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Volume 4
Issue 6
December 2012
News Indian Update Intnl Update Campaign Regulation Technology Creative Profile Innovation Branding New Media Acquisitions
Rs-100 Column
Resources
Airtel on the fast track
News HP calls for award entries
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P is inviting entries from its digital printing customers to submit their innovative work for recognition in the Asia Pacific and Japan HP Print Excellence Awards 2013. With honorees in multiple categories, the Print Excellence Awards recognize the outstanding achievements and contributions of Print Service Providers (PSPs) across the labels and packaging, sign and display, and commercial printing areas. More than 40 awards will be distributed to winners at the Print Excellence Awards Dinner in Beijing on 12 May, 2013. The judging process for the awards involves a panel of regionally renowned judges from the graphics arts and signage industries evaluating each entry and selecting winners based on criteria including: creativity, overall aesthetics, marketing appeal & effectiveness, best use of inks & colors and client satisfaction.
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irtel has painted the capital in the color of Indian Grand Prix 2012. The true colors of racing and speed were shown from Delhi till the Buddha International circuit through the best usage of OOH medium. Madison Media OOH, a part of Madison World, designed the outdoor campaign for the prime sponsor of the game Airtel. Outdoor Asia presents to you the detail of the high-speed campaign. Page 28
The Awards are open to companies from across Asia Pacific and Japan for entries that are printed on large-format HP Scitex and Designjet systems, HP Indigo or Inkjet Web Presses. Winners will be recognized in each of several categories and overall winners will also be named. Page 8
Parle’s Frootilicious campaign
Senior appointments at Cheil Worldwide SW Asia
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his festive season Parle Agro Ltd. came up with a new campaign for its flagship product Frooti to reach out to the masses. Read on to know more about how the brand wooed both existing and new consumers into drinking Frooti. Page 30
page no 40
Hari Krishnan will start his role from January 2013 and lead Cheil Worldwide SW Asia’s growth agenda. He would be concentrating on building the agency’s rapidly evolving track record for delivering diverse communications solutions making it one of the strongest integrated agencies in India. Krishnan previously headed WPP Global Team Ford where he set up the first co-located office of three different specialist agencies for WPP in the Asia-Pacific Region.
Innovation
heil Worldwide SW Asia appoints Hari Krishnan as its Chief Operating Officer and of Saurabh Mathur as Senior Vice President – Client Servicing.
Zero Degree Ad
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December 2012
Surge Ad
December 2012
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Leveraging small town OOH When it comes to a creative OOH splash, the first choice for any brand marketer or a creative agency is obviously the tier I, tier II space. This is understandable for obvious reasons. But in the process are we all missing out on the opportunities in other spaces? This is a question we all need to ask ourselves.
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bviously there is no uni-dimensional picture here. I mean a small town space comes with its own challenges for all the stake holders in this area—the brand, the client, the agency , the media owner and the authority. For example, when our team explored the OOH scene in Dehradun, it emerged that while the town was promising in terms of OOH, every group involved in it had its own share of grouses. The creative agencies feel the clients are hardly demanding any innovation, the media owners feel there are too many restrictions, the authority feels the greater need is to regulate rather than introduce innovations and the thinking on the client side seems to be: why spend so much when there are likely to be so little returns. A kind of similar story emerged when we explored the OOH scene in Goa. The bottom line is that there is scope for so much more in these areas. Necessity is the mother of innovation they say. And this applies very well to these places where given the dearth of large format standard options, smaller but more varied options could be explored. And what is obvious is that it’s a chain reaction. For the whole OOH
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eco system to grow in a meaningful way requires everyone involved doing their bit in enhancing the overall standards so that everyone benefits self regulation on the part of the media owners, openness on the part of the authorities and a willingness to explore innovation within a given context on the part of the client and the creative agencies while also encouraging local players. This may be easier said than done but there has to be a beginning. Read on about our stories on the Dehradun and Goa OOH space to know and think more about this. And of course, as always we have our regular fare of interesting updates on what major brands have been up to in the OOH space. Merry Christmas and a Very Happy New Year in advance!
Vasant Jante
Vijas Ad
December 2012
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CONTENTS
News
8
Indian Update
10
International Update 22 Campaign Airtel Frooti
Focus Story
A Detour to Dehradun Goan Side of OOH!
Innovation Volkswagen Shoppers Stop
Interview Sujoy Roy
Ambient Advertising E-mart Toyota
Local Advertisers Local and high on OOH
Profile
Space Communication
Resources
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32 36
40 42
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46 48
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Volume 4 - Issue 6 December 2012 Editor & Publisher Sr. Reporter - Mumbai Correspondent - Kolkata Reporter - Delhi Reporter - Bangalore Asst. Manager Production & Operation
Vasant Jante Archana Singh Nabamita Chatterjee Bhawana Anand Bharat Singh Karanwal Vinod Kumar. V
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 Mumbai Office 201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai-400 062. Tel: 022-28769616 Delhi Office 3rd Floor, building No. 489/55/II, Corner Market, Malviya Nagar, New Delhi - 110 017, India, Tel: 011-4710 3402 Kolkata Office Mobile: 9674321579 Email: Nabamita@vjmediaworks.com Sales Nimisha Shah 98210 84383 Vishal Shah 74981 81143 Akash Jante 97427 73627 Abhishek Agarwal 98116 94060 (Delhi) 93194 74711 (UP) Outdoor Asia is a monthly. Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and Printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003. The opinions expressed by authors and contributors to Outdoor Asia are not necessarily those of the editors or publishers. Outdoor Asia may not be reproduced in whole or in part without permission of the publisher. Subscription for one year Nepal For overseas:
Rs. 1,200/Rs. 5,000/$ 190 by air
All subscriptions are to be pre-paid. The claims and statements made in the advertisements in Outdoor Asia are those of the Advertisers and are in no way endorsed or verified by Outdoor Asia. Advisory Board Arminio Ribeiro
CEO Madison Outdoor Group
Gautam Chadha
Director Broadview Mediacom
Madhuri Sapru
Woman-in-Charge Encyclomedia Networks
Nabendu Bhattacharyya N D Mehta
Founder & Managing Director Milestone Brandcom 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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December 2012
EFI Ad
December 2012
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HP calls for award entries
contd from page 1
News
Categories include: HP Sign & Display
Senior appointments at Cheil Worldwide SW Asia contd from page 1
Transit Graphics –vehicle wraps, fleet graphics and other graphics used specifically for transit areas
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Exhibitions and Events – signage, graphics and other material used in an event setting
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Outdoor Advertising – building wraps, billboard signage, floor graphics, backlit signage and textile (flags & banners) graphics
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Retail POP/POS – rigid or flexible applications of point-of-purchase/point-of-sale materials
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Green digital printing – print jobs involving a combination of the following:
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Inks using dye-based, latex inks and UV inks
l Printing Substrates using environmentallyresponsible printing materials that are recyclable such as non-PVC-based banner, cotton-based fabrics and recycled paper
Innovative Application/Unique Media – Special media or creative applications which do not fall into one of the above categories
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Hari Krishnan
Chief Operating Officer Cheil Worldwide SW Asia
Saurabh Mathur
Sr VP Client Servicing Cheil Worldwide SW Asia
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rishnan is a well-known advertising and communication figure with a career spanning over two decades where he held senior leadership roles with JWT India, Grey Worldwide and Bates India, among others. Saurabh Mathur will lead Cheil India’s client servicing team and working closely with John Koo, President & Head of Regional HQ, Cheil Worldwide SW Asia. Mathur’s appointment is in sync with Cheil’s plan to build a strong integrated local team l
HP Indigo and Inkjet Web Presses Commercial Press Categories: l
Photo Books – consumer, premium or art books
Sampark wins sole rights for Tent Cards
General Commercial Printing – marketing collateral, POS/POP, leaflets, flyers, brochures
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Direct Mail and Transpromo – Real finishing mailers
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Books and Manuals
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Limited Edition / Art Reproduction
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Environmental Responsibility
Industrial Press Categories: Labels – wine & spirits, non-alcoholic beverages, food, health & beauty, pharmaceutical, neutraceutical and Industrial applications
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Shrink Sleeves
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Flexible Packaging
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Folding Cartons
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Environmental Responsibility
December 2012
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AMPARK ADVERTISING & MEDIA PRIVATE LIMITED has won the sole rights from the Kolkata Metro Railway Authorities in Tender proceedings, for Tent Card Display installation on all the entry & exit token collection gates at all the 23 metro railway stations stretching from Dum Dum to New Garia for a period of three years. Some of the popular brands who are utilizing this media are Titan’s Fastrack, LUX Cozi, Anandabazar Patrika and Surinder Films l
Hythro Ad
December 2012
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Indian Update
Vodafone’s Diwali Jig!
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his Diwali season Vodafone communicated their unique call rate plan of 1 paise/ 6 seconds for all local numbers and 1 paise/2seconds local calls for all other mobile network for their prepaid customers in the city and suburbs of Kolkata by taking the concept of showstopper one step ahead. 10 teams, each having two showstoppers carrying the backlit backpacks and a drummer, covered around 90 locations throughout the suburbs of the Kolkata city distributing more than 50000 leaflets of Vodafone recharge options. The campaign continued  for approximately 10-12 days between 4:30 and10pm at night targeting the prime time when the crowd is majorly on the move. Specific locations with high footfalls such as market places, cinema halls, telecom locales (places where number of telecom shops are located) etc. were selected to create the awareness which resulted in a positive growth in the sale of Vodafone prepaid plan. The daily roster which the teams followed helped the brand to cover all the crossing points and interior pocket markets targeting the catchment areas. Thus from Behala to Amtala or Jessore Road, Barasat and Chandanagar, the campaign became evident everywhere through this cost-effective OOH activity creating necessary curiosity among the TG who ultimately went a step ahead to enquire at their nearest Vodafone retail outlet. Balaji Ads, the outdoor media partner of Vodafone for this innovative campaign, played a vital role by providing the essential market information, the required feedback of the customers and continuous monitoring l
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Kanika Ad
December 2012
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Indian Update
Created History on OOH O
n the occasion of their 1st anniversary, History Channel crafted a campaign with a blend of their four values -- Action orientated, Always Informative, Bizarre and India Connect and communicated all of this through the OOH medium. The idea was to communicate the success story of the channel through its phenomenal visual imagery and drive home the brand values of action, adventure, thrill, etc. The OOH campaign was designed with one impactful line supported by the most powerful images from the channel. Mainly huge formats like billboards and trucks were used for the campaign. The creative was designed by in-house agency and the outdoor duties were handled by Zenith OOH Media Pvt. Ltd. The brand optimized the OOH medium to reach out to people who could not have been connected otherwise and at the same time provided multiple touch points for viewers who’ve been reached out through other mediums. The main challenge in the campaign was to find suitable locations, billboard sizes, lighting and eyeballs that could communicate the message in a splitsecond view medium. Hundreds of options across key towns were painstakingly analyzed besides making cost benefit analysis and finally zeroing on the best options. All of this paid off as the campaign was seen across Mumbai and Delhi for 10 days l
Sony reaches out in Assam O
utreach Advertising Pvt. Ltd. formulated a comprehensive two-month long OOH campaign for Sony Bravia and Sony Vaio laptops across Assam with accomplished media planning and strategy in order to reach out to maximum audience. Around 30 sites were used for the total campaign where all the prime locations were booked for hoardings, covering Guwahati, Dibrugarh, Shillong, Imphal, Agartala, Tinsukia, Sibsagar, Barpeta, Bongaigaon and Silchar. The purpose was to showcase the brand new launch of Sony Bravia HD TV’s festive offers and the Sony Vaio laptops. Outreach Advertising came up with a unique concept of allotting six units of ‘Look-walkers’ on ground to walk on the streets of Guwahati city and also selected prime locations such as Paltan Bazaar, G.S Road and Chandmari. The Sony Bravia and Sony Vaio, OOH campaign turned out to be a successful one in North East with appropriate planning and vigorous imagination l
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Graphics Ad
December 2012
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Indian Update
Absolut Vodka on an OOH high T
he latest campaign by Absolut Vodka is yet another breakthrough in OOH advertising. The main idea behind the campaign was to be associated with the creative names of the industry and then showing the various creative aspects in the form of Absolut Vodka bottles. Absolut placed the vibrant eye-catching bottles at select airports in the country and beyond. Some major airports saw the Subodh Gupta Installation and Bharti Kher installation. Grabbing eyeballs in an innovative way always yields best results. This time too, the 14 feet (width) x 6 feet x 10 feet (height) space used to place the Vodka bottles in Domestic Departure beyond the Security Check space in a non-cluttered, high visibility area worked wonders. Installed in Bangalore, Delhi, Mumbai airports, the virtual bottles in bright colors and patterns took outdoor advertising to a new high. The campaign that has been rolling since October proves how locations when strategically chosen, clubbed with innovative creatives, can make OOH one of the best ways to reach out to people l
Cream of OOH K
raft Foods’s Oreo cookies joined hands with Bates to come up with a never-before technique to make the much loved chocolate biscuit even more irresistible. Sankey Tank in Bangalore saw a motor based frame to move the upper cookie of an Oreo biscuit on hoarding. The idea was to make the cream part of the biscuit visible every time the upper cookie glided aside with the help of a motor run frame. The motion was like that of a pendulum and soon after the upper cookie slid back to its original position and hid the cream. This OOH brilliance came at the same time when Kraft Foods was extensively using the social media platforms to reach out to more and more Oreo lovers. The campaign was offering a humorous and eyecatching ad each day to the more than 27.9 million people who “liked” Oreo on Facebook. The daily ad could also be seen on oreo.com, Pinterest and Twitter. The outdoor campaign ran from October 15 to November 15 in Bangalore attracting many a passersby to the motor based advertisement display. The location was also strategically chosen to ensure maximum visibility. This campaign reached out to its target audience in an effective way and gave birth to a lot of new Oreo lovers for sure l
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December 2012
Indian Update
JCD’s clean up act
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CDecaux, which has always been very particular about maintenance and the hygiene of its properties, executed a cleaning operation in Delhi in association with the New Delhi Municipal Council (NDMC) and the New Delhi Traders’ Association (NDTA) on the occasion of Diwali. JCD selected the heart of the city, Connaught Place, to clean and spread the message of cleanliness. The main objective of this drive was to contribute to the upkeep and maintenance of the crown jewel of the NDMC and to increase the awareness amongst the public on keeping public spaces clean and maintained. On Saturday 10, 2012 JCDecaux deployed their 15 cleaning and maintenance vehicles and a team of 65 skilled workers to carry out a cleaning drive in the inner circle
of CP. These vehicles which were equipped with state-ofthe-art cleaning tools were used to wash the pavements and walkways in front of the shops. The skilled workforce white washed the entire giant spittoon pillars of this Georgian architecture. The activity got tremendous response from the public and the initiative was hailed by everyone l
Kushi Ad
Prakash Ad
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December 2012
Prakash Ad
December 2012
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Indian Update
Comb effect
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odafone has tapped into the different needs of people through this ‘Made For You’ campaign in Bhopal. Taking a cue from Vodafone’s Saloon TVC, an OOH campaign was created through a hoarding on which different kinds of combs were showcased. The motive was to showcase the different needs of different people through combs. The combs were highlighted with LED which lit up the hoarding
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during night. The innovation was seen in front of the DB Mall, the busiest traffic junction of Bhopal city, to capture an approximate 5 lakh audience on a daily basis. The innovative 121 campaign has not only enhanced brand recall but also helped garner more customers l
Indian Update
OOH unlimited C
ontinuing with their belief in ‘Do The New’, TATA Docomo rolled out an extensive OOH campaign to communicate their Unlimited 3G with Full Talktime @ Rs.250 social plan. The campaign was mainly seen across youth hangout points and major traffic corridors since the target audience was in the 15 to 35 age group. The campaign was executed in Maharashtra and Goa and a total of 47 sites were taken in 12 cities on various OOH formats like hoardings, bus shelter, gantries and ad pole. The innovation executed in Pune & Nagpur saw a moving LED doodle holding a clapboard and showcasing the ‘3G Unlimited’ message on it. TATA Docom has always believed in innovation being a key differentiator and establishing the product proposition in the market. This campaign certainly proves it. Also the brand found this to be a smart way to attract the attention of the TG. The OOH duties were handled by Milestone Brandcom agency and the creative duties by FCB Ulka l
December 2012
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Indian Update
Women Power Cavalcade I
ndia Yamaha Motor initiated a unique door to door cavalcade to promote their new scooter RAY during the festive season. The objective of the campaign was to give a new definition to driving the stylish and peppy Yamaha RAY by reinstating the RAY “Life is an Adventure” campaign message. The target audience was young urban women and hence the campaign saw 6 young women travelling on Yamaha RAY scooters through schools, malls and shopping complexes in New Delhi over a period of 9 days. The cavalcade of scooters started from a particular dealership at one point, travelled through the city for the entire day and culminated at another dealership at the end of the day. The cavalcade of scooters crossed and halt at key junctions like markets, colleges and schools to create buzz, excitement and maximize awareness about the scooter RAY. The main hangout locations targeted included Vivekanand College for women, Deshbandhu College, PGDAV College, Jamia Milia Islamia College and Maharaja Agrasen College and City Square MallRajouri Garden, M2K Rohini, Jwala Heri Market- Pachim Vihar etc l
Shoppers Stop all set to list in Limca book of records S
hoppers Stop has created India’s largest formal men’s jacket to promote the ‘Suits & Jackets’ Fest. The display is at Inorbit Mall in Malad. With this installation, Shoppers Stop is set to make an entry into the Limca Book of records for creating India’s largest men’s formal jacket and outdoor advertising added yet another feather to its hat. Starting November 16, 2012 till December 9, 2012, Shoppers Stop is hosting the ‘Suits & Jackets’ Fest across all stores. This has created much hype in the outdoor advertising industry. Renowned model Ameet Gaur was among the numerous customers who were enthralled by the sight of India’s largest men’s formal jacket. This larger than life men’s formal jacket is 22 feet tall and is made from actual poly cotton suiting fabric. Over 150 meters of fabric have been used for creating the jacket. The idea was to reinforce and symbolize the depth and range of the brand’s men’s suits and jackets category l
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Indian Update
Interactivity @ Airport A
merican Express in association with Times OOH crafted an OOH campaign in a fresh format that not only showcases their product but also engages the audience intelligently at Delhi Airport Terminal 3. The campaign was designed into two different elements namely Virtual Mannequin and Lead Generation at retail. A talking mannequin has been installed at the engagement zone inside the security hold area which would greet the passengers after their security check and displays the features of the new AmexJET card. The virtual mannequin is made of fiber glass and the entire movement of the mannequin has been projected onto it virtually. Also, the audio output in the mannequin gives a new dimension to the innovation space. This talking mannequin has grabbed 100% eyeballs as it is placed at the canyon area which connects the passengers to the Security Hold Area. Another lead generation at the engagement zone has been the Name Tagging facility. The objective here was to identify the Jet Airways Plat, Gold & Silver members and usher them to the kiosk. A 14x14 promotional space was acquired to educate on the features of the new JET card and made to provide their Name, No., and Email ID. The passengers who shared their details got a customized name tag with a pen drive in Amex JETCard shape and format which could be attached to the luggage or placed inside the pocket l
December 2012
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International Update
Dirt cheap J
eep means off-road, off-road means dirty cars. And in Mexico City, a place with 3.5 million vehicles, there’re many with “The Jeep Spirit”, but they don’t know it yet. To let them know and to drive them to jeep.com.mx, a website for everything to do with jeeps and off-roading, agency Leo Burnett, Mexico, used people’s dirty jeeps as mediums. On the dust layered window panes and rear glass the team used a stencil to clean just those areas that read ‘Looks like you are an Off Road fan. Jeep.com.mx’. The message that directly reached the target audience with almost a definite read came with almost zero cost but a huge response l
The $5 campaign T
his one shows that all you need for an effective campaign is a good idea, a copier, scissors and glue; huge budgets are not always necessary for effective communication. It is a campaign made for the 6th edition of the human rights film festival Ad Hoc: Inconvenient Films held in Vilnius, the capital of Lithuania and was conceptualised by agency Nomoshiti, Vilnius, Lithuania. An interactive campaign with a budget of $5 would seems like a joke but the team did just that; they stuck small attractive posters with the copy “We screen. You decide: The festival that puts as much emphasis on discussion (with directors, human rights specialists etc.) after the film as the screening itself”. It was enhanced with bright colours. The stickers were cut to attract and many passersby were seen stopping and taking notice l
Friso adds vivacity to campaign S
ingapore saw something “V” happening at bus shelters. “V”, was the title of the teaser campaign for Clear Channel’s digital network and also marking the launch of Vivacity. 30 high-definition 72-inch screens make up Singapore’s first digital street furniture network Vivacity, which is a platform that captures attention, tells a story, and engages emotionally with consumers with digital panels that bring life to creative ideas and deliver more interactive engagements and more contextually relevant messages to consumers at the right place and time. Friso, the premium children nutrition from FrieslandCampina became one of the first campaigns to be shown on the panels. The brand has launched a digital Out-of-Home campaign in Singapore to take the brand’s social-media activities to the next level l
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International Update
The weeping house O
n a cloudy morning in Belgium, Antwerp woke up with a strange phenomenon -- A crying house. People began to wonder. After a couple of days the house was renovated and started smiling again. Every 60 seconds the smiling mouth changed into an AXA billboard, promoting the AXA renovation loan, with triple advantage. Conceptualised by agency Duval Guillaume Modem, Berchem, Belgium, the OOH sure told a story to the onlookers by first establishing the need and then presenting a solution l
December 2012
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International Update
Kit Kat takes a big leap O
OH can never stop surprising. This was proved by Kit Kat just recently. It was one literal extraordinary leap for mankind when Felix Baumgartner successfully completed a recordbreaking jump from the edge of space. Taking full scope of this once-in-a-lifetime feat, a Kit Kat was sent into space in an unparalleled show of support, to give Felix and his team a fun break as they prepared for the jump. As per reports, Felix had been delayed on several occasions during the week due to the weather. As he and his team waited for the perfect conditions to carry out the skydive, Kit Kat sent up four fingers to keep the spirits high and give them a break. This out of the box idea was created by JWT London. The stunt was performed at 11:20am in Cambridgeshire, UK just before Felix’s legendary skydive. Boldly going where no confectionery has gone before, the Kit Kat made its ascent into the stratosphere strapped to a weather balloon and a Go-Pro camera giving viewers a sneak peek at the breathtaking view Felix would have just hours later. The Kit Kat mission reached a height of 116,490ft (35.5km/22 miles) and was pulled off by the JWT team from concept to execution in 24 short hours. The stunt has quickly spread across various social media platforms like Twitter and Facebook l
Placed right, to reveal… H
ilariously and suggestively phallic, the pipe shows the true colors of the ‘woman’ starring in the Off-Center Drag Machine posters. The posters for the campaign have been strategically placed on brick walls; the team didn’t secure them just anywhere. Instead, the ads were carefully affixed wherever there happened to be a pipe. Conceived and executed b y g y r o , Denver USA, t h e O f f Center Drag Machine was art directed by Rob Lewis. The billboards aptly set the tone for a fun-filled, gayfriendly event. C r e a t i v e and clever, it is hard to determine whether or not the placement of the ads was ingeniously thought of on the spot or if it was planned from the beginning l
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December 2012
International Update
A white Christmas campaign A
lthough the city of Karlstad is located in Scandinavia, it almost never snows there during Christmas. Branas Ski Resort wanted to remind the citizens of Karlstad that only 1.5 hours away Branas offers a Christmas package with a “real” Santa and a Christmas tree in every cabin. In part 1 of the campaign agency Bulldozer, Karlstad gift wrapped the billboard with a tag the read “The best gift you can give your family. A white Christmas.” Soon afterwards curious citizens unwrapped the billboards to see from who and what the message was about and saw real Christmas images of the Christmas tree, Santa Claus on his flying reindeer. Of course the agency had a team standing by to clean the streets during the campaign l
Digital art campaign S
amsung rolled out this interesting OOH campaign to prove the creative abilities of its Galaxy Note 10.1. An artist was digitally put inside the special Mupi of JCDecaux which attracted the audience by sketching their portraits on the Samsung Note 10.1. The two week campaign was thus turned into a street art show. The activity was executed in Lisbon, at the high impact Chiadoan deluxe spot l
December 2012
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International Update
Taking a potshot T
o deal with Yekaterinburg- Russia’s fourth largest city’s major problem of potholes, a local site URA.RU raised their voice through OOH medium in association with Voskhod, Yekaterinaburg agency. The local site which writes about life in the city raised this issue several times but the politicians apparently only tried to repair their image, and nothing else. Therefore the problem was used as the solution; real potholes were sketched with politicians’ faces with a message to draw their attention towards the city’s roads. The campaign drew a lot of attention from the local audience and media l
Showstopper A
gency dunkelblaufastschwarz, Salzburg, Austria conceptualised this interesting pillar outdoor for client Diva by Makole, a high-fashion store for women based in Salzburg. The brief was to show in a simple and charming way that you can’t be wrong wearing a ‘little black dress’ for the famous ‘Salzburg Festival’. The ‘little black dress’ is considered essential to a complete wardrobe by many women and fashion observers and is one of the highlights of the Brand and so the team created an innovative pillar that was dressed in the little black dress. The pillars were erected at prominent locations and were designed like a girl wearing the dress with the brand information. It sure was a showstopper as many women were seen taking notice and well, men too...l
The before-after billboard T
o show the hydrating effects of the all-new Intense Hydration face care line from Burt’s Bees, agency Baldwin&, USA, re-imagined the typical “Before & After” demonstration by constructing a billboard using thousands of post-it styled coupons. And then they let
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the power of curiosity take it from there. The billboard with coupons was the ‘before’ face of the model which looked like the flaked face and as the passersby undid the stickers the saw the ‘after’ face moisturised and free of flakes l
Airtel on the fast track Campaign
Bhawana Anand
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“Outdoor medium was one of the main communication drivers of the campaign as the medium ensured that it created the brand awareness and reinforce the association of Airtel as the Title sponsors of the F1 in India. Moreover, Outdoor played a key role to create WOW factor through selection of different media elements and their customized treatment for the F1 event.” – Shashi Kant
ndian Grand Prix, 2012, commonly known as F1, and just a year old sport, has received an over-whelming response from India. Indian marketers have shown considerable trust in the game and therefore Airtel, a leader in the telecom segment, has continued its sponsorship this year again of this game of speed and power. OOH medium happened to be the best suited medium to excite the country about this road sport. The campaign was seen across Delhi & NCR with key focus on DND and Yamuna Expressway on various traditional and modern formats. Madison OOH, a part of Madison World and the AOR Agency, that operates across the country was mandated by Airtel to designed the exciting campaign. Airtel intend to sponsor the Indian Grand Prix 2012 to create an excitement around the brand whose prime TG is the youth. Keeping the TG in view, Airtel used the Formula 1 platform to create many exciting opportunities to engage with the brand. To achieve the stated objectives, the OOH campaign was designed to create a top of the mind recall for the brand in the minds of audience travelling towards BIC to watch the F1 and to reinforce Airtel as the Title sponsor of the F1 event in India.
The outdoor medium was integrated with other media forms to reach out to the youth with all kinds of Shashi Kant proposition that would Business Director enliven them. “Outdoor Madison OOH medium was one of the main communication drivers of the campaign as the medium ensured that it created the brand awareness and reinforce the association of Airtel as the Title sponsors of the F1 in India. Moreover, Outdoor played a key role to create WOW factor through selection of different media elements and their customized treatment for the F1 event,” says Shashi Kant, Business Director, Madison OOH. The campaign was crafted in two phases. The 1st phase was to create an interest around F1 and the Mercedes team. The initiative was taken for the fans to join the pit
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Campaign crew of the Mercedes team, led by Micheal Schumacher and Nico Roseberg. Airtel was also the sponsor of the Mercedes team in the India Grand Prix, 2012. Since the TG was youth, a simulator competition was held through Digital media (Facebook) and OOH medium to spread the message, in the top three metropolises i.e., Delhi, Mumbai and Bangalore. All key roads leading to the hangout joints had billboards talking about the opportunity. This was the first phase of creating buzz around F1 and the Mercedes team. In the second phase, there was an excitement built around the whole event which told the TG “Let your Heart race”. During this phase, Television was used as the prime media while OOH medium was used to create the noise. The agency didn’t want to leave any stone unturned therefore they explored all traditional and modern formats to make the campaign successful. Several different elements were used like divider & flower pot branding, flags installation on DND and cutouts on mobile vans & life size display on DND to create the wow factor in campaign. In addition, to have the crescendo built on the day of the race, the main approach road from Delhi to the Buddha International circuit, the venue of this gala event, was given a new look. The entire DND Flyway to the venue wore the look of an F1 Track. Airtel stamped flags were specially erected along the route to give the fans a taste of the events to unfold much before they reached the venue. The centre medians on this stretch were adorned with huge red flower pots branded by Airtel. Every few Kms, the audience were greeted by Airtel Unipoles talking about the event. The brand new Yamuna expressway had many mobile vans greeting the fans approaching the venue. The Agency had to resolve several issues while working on the campaign. Since the media was coming up a few days before the commencement of the race, it forced them to re-plan and re-strategies at the last minute. Even the rates of the media went obnoxiously high due to the F1 race.
“All key roads leading to the hangout joints had billboards talking about the opportunity. This was the first phase of creating buzz around F1 and the Mercedes team. In the second phase, there was an excitement built around the whole event which told the TG “Let your Heart race”. During this phase, Television was used as the prime media while OOH medium was used to create the noise.”
Well, all these notwithstanding, Airtel and Madison Media OOH seemed to have explored the medium well. The prefect planning and meticulous execution also paid off in garnering the maximum eyes for the brand l
December 2012
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Parle’s Frootilicious campaign Campaign
Bharat Singh Karanwal
This festive season Parle Agro Ltd. came up with a new campaign for its flagship product Frooti to reach out to the masses. Read on to know more about how the brand wooed both existing and new consumers into drinking Frooti.
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he Frooti campaign was not only aimed at Parle’s loyal customers but also towards new consumers to attract them and encourage them to drink Frooti.
“It was a big challenge for us to get the reach and spread awareness of this campaign and engage the prospective consumers instantly in a very competitive market and also keep that brand value intact. It is an extreme honor for AdzEdge and we are delighted to get this opportunity and this is the second outdoor campaign we executed for Parle Agro Ltd for one of the most oldest and trusted mango drink in our country – ‘FROOTI’.” – Anirban Ghosh
The media used for the execution of the brand objective turned out to be quite effect. After extensive research in terms of consumer profiling and the penetration level to identify the target areas, the company used OOH medium to reach out to the maximum level in order to make the brand “Frooti” omnipresent in this festive season. AdzEdge effectively executed the campaign in the outdoor media. The main objective was to get the maximum reach and top of the mind recall. Thus Parle’s obvious choice was to map the TG Anirban Ghosh areas and then select VP, AdzEdge the appropriate and best possible media options in that location. The company considered the landmark prominent billboards across all the major locations in Mumbai to get the impact and response of the campaign. In addition, Parle also heavily used other mediums like bus shelters, Flag Signs and Delhi Metro Pillars. The campaign that started on October 30 ran for 21 days. The promotion was executed in twenty cities including major metros. The cities include Mumbai, Delhi,
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December 2012
Campaign
Chennai, Bangalore, Ahmedabad, Hyderabad, Pune, Nagpur, Gurgaon, Noida, Mysore, Vijayawada, Surat, Indore, Bhopal, Goa, Cochin, Lucknow, Jaipur and Patna. Talking on the campaign, Anirban Ghosh, VP of AdzEdge said, “It was a big challenge for us to get the reach and spread awareness of this campaign and engage the prospective consumers instantly in a very competitive market and also keep that brand value intact. It is an extreme honor for AdzEdge and we are delighted to get this opportunity and this is the second outdoor campaign we executed for Parle Agro Ltd for one of the most oldest and trusted mango drink in our country – ‘FROOTI’.” The key reason to the success of this campaign was credited to Adzedge’s strategic approach right from the brief given to the company by Parle. Anirban emphasized that the brief given to them was absolutely specific to the objective and using proper planning technique, made all the difference and that in turn gained the confidence of the client time and again. “As I had mentioned and done it earlier this time also we have executed the campaign seamlessly with excellent TOT and we are confident of doing the same in future as well,” summed up Anirban l
December 2012
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Focus Story
A Detour to Dehradun Reena Mehta (With inputs from Bhawana Anand)
Outdoor Asia undeterred by challenges has traversed across many regions of the country to comprehend and bring to you the specific nuances of OOH in those regions. While we continue to explore the large cross sections, we also make sure not to miss out on the niches where OOH is flourishing. Outdoor Asia takes a detour to Dehradun, a city in the North where aesthetics rule high. We delve into the details of its OOH realms.
“In larger cities like Delhi national players and MNCs pump in huge sums of monies, but their pockets seem to shrink when they plan for cities like Dehradun. Further on for local players hoardings work out to be an expensive option. Thus the only solution I sight is to introduce smaller and cost effective formats that encourage local advertisers to spend and are also light on the national advertisers’ pocket who would not hesitate trying the market out.” – Sanjay Garg, Partner, Ad World
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T
o cover the small yet significant niches of India that have absorbed Outdoor as a medium well, we at Outdoor Asia planned on special focus stories that etch out OOH trivia of the niches. In this particular one let’s visit Dehradun, the capital of Uttarakhand. Outdoor Asia met and spoke to media concessionaires, specialist agencies, authorities, printers and brands who are engaged with the OOH side of Dehradun to avail a panoramic picture of how the medium is doing in the city. Let the detour begin! Overview of the Doon Valley Dehradun located at the heart of the Doon Valley and on the foothills of Himalayas, nestled between two of India’s mightiest rivers, the Ganges and Yamuna is a delight to any eyes. Famous for its picturesque landscape the city is a popular Himalayan tourist destination. Dehradun is also renowned for its natural resources, publishing services and particularly for its prestigious educational institutions. It hosts some of India’s best boarding schools and training institutions of national importance such as the Indian Military Academy. As per provisional reports of Census India, population of Dehradun in 2011 is 578,420; of which male and female are 303,411 and 275,009 respectively. The sex ratio of Dehradun city is 906 per 1000 males. Dehradun has a per capita income close to $2400 (national average $800), and has enjoyed strong economic growth in the last 20 years. Dehradun today has experienced a commercial and information technology boom, amplified by the establishment of Software Technology Parks of India (STPI) and various SEZs (special economic zones) throughout the city. The construction of the Delhi-Dehradun four lane highways will enable more economic development. Paltan bazar and Rajpur road are the economic heart of business in Dehradun. There are also 2 multiplexes situated namely Glitz cinemas near ISBT and Silvercity multiplex in Rajpur road respectively. The largest profession in Dehradun is agriculture, and there are large numbers of people in the military, businesses or education.
December 2012
The city has proved to be a promising ground for OOH as a medium. To know what has worked and what hasn’t for the medium we speak to a host of media owners who share the story. OOH & Dehradun Roots of OOH have sure been planted in the city of Dehradun and one can also witness the gradual growth it is experiencing. The OOH landscape of Dehradun is currently dominated by hoardings, like 20x10, thus there is a huge scope for format innovation. “In my view there are not enough formats present in Dehradun, rooftops have been removed by the authorities and a slew of formats are disallowed by the Nagar Nigam. There is a lot authorities can do on the format front; for instance, they can introduce transit advertising like mobile vans,” Shares Puneet Datta, Proprietor, Sobhagya & Co. Agreeing to the suggestion of Puneet, Rajendra Kumar, CEO, Media 24x7 says, “In my opinion the authority should consider installing formats such as Bus queue shelters, public utility, garbage house, foot over bridges, welcome gate, traffic police booths, and islands on BOT basis. This will fuel the growth of the medium considerably and will shape a yielding future for OOH in the city.” The lack of format innovation and being a niche also leads to less confidence among advertisers. Currently a majority of OOH demand is generated from the local players, who have limited budgets; while national players and MNC are yet only apportioning a small piece of the overall OOH budget to the city. “In larger cities like Delhi national players and MNCs pump in huge sums of monies, but their pockets seem to shrink when they plan for cities like Dehradun. Further on for local players hoardings work out to be an expensive option. Thus the only solution in sight is to introduce smaller and cost effective formats that encourage local advertisers to spend and are also light on the national advertisers’ pocket who would not hesitate trying the market out,” Suggests Sanjay Garg, Partner, Ad World.
but the payment never defaults. But if one works with unknown, small time agencies then it becomes a huge issue.”
Focus Story Campaign
As the OOH industry of Dehradun attempts to make peace with its teething problems, it also faces some challenges that make it tougher to gain a firm ground. “The Nagar Nigam enjoys a good 15% of the overall revenue the city generates through OOH and yet it works against the medium. Authority support is absent for the industry; they have banned rooftops and are not introducing any new formats which is killing the potential,” Sanjay Garg Partner, Ad World highlights Puneet. “Politics and self interests have made the authorities loose the larger good OOH advertising can do to the city. It can add to the aesthetics, and also provide added revenue which can be further utilized for the city’s betterment. In every city there is an urban development committee or cell Peeyush Naglia and the OOH industry Partner, Stimulus Advertising should be made a part of the same and a cohesive plan should be chalked out,” suggests Sanjay adding on the same lines.
Above all there is the parallel issue of illegal media which eats into the healthy growth. Despite these issues and teething problems OOH in Dehradun is pegged to grow. Agencies Angle We also observed the OOH landscape of Dehradun from the agencies point of view, here is what we could see: Jai Singh, Proprietor, Colorarts Advertising Agency – “OOH is shaping really well in Dehradun but what is an urgent requirement now is that the industry along with authorities needs to work diligently and only allow legal and genuine media to flourish. A lot of other formats like wall wraps, gantries, divider kiosks and many more should be introduced. Further on the authorities are working against the medium in a lot of ways. In my view Jai Singh local authorities Proprietor, Colorarts Advertising Agency are responsible for the mushrooming of illegal media as they are not undertaking any initiative to push this medium ahead, which leads media owners to take desperate steps like setting up property on their own.”
Further on Peeyush Naglia, Partner, Stimulus Advertising, throws light on how unreasonable tender terms are which discourage the industry from participating. In his view the body is operating like an erratic private company which has lost its larger meaning of servicing the public. Providing some suggestions on the tender front Rajendra says, “A few amendments are also necessary in the by-laws of Uttarakhand. For eg, every tender should be for a minimum period of 5 yrs & BOT infrastructure should be for 10 to 15 years & all terms & conditions should be flexible to facilitate win-win conditions for both authorities and media owners.”
Arun Kumar, Zonal Representative, Bates – “Only 3-4% of clients demand innovation, this more so happens when they plan to launch anything. When it comes to Dehradun we have maintained a good relation with the media owners, and as for areas which are illegal under Nagar Nigam we do not suggest any presence there to our clients.”
Sharing yet another issue Sanjay says, “Payment is a big challenge for us. The problem is there is lot of competition in market. So if we have even a small tiff with the agency they give the work to some other player. As of now payments are getting delayed by 8 to 10 months. In my view there should be a contract between media owners and agencies, where a stipulated time frame for payment is decided like say two months.” Agreeing to Sanjay, Rajendra adds, “This issue can be resolved by setting a time frame of 90 to 120 days between the advertiser and agency. Thus the payment flows back smoothly.” Peeyush on the other hand differs a bit and says, “It sure is a common issue but majority of the agencies are good although the delay is there,
l
Tete-a-tete with the Authority We also engaged in a conversation with Vinod Chamoli, Mayor, Dehradun Municipal Corporation and quizzed him on some crucial aspects and here is what he has to say: Formats Dehradun Municipal Corporation has sanctioned and invested in?
“OOH is shaping really well in Dehradun but what is an urgent requirement now is that the industry along with author i t ies needs to work diligently and only allow legal and genuine media to flourish. A lot of other formats like wall wraps, gantries, divider kiosks and many more should be introduced. Further on the authorities are working against the medium in a lot of ways. In my view localauthoritie sareresponsibl e for the mushrooming of illegal media as they are not undertaking any initiative to push this medium ahead, which leads media owners to take desperate steps like setting up property on their own.” – Jai Singh, Proprietor, Colorarts Advertising Agency
“Currently we have two types of advertising formats dominating Dehradun, Unipoles and Signage. Our focus is unipoles; we allot them on tender basis to advertising companies. We also have released tenders for new Bus queue shelters.” l
Revenue OOH generates for the corporation?
“Previously the revenue Nagar Nigam used to get from OOH advertising was only INR 55 Lakhs which has now grown to be a staggering Rs 2.75 crores. We made
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Focus Story
because of the single vendor system and very highrates we couldn’t justify spending more money on OOH. Earlier there was enough media available but this year the options are thinning. The eradication of rooftops has left us with only Unipoles. We prefer working with a local media owner as it gives us the advantage of immediate service. On the other hand the authority has taken a lucrative step for them and monopolised OOH media which have led to higher prices.” The Print Story Printing Industry which is an ancillary industry heavily dependent on OOH also shares its side of story vis-à-vis the OOH industry of Dehradun.
Vinod Chamoli
Mayor, Dehradun Municipal Corporation
“We want to introduce some new technologies like digital sites, and also have other plans but all is at a standstill as we haven’t been able to resolve the previous issues. Once the policy is fixed then we will work on bringing in new avenues. To execute new things we want a particular mind set of advertisers and confirmed policy guidelines. It is a small city so to introduce a new media we have to think taking into consideration the geographical constraints, atmosphere and the public’s mindset.” – Vinod Chamoli, Mayor, Dehradun Municipal Corporation
some policies under which we removed hoardings and streamlined everything as per system. These actions have proved beneficial to the Nagar Nigam.” l
What about Illegal media?
We have removed illegal media and the issue was dragged to High Court which ruled in our favour. We have banned rooftops in Dehradun.” l
What are the plans on introducing new media formats? “We want to introduce some new technologies like digital sites, and also have other plans but all is at a standstill as we haven’t been able to resolve the previous issues. Once the policy is fixed then we will work on bringing in new avenues. To execute new things we want a particular mind set of advertisers and confirmed policy guidelines. It is a small city so to introduce a new media we have to think taking into consideration the geographical constraints, atmosphere and the public’s mindset.” l
Would you consider the advice of OOH players? “We do not need any advice from OOH players. We have our own concepts, but first we need to have a policy in place.” Demand Side of OOH
Rohit Gupta
We spoke advertiser, shared his view on OOH in Dehradun. Proprietor, The Raymond Shop
to
an who
Rohit Gupta, Proprietor, The Raymond Shop “We decide our OOH budget according to the available media during the event, last year we spent 50% of our budget on OOH and this year our budget was 30%
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December 2012
Naveen Khanna, Partner, Uttarakhand Printers – “Printing industry in Dehradun is doing well and there is considerable scope of growth. Earlier we installed 200 sq. feet per hour but now we have escalated to 450 sq. ft. per hour. We are not limited to print services we also undertake execution jobs. The demand for printing is spread across, solvent, non-solvent, and digital. There are issues as printing and installation are time consuming jobs, also delivering on time is an issue due to the scarcity of labour. We have a team of 11 people who pitch to clients.” Sanjay Agarwal, Partner, Uttaranchal Naveen Khanna Partner, Uttarakhand Printers Signage Outdoor – “If we only talk about Denhradun it’s pretty good and there is lot to come in future but that would happen only if outsiders don’t interfere here. Big players prefer to get their prints done from Delhi or Mumbai, despite the fact that the same can be done in Dehradun. The local players get their printing done in Dehradun only. Demand has improved over the period of time, as advertisers are getting the same services at better rates here. There is good response from local players. 70% of the MNCs still get their printing done from Delhi. I feel print service providers need to put aside competition and concentrate on providing commendable services, media owners need to provide good quality material, and as for brands they should not centralize their print jobs, decentralizing in different markets will help.” The OOH industry of Dehradun is grappling with issues and yet managing to grow. If the issues are addressed with diligence the growth will increase Manifolds l
Ad
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Focus Story
Goan Side of OOH! Reena Mehta
Yet another niche that we traversed is a tourist paradise, Goa. We tour the OOH side of this state to know how the medium is faring, what the challenges are and the direction it is taking moving ahead. In our pursuit to understand Goa’s OOH terrain we engage in conversations with media concessionaires, specialist agencies. Here is what we have to say about Outdoor Advertising in Goa.
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waying palms, white sands and sparkling waters: the three essential elements that attract 2 million visitors annually to Goa’s balmy shores are plentiful in this tiny, glorious slice of India hugging the country’s western coastline and bounded by the Arabian Sea. Goa a state always on the go and a state that is 365 days on a holiday symbolizes outdoor in the true sense of the world and the benefits of advertising here are plenty - besides the resident populace, it will also draw attention from local and international tourists who flock to the State all throughout the year. A large part of the state still remains untapped by good quality outdoor work; the industry has a long way to go in terms of policy implementation and consolidation. There are about 30 media owners in the state who together own a approximate number of 800 hoardings across the state, 22 of the 30 concessionaires are a part of the state’s outdoor association i.e. GOAAA.
Key Cities Panjim, Margao, Vasco, Mapusa and Ponda Major categories that spend on Outdoor Telecommunications, Leading Brands that spend on Outdoor Kingfisher, Vodafone, Idea, Ultratech Cement, LIC, SBI and a slew of local hotels and resorts Growth in terms of format innovations Gantries are the latest media which is being developed in the State New property development Foot-over bridge concept is being promoted and is likely to become a big draw in the near future. Peak and slack periods Nov-Dec-Jan are the peak months while Jun-Jul-Aug are generally slack Demand trend Goa being a tourist state 365 days a year, the demand trend is usually sustained throughout the year though there is a slight drop during the monsoon months.
Here is a tabular account of Goa’s OOH terrain:
Format Spread, Media owner wise
Media Owners
Year Established
Adcity Advertising
1989
Billboards
Bus Shelters
Mobile Vans
Gantries
Traffic Signages
Wall Paintings
Railways
ü
ü
ü
ü
ü
ü
ü
Adsource
ü
ü
Ashirwad Publicity
ü
ü
Aryavrat Hospitalities
2000
ü
Creative Source Designs
1991
ü
Gandhi Publicity
ü
Impact Advertising
1990
ü
Insta Effects
2003
ü
1982
ü
Jagran Joris Enterprises
ü ü
Primeslots Events (P) Ltd
ü
Pundalik Publicity
ü
P. S. Kurana
ü
ü
ü
ü
ü
Rachna Advertising
1962
ü
Ravalnath Agencies
1978
ü
Riddhi Ads
ü
Rose Publicity
ü
Selvel Publicity
ü
Sajwala Enterprises
ü
ü
ü
ü
Supriya Advertisers
1986
ü
Space Communication
1996
ü
Sandeep Publicity Sinefine Advertisers
ü
ü
ü
ü 1973
Sunrise Advertising
ü
ü ü
TDI-Airport Advertising
ü
Ujwala Publicity
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December 2012 VJT Arts
Airport
ü 1985
ü
ü
ü
all media owners are Goans which makes it easier to deal with authorities. Illegal media is an issue as flyby-night operators ruin the equilibrium of the industry, for instance as they do not pay taxes their rates or properties are low vis-à-vis legal players this is an unfair trade aspect.”
Angelo Nunes, Director - AdCity Advertising
M s . Ro s a r i a Fe r n a n d e s , P r o p r i e t o r - S p a c e Communications
“There are very few media formats present in Goa when it comes to OOH advertising and there is undoubtedly a huge scope for improvement. Innovative media options will come into play in due course of time and give the industry a new surge. In my view there isn’t enough support from the authorities but this issue can also be attributed to the lack of genuine interaction between Angelo Nunes Director- Adcity Advertising the authorities and industry players. Perhaps a dialogue between both will go a long way in removing a perceived lack of understanding of a medium which contributes a healthy amount to the state and national exchequer besides driving economic growth and prosperity. Delay in payment from agencies is a regular phenomenon. Usually, we look forward to the agency making good the outstanding, at least in due course. Extending discouragement in future engagements with defaulters works fine especially if the word spreads around, though it is necessarily not fool proof. Further on due to lack of awareness or sometimes even intentionally, these illegal media owners, due to their ignorance, willful or otherwise, run afoul of the authorities and bring the entire trade into disrepute. By associating with the trade body or organization, such situations can be avoided and will benefit the entire industry.” Kedar Dhume, MD - Advertising Associates & Impact Publicity “In Goa on the format front we only have hoardings, bus shelters, mobile vans and neon signages which make up for the outdoor media in the state. In my view there are enough format options, anything additional is likely to lead to visual pollution. The Kedar Dhume authorities of Goa MD- Impact Publicity are co-operative and the state is free from corruption. Most importantly
Focus Story Campaign
While we lay the facts, we also managed to capture the spirit and the intangibles of the OOH industry in Goa. We engaged in a conversation with some of the leading media concessionaire and the only Goa based specialist OOH agency to comprehend the industry from their perspective, here is what they have to say:
“In my view there is sure room for innovative media formats and ideas when it comes to Goa’s OOH arena. It is necessary to create a positive rapport with those in authority. This could lead to less animosity between the authorities and the players. Our industry contributes substantially to the government Rosaria Fernandes Proprietor, Space Communication treasury and it is important that this is acknowledged, by the authority by assisting the industry, wherever feasible. On the challenges front illegal media owners are a menace and should be discouraged as they are a scourge to the legal media owners. Very often, these illegal media owners end up in confrontation with the authorities. This invariably leads to authorities overlapping the issues with those on the right side of the law, which is detrimental to the industry as a whole. As for the agencies, we do try and understand the sticky situation, which the agency sometimes lands in due to lack of co-operation from their clients. On the other hand, some unscrupulous agencies try and take advantage by giving vague answers and responses which is condemnable. Everyone should understand that co-operation and trust amongst the stake holders will go a long way to keep the industry healthy. We do encourage the agencies to pay up at the earliest whereas the bad apples are put on the black list at a last resort.” Aniruddha Bhosle, Joint Director - Prime Slot Events
Aniruddha Bhonsle
Joint Director - Primeslot Events Pvt Ltd
“All the basic formats are present in Goa, but there is scope for new ones for instance LED boards. Authorities do support us as far as we remain in the realms of all rules and regulations. Further on the Corporation is extremely strict when it comes to illegal media and they have been effective in
reducing the menace.”
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Focus Story
Gurudas Natekar, Rachana Advertising “Authorities support to Goa OOH industry is quite rationed, despite the fact that they earn considerable revenue from the medium. They have been restricting formats, for instance illuminated hoardings are not allowed. In all Goa has about 700 hoardings, Outdoor as medium happened to Goa back in 1963, we were the pioneers who introduced the Gurudas B. Natekar Director, Rachana Advertising medium.” The Specialists’ View: Kaustubh Pande, Deputy General Manager, DDB Mudra Group It is more than 7 years that I am working for Rest of Maharashtra and Goa. The situation of Goa outdoor has improved a lot in terms of Service. Goa has a vast geography and this fact is not known by many Media planners, usually clients also want Media near Airpor t and state capital Panjim, but Goa’s OOH has a lot more to offer. This ignorance leads to stagnancy in the state in terms of media options; there is no Media available inside the residential pockets like Mapusa, Kastubh Pande Madgao, ponda etc. Deputy GM DDB Mudra Max Panjim only has bus shelters and Neon signs at Mandovi River. The Media owners have to make a note of this fact and this should be addressed on top priority. Yes! The visual pollution is absent but ironically I would say where’s the media? The irony of Goa is that the Main road from Patradevi to Madgaon is a National highway and there are lot of pending cases and permission issues from Corporation/panchayats and National highway/PWD department. With mostly all Big Billboards been removed or cut short by National highway in their road widening programme, there is very less ‘GOOD’ Media available for Brands to offer. Almost 90% of the Media is Non-lit and hence innovation doesn’t make sense in this state. Moreover, the ongoing issues relating to PWD department, Corporation has to be sorted out immediately. The Goa OOH Association is doing good work and it should continue to explore new avenues of advertising as well. The brands are ready to invest more in a state like Goa, but it is the duty of Association to get everything
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streamlined on priority basis. The good thing about Goa Media owners is that they are very cooperative and service oriented. There is never a service related issue, at least as far as DDB Mudra Group’s experience is concerned.” Keith, Slip Disc Agency “Currently we are the only specialist agency based out of and rooted in Goa. The market here has not yet evolved to create space for home based agencies, our view is to initiate a change and make space for agencies to come up. The market is pretty small, and has about 10 major media owners, 99% of the business of OOH is steered from metros. The market is quite traditional with formats like billboards and bus shelters. The billboards are facing a ban which gives window for new media options to Keith Slipdiscgoa enter. Post the high court order and a strict corporation keeps illegal media at bay. The only issue is that currently the state isn’t a priority for advertisers hence the budgets apportioned to the industry here is minimal.” Despite the format scarcity, and other issues the association, the earnest media owners are battling it all to create a better OOH terrain. Hopefully soon the state’s OOH will reflect its mood, that of being outgoing, exuberant and flourishing l
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Innovation
Volkswagen’s unique ‘Post-It’ message Bhawana Anand
Volkswagen partnered with DDB Mudra to create a striking OOH campaign which persuades their customer to participate in a contest where they can win the new Polo & the Vento cars. Outdoor Asia brings you the details of the innovation.
“The campaign was primarily targeted at the customers and dealers. It started out as a unique guerilla idea which was supported by mass media, using innovation as a thumb rule. The gratification was communicated via a contest through which customers booking the new Polo and Vento during the month of November 2012 would be eligible for winning a free Polo or Vento.” – Louella Rebello
I
n the OOH medium, the battle can be won with effective yet simple ideas. Volkswagen, Europe’s leading car manufacturer, which has always believed in the power of ideas now goes a step further with the support of their OOH agency, DDB Mudra. In line with one of its core brand pillars- innovation, Volkswagen launched a new OOH ‘Post it’ campaign for a month. ‘Post it’ was an integrated brand communication campaign, which encompasses print, digital and OOH media with the objective to capture the hearts and minds of the Indian consumers. This innovative campaign was driven by a contest specifically designed for the festive season and targeted towards the prospective Polo & Vento buyers. Lutz Kothe Speaking about the Head - Marketing & PR distinctive initiative, Volkswagen Passenger Cars Lutz Kothe, Head Marketing and PR, Volkswagen Passenger Cars, said, “We are extremely excited about this unique campaign
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December 2012
where we have been able to effectively convert a static medium into a dynamic one across our key markets. The campaign is a focused one specifically targeted towards our prospective customers who have been identified and clustered according to their demographics based on our CRM data.”
“The campaign was primarily targeted at the customers and dealers. It started out as a unique guerilla idea which was supported by mass media, using innovation as a thumb rule. The gratification was communicated via a contest through which customers booking the new Polo and Vento during the month of November 2012 would be eligible for winning a free Polo or Vento,” states Louella Rebello, ECD, DDB Mudra Mumbai.
The campaign commenced with a ‘Post It’ neatly placed on the front page of a leading newspaper across India reiterating the unique and Louella Rebello unforgettable Diwali ECD, DDB Mudra Mumbai offering on the Polo & the Vento. Similar Post-Its were pasted at BQS, inside air conditioned buses, parked cars in major parking lots, movie tickets, shopping bags plus other innovative digital and on ground initiatives. The Volkswagen dealers also participated at shopping malls, multiplexes and in other activations on a local level.
The campaign media parameters were drafted according to demographics based on Volkswagen’s integral CRM data which were focused and specifically targeted towards prospective customers who have been identified and clustered. The campaign was scheduled for a month and it was hard to maintain the original ‘Posts’ across various formats therefore the Post-It notes were replenished on a periodic basis on BQS. The initial response has been extremely encouraging as dealers have ordered for 3.5 million ‘Post-Its’ already. On the day of the launch, Volkswagen received 5 times more inquiries as compared to a normal day. The impact came through after meticulous planning & execution done by the creative agency and the media agency l
“The campaign media parameters were drafted according to demographics based on Volkswagen’s integral CRM data which were focused and specifically targeted towards prospective customers who have been identified and clustered.”
Credits Creative Team: Louella Rebello Mandar Khatkul Account Management: Anurag Tandon Giridhar Bhat
Innovation
Shoppers Stop does a first for Diwali campaign Bharath Singh Karanwal
Shoppers Stop recently added to its varied range of innovative marketing campaigns, a path-breaking initiative that has made heads turn in the OOH industry. Read on to know more about it.
“Innovations and clutter-breakers are the need of the hour in an environment which is thick with hundreds of brands screaming ‘look at me’. As marketers, we are continuously scouting for ways to make our media plan visually stimulating and engaging. We, along with our partners Laqshya, have created India’s first branded 3D street-art installation to promote the Shoppers Stop ‘Choose your Own Gift’ campaign. The installation has already created ripples in the catchment as well as generated a lot of social media buzz.” – Vinay Bhatia
K
eeping in tune with its brand philosophy of ‘Start Something New’ Shoppers Stop along with OMI - a division of Laqshya Media, created India’s first branded 3D Street Art installation. The installation was designed to promote the on-going ‘Choose Your Own Gift’ campaign. This interactive art installation was displayed at Carter Road, Bandra, Mumbai during the pre-Diwali weekend. The 3D street-art installation on the Carter Road promenade showcased, from a certain vantage point, a pile of beautifully wrapped presents & a signpost highlighting the ‘Choose Your Own Gift’ offer available exclusively for Shoppers Stop First Citizen members. This 15-feet tall masterpiece effectively conveyed the message to onlookers that gifts await them once they ascend the Shoppers Stop shopping ladder. With a 3D effect, this creative emerged as Vinay Bhatia an interactive art where Senior Vice-President - Marketing & passers-by could pose Loyalty, Shoppers Stop along with the pile of gifts. Many were seen clicking pictures around the 3D installation too. The 3D concept worked wonders and the quirky & innovative initiative generated quite a buzz. Commenting on the enthusiastic response, Vinay Bhatia, Senior Vice-President – Marketing & Loyalty, Shoppers Stop said, “Innovations and clutter-breakers are the need of the hour in an environment which is thick with hundreds of brands screaming ‘look at me’. As marketers, we are continuously scouting for ways to make our media plan visually stimulating and engaging. We, along with
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our partners Laqshya, have created India’s first branded 3D street-art installation to promote the Shoppers Stop ‘Choose your Own Gift’ campaign. The installation has already created ripples in the catchment as well as generated a lot of social media buzz.” The campaign idea implemented in OOH did not however remain restricted to just that medium. The engagement with the activity was further enhanced on Shoppers Stop Facebook fan page with the Interactive Art getting over 6000 ‘likes’ and numerous photo uploads of the activity. Social media being an integral part of advertising these days, this came as an obvious move. The popularity of the campaign can be guessed from the unsolicited endorsement from Bollywood actress, Sonali Kulkarni, on Radio City who happened to stop to admire the installation on the streets. When asked about this extraordinary 3D innovation Mr. Vinay Bhatia, Vice President Marketing, OMI said, “OMI thrives on the spirit of innovation. We delve into lifestyle of brand audience and create campaigns that would spark the routine. With this, OMI is well equipped - not just with infrastructure and network but also in the philosophy and thinking to execute this campaign for Shoppers Stop.” Mr. Vinay Bhatia, Vice President Marketing told us that the entire process of finalizing artwork, licenses & permissions took one week and the actual painting was executed in 6 hours. This new concept created an engagement activity to present ‘Choose you own Gift’ that connected with the audience directly at a time when Diwali festivities where reaching critical mass. Therefore, the overall thought of ‘This Diwali, Choose your own Gift’ was timely, topical and, by virtue of being the first time a brand was connected with Anamorphic Art, mirrored the brand philosophy of ‘Start Something New’l
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Interview
‘OOH should lead to more engagement across new media’ Nabamita Chatterjee
Creativity being the key to innovation, Outdoor Asia chats on with SUJOY ROY-CREATIVE DIRECTOR, OGILVY & MATHER ADVERTISING, to know how it becomes more effective in an OOH campaign.
“An OOH campaign is an amalgamation of both visual and the copy depending upon the message or idea that needs to be communicated and the weightage of the campaign. At the very beginning one must reach a specific thought or plan which comes from the brief or the need of the client and once you know that, the next job is to identify the best possible way of tackling it.”
Sujoy Roy
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Creative Director, Ogilvy & Mather Advertising
eginning with the copy, could you share your take on what gives an OOH copy an edge in terms of its creativity and the ability to make a moving target audience take notice? When it comes to Outdoor, what we try to do most of the time is create simplistic renditions in terms of idea, with very impactful visual and minimal copy. It is a flitting media; when a person is travelling either in a car, bus or taxi or just walking by, he or she does not get more than 7 seconds to look at a hoarding i.e. the outer side, but actually it is also less than that. A person may devote hardly 3-4 seconds to see an outdoor medium and we need to count on that, so we try to communicate the message through a strong visual which would tell a story and the copy should compliment it. Any specific challenges that are inherent to telling a story on a billboard or a static format which, like you said, garners a limited attention span? Thinking simple is the most challenging or difficult part when you create an outdoor campaign. Perhaps here the problem is present when it comes to innovations. For example, few days back we tried to put up a huge television screen at outdoor and it was quite a trouble as it involved a number of props related to the life of Bengal and creating that symbolism innovatively became a stumbling block. Here I would like to mention that Kolkata is an outdoor dominated market in comparison to other metros. Outdoor Advertising is a mix of many factors -property location, images, the visual elements, the copy etc. But ultimately what does it all boil down
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to? The visual, the copy, the message? Could you elaborate? It depends. Sometimes it is a copy-led campaign, like the one we had done for a local Bengali Television Channel called Kolkata TV which said ‘Without Sourav there is no cricket’ or the ABP campaign talking about the opinion of their paper Anandabazar Patrika. These worked very well for the respective brands. Whereas, recently we did the ‘Ebela’ campaign for ABP Group which was visual oriented. It showed a person painting a Horse in the shades of a Zebra. The other example is the visual of a lady wearing a Converse shoes with typical Bengali white-red saree having a one liner ‘aami aamar mato’. Thus an OOH campaign is an amalgamation of both visual and the copy depending upon the message or
Could you share some creative guidelines that in your opinion work for OOH advertising? There should be simplification of outdoor as much as possible. The thumb-rule for OOH should be simplicity with not more than 6-7 words with a stark visual. If one really wants to make outdoor effective there should be minimal elements on the OOH formats used for the brand. People should be facilitated to actually access the outdoor in a very friendly manner. For example, if we put QR (Quick Response ) code allied with the particular portal, then people may be more interested to know about the services. This works better than reading a big hoarding full of copy. Thus it should become more tech-friendly with elements such as GoogleGoggle etc which will ultimately help increase creativity in outdoor. Given that ‘innovation’ is the key for breaking clutter in OOH as in any other medium, to what extent does it support the outdoor copy and how? It completely depends upon what the concept is all about and how you want to address your TG. In India, we should be equipped enough to support OOH innovations like it is done in the international campaign of McDonalds where they actually grew salad on hoardings and so on. Any particular favorites that you would like to recollect and share with us in terms of an interesting copy or other creative elements? Some special moments perhaps? Or anecdotal memories? Me being part of three major OOH campaigns in the last couple of years, I would like to share the Kolkata Super Hero brand campaign for RED FM which became very popular and again established the fact that outdoor works wonderfully for Kolkata. Outdoor being a static format you live with the message for a certain period of time and it helps to maximize every penny spent, thus sometimes it works even better than other media available. It is a stronger medium if planned strategically to hit the TG. The success of the outdoor campaign also greatly depends upon the proper selection of sites as well. Our recent Durga Puja campaign of Ebela called “our first pujo’’ was yet another success which had a different angle attached to it describing special moments of one’s life. The outdoor campaign also made people drive into Facebook to share their thoughts as well and it is my personal favourite in recent times because it had an impact on the respective audience
in this cluttered OOH atmosphere. Thus outdoor should also make people engage into new media as well and then it will be more meaningful.
Interview
idea that needs to be communicated and the weightage of the campaign. At the very beginning one must reach a specific thought or plan which comes from the brief or the need of the client and once you know that, the next job is to identify the best possible way of tackling it.
Recently we are in the process of recycling the hoardings of Star Jalsha to make different re-usable products made of flex like shopping bags, table mats, letter holders and so on as a part of ‘chalo paltai’ which is about a movement in favour of change. There is a perception that the OOH medium is not exactly a favourite with the creative team. Do you agree? If so, any particular reason? Well, I personally do not agree with this perception and outdoor is one of my favourite media. It gives a lot of scope not only in terms of regular formats but also in terms of on-ground innovations which could be interactive and engage people into new portals and it will gradually help OOH grow to be a more of a creative and impactful media. When we compare with international OOH campaigns, one can’t help thinking that the medium is still being under utilized in India in terms of the creative possibilities. What do you think are the reasons for this? It is primarily because of the drawbacks in the infrastructure of production facilities. In India we need more advanced technological support to pull out real innovations when compared to international OOH campaigns. As against the print/electronic or other media, what are the creative challenges specific to this medium?
“There should be simplification of outdoor as much as possible. The thumbrule for OOH should be simplicity with not more than 6-7 words with a stark visual. If one really wants to make outdoor effective there should be minimal elements on the OOH formats used for the brand. People should be facilitated to actually access the outdoor in a very friendly manner.”
The only creative challenge which comes across is mainly from the production area. Generally, there is a huge difference when a creative is printed on paper and on a flex. Here the standard of printing quality should get better so that the exact image gets represented in the outdoor. Thus it is perhaps the most important creative challenge in terms of outdoor. Going ahead how do you see the OOH medium in India really shaping up in terms of the creativity? What do you think are the critical factors that will help it grow in a creative sense? Outdoor has to be more interactive and it should become more area specific and take those sites which will directly hit the respective audience of the brand. The planning of outdoor should become sharper and in terms of West Bengal where we create big brand campaign especially during Durga Puja we need to relook at it in order to make it more affective. Thus henceforth outdoor is going to become more simplistic, interactive and tech-driven in the near future. The greater influx of technology is gradually going to change the hemisphere of outdoor l
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Ambient Advertising
Tech enhanced OOH effect E-mart, Korea’s largest chain store, recently engaged their customers with a technologically advanced OOH campaign to boost up sales during lunch hour. A shadowed QR code was installed on hoardings which were filled with special offers for the customers. Cheil Worldwide handled the OOH duties for the campaign. Outdoor Asia gives you more details about the international campaign. Bhawana Anand
“QR code, the key element of E-mart Sunny Sale campaign, is nothing new. Even the customers do not see it as a “new” or “fresh” media at all. However we applied an “analogue” idea, which is sun and shadow, to the QR code - which in turn made customers feel pleasant and enjoyable.” - Jin-taek Noh
Jin-taek Noh
Account Executive -Cheil Worldwide
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-mart, Korea’ largest chain store went one step ahead to attract customers into their premises during lunch hours. In association with Cheil Worldwide, the retail brand made the best use of OOH campaign by weaving in technology. The campaign saw large three-dimensional shadowed QR codes that could only be scanned between 12pm and 1pm. Through this their customers could be made aware of a special offer related to purchases via the Emart mobile app. Initially the QR hoardings were placed at 13 locations, but the numbers of hoardings were increased to 36 after considering the customer’s positive response. The objective of the campaign was to increase sales during lunch hours i.e. 12pm to 1pm. Therefore, the agency and the brand decided to give a new shopping experience to their customer that was available only at lunchtime. The QR code installed on the OOH medium worked under sunlight and shadow this time frame. “QR code, the key element of E-mart Sunny Sale campaign, is nothing new. Even the customers do not see it as a “new” or “fresh” media at all. However we applied an “analogue” idea, which is sun and shadow, to the QR code - which in turn made customers feel pleasant and enjoyable,” says Jin-taek Noh, Account Executive of Cheil Worldwide explained. The QR code worked in 3 steps as mentioned below.
a) b) c)
Scan the shadow QR code during 12pm-1pm. Automatically visit the SunnySale mobile homepage and enjoy special offers including a $12 coupon. Purchase items on the Emart application and get them delivered directly at home.
The idea was to capture the audience who are already out for shopping and hence OOH played a vital role for the brand. Speaking about the medium, Jin-taek shared, “In the past, we (both Cheil and the client) used to regard
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OOH as a way to raise brand profile simply through brand (or product) exposure, within a limited space. However with the increasing use of mobile and social networking, we don’t think OOH is geographically limited any longer. Each customer’s mobile phone and computer are also used to deliver our messages, without extra cost. With the innovation of mobile technology, therefore, OOH is not just for brand (or product) exposure but also for a medium in which consumers can directly experience and enjoy brand and product. I also think OOH today delivers the “emotional” message of brands, too”. Talking further about the technology Jin-taek stated, “We see state-of-the-art technologies coming up every day, which is great, but we tend to take them for granted within a few months and get tired of them, at the end of the day. What we need to do, as an advertising agency, is not to develop new technology, but to create a way to “deliver” such technologies to customers without making them feel sick and tired of tech. Sunny sale campaign has won a good number of awards this year, paying off our efforts, and I’m just thankful for that.” The OOH campaign became a huge success as more than 12,000 coupons were issued during the campaign and new membership of Emart online increased by an incredible 58% from the previous month. Furthermore, sales grew by 25% during lunch hours during that month. The Shadow QR code promotion also received major media coverage over several months. What’s more, the campaign also brought the agency Silver and Bronze awards at the 2012 London International Awards (LIA) l
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Ambient Advertising
A rare campaign with a view Bhawana Anand
To make driving more safe and secure, automobile leader Toyota, with the creative assistance of Happiness Brussels agency, crafted a public service message to use the rear-view camera while driving backwards to avoid accidents. The walls of parking areas were intelligently used to spread the message across. Outdoor Asia brings you the details of the international campaign.
“Toyota is not only about creating better cars, but also about building a better world. With this in mind, Toyota asked us to make drivers aware of the fact that they should drive with a rear-view camera, because it is the safest way of driving backwards. We approached the briefing as if it were a public service campaign. We made interactive murals, confronting the drivers with the dangers of driving backwards. We chose to do this in a parking lot, because that’s the best place to make drivers aware of the problem.” - Peter Ampe
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verybody remembers the first rule of driving which states that you should look forward and drive, but what about the second rule of driving which states you should look into the rear-view camera while driving backward? To remind you about the second rule, Toyota released a public service message ‘Protect What’s Behind You’ for drivers which forced them to use the rear-view camera while driving backward as half of the car accidents happen while going backward carelessly. The Out-OfHome medium obviously played a significant role for the brand as the idea was to reach out to the driving audience.
Happiness Brussels, a Brussels based creative agency designed the campaign Peter Ampe across various parking Creative Director -Happiness Brussels zones. The campaign showcased various interactive kids’ murals engaged in activities like playing football, riding cycles and drawing on walls with social message and brand logo. “Toyota is not only about creating better cars, but also about building a better world. With this in mind, Toyota asked us to make drivers aware of the fact that they should drive with a rear-view camera, because it is the safest way of driving backwards. We approached the briefing
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Ambient Advertising as if it were a public service campaign. We made interactive murals, confronting the drivers with the dangers of driving backwards. We chose to do this in a parking lot, because that’s the best place to make drivers aware of the problem,” shares Peter Ampe, Creative Director, Happiness Brussels. The message was spread inside as well as the outside of parking zones to target the drivers. And, to give the campaign life outside the parking lot, the agency used an international street artist to give the project more amplitude. Hence the message got spread across different communities -- from design communities to road safety organisations. Since the communication objective was clear from the brand’s side it saved a lot of trouble for the agency. The parking lot at Q-Park in Brussels was one of the first places where the project was kickstarted. About 10.000 parking tickets were printed with the message so that every driver knew he or she was entering an area of street art by artist Ernest Zacharevic. The text on the tickets read: “watch out for playing children in this parking”. Toyota was happy with the campaign as inside the parking lot, around 10.000 drivers saw the interactive murals in the first two weeks after the launch. It also drew a lot of attention in national media and got featured on several blogs. This international campaign is a fair epitome of creative intelligence and the power of OOH medium that surely convinced the drivers to go slow backwards l
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Local Advertisers
Local and high on OOH Bhawana Anand
Delhi OOH industry is not only appreciated by national advertisers but also by the medium sized city based brands. A major chunk of the city based brands are in fact getting increasingly drawn towards the OOH opportunities and results. Shree Raj Mahal Jewellers is one of them which used this medium to take them to higher levels of success. Outdoor Asia speaks to the brand to know their story. Read on
“Undoubtedly jewelry is bought by women but the person who actually spends is men, so outdoor medium helps us in communicating to them.” - Praveen Goel
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he growth of OOH medium has certainly gained it a lot of trust. Earlier the OOH media concessioners had to try hard to convince the local brands to advertise on the OOH medium. Today however the scenario is much different and positive. The upcoming medium & local brands are much more open and seem to have greater faith in this medium. A good example of this is Shree Raj Mahal Jewelers, a Delhi based jewelry brand.
Shree Raj Mahal Jewellers was established in 2009 by Goel brothers in Delhi. The brands recently ventured into retail jewelry deals in Diamond, Gold, Kundan and Polki collections of jewelry. The Delhi based brand has been leveraging the OOH medium for the past 4 years since the inception of their brand. To know more about their belief, Outdoor Asia interacted with Praveen Goel, MD, Shree Raj Mahal Praveen Goel Jewelers. MD Shree Raj Mahal Jewellers
“We were always sure about this medium and knew that we would utilize it for our brand. We have been advertising on this medium for the past 4 years, since we entered in this business, This medium has benefitted us in building our brand identity,” shares Praveen. According to the brand, Outdoor medium has proved to be the most effective medium because it is always available on roads and bound to be seen by everyone. Also this helps them in targeting their target audience i.e. Men. “Undoubtedly jewelry is bought by women but the person who actually spends is men so outdoor
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medium helps us in communicating to them,” says Praveen. While considering the parameters, this brand looks out for media available in premium locations and big sites that garner the maximum eyeballs for them. The brand also believes in rolling out a campaign on bigger levels as it helps them in reaching out to their TG across the city. As far as the duration is concerned, OOH advertising is done the whole year through and is increased during the festive season. The creative part of the brand’s OOH campaigns is handled by a freelance creative agency and they deal directly with the media owners for sites. Well, the brand for its part seems pretty satisfied with the agency-media owners’ interaction. As for challenges, while the brand does not think there are any major challenges, it does concede that while working on any campaign, all the parameters should be appropriately planned because even if one aspect goes wrong, the whole campaign can lose its importance. As for sharing tangible results from OOH, while the brand is unable to share figures, they do admit that the medium has benefitted them in terms of brand building and sales too. Well, that surely is a big thumbs-up for the medium l
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Treading on the OOH Space Profile
Reena Mehta
An offshoot of the entrepreneurial spirit of Ms. R. Fernandes, Space Communication, ventured into the realms of OOH advertising of Goa and treaded off a new path. Outdoor Asia gets to know more about the organization and its OOH endeavors. Indian Bank, Goa State Aids Control Society, Election Commission, amongst others. An added feather in the organisation’s cap, is that some of these clients have been loyal and have patronized Space Communication, for more than 10 years.
R Fernandes
Proprietor, Space Communication
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ased at Dabolim, Goa, Space Communication was established in the year 1996. A dream to take a less trodden path, was shaped into reality. “I always wanted to tread off the beaten path and yearned to get into something more interesting and satisfying. That is when an entrepreneurial venture occurred to me”, narrates Ms. R. Fernandes, Proprietor, Space Communication. With the launch of her business enterprise, aptly named Space Communication, Ms. Fernandes maneuvered her way into the competitive field of outdoor advertising. Gaining ground in an industry so competitive was no easy feat. “Space Communication did take some time to establish a toehold in the industry”, highlights Ms. Fernandes. While the learning curve may have been longer than expected, the result has been much satisfying. Today, Space Communication, can certainly take pride in having some of India’s leading brands as their clients. These include Bharat Petroleum Corporation Limited, Ultratech Cement Limited, Bharat Sanchar Nigam Limited, Sai Service Station Limited, Bank of India,
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One of the leading players in Goa, Space Communication, has a comprehensive property inventory, which includes hoardings, mobile vans, and traffic signages. Space Communication, has also taken up event management in a big way and business is interesting. “Space Communication plans to extend the reach of outdoor media by using and expanding the regular media formats and also attempt to put out some innovative formats that will help clients to achieve their goals, shares Ms. Fernandes. The voyage towards success, surely had its share of edgy waves. Sharing some of the challenges, Ms. Fernandes, says, ”Obtaining permissions and NOCs is time consuming, with no assurance of obtaining the same. Another issue, which haunts the industry, is the mushrooming of illegal media, which creates unwanted problems and issues. Due to their lack of observations of prevailing rules and regulations, illegal media ends up in creating difficulties for others. Tackling these challenges and gradually working towards the further growth of the organization and the medium, Space Communication, is doing its share to uplift the OOH landscape of Goa. Concluding, Ms. Fernandes says, “We are thankful to the Goa Outdoor Advertising Agencies Association for its keen perusal in matters of common interest. This attitude of the Association, is certainly beneficial to the smaller media owners like us, says Ms. Fernandes l
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