eyesight and suggested Titan Eye Plus as the idea location to avail the same. The campaign resulted in increased enquiries for Titan Eye Plus spectacles range. The campaign with its minimalistic approach proves to be a really effective piece of OOH l
April 2012
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Figuring OOH Out Report
Yogesh Kamath The annual Pitch Madison Media Advertising Outlook 2012 was released last month and the ad spend figures brought back the horrors of 2009 with just 8% growth. The projections of 9% growth were not bullish either. Within the squirming industry, as expected, Outdoor medium was among the worst hit falling by 10% after increasing 27% in 2010 and reaching the levels similar to 2007. Though the projections for 2012 hint towards recovery, there are a lot of conditions attached…
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he Pitch Madison Media Advertising Outlook 2012 gave figures to the mood of the advertising brotherhood. With the ad spends’ growth rate of just 8% from the peak of 27% in 2010, the figures reflected the economy that suffered from high inflation rates, low growth rates, weakening rupee and European debt
“The analysis in retrospect hint at multiple reasons – the backing off by telecom, consumer durables and BFSI brands sucked the dollars out of the medium, no increase in rates has been another reason for the slowing down of the sector.”
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crisis. The report also gave figures to explain regular blank hoardings and also explain why the practitioners reiterate that Outdoor is the worst hit medium in the times of crisis. Note the following figures to comprehended the same –
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After a 27% growth in 2010, the medium experienced a fall of 10%. In rupee terms the industry stood at Rs 1,297 crore in 2011, down from Rs 1441 crore in 2010. Outdoor was the only medium to suffer negative growth rates.
awareness and purchasing power at the regional level as also to beef up their bottom lines from this avenue, keeping in mind the saturation levels and competition they face in the larger metros and Tier I markets. This aids the spread, reach, infrastructure and efficacy of the OOH media and the players involved at a local and regional level.
Report
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Spends increased significantly in malls (facades) and airports. As air passenger traffic grew in India, airport spends also shot up giving some boost to the Outdoor industry. T3 Airport in New Delhi got a lot of attention from advertisers on the outdoor front. All new car launches had actual car displays at the airports and few key malls.
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Outdoor’s share in the total ad pie also fell to 5.1 per cent in 2011 from 6.1% in 2010. Occupancy levels of the medium were down by 25- 30 per cent over the past 12 months.
2012 is projected as the recovery year that too with just 5% growth over 2011, the projections for ad spend share of outdoor remains worrisome at 4.9%.
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The first half of 2011 was really bad for the Outdoor medium, however, it took some pace in the second half of the year.
The trend of self regulation was clearly visible in 2011. The change in government policies at the start of the financial year led to urgent formalisation and implementation of pan India industry Standard Operating Procedures (SOPs) by the industry body Indian Outdoor Advertising Association (IOAA).
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Owning to shrinking budgets not much was spent on innovation in the year gone by, the reason also being that agencies drive very less premium from innovation, unlike print.
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The analysis in retrospect hint at multiple reasons – the backing off by telecom, consumer durables and BFSI brands sucking the dollars out of the medium etc. Besides, the lack of increase in rates has been another reason for the slowing down of the sector. While some reasons were economy based, the others were inherent to the medium and have come to plague the industry since long -- outdoor doesn’t enjoy the advertiser’s priority, difficulty in measuring the ROI, lack of the perceived transparency and accountability, standardisation, customisation, quality and lack of innovation. The major spends came from the sectors such as media-and-entertainment, automobiles, FMCG and travel & tourism; of these, media & entertainment was the biggest spender on the medium. Some categories, which were heavy on print, are increasing their OOH media exposure. These include educational institutes, jewellery & lifestyle products, real estate, events & exhibitions etc. Telecom, traditionally one of the biggest spending categories, dropped spends by about 70%; hinting at the practitioners to sport a diversified portfolio. The report reflected some emerging trends for the medium – National advertisers still dominated the Outdoor medium on an overall basis with a share of about 6065 per cent. However, the scenario varies in metros and small cities. In top metros, the share of national advertisers on Outdoor is as high as 75 per cent. While in mini metros and small cities it went down to 40-50 per cent.
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Outdoor’s loss was internet’s gain as the emerging medium saw growth rates of 45% with a total share in the ad pie of 3.8% (excluding search advertising component).
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Like every year the PMMAO report also projects growth rates for the next year – 2012 is projected as the recovery year for both the overall advertising spends and spends in Outdoor. The overall ad spends are expected to increase 9% to Rs 28,013 crore and outdoor is expected to increase 5% to Rs 1,362 crore in 2012. Going forward, the report mentions, the biggest challenge for the Outdoor industry will be twofold: to increase the spending from the existing categories and to bring new categories on board.
“The overall ad spends are expected to increase 9% to Rs 28,013 crore and outdoor is expected to increase 5% to Rs 1,362 crore in 2012. Going forward, the report mentions, the biggest challenge for the Outdoor industry will be twofold: to increase the spending from the existing categories and to bring new categories on board.”
Down but not out, is the mood of the industry going forward after a turbulent year. But the recovery has some conditions attached - the industry will have to ensure widespread implementation of the SOP to build in uniformity, unite to fight the increasing pressure from the authorities in the different parts of the country, work towards the measurement issue and benchmarking costs for sites within a cluster. With the industry body IOAA is engaging with clients to understand their expectations and looking at bridging these gaps; whether the medium comes out of this de-growth and if we will see the billboards occupied remains to be seen in the next years report l
National advertisers increasingly tap the Tier II and III markets to capitalise on the increasing consumer
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Research
Moving World India: A valuable new audience emerges U
rbanization is a global trend, and with people in cities having better access to employment and amenities, not to mention the latest fashions and technologies, it is easy to see why more people are migrating to them than ever before. It is no different in India, where the pursuit of a better life and the aspiration to live more like those in wealthier countries means 590 million people will live in cities by 2025 (Mckinsey). Kinetic’s Moving World India study looks at the new population segments emerging as a result of this trend, and where this domestic migration is occurring.
“31% of the total population resides in urban areas”
“The study found that 42% of Indian people had migrated from another state to live, work and play in a city or mega urban agglomeration. The 2011 Census revealed 31% lived in urban areas, with this number expected to hit 40% by 2030”
The study found that 42% of Indian people had migrated from another state to live, work and play in a city or mega urban agglomeration (UA, see Fig1). The 2011 Census revealed 31% lived in urban areas, with this number expected to hit 40% by 2030. As a result of this intense domestic migration, there are now 475 UAs in existence, an increase from 384 in 2001. Estimates are that 33 new UAs or cities will be established by 2030, with over a million people residing in each. Unsurprisingly, the five largest mega UAs are Greater Mumbai, Delhi, Kolkata, Chennai and Bangalore.
2011
2030
Greater Mumbai UA
18.14
33
Delhi UA
16.30
25.9
Kolkata UA
14.10
22.9
Chennai UA
8.69
11
Bangalore UA
8.49
10.1
Hyderabad UA
7.74
9.8
Ahmedabad UA
6.35
8.4
Pune UA
5.04
10
Surat UA
4.58
7.4
Jaipur (M Corp.)
3.07
5.4
Sources: Census 2011 and McKinsey 2010 Estimates Figure1. Top 10 Urban Agglomeration/City Population (Millions)
Creating new urban realities Marketers continue to believe that, as 20% of the urban population accounts for 80% of revenue, they need only target the most population dense areas. In advertising solely in the biggest cities, they are in fact not reaching 82% of the urban population. The findings of the Moving World study show that this strategy is becoming less and less efficient.
“Migration patterns will become less concentrated to mega UAs in the next decade” 50
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Greater Mumbai population growth fell from a 30.47% increase in 2011 to 12.05% in 2001. This can be attributed to saturation in India’s most population dense area. Similarly, growth in Delhi fell from 52.24% year-on-year to 26.69% and in Kolkata from 19.60% to 6.87%. Kinetic research has led us to believe Indians are now taking a more rational approach in deciding where to reside, taking overall quality of life into consideration. With economic sentiment high and good access to jobs as a result of increased Business Process and IT service outsourcing to the suburbs, better connected infrastructure has created a new reality for marketing. The driving forces for this shift in movement are predominantly: 1. Demand for discretionary categories such as financial, luxury or foreign products amongst premium and middle class consumers everywhere 2. The emergence of new consumer segments from Generation Y: the empowered woman and the rural and educated youth influencer, both with a higher income and propensity to spend 3. The change in personal consumption patterns, particularly in fist time home buyers The new sustainable model Marketers need to know where to advertise and how to prioritise these markets. In an attempt to help reach the aforementioned 82% of the population not currently targeted, Kinetic has identified three priority clusters based on monthly per capita expenditure (MPCE1) across India’s key states.
Chandigarh (10,914), Kerala (7909), Puducherry (7,744), Maharashtra (7663), Himachal Pradesh (7360), A&N Islands (7224), Andhra Pradesh (6646), Delhi (6608), Haryana (6537), and West Bengal (6081) Priority 2: States with medium MPCE Goa (5943), Karnataka (5669), Lakshadweep (5612), Punjab (5592), Tamil Nadu (5179), Uttar Pradesh (5104), Tripura (4893), Madhya Pradesh (4889), Arunachal Pradesh (4661), Odissa (4599), Jharkhand (4593), Gujarat (4592), Assam (4586), Jammu & Kashmir (4381), and Sikkim (4338) Priority 3: States with lowest MPCE Daman & Diu (4214), Rajasthan (4204), Uttarakhand (4155), Chhattisgarh (4123), Mizoram (3881), Dadra & N. Haveli (3725), Nagaland (3712), Meghalaya (3383), Bihar (3374), and Manipur (2257)
Note1: MPCE is defined first at the household level (household monthly expenditure/household size). Estimates are obtained from National Sample Survey (NSS) Office, 66th round Survey. 10th decile of the distribution of MPCE over the population of any states in which 90% of the population lie is used for the purpose of this analysis. By reviewing the average monthly spend of individuals across these states, marketers will be in a better position to understand where to advertise to win the new consumer’s share of wallet. For example, while UAs such as Kerala may have a relatively low population, its residents spend significantly more each month than those in Delhi and Gujarat. Marketers will need to recognise the importance of the fast growing UAs if they are to tap into this immense opportunity to reach new consumers.
What does this mean for marketers?
Research
Priority 1: States with highest MPCE
Urbanization in India has shifted millions to spend more time out of the home than ever before. From commuting, stuck in traffic, to spending time in leisure destinations such as malls, cinemas and bars, the Indian consumer is changed forever. The average Indian urbanite is increasingly trained to look for and demand relevance wherever they buy. Brands, local and international, looking for fresh opportunities should make these UAs a central part of their campaign plan. The earlier marketers adopt this, the better the chance of successfully targeting the most profitable consumer. Hotspots such as urban UAs, fringe areas and rural areas with connection to cities all have a previously untapped population of potential customers. Advertising messaging may need to be more targeted – not just to the demographics but to take into account regional differences between population segments.
About Moving World India Moving World India is Kinetic’s perspective on current trends and insights covering urbanization, leisure pursuits, shopping, environment, travel and technology of 3,000 people in five major cities – Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Ahmedabad l
“The study found that 42% of Indian people had migrated from another state to live, work and play in a city or mega urban agglomeration (UA, see Fig1). The 2011 Census revealed 31% lived in urban areas, with this number expected to hit 40% by 2030”
Sources 1. Census of India Office, 2011 2. India’s urban awakening: Building inclusive cities, sustaining economic growth, McKinsey, April 2010. 3. Level and Pattern of Consumer expenditure, 20092010, “National Sample Survey Office, Dec 2011.
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Regulation
‘Visual tax’ to reduce “visual pollution” Nabamita Chatterjee
Yet again falls an axe in the name of tax! Bidhannagar, a provincial town of Kolkata, has seen an emergence of a new tax called the Visual Tax, wherein the Municipal Corporation there plans to impose a tax on billboards that are built on private and government premises; all this to reduce the visual pollution. Outdoor Asia shares with you more details on this new policy.
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“The tax will be collected at the rate of Rs 109 per square foot and hope to earn close to Rs 2 crores a year from over 300 such billboards across the township.” - Krishna Chakrabarty
he Bidhannagar Municipality has decided to impose ‘Visual tax’ to raise revenue by taxing all bill boards on private and government premises. Situated in the eastern fringe of the city, Bidhannagar is the most important provincial town of Kolkata. The Bidhannagar Municipality expects to earn Rs. 25 lakhs more annually by imposing this tax. Initially they will collect the tax from the billboards of the organization which are displayed in and around Salt Lake Stadium. It has been informed that the tax has been introduced on the grounds of “visual pollution” by the Salt Lake Municipal authorities. Krishna Chakrabar ty, the Chairperson of the body informed, “We decided to impose the tax in the beginning of the year and started sending out notices from February.” She further said, “The tax will be collected at the rate of Rs 109 per square foot and hope to earn close to Rs 2 crores a year from over 300 such billboards across the township.” On a 300sqft billboard the standard estimate would be Rs 32,700 per year. There will be an increase in the license fee of the billboards from Rs 209 per sq.ft.to Rs 450 per sq.ft. which have also been anticipated by the municipal authorities. The municipality has marked 167 hoardings as illegal for different reasons. According to the municipal authorities, 47 hoardings were already pulled down. When the authority took the action of pulling down some of the bill boards, the respective media owners showed the papers of agreement they had with the authority of Salt Lake Stadium. Talking about it, Anupam Dutta, an authority at the Bidhannagar Municipality said, “The municipality is not getting any money out of these hoardings. It is after pulling down a hoarding from the adjacent site of the Stadium that the respective media owners came to us for a discussion on it and thus we came to know that there is an agreement with the authority till 2014, so we will collect ‘visual tax’ not only from the stadium area but it will also be applicable to all the government and non-government as well as private premises under the municipality.”
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According to a source from municipality, the hoardings which are inside The Sports Authority of India (SAI) complex which owns a part of the Salt Lake Stadium, the tax will be applicable to these also, though it has been stated that as a tender process is going on with them the matter of ‘visual tax’ will be informed along with that through the tender papers. Anupam Dutta further said, “So far we are collecting the tax from the residential buildings, but it was not applicable to any government and non-government buildings therefore we are losing at least an amount of Rs. 25 lakhs yearly from the Stadium and Sai Complex area alone. Anindya Banerjee the Director of Enkon added, “We have been appealing to the Municipal Authority to collect the tax on hoardings which are situated in private properties as well as government and non government properties other than municipal lands. Now they are taking a decision on it and we have already appealed the authorities to inform us the amount of tax payable.” Bidhan Ganguly, the secretary of the Bhidhannagar Advertisement Association had this to say, “The Municipality never informed us about the fee. It should be introduced from the next financial year.” The decision of the Municipal authority has been sanctioned by Chief Minister Mamata Banerjee. The tax will be levied on only those running business from their premises and not affect the common man l
O
ne of the critical nuances in large format digital printing has been the use of inks; the complexity being that different printer heads are compatible with different inks, which is something of a challenge. Aron International eliminates this complexity by introducing the new O2 ink. Read on to know more about the O2 solution.
Currently in the Indian digital printing world there exists different printer heads like ECO, XAAR, Konica which are compatible with different kinds of inks. Till now, there hasn’t been one universal ink which can make the life of print service providers easier. Addressing this gap, Aron International, Delhi-based distributor of high-quality media and inks, launches a new kind of ink which will work on all types of heads. “I always had a belief that there must be an ink, which will be useful for all kinds of heads. When I used to discuss this thought of mine with my suppliers, they never believed me. Then we went to Hong Kong and spoke to the industry and there they said it was possible to have one ink for all heads. Ink is made up of two things i.e. solvent and pigment and you mix both of them. It also needs to be set at a particular density. We wasted around 10 thousand liters ink while setting it up at a particular density because we wanted it to be accurate. Even a scientist (chemical engineer) was involved in the process and who helped us a lot in making the ink,” narrates an elated Navneet
Digital Printing
Ink it with O2 Gupta, Director, Aron International. Thus, the solution came in the form O2 ink, a solvent ink developed by Aron International in Hong Kong. After a rigorous R&D of around one year and testing O2 on every printer’s head, printing five thousand materials during testing, and spending more than Rs 2 lakhs, O2 came into being. “We have arranged its density in such a way that all heads start working with a same ink. O2 ink works on 35 Pico liters, not less than that whereas each head works on different Pico liters. All heads that are available in India are costly but to be on the safer side everybody uses the costly inks. However, this ink is not costly, like the others but it has many benefits. For example, it doesn’t allow any blockage in the machine. It also saves ink as this ink needs to be purged only twice in a day whereas other inks need purging many times in a day. The price of O2 ink is Rs 550 per liter and others sell those specialized ink at around Rs 1,100. We have kept the prices quite low because of competition and we are very sure that nobody can beat this price. This ink is used to make flexes, vinyl’s and solvent options,” highlights Navneet. Explaining further he says, “Another advantage is that this ink, when compared to other solvent inks, is much more eco-friendly as it does not create harmful fumes, thus reducing the possibility of cancer in workers.”
“We have arranged its density in such a way that all heads start working with a same ink. O2 ink works on 35 Pico liters, not less than that whereas each head works on different Pico liters. All heads that are available in India are costly but to be on the safer side everybody uses the costly inks. However, this ink is not costly, like the others but it has many benefits”
Aron International has already sold about 30,000 liters of ink since July. They are selling the ink both through the dealers’ network and directly. The company plans to capture the XAAR category and aims at increasing the heads life by 6 to 8 months l
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International Research
CBS Outdoor on Interactive OOH in Europe OUT OF HOME – A MASS MEDIUM
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hilst the media landscape continues to fragment, Out of Home is not only retaining its ability to reach mass audiences it is also evolving into a massinteractive medium, harnessing new technologies to keep pace with audience expectations. Our respondents confirmed the following four essential truths about Out of Home advertising:
“The study, done last fall in six countries and involving more than 9,000 respondents, suggests QR codes and text messaging campaigns had the highest level of awareness, at 39.8% and 34.2%, but actual usage was less than 15 percent with each. Less than six percent of those asked knew what NFC (near-field communicate) was about and just 1.4% had ever used the technology”
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. It is helping to amplify many of Out of Home’s traditional strengths and is providing a world of new opportunities for brands to engage with consumers. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. CBS Outdoor Finds Interactive OOH Little Known Or Used in Europe CBS Outdoor has released a March 2012 study, done by Kantar Media, looking at the use and understanding of interactive technologies for out of home in Europe, and the results suggest the technology is still very much in its early adopter years. The study, done last fall in six countries and involving more than 9,000 respondents, suggests QR codes and text messaging campaigns had the highest level of awareness, at 39.8% and 34.2%, but actual usage was less than 15 percent with each. Less than six percent of those asked knew what NFC (near-field communicate) was about and just 1.4% had ever used the technology. The report also found things like social streams in ads (i.e. Tweets), check-ins, augmented reality and Bluetooth proximity marketing also had awareness levels lower than 15 percent, and user rates less than five percent. However, MarketingCharts relays, despite low rates of awareness and usage among European adults, smartphone and tablet owners remain generally upbeat about interacting with out-of-home advertising, with 71% saying they would feel more positive about a brand that invites interaction. Breaking down the data by age demographic, 25-34-year-olds are most likely to consider interacting with an outdoor ad (74%), followed closely by 18-24-year-olds (72%) and the 3544 set (70%). Those aged 45-55 are the least likely to consider doing so, at 65%. Among early adopters (people who agree with the statement “I like to buy gadgets as soon as they come out”), 84% would consider interacting with an out-ofhome ad.
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Data from “Interactive Europe” indicates that roughly three-quarters of smartphone and tablet owners have taken an action in direct response to an outof-home advertising campaign, while response rates among technology advocates (those who agree with the statement “I like telling other people about new technologies”) are even higher, at 83%. The most popular action taken by technology advocates and device owners using their device was going online to get more information (39% and 32%, respectively). About one-third of the technology advocates considered buying the product, as did 28% of the device owners, while 23% of the former and 20% of the latter actually bought a product in response to an outdoor ad. The survey was done in: Italy, France, Spain, Netherlands, UK, and Ireland. My guess, and only guess, its the results would be similar in North America l
April 2012
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Resources
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 : deepak_indobond@yahoo.co.in Website: www.indobond.com
Digital Printing
Printech Digital Imaging Pvt. Ltd. #207/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore – 560 068. Tel: 080 4061 1800/ 06 Fax: 2573 2266 Email: prasad_b@mac.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 – 110 034. Tel: 011-32561023 / 24 / 25 Email: info@essdee.com
Media Owner ASA Advertising Pvt. Ltd. 1st Floor, Anand Bhawan, Gurunanak Chowk, Raipur - 492 001. (C.G.) Tel: 0771-2523606/650 Email: ashishasa@hotmail.com Enkon Digital Media Enkon House, 32 Pramatha Choudhury Sarani, Kolkata 700 053. Tel: 033 24004888 Mob: 9831039879/9920810323 aninda.enkon@gmail.com Graphisads B 18/1, Okhla Phase - II, New Delhi - 400020. Tel: 4537 9999 ga@graphiads.com 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: mumbai@kanikadigital.in Mermaid Print Concepts Pvt Ltd. No. 3157, 12th Main, HAL 2nd Stage, Indiranagar, Bangalore - 560 038. Tel: 91-80-25216146 Email: info@mermaiddigital.com www.mermaiddigital.com
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Value Ad
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Resources
Enden Media Pvt. Ltd. 386/1, Gariahat Road (South) Kolkata - 700 068. Tel: +91-33-2483 9229 2413 7570 Email: info@edenmedia.co.in Kausik Publicity 603, Samruddhi Complex, Opp. Sakar - III, Income Tax, Ahmedabad - 380 014. Tel: +91-79-2754 3750 / 3002 3750 Email: kaushik.shah@kaushikpublicity.com 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 info@origins.co.in www.origins.co.in
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Prakash Arts Pvt. Ltd. P.B. No.406, Museum Road, Governorpet, Vijayawada – 520 002. Tel: 0866 2578113, Fax:0866 2571554 Email: prakasharts@yahoo.com vja@prakasharts.com www.prakasharts.com
Surge Media Pvt. Ltd. WZ-3208 C, First Floor, Rani Bagh, Delhi - 110 034. Tel: +91-11-4754 4070 - 99 surge@surgemedia.in 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: info@zerodegreeindia.co.in
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Aishwarya Ad
GG Ad
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Ess Dee Ad
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Printech Ad
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