Outdoor Asia

info@vjmediaworks.com

Volume 4

Issue 7

January 2013

News Indian Update Intnl Update Campaign Regulation Technology Creative Profile Innovation Branding New Media Acquisitions

Atin join hands with IndiGo

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tin Promotions, a leading company in aircraft branding, has won the rights for IndiGo Airlines’ in-flight branding. This is the first time that IndiGo is offering this option to the brands to showcase their products.

IndiGo has a fleet of 57 aircrafts, and is expected to fly around 24 million passengers this year with a market share of over 27.8%. The brands have the option of in-flight meal tray branding, in-flight sampling and in-flight shopping catalogue branding.The IndiGo advertising program was conceived and developed to provide professional, yet unobtrusive advertising presentations onboard commercial aircraft. It was created to extend the advertiser’s reach into the aircraft cabin, to every individual passenger, while maintaining a high-end brand feel inside the cabin.As an introductory offer for a limited time, the inflight meal tray branding can be bundled with generic announcements if a significant number of aircrafts are branded.

Uninor Appoints Storyboard Brandcom as OOH Media AOR

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ninor, a part of Telenor Group, appoints Storyboard Brandcom – a division of Milestone Brandcom Group, as OOH media AOR for pan India. Storyboard Brandcom won the account following a multiagency pitch that was conducted i n O c t o b e r 2012, which saw participation of agencies such as Bates Wallstreet, Madison Outdoor Media Solutions and Kinetic (WPP’s OOH wing), among others. DDB MudraMax is the incumbent agency.

Blackberrys’ sharp OOH campaign

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lackberrys, a premium apparel brand, rolled out a campaign to leverage the potential offered by airports. With the punch line ‘Go Sharp’ the campaign was kicked off at the Delhi & Mumbai airports and DND in association with Times OOH. Outdoor Asia presents the detail of the high-end campaign.

Page 26

Cashing in on Flash Mob

Enkon’s New Media

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nkon Private Limited went innovative again with their LED display van by covering various brand campaigns in GOA. The agency has installed a LED display on a van moving around Goa covering prime locations such as Calangute’s village panchayat office, beaches like Calangute beach, Anjuna beach etc. Page 8

Resources

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xperiential marketing has always been a crucial element of OOH advertising. Understanding the significance of this kind of activity, DDB MudraMax organized a Flash Mob activity at Express Avenue mall in Chennai to showcase the PocketInternet Game Card of brand Aircel. Outdoor Asia presents the details.

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page no 20

News

Rs-100 Column

International Update

www.vjmediaworks.com

New media, the way forward Granted that hoardings and billboards are an indispensible part of OOH, but given the clutter, regulatory hassles and the need to maintain an aesthetic pleasing outdoor space, it is high time we explored newer media in the OOH space.

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hese are days of changing dynamics in everything – whether it is the way consumers perceive a brand and act on it, the way brands position themselves or the way creative processes are arrived at and applied on a given space. Everything is undergoing shift with changing lifestyles and the availability of varied communication mediums. It is thus inevitable for media owners, agencies and brands to look at alternative media to woo consumers. This is also a need given the fact that different states and their regulatory bodies have different sets of regulations thus offering limited scope with traditional OOH media. In Tamilnadu for example, there are many restrictions with regard to hoardings and billboards. The only alternative is to look at public utility and other spaces in a more innovative way. In fact public utility spaces such as Bus Queue Shelters can be leveraged in a way that goes beyond mere signages to create brand recall and even offer an experiential activity. After all, BQS will always exist as long as long public transport systems exist and in India buses are ubiquitous representing a customer base that is

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January 2013

waiting and ready to absorb any brand message.

For brands in the mass products category they indeed offer immense possibilities. Our story on BQS explores some such possibilities in this format. Do read it. The other emerging new media is container fleet with companies such as Fleet Ads already taking a lead in tapping this segment.

Do read our coverage of this to know more. Also, don’t miss the consumer research study done

by Outdoor Media Centre, which throws up some interesting findings on consumer engagement vis-a-vis the OOH media. So, time for some brain storming?

Vasant Jante

CONTENTS

News

8

Indian Update

14

International Update 20 Campaign Blackberrys

Local Advertisers Senco Gold

Interview

Raj Deepak Das

26

28

30

City Profile

A dash of OOH in the Salk Lake City 32

Activation Red Bull Aircel

Trend

BQS – No One Can Miss It!

Research

The Customer Journey

36 38

40

46

New Media

FleetAds on the container bandwagon 56

Resources

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Volume 4 - Issue 7 January 2013 Editor & Publisher Sr. Reporter - Mumbai Correspondent - Kolkata Reporter - Delhi Asst. Manager Production & Operation

Vasant Jante Archana Singh Nabamita Chatterjee Bhawana Anand 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

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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:

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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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January 2013

January 2013

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Enkon’s New Media News

contd from page 1

of providing professional services in the above areas in both International and Domestic markets for a minimum period of 5 years as on 30th November 2012. The Annual Turnover of the Company in Publicity Campaign shall not be less than Rs. 15 Crore in last three consecutive financial years individually.

A pre-bid meeting was held in the Conference Room, West Bengal Tourism Development Corporation Limited under the Department of Tourism, Government of West Bengal, Hemanta Bhavan, 12, B. B. D. Bag (East), 4th Floor, Kolkata 700001 at 11am. on 8th January 2013 l

KMDA invites bids

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he LED wall has been installed on a TATA DI207 van with size 7.5ft by 5ft. It is a fully coloured, pitch 12 day & night visible LED. The LED board can be manually rotated up to 600 and it is power packed with silent DG set equipped with GPS system & broadband.

This novel initiative covering GOA on a LED display van during this festive season has been giving prominent brands greater mileage. The option is available for both still and video displays with audio. Prior to the forthcoming carnival, moves are already on with brands such as Kingfisher, Tata Docomo, Hoffmen etc showing interest in the medium l

Media Consultant For “Beautiful Bengal”

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MDA or the Kolkata Metropolitan Development Authority invited quotations from interested parties for installing, fitting and fixing nine permanent hoardings with steel structures at Rabindra Sarobar Stadium and two temporary hoardings at Benubana Chaya Water Park at BP Township. The size of each hoarding will be 20’ X 10’ as per the tender notice and the earnest money deposit (EMD) required is 2 per cent of the quoted value. The applicants will have to submit the EMD through a pay order or bank draft, drawn in favour of AD sector, KMDA, with their detailed profile, VAT/IT/ PAN/ST and experience certificates along with the quotations. Completed quotations should reach the Supt. engineer, CRS circle, AD sector, KMDA, Unnayan Bhavan, 8th floor, Bidhannagar, Kolkata – 700 091 l

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o take forward the “Beautiful Bengal’ campaign under the Department of Tourism, Government of West Bengal invited proposals from Media Consultants for a period of three years subject to yearly review.

T h e m e d i a consultants will have to formulate professional services including strategies as well as tactical media planning in the print, electronic, digital and outdoor formats. The initiative has been taken to effectively promote and project West Bengal as a desirable tourist destination in key source markets overseas with the objective of increasing foreign arrivals to the country under the banner ‘Beautiful Bengal’.

The Media Consultant should have experience in Public Relations, or related fields, Advertising, Graphic Designing, Animation, Multimedia, or related fields including experience of Domestic & International Tourism Fairs & Festivals and also proven knowledge in Media industry and development programs. The Media Consultant should have been in the business

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January 2013

DDB Mudra wins Union Bank of India a/c

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nion Bank of India has vested its sole mandate of the Corporate Brand advertising with DDB Mudra.

The account size is said to be estimated around INR 40 crore. The multi-agency pitch included a majority of the leading advertising agencies in the country.

On winning the account, R a j i v Sabnis, President, DDB Mudra Group, said, “It is a matter of immense pride and delight that Union Bank has retained the services of DDB Mudra as the sole custodian of their Corporate Brand mandate.

We look forward to building the brand further and continuing to create break-through communication for Union Bank, as we have done over the last six years. Today, Union Bank’s campaign centered around the thought of ‘Your dreams are not yours alone’ has become the benchmark of effective and impactful communication.” l

Sandesh to take on whole of Gujarat News

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andesh Spotlight, the latest corporate entrant in the OOH space in Ahmedabad, plans to cover the whole of Gujarath in the next phase of its growth, covering in particular the metros Vadodara, Surat and Rajkot. In a short span since its inception the company has made rapid strides to take the leadership position in the commercial capital of Gujarat – Ahmedabad.

The company currently dominates the OOH space in the key hub of Western Ahmedabad and has more than 200 Unipoles, 600 plus Light pole kiosks, all BRTS bus shelters, 3 major and holds rights on all the key roads, including Ashram Road, the premium C G Rd, 120 Ft Rd, 132 Ft Road including the BRTS Corridor, and S G Rd. l

Kanhiya Advertisers wins rights for Bathinda Station

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anhiya Advertisers, a prime media owner in Bathinda, has grown stronger by adding a new property into its kitty. Kanhiya Advertisers has won the rights for Bathinda railway station. The company is already handling the rights for various properties at some prime locations of the city.

This new contract includes branding rights over the entire station covering the parking area, station entry and platforms. This station is counted as one of the prime spots because of its connectivity and footfall and the media company is planning to install new formats and properties to make it more aesthetic and attractive for the viewers. Kanhiya Advertisers managed to win the rights for three years l

Sikka Media & Advertisement wins rights for Noida buses

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elhi based media owner, Sikka Media & Advertisement, has bagged the sole rights of advertisement on Noida City Buses. Three different areas will be available for display on buses and these include the back panel of an approximate size of 6ft x 3ft, the side panel next to the driver’s seat of an approximate size of 11ft x 4ft & 2.5ft x 4ft and the conductor side panel of size 11ft x 4ft. The Nodia city

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buses are frequently seen on key roads covering Delhi, Noida and Greater Noida and thus offer a strategic view of branding displays for other vehicles and pedestrians. The cost per bus will be Rs 25,000 per month and printing & mounting amout to Rs 2,000.

A minimum duration for any campaign would be one monthl

Vritti i-media taps North and South

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ritti i-media, an audio and video outdoor advertising solution provider, has made its presence in the northern and southern regions of India. The company has entered into an exclusive tie-up with the North East Karnataka State Road Transport Corporation (NEKRTC) in Karnataka and The Pepsu Road Transport Corporation in Punjab on a built and operate model for 5 years to provide its Audio and Video Network services.

Vritti i-media would be responsible for 43 locations under NEKRTC and for 15 locations under Pepsu Road Transport Corporation which mainly includes bus stations in Gulbarga, Bidar, Bijapur, Yadgir, Raichur, Koppal and Bellary districts in Karnataka and Patiala, Bhatinda, Faridkot, Fatehgarh Sahid, Kapurthala, Mansa and Sangrur districts from Sothern region of Punjab. Through this service, Vritti i-media will help NEKRTC and PEPSU provide its passengers with information on bus arrivals and departures on its public address systems (audio and video). It will also help the respective governments and corporates to reach out to small towns and rural markets in Punjab and Karnataka. With the newer regions added to its portfolio which also includes Maharashtra, the company will now effectively reach out to 145 million audiences per month l

Indian Update

Cementing it stronger O

OH agency Milestone Brandcom conceptualized and executed an outdoor campaign for Binani Cement to build their brand name and build up on the festive cheer. Leveraging the personality of the brand ambassador Amitabh Bachchan, the campaign was deployed on high impact media touch points. The 4 week campaign was seen in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades & unipoles. An extended presence was built using bus shelters and kiosks across all major junctions & arterial routes. The campaign was also taken onto the airports of all major metros for greater reach. Several innovations were also done to enhance the effectiveness of the campaign.

Large 3D LED letters of ‘Binani Cement’ were installed over numerous billboards & bus shelters across the country. The campaign creative also featured one of Binani’s manufacturing plants in India; and it was enhanced with the help of LED lights aptly installed behind media to light up the windows in the creative.

These ensured dominant visibility not only during the daytime, but also at night l

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January 2013

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eo Karpin Hair Oil, the FMCG product of Dey’s Medical, recently did an innovation in the city of Patna to communicate with their target consumer better and faster.

The outdoor initiative was implemented on the bus shelter near ITO Round (Vidyut Bhawan bus stop).

Conceptualised by MOMS, the innovation was done through backlit cutout i.e. of birds & the head of the girl and on top of it a real nest was created with cane where real food was kept to attract the birds. The innovation was made through backlit cutout of birds on GSB pattern and by fitting electrical light inside so that it glows at night. Inside the nest yellow lights were fitted so that it gave a natural effect in the dark. The entire size of the BQS front was 25x4 (WxH) and the sizes of the projected birds were 2’x3’. The projected head of the girl was of the dimension 14’x3’. The size of the nest placed at the top of it was 3’x18” which was visible from the front side of the bus shelter. The total height of the BQS was 25’x7’so that it gave good impact during night time as well. The main aim behind the concept was to justify the caption “Get rid of birds’ nest” through the usage of Keo Karpin Hair Oil, maintaining synergy with the tagline of the brand “Ab Chidiyan ke Ghonsle Se Chutkara”l

Vodafone’s Christmas gift

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his Christmas, Vodafone launched the exciting service plan of ‘Full talk-time with every recharge for 60 days with Rs. 22 Chhota Bonus Card’ through an effective outdoor campaign in the North East market.

The innovative hoarding was placed near the Fire Brigade stop of Shillong and the creative route adapted for the whole campaign was the Christmas Elf. The hallmark of these fantasy elves are their pointed ears. The elf’s typically large ear has been used to connote the luxury of listening to longer conversations this festive season.

To highlight the ear, LED illumination has been used to communicate with the respective TG. Conceptualised by Bates, Vodafone covered 8 cities of the zone including Guwahati, Shillong, Aizwal, Dimapur, Kohima, Tura and Naharlagun. The various OOH formats used were hoardings, bus shelters, gantries and landmark signages in approximately 28 sites for the campaign l

Indian Update

Flocking for innovation

Indian Update

Kiss and Drink B

ottled water brand Bisleri introduced a new 500ml sized bottle which serves as a personal pack making it more convenient and hygienic for the consumer. To position the new bottle in the market, Bisleri rolled out a new OOH campaign ‘Kiss to Drink’ in association with Meridian Communication. The aim of the campaign was to establish the Bisleri 500ml SKU in the personal space of the c o n s u m e r.

This campaign was based on the insight that most people would prefer not touching the bottle with their mouth since it is shared. The new campaign thus exhorted the user to get his or her own 500 ml bottle. It was targeted towards the youth and was spread across various outdoor formats like BQS, hoardings and unipoles. The campaign was launched in tier 1 & 2 cities l

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Indian Update

Merry Noodles

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hristmas got merrier this year with Indo Nissin’s latest campaign that boasted of an exquisite outdoor spectacle. It was a giant 30 ft Christmas tree with 7 ½ backlit cup noodle base and 18cup noodle decoration.

The giant Christmas tree would get lit up in the night and grab eyeballs. This had been executed on Brigade road in Bangalore on a 30x33 ft designer billboard

by Crossroads. The location has been strategically chosen for assuring huge footfall. Also, the festive season always has young crowd gathered at the Brigade crossing who form a huge chunk of the target audience of Nissin Cup Noodles. The Christmas Tree was excellently utilized to convey the message and Nissin successfully made its point and reached out to its target audience l

Christmas wishes in style V

odafone with the help of Bates, tried something very attractive this Christmas by creating a tree made of balloons with an outline of small bulbs on a billboard in Koramangala, Bangalore right next to Taco Bell and KFC, one of the most popular food joints. A huge 30x20 billboard with three side visibilities was designed by Bates for Vodafone on the occasion. The lighting and color combination of balloons was attractive enough to make people want to click pictures of the billboard. Bates has done this innovation for the whole of Christmas and New Year celebration period l

January 2013

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Indian Update

Banking on OOH Y

es Bank, a premium financial brand, has utilised the OOH medium for the first time by rolling out a large scale campaign. The campaign was designed to focus on catchment areas and key hi-traffic arterial roads to target the maximum number of audience with the aim being to create greater reach and visibility for the brand.

The brand adopted three kinds of formats- BQS, Airport Branding and Cab Brandings. Delhi and Mumbai’s BQS were crafted with 3D logo of the brand at the top which highlighted the brand name even during night time.

Airports were also used to reach out to the SEC A target audience and Radio cab branding was used to grab the attention of the moving audience. Thus, the OOH medium played a multiplier effect for other advertising efforts. It is an ongoing campaign running in Delhi and Mumbail

MTS calling Ideas I

n order to improve the company’s overall performance, MTS opened a window of suggestions by calling in ideas and complains for improvement. To make it attractive, a drop box concept was innovated where the top of the box was shaped in the form of a bulb which signifies “IDEA”. It was filled with LED light falling on translucent fiber bulb giving the impression of laser light.

This was a cost effective solution compared to an actual laser considering the number of stores it had to be implemented in.

The backside of the box was in the form of a drawer to pull out written content from behind. The major challenge in the campaign was planning a self attracting media, which did not disrupt the normal functioning of the store. The innovation was part of the national campaign ‘Always On’ and was aimed to create interest amongst the target audience and create a WOW factor not only as a communication platform but also as an immediate opportunity for them.

The campaign was innovated by MAPS agency l

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International Update

Lovely billboard M

obile service provider Sprint wanted to highlight that they are the network with truly unlimited data.

They wanted to launch their new EVO, the phone that helps users do what they love without limits. The idea was to highlight just how much EVO helps users do what they love. Agency Leo Burnett, Chicago, USA, banked on the fact that New York offers a lot of things to love.

That’s why they created the Unlimited Love Billboard, a Times Square interactive board that helped people discover more of what they have unlimited love for in NYC. And all the tweets passersby would post using the EVOLOVE hashtag was displayed in the billboard making it a truly interactive campaign with the brand essence of ‘unlimited love’ intact l

Spirited campaign F

or several years, RoadCross has been successfully operating services for road accident prevention advocacy and support for victims all over Switzerland.

This time round TBWA Switzerland created this creative campaign with beer bottles in which the opened cork illustrated the “prohibited for all vehicles” road sign and a copy that read ‘don’t drink and drive’. This ensured that with every sip the user is informed about the safety messagel

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International Update

Artistic and athletic A

t the Berline Marathan 2012, Adidas created 5 custom built stages that gave the audience and the 40,000 participants of the marathon the chance to literally look inside a marathon runner. Agency Heimat, Berlin, Germany, executed this billboard in which each stage expressed the physical and mental condition of a marathon runner at a particular spot along the track with an unexpected and entertaining artistic interpretation l

January 2013

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International Update

Style for a Cause M

otz, Germany based popular magazine for homeless people, adopted a stylish route to highlight the deprived condition of homeless people especially during winter. Top international designers created coats made of the Motz newspaper which were presented by real homeless people in a conference to gain attention for their situation. The campaign was ideated by Berlin based advertising agency Glow l

Chew on this J

ohnson & Johnson came up with a unique solution to promote its dental floss product and in the process make people aware of the teeth problems caused by food. In association with JWT and AgĂŞncia Casa, the advertising agencies based in Brazil, the brand showcased the problem by painting a wide open mouth on roads across the grass-grown sidewalks, with the grass depicting the food stuck between teethl

Apocalyptic communication T

he end of the world belief drew a lot of interest and hype. On December 18th 2012, SEAT teaming up with agency Saatchi & Saatchi, ZĂźrich, decided to leverage the hype surrounding the so called end of the world and promote its brand. It placed the brand new SEAT Leon FR in an emergency survival box, at the Winterthurmain station. This car is full of innovations

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January 2013

and protects its driver both actively and passively to meet highest driving safety standards. This was positioned as the perfect vehicle to make it to safety, in case of the apocalypsel

International Update

A 3rd dimension to year end celebrations I

ris Worldwide, an independent and integrated marketing agency added a 3D edge to Christmas and New Year celebrations. Saks Fifth Avenue unveiled its annual holiday light show, which turned the façade of the iconic luxury department store into a trafficstopping festive 3D spectacle over the holiday season.

For the third consecutive year, the agency developed the dramatic light show, which utilized state-of-the-art imaging technology to create a vivid 3D projection that maps the holiday story onto the building’s exterior. The projection focused on the brand’s traditional snowflake motif. The narrative incorporates ice skaters, Saks gifts, growing magnolia garlands and a larger than life ‘Yeti’ l

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Campaign

Blackberrys’ sharp OOH campaign Bhawana Anand

“We have always believed in being different in our media strategy to stand out from clutter & hence keep experimenting with media mix & creative renditions.

We are glad that TIMES OOH have understood our DNA & helped in executing these clutter breaking ideas” – Yogesh Tiwari

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he Delhi and Mumbai airports that cater to nearly 40% of the country’s aviation traffic and serve India’s most premium consumer class are becoming a prominent location for premium brands to advertise in. Recently, Blackberrys aimed to take their premium apparel brand to the next level by bolstering its fashion quotient, and firmly establish the ‘Go Sharp’ imagery through an OOH campaign executed on Times OOH property at the Delhi Airport & DND and the Mumbai Airport for more than four months.

A simple brief was given to Times OOH which focused on maximizing impact by the use of clutter-breaking OOH solutions. “We have always believed in being different in our media strategy to stand out from clutter & hence keep experimenting with media mix & creative renditions. We are glad that TIMES OOH have Yogesh Tiwari Vice President Marketing & Sales understood our DNA Blackberrys & helped in executing these clutter breaking ideas,” said Yogesh Tiwari, Vice President, Marketing & Sales, Blackberrys.

As per the requirement, Times OOH designed various set of branding at different places.

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December 2012

1) In Delhi - A unique revolving cutout was placed in the Domestic Arrival Hall. The revolving platform had a double sided mannequin which highlighted the new range of formals launched by Blackberrys. The lights being focused onto the structure together with the rotating platform gives an excellent Brand Visibility and attracts 100% eye balls.

Campaign 2) In Mumbai - Both the Drop-down structures as well as the LED screens were placed in the Jet Departure lounge of Mumbai airport, a security hold which sees a daily footfall of nearly 9000 passengers. The media was placed right in the centre of the vast hall and provided high-impact clutter-breaking visibility to brand Blackberrys.

3) At DND - This site was visible to traffic moving from Noida to Delhi as well as from Delhi to Noida given its strategic placement. Located right at the Toll Plaza, a huge 40*20 format made a larger than life impact on the viewing audience. Visible to all audience queuing up at the toll, it benefited from high dwell time, ensuring higher brand recall.

Overall, the OOH activity was executed in 70 cities.

Convergence points like airports and driven impact were captured through innovations. At T3, the rotational installation broke all the clutter and even attracted the attention of already diverted audience. The stickiness prompted by the installation has helped in pushing the top of mind recall of the brand. Similar innovations were executed in other key airports as well.

The campaign was designed to target the style conscious and brand aware audience of SEC A/A+ under the age group 18-40. Therefore airport properties played a vital role in reaching out to the desired audience.

As Times OOH developed different innovations at different destinations, they also dealt with different issues at each place. In Delhi airport, for example, the media owner had to ensure a robust platform with a motor which could rotate 24*7 without burning out.

The cut-outs on the platform had to be strong, crisp and sharp highlighting the qualities of the brand. Lights had to be focused so that no shadows were visible on the platform. In Mumbai airport, the campaign involved putting up dropdowns in the busiest Security hold area of the Domestic terminal. The drop-down structures had to be specially created to be sized as per the specs of the existing 10*20 site. In fact, for installation of the cut-outs, the existing sites were first dismantled and cut-out structures were then welded onto the billboard and finally the completed structures were re-mounted at the original location. Apart from this, the campaign also involved the setting up of life sized LED screens below the drop-down structures that portrayed the Blackberrys models in Sunder Hemrajani Managing Director, Times OOH the latest collections.

At the DND Flyway, a direct deal was forged with the client and it was a rare case wherein there was no intervention from an agency and the in-house team was fully in charge of fabrication, installation, mounting and maintenance of the site. And in the end, it was received very well.

“At Times OOH, we have been striving to incorporate the spirit of innovation within our organizational DNA since some time. We are glad to have been linked with Blackberrys since the brand’s philosophy is also guided by innovation and this campaign gave us ample scope to do some path-breaking work.

Each and every media option that has been used for Blackberrys, has been customized to suit the brand’s need to maximize impact for its revamped communication – Go Sharp. We look forward to continue our association with the Label for many more such creative endeavours in times to come.”

– Sunder Hemrajani

“At Times OOH, we have been striving to incorporate the spirit of innovation within our organizational DNA since some time. We are glad to have been linked with Blackberrys since the brand’s philosophy is also guided by innovation and this campaign gave us ample scope to do some path-breaking work. Each and every media option that has been used for Blackberrys, has been customized to suit the brand’s need to maximize impact for its revamped communication – Go Sharp.

We look forward to continue our association with the Label for many more such creative endeavours in times to come,” said Sunder Hemrajani, Managing Director, Times OOH l

January 2013

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Local Advertisers

Keeping the brand lustre alive Nabamita Chatterjee

Gold being a favourite metal with Indians, the sector has seen considerable growth in recent years with outdoor advertising playing a pivotal role for national as well as local jewellery brands. Outdoor Asia chats up with Senco Gold Limited, a famous jewellery brand in the East, to know how OOH works best for them. Read on...

L “We feel that in this present competitive market no one can survive without exposure. To establish a brand image continuous presence is a must.

Thus whenever we launch any new product, collection or range of services we advertise through outdoor along with other media. Be it our Swarnayatra collection, Heritage Collection, Dhanteras Dhanvriddhi offer or the latest Light Weight Wedding collection, each is communicated through OOH in a big way using large format hoardings having different interesting creative which we use in all the premium locations of various cities as per the requirement.”

– Mainak Chatterjee

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ike most other segments, jewellery has leveraged the OOH medium very strongly to reach the target audience who are on the move. Senco Gold with a legacy of 75 years is one such brand which has been continuously present in the market through all the media mix with OOH being a dominant platform for them to communicate to the potential customers.

Mainak Chatterjee, Manager Marketing & Admin, Senco Gold Limited shares, “We feel that in this present competitive market no one can survive without exposure.

To establish a brand image continuous presence is a must.

Thus whenever we launch any new product, collection or range of services Mainak Chatterjee we advertise through Manager Marketing & Admin outdoor along with Senco Gold Limited other media. Be it our Swarnayatra collection, Heritage Collection, Dhanteras Dhanvriddhi offer or the latest Light Weight Wedding collection, each is communicated through OOH in a big way using large format hoardings having different interesting creative which we use in all the premium locations of various cities as per the requirement.”

With the changing trends in the advertising scenario especially in metros like Kolkata, Mainak feels, “Outdoor also helps the brand to concentrate by narrowing down to that respective TG to whom that particular collection of jewellery or service would be beneficial at that point of time. For example, if we are giving a particular offer in our Shyambazaar Showroom then we can take only hoardings or kiosks of that region to update our customers of that area. It also helps us to control and understand every quantum of our sale and the OOH advertising cost for such venture is also within our limit as compared to other options like print or audiovisual.” Thus the brand believes that out-of-home is

January 2013

a very effective and constant reminder of their product as it is present 24x7 in front of the eyeballs of the consumers.

When asked about the parameters which are considered by Senco Gold while selecting the sites for outdoor, Mainak informs, “If we are coming up with Diamond Collection then we need to generally target the high income group and for that we need to penetrate into those localities, similarly our costume jewellery segment called Gossip is more trendy and popular among the teenagers and college goers as they are easily affordable to them. So OOH gives us this opportunity to segment out our TG as per the product offered. We book the sites at the transit points of the city where the footfall is maximum and thus always present in outdoor spots like Park Circus Five Point Crossing, near Gariahat Pantaloons, Moulali, Behala, Jadavpur Sulekha, Ultadanga, Barasat and so on. We believe in long-term booking which is generally through the year or of 6months and work with various media owners like Ad Service, Adhunnik, Publicis, DKR Advertising and so on.” Monitoring being another significant aspect of out-of-home, the marketing team of Senco Gold take special initiatives to keep a watch on the sites throughout the year and also do surprise visits so that their offer reaches all.

In the near future they are planning to explore OOH options further by placing advertisements inside the metro railway compartments which will help the brand stand out in the clutter.

Senco Gold guides their creative agency to use realistic expressions and focus on the products while planning any creative for the brand. The brand is present through different campaigns in outdoor throughout the year and 30% of their annual advertising budget goes into OOH. With 43 retail outlets all over the nation, the hallmark range of Senco Gold has its own niche in this competitive market and OOH has surely played a vital role in helping them gain that position l

Interview

‘The only guideline is that there are no guidelines!’

Bhawana Anand

OOH advertising is morphing into newer avatar as newer possibilities are being discovered by creative honchos. For Raj Deepak Das, Executive Creative Director, BBDO India, however, it is the message and the emotion which make an OOH copy strong, strong enough to capture the eyes and hearts of the audience. Outdoor Asia brings you the insight of an ace CD.

T “People should have the courage to craft the message and use this medium appropriately. An idea shows how brave the creative director has been to play with this medium. It is not about doing something crazy but something about doing something innovative that is also excellent offering lot of creativity and possibilities.”

oday ever brand worth its product, has had at least one brush with the OOH medium. For Raj Deepak Das, Executive Creative Director, BBDO India, who is fascinated towards OOH medium, it is one of the most primary mediums that attracts everybody. “I love the OOH medium. It is a very basic medium with no hard and fast rules. It was the first medium that we all used in our childhood to convey our thoughts by sketching or writing on the walls with crayons. We can’t forget and ignore this medium anyway,” shares Raj. Speaking about how the medium is evolving, says he, “The OOH medium has always had a presence.

Even during ancient times, people used to communicate only on walls.

Even our history shows that this was the only medium to communicate and spread messages; Khajura Temples and Kamasutra paintings are the best examples.

This medium has Raj Deepak Das developed over the Executive Creative Director ages and evolved from BBDO India stone to paper to metal to vinyl to finally digital. This is a medium which can’t be forgotten.”

Undoubtedly, various factors affect the OOH advertisement but it is the core message that really makes a difference. Says Raj, talking about this, “The success of any campaign depends on various factors such as the message, product, motive etc. But I feel that the message should be strong enough to catch the audience’s attention.” While talking about the creative guidelines of OOH medium, Raj adds in a light vein that there is only one guideline in the OOH medium and that is -- there is no guideline! “People should have the courage to craft the message and use this medium appropriately. An idea shows how brave the creative director has been to play with this medium.

It is not about doing something crazy but something about doing something innovative that is also excellent offering lot of creativity and possibilities,” he adds.

As for the complications and challenges in the medium,

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Raj doesn’t think there are too many in this medium.

“I don’t think there is any hardcore challenge with this medium. It is a medium that has 2 minutes to communicate and you can make it as strong as you want. The power of this medium can be judged from a scene from the movie ‘Sholay’ where Dhamendra goes up on the water tank and asks for Hema Malini’s hand in marriage. In that scene, the water tank is the outdoor medium that he uses appropriately to send out his message,” explains Raj citing a very interesting example.

Ask Raj about the rapidly advancing innovation and technology in this medium, and he is quick to point out the power of emotions at the end of it all as he feels that no interactivity or digital technology can connect with the audience the way emotions do. “There are several

Interview Campaign technologies in today’s time but they should be used wisely to communicate the message. Technology should be used with a certain meaning because technology doesn’t connect to you with audience; only message and emotions do,” states Raj. To justify the statement, Raj recalls his favourite OOH campaigns that demonstrate that emotions can’t be replaced with any other element. “My favourite campaign is BBDO South Africa’s OOH campaign done for NedBank, where they put up a billboard with solar panels attached which powered a school kitchen in one of the townships in Johannesburg.

The billboard makes good on Nedbank’s message - “What if a bank really did give power to the people?” - by transforming sunshine into electricity for the MC Weiler School kitchen in Johannesburg’s Alexandra township, it saved the school around R2 000 a month in electricity bills. Another recent campaign was done by BBDO India for Blackberry phone that revolves around the thought ‘Action starts here’” shares Raj. Explaining further, he says, “These are not highly interactive or technologically enhanced campaigns but they are some fine campaigns because their ideas were strong and well connected with the audience.” Well, who’s listening? l

“There are several technologies in today’s time but they should be used wisely to communicate the message.

Technology should be used with a certain meaning because technology doesn’t connect to you with audience; only message and emotions do.”

January 2013

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City Profile

A dash of OOH in the Salk Lake City Nabamita Chatterjee

Bidhannagar or Salt Lake City, as it is famously known, has been an emerging market for OOH since it began its phase of modernisation. Outdoor Asia traverses the growth path of this provincial town with respect to the growth of outdoor advertising and the major players of the industry who play a very significant role in the beautification of this planned settlement.

“In the Bidhannagar region we have got a number of major outdoor properties, which include 900 kiosks, 100 bus shelters, 50 hoardings, 10 unipoles. We also have 10 islands which are a very important OOH format developed for beautification in the Bidhannagar region.

Karukrit takes care of everything, starting from execution to gardening, monitoring and maintenance.

The Bidhannagar Municipal Corporation gives us full cooperation and assistance especially in island branding since it has become a primary OOH format in recent years in Salt Lake. We have won the advertising rights from the Corporation for a period of ten years.”

– Debasis Saha

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B

idhannagar since its inception has been a beautified city which has developed extensively in the past fifteen years being an IT hub and housing many of the ministerial buildings of the state government. Outdoor activities in Bidhannagar have been growing vigorously since 1995. Later with the materialization of Sector V, the Silicon Valley of West Bengal and with the opening of City Centre the OOH segment reached its peak here.

The outdoor activities in Bidhannagar are regulated by two authorities i.e. Bidhannagar Municipality and NDITA (Nabadignata Industrial Township Authority) which keeps its jurisdiction over Sector V. The most premium locations in the Bidhannagar where OOH is concerned are Karunamoyee, PNB, and the City Centre area among others and along with the conventional OOH Debasis Saha Director formats, the current Karukrit Advertising Pvt. Ltd. dominating formats are island beautification and traffic islands which are in huge demand among clients.

maintain a sustainable non-polluting environment for the people of the city.

As for regulations, the municipal authorities have decreed the size of the hoardings to be 20x10 and with outdoor advertising being the second mode of revenue for the Bidhannagar Corporation, their chief aim is to

Says Debasis Saha, Director, Karukrit Advertising Pvt. Ltd. talking about the OOH scenario in the town, “In the Bidhannagar region we have got a number of major outdoor properties, which include 900 kiosks,

January 2013

City Profile 100 bus shelters, 50 hoardings, 10 unipoles. We also have 10 islands which are a very important OOH format developed for beautification in the Bidhannagar region. Karukrit takes care of everything, starting from execution to gardening, monitoring and maintenance.

The Bidhannagar Municipal Corporation gives us full cooperation and assistance especially in island branding since it has become a primary OOH format in recent years in Salt Lake. We have won the advertising rights from the Corporation for a period of ten years.”

In recent years with more brands from different verticals and with different shopping malls coming in the Salt Lake region, the demand for outdoor has also seen a rise.

All types of brands are targeting to capture these catchment areas, chief among them being players from the telecom, garments and electronics sectors besides local advertisers such as Niloy Ghosh DPS New Town and Director some regional news Spark Media Pvt Ltd channels which are all present in the Bidhhannagar outdoor market.

The booking period mostly remains a minimum of one month in this satellite city of West Bengal. Niloy Ghosh, Director, Spark Media Pvt. Ltd. who owns around 25 OOH properties and is a growing outdoor media owner of this Salt Lake region feels, “With the commencement of the big shopping centres like City Centre we have got more opportunities in this market.” Sanjiv Lall of Pioneer Publicity Corporation agrees, “Today almost

every vertical like Cars, Telecom, Banking and Finance are investing in the outdoor activities in Bidhannagar and it should grow further in a more organised manner in the whole of the city for which the authorities should work more diligently.”

Says Sujay Saha, Managing Director, Satlink Advertising (P) Ltd, “Bidhannagar in its true sense has been explored in terms of outdoor activities after the year 2000.

Today the demand for OOH in Salt Lake is not only limited among the national brands but also the local companies, specifically during the festive seasons such as Durga Sanjiv Lall Puja, Diwali or New Year Pioneer Publicity Corporation and they invest a lot in such advertisements, which truly signifies the growth of the city and the media as a whole from the economic perspective. Gradually along with the common outdoor formats, digitisation has also kicked in with LED’s etc and since the Metro Railway construction Sujay Saha work has begun, the Managing Director Satlink Advertising Pvt Ltd rates of premium sites have also become high and becoming at par with the rates in Kolkata. So the outdoor market has developed its own character over these years. We are operating

“Bidhannagar in its true sense has been explored in terms of outdoor activities after the year 2000.

Today the demand for OOH in Salt Lake is not only limited among the national brands but also the local companies, specifically during the festive seasons such as Durga Puja, Diwali or New Year and they invest a lot in such advertisements, which truly signifies the growth of the city and the media as a whole from the economic perspective.”

– Sujay Saha

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City Profile “Till now we have 22 members in our association and our prime area of concern is that the local players of Bidhannagar city should be recognised in this outdoor market.

We want to work in co-operation with the Municipal Corporation here and we feel that that there should be no visual pollution created out of the OOH formats.”

– Manas Das

five islands under the jurisdiction of Bidhannagar Municipality and it is our duty to construct, beautify and maintain these properties. We pay around Rs 4-5 lakhs as license fee to the authorities for the islands and this in a way has helped in generating more revenues for the governing bodies.

Satlink believes in collaboration and thus we have got into a jointManas Das venture with Karukrit Bidhannagar Outdoor Association for the major outdoor properties in Bidhannagar. We are in fact more of a sister concern to Karukrit running 900 kiosks, 20 bus shelters and 7 unipoles jointly with them.”

Manas Das of Bidhannagar Outdoor Association shares, “Till now we have 22 members in our association and our prime area of concern is that the local players of Bidhannagar city should be recognised in this outdoor market. We want to work in co-operation with the Municipal Corporation here and we feel that that there should be no visual pollution created out of the OOH formats.”

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Debasis Saha of Karukrit further seems to have the last word as he says, “Bidhannagar basically being a green city must have more of proper and organised street furniture which will eventually help the media owners to explore the outdoor opportunities in the near future.”l

Activation “Red Bull Soapbox Race is one of the oldest participative events of Red Bull. And this was an opportunity for the Indian consumers to experience the World of Red Bull, on the iconic slopes of Mumbai.” When the event was announced the response was more than favorable. Says the Red Bull team, “India’s first ever Red Bull Soapbox Race saw an overwhelming response with over 700 applications from all across India which were eventually shortlisted and 53 competitors took part in the event on the 2nd of December 2012.”

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Red Bull Soapbox Race sets the Adrenaline rushing The Red Bull Soapbox Race was held in India for the first time on December 2nd, 2012. As Mumbai city geared itself for an enthusiastic soap box race (a motor less vehicle running down the slope) Outdoor Asia covered this high energy successful event and brings to you the details.

Fairy Dharawat

R

ed Bull, the energy drink brand known to revitalize mind and body, took the word energy to a new level.

The Red bull soap box event which is also known as the world’s wildest street racing competition debuted in Mumbai India to give the city a glimpse of the world of Red bull.

Red Bull Soapbox Race is a unique non-motorized racing event where the task is to design and build imaginative, human-powered (cycle paddled) soapbox machines and compete against other similar vehicles in a downhill race course featuring jumps, bumps and curves. The event which is celebrated across all over the world was brought to India by Red Bull India to extend the experience of the world of Red Bull and what it stands for. Commenting on the successful event, the Red Bull team says, “Red Bull Soapbox Race is one of the oldest participative events of Red Bull. And this was

January 2013

an opportunity for the Indian consumers to experience the World of Red Bull, on the iconic slopes of Mumbai.”

When the event was announced the response was more than favorable. Says the Red Bull team, “India’s first ever Red Bull Soapbox Race saw an overwhelming response with over 700 applications from all across India which were eventually shortlisted and 53 competitors took part in the event on the 2nd of December 2012.”

The event saw some highly creative and some downright crazy soapboxes making their way to the down hill terrain of Mount Mary road as the enthusiastic crowed cheered on. The event which saw participants enter the final list of competition from all major cities including Mumbai, Bangalore and Pune saw many designs which ranged from food items to accompanied dance performance from the team. According to the Red Bull team, “Designs ranged from an Indian commode to Vada Pavs to Fish to pizza slices. Everyone competing in the event had designed their own soapboxes and had complete ownership of their ideas and concepts, from the performance on the ramp to the costume to the eventual ride itself. Several teams had worked on their dance routines that were performed on the ramp for almost as long as they had spent building their soapboxes.”

The event was hosted by the popular comedian and VJ, Cyrus Broacha, along with Ramona Arena – Singer, actor, DJ and Jose Covaco – VJ, comedian and they added the zany element as they introduced all the participants from the starting line.

The event was judged by Rannvijay Singh – Actor, VJ; Lisa Haydon – Supermodel-turned actress, and foodie and food critic Kunal Vijaykar – The man behind India’s only news satire show. The event was attended by Imran Khan, who had taken the platform to promote his upcoming movie “Matru ki Bijli ka Mandola”

“Designs ranged from an Indian commode to Vada Pavs to Fish to pizza slices. Everyone competing in the event had designed their own soapboxes and had complete ownership of their ideas and concepts, from the performance on the ramp to the costume to the eventual ride itself.

Several teams had worked on their dance routines that were performed on the ramp for almost as long as they had spent building their soapboxes”

Winners took home prizes like a fully paid trip to Austria to experience the World of Red Bull, a fully paid Sunburn Goa 2012 experience, 10 invites to one of the most happening parties this New Year’s Eve and much more.

Clearly a successful event by the brand, many soapboxes received thunderous applause like the Mumbai inspired ‘VadaPav’ and ‘Dabbawala’ designed soapboxes. One of the winners the Dabbawallas team won an allexpenses paid trip to Red Bull’s HQ in Austria and a DTM race circuit. Their colorful and cheery soapbox won hearts not only of judges but also the crowd. Closing in the next positions were Team Tritech and Team Feni Talks who took up the remaining spots winning tickets to Sunburn 2012.

The Red Bull soap box racing debuted amid cheers and whistles and this has definitely notched up their presence in every one’s mind l

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Activation

Cashing in on Flash Mob Experiential marketing has always been a crucial element of OOH advertising. Understanding the significance of this kind of activity, DDB MudraMax organized a Flash Mob activity at Express Avenue mall in Chennai to showcase the PocketInternet Game Card of brand Aircel. Outdoor Asia presents the details.

Bhawana Anand

“The ‘Aircel PocketInternet Games’ Card is a unique property, and we wanted to do justice to the same. When the word ‘Flash-Mob’ is used, we automatically picture a group of people getting together and dancing on a song.

We wanted to change this assumption, so we brought in the idea of gaming in the form of a Flash Mob.” - Mandeep Malhotra

A

group of people suddenly gather, perform something unusual in unison for a few minutes and then disperse into the crowd again. And while the activity might have lasted briefly, the message sent out stays in the minds of viewers for a long time. Welcome to Flash Mob, an engaging meant to create awareness which is now being leveraged by brands to achieve the desired results. OOH agency DDB MudraMax, went for a Flash Mob activity recently for client Aircel to create awareness about the launch of their limitless pocket gaming. The activity was witnessed by the live crowd of Express Avenue mall in Chennai.

Aircel came up with a simple brief to launch their limitless pocket Mandeep Malhotra gaming card. The only President, DDB MudraMax condition seemed to be the focus on a non-traditional OOH activity. DDB MudraMax worked on the brief and came up with the idea of Flash Mob. The live gaming activities showcased by the group of people and the placards and large banners used in the end were used to send out the message about the product with the branding. Two

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gaming activities Boxing and Football were showcased live in the mall. Here are the details of execution: The first activity portrayed two men materializing out of nowhere and getting into a heated argument with the whole crowd participating and peppy music in the background. On cue, the duo changed into a boxing attire of Blue and Red shorts! A referee also jumped into the fray, cordoned off an impromptu ring and began a round of boxing, while the cheer girls helped pep-up the players in their performance. During the match end, the promoters held up placards while two large banners of Aircel Limitless Gaming were dropped down.

In the second activity, a ‘FIFA’ style game followed. A player appeared in a red jersey expertly dribbling the football on the sound system of the mall and was joined

Activation

by others who imitated the lead footballer. Another man appeared in a blue jersey and took the ball from the players and challenged them for a game. He was later joined by other members of the blue team. A friendly match ensued between the two teams and at the end of the match the Aircel promoters came forward with Placards and the large banners once again dropped down from the 3rd floor of the mall with the message of Aircel Limitless Gaming.

Says Mandeep Malhotra, President, DDB MudraMax talking about this unique OOH activity, “The ‘Aircel PocketInternet Games’ Card is a unique property, and we wanted to do justice to the same. When the word ‘Flash-Mob’ is used, we automatically picture a group of people getting together and dancing on a song. We wanted to change this assumption, so we brought in the idea of gaming in the form of a Flash Mob.” During the ideation several thoughts were collated by the agency but due to permission issue, the agency had to make alterations according to the requirement and environment. The original idea was to organize a boxing match on a live hoarding in a city but due to regulation issues it was moved to a mall and improvised upon keeping the mall scenario in mind.

Gunjan Arora That’s when it was Group Director, Brand Communications given the format of a DDB MudraMax Flash Mob with added music and drama elements. Commenting on the idea behind this innovative activity, Gunjan Arora, Group Director, Brand Communications, DDB MudraMax opined, “It was one of the most exciting and innovative initiatives undertaken my DDB MudraMax this year.

Aircel as a brand has always been open to new ideas and innovative practices to aggressively engage consumers and make an impact.”

“It was one of the most exciting and innovative initiatives undertaken my DDB MudraMax this year. Aircel as a brand has always been open to new ideas and innovative practices to aggressively engage consumers and make an impact.”

- Gunjan Arora

Flash Mob being a one of its kind activity, the agency had to face some hurdles. For example, it was initially tough to sell the concept to the mall authorities.

Besides, the general public in the mall, mistaking the activity for a real brawl intervened and they had to be controlled.

But on the whole the activity seems to have served its purpose. It kept the audience exciting engaged and the dropdowns played a vital role in the visibility of the campaign. The agency has got a tremendous response from an on-ground activity and they are also expecting a great response from the viral video of the same l

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BQS – No One Can Miss It! Trend

Rajiv Raghunath With inputs from Bhawana Anand and Nabamita Chatterjee

A greater number of advertising brands are queuing up to leverage the unique strengths of BQS formats to build their reach – effectively and economically. Read on to know how.

T

“These formats ensure that the advertisements havethemost effective impact on the target audience w i t h o u t c r e a t i n g visual pollution on the streets.”

– Pramod Bhandula

he ubiquitous bus queue shelters (BQS) are easily the most preferred OOH advertising mediums, in urban and rural markets alike. This medium came into its own over the last decade or so, in the wake of civic bodies across the country refurbishing bus shelters to enhance commuter convenience, knowing that well-maintained BQS could lend themselves to advertising by major brands.

OOH picked its first BQS contract in Mumbai in 2006, covering as of now 50-60 per cent of all BEST BQS properties in the city.

BQS has thus rapidly evolved into an innovative medium that connects across SEC groups, in tandem with the rising vehicular traffic on the roads.

The shelters occupy vantage positions on the roads and easily meet the consumer eye-level compared with other OOH displays like hoardings.

Premium brands have warmed up to the idea of advertising on BQS as these properties are visible to people who stand inside the shelters and those moving in public transports and private vehicles.

Commenting

Pramod Bhandula Managing Director JCDecaux

on

the

effectiveness of brand advertising on BQS properties, Pramod Bhandula, MD, JCDecaux, says, “These formats ensure that the advertisements have the most effective impact on the target audience without creating visual pollution on the streets.”

According to him, the even distribution of BQS across a cityscape provides the advertising brands with an ef ficient platform for conducting campaigns that call for extensive reach. “Besides, they Sunder Hemrajani are visible at eye level Managing Director based on scientific Times OOH data, so the target audience is not likely to miss those campaigns,” he adds.

Sunder Hemrajani, MD, Times OOH, describes BQS as “great assets” to own. Incidentally, Mumbai was one of the first metros to overhaul the bus shelters.

The stainless steel BQS that BEST set up across the city soon became hot advertising properties. Times

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Elaborating on the BQS growth story, Hemrajani says, “In Mumbai, Unilever was among the first adopters of these assets. Now we have brands like Yellow Label, Quality Walls, AXE and other premium brands advertising in this medium.”

Down south, in C h e n n a i B Q S became arguably D Muralidharan the most influential Managing Director Metromultimedia OOH properties as use of large formats came to be restricted in the city.

D Muralidharan, MD, Metromultimedia, says, “We established and grew our business with the BQS format. Today, in Chennai there are no large formats like hoardings as they are Aninda Banerjee Managing Director banned. So, BQS is Enkon Pvt Ltd the first preference for any campaign. Around 60-70% of budget of any OOH campaigns is earmarked for BQS formats.,” He adds, “The BQS format is here to stay as it has its own charm and value.”

In the eastern region too BQS has assumed a domineering position in the OOH domain. According to Aninda Banerjee, MD, Enkon Private Limited, “In Kolkata BQS has developed into a highly preferred format over the last two years. Although the designs lack international standards and modular technology, BQS sales have picked up appreciably.

At the same time there are challenges like theft of electrical accessories which is leaving a hole in the pocket of media owners.” The city administration is

apparently not taking adequate steps to prevent the thefts.

Trend

But notwithstanding this, BQS offers a reasonably good spread of display area. For instance, in Kolkata each BQS provides a display area of 200 sq.ft, with another 32sq.ft kept aside for the Kolkata Municipal Corporation to run its own campaigns or to display public messages. Media owners in the city currently have a 3-year license which will come up for renewal soon.

“The occupancy rate for BQS is very high. Advertisers take it up in bulk like 20-50 BQS, our non-lit BQS have 100 per cent occupancy now. Around 25 percent of budget for national campaign goes for BQS format.”

– Shekhar Mundada

Commenting on the competitive strengths of BQS as an OOH medium, Bhandula says, “Bus shelters are an efficient outdoor vehicle providing unmatched visibility and impact.

The shelters unlike other outdoor mediums are sold in networks providing strategic exposure to the campaigns.”

Illustrating the medium’s growth, Hemrajani says, “Our occupancy used to Shekar Mundada be 50-60 per cent.

Managing Director Now it’s 60-75 per Adcraft Outdoor Media cent. In Hyderabad and Bangalore, where the numbers are low, we have 95-100 per cent occupancy. In Mumbai we see 70-75 per cent occupancy which is pretty good, considering the large inventories there.”

Shekhar Mundada MD, Adcraft, agrees, “The occupancy rate for BQS is very high. Advertisers take it up in bulk like 20-50 BQS, our non-lit BQS have 100 per cent occupancy now. Around 25 percent of budget for national campaign goes for BQS format.”

According to Ashish Soni, Director, Prithvi Advertising, “BQS formats are well accepted in metros like Delhi and Mumbai. But in cities like Hyderabad, Chennai and Bangalore, this format hasn’t picked up well.”

To bring more brands into the BQS fold, key OOH players are working on appropriate measurement metrics. Says Hemrajani, “While we are putting some measurement tools, IOAA is also commissioning a study for the same.”

Cost efficiency is a key attribute of BQS. According to Murlidharan, “BQS format is cost effective. While an advertiser can get 2-3 hoardings for Rs 8 lakh, they can buy around 30 bqs for the same amount, getting maximum coverage and visibility in the bargain.”

He maintains that “OOH is a reminder media and the BQS format works 24 hours and serves as a reminder for good 30 days.”

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According to Muralidharan, BQS is beneficial for category advertisers such as real estate and telecom players as they have to change their ads within 15 days according to new schemes and offers. “We also do some interactive shows and events for our clients in association with BQS ads. For example, once for a builder client we distributed pamphlets at the BQS through our volunteers to explain the project and offers. Also we played a commercial ad of a brand during peak hours,” he says.

Banerjee says, “Clients pick up bus shelters as they are cheap in Kolkata. Bus shelter based campaigns are mostly run by banks who spend round the year.”

Well, innovation is a key dimension of BQS advertising. On this, Bhandula says, “In the past few months we have been delivering many innovative solutions for our clients. To name a few we have conducted innovations for Reebok, Citibank, Tata Indicom, Air Asia, Set Max, Yes bank, Airtel, Reliance, Dabur Oxylife, etc.”

“Innovative executions provide the brands an edge to break the clutter and capture the mind space of their TG,” he adds.

However, Hemrajani points to some limitations with regard to innovations. “You can’t do things beyond a point because that may be against the rules. Nonetheless, you have light boxes and within those measurements you can do your creative stuff.

During Ganesh Chaturthi, we played bhajans at some BQS that perhaps had displays of an agarbatti brand.” l

The Customer Journey Research

Research by the Outdoor Media Centre

The 4 customer journey stages

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Research

Ads seen/heard in the last month? 7 in 10 have seen OOH ads

OOH-exposed people more likely to act on ads Those seeing OOH ads are much more likely to learn about companies they’ve seen advertised, and look at products they’ve seen advertised, than people who haven’t.

Two thirds have searched the web as a direct result of OOH ads

January 2013

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Research

More OOH exposures in past month lead to more searches, and more purchases

1 in 3 have bought because of OOH advertising

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Research

Young, mobile, affluent, urban, connected most likely to buy because of OOH High earners

Groups most responsive to OOH

January 2013

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Research

OOH-exposed correlated to social media use (i.e. using or planning to use social media websites) at each phase, especially Sharing

% of people who remained in same stage

Customer Journey Movements

Customer Journey Movements

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Research

Customer Journey Movements

Customer Journey Movements

Total encounters which generated a “feel� response

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January 2013

Research

Total encounters which generated a “do” response

Online and Outdoor ads generate search

Research Summary advertising drives the Customer Journey, but no one medium is the sole answer

n Media

with TV, OOH dominates effective share of voice

n Along

n OOH has a powerful influence at every stage of the journey, driving investigation, purchase and recommendation n OOH is strongly linked to mobile search as well as social media n OOH’s audience is responsive and attractive. The people you most reach with outdoor are the people you most want to reach

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“So what” for media planners? mobile and connected consumers notice outdoor and respond to it . They are young, upmarket, affluent and social – the consumers of the future

n Today’s

engages and cuts through with consumers’ feelings and actions: let it be your call to action medium

n Outdoor

n Outdoor

is more than a point of sale medium

l It plugs in seamlessly with mobile, social and search

l Outdoor can amplify a brand message, providing a physical presence in an increasingly virtual world

l It’s a powerful visual branding tool you can intercept customers with in all the right locations

l Outdoor’s effectiveness actually grows with more exposures in more outdoor formats

New Media

FleetAds on the container bandwagon Bharat Singh Karanwal

F “All relevant factors like huge and easy availability of cars for all sections of society, significant increase in disposable incomes, high degree of mobility, movement of markets to upcountry, non-urban locations – all point towards use of transport as a significant advertising medium.

Containers are, therefore, an ideal fit. Granted that – like all new media – using containers for advertising will take a little bit of getting used to – but then this is definitely an opportunity whose time has come.

We have made the first move after taking into account all requirements of accountability and quality of deliveries – brands and their agencies are bound to see value – not the least because of the huge visual delight that this medium provides.

We are confident of an enthusiastic response from advertisers and ad agencies.”

– Viraj Majmudar

leetAds is introducing a new nation-wide concept to advertise product on container fleets. This way of advertising, though new, is gaining immense popularity.

Indrajit Sen, Director, FleetAds, and an Outdoor Advertising veteran, said, “I see a huge opportunity for such advertising on containers in India as it delivers on all the important parameters like high impact visibility, a ‘close-to-ideal’ audience segment, reach & frequency, control over distribution, online tracking of movement and especially because of highly creative 3D visuals that are possible on this medium, which enables very high recalls for this form of advertising.”

The advantages of container fleet ads are that displays done on standard 32’ and 28’ long containers offer superb advertising space on both sides and the back which gives maximum visibility for products and excellent branding opportunities. Besides, container trucks traverse the length and breadth of the country on state and national highways & expressways. Road travelers can very easily spot a container truck with specialized unique advertising compared to a normal billboard.

Hence it is not surprising that this advertising mode is proven to be 2.5 times more effective than standard billboard advertising as per studies done in North America.

ambient outdoor media properties at mass transit places like Mumbai & Delhi Metro railway stations, airports, bus stations and residential complexes that promotes advertising on cheque drop boxes. It has over 2000+ containers tied up and it provides corporates with a unique opportunity to advertise on fleet containers with high visibility.

Travelling on all routes, each container truck travels a minimum of 6000 kilometers each month and is visible to an audience Viraj Majmudar consisting of upmarket Founder & Director cars, buses and BillBox & Fleet Ads trucks besides a huge upcountry, rural population and adjacent congregation points that dot the length and breadth of all our highways and expressways.

Says Viraj Majmudar, Founder & Director of BillBox and FleetAds, “All relevant factors like huge and easy availability of cars for all sections of society, significant increase in disposable incomes, high degree of mobility, movement of markets to upcountry, non-urban locations – all point towards use of transport as a significant advertising medium. Containers are, therefore, an ideal fit. Granted that – like all new media – using containers for advertising will take a little bit of getting used to – but then this is definitely an opportunity whose time has come. We have made the first move after taking into account all requirements of accountability and quality of deliveries – brands and their agencies are bound to see value – not the least because of the huge visual delight that this medium provides. We are confident of an enthusiastic response from advertisers and ad agencies.”

One striking feature is that each container truck is fitted with a GPRS device that permits constant tracking and thus eliminates all doubts about actual display that cloud all upcountry advertising on hoardings.

Besides very large yet standardized size of display, this transit medium provides view from close distance and does not permit any form of viewer fatigue or apathy to get created & - in fact – creates a completely engaging display that promotes high recall and a positive buying influence.

FleetAds is a division of Minc BillBox Pvt. Ltd., popularly called as BillBox, a payment solution company with

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January 2013

With offices at Mumbai, Delhi, Bangalore and Kolkata, FleetAds operates on a whole network of routes across the country l

Resources

Digital Printing

Media Owner Adtek Bareilly Mobile 9837087641 / 9837005840 Tiwari Market, Opp. Ramjanki Mandir Janakpuri Pilibhit Road Bareilly, UP 243122 Ph. No. 0581 - 2301384/ 2301671 tanejarbly@rediffmail.com Graphisads B 18/1, Okhla Phase - II, New Delhi - 400020. Tel: 4537 9999 ga@graphiads.com, www.graphiads.com Hythro Power Corporation Ltd. 301, Somdutt Chambers - II Bhikaji Cama Place, New Delhi, Delhi 110066.

Ph. No. 011 - 26186038 / 26180238 hythroengineers@airtelmail.in

Kanika Digital A/302-304, Virwani Industrial Estate, Western Express Highway, Goregaon (E), Mumbai - 400 063.

Tel: 022-2871 4719 Mobile: 96300 82905 Email: mumbai@kanikadigital.in Mermaid Print Concepts Pvt Ltd. No. 3157, 12th Main, HAL 2nd Stage, Indiranagar, Bangalore - 560 038.

Tel: 91-80-25216146 Email: info@mermaiddigital.com www.mermaiddigital.com Printech Digital Imaging Pvt. Ltd. #207/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore – 560 068.

Tel: 080 4061 1800/ 06 Fax: 2573 2266 Email: prasad_b@mac.com www.printechdigital.net Vijas Digital (India) Pvt. Ltd. Vijas House, C-1, Cama Estate, Walbhat Road, Goregaon (E), Mumbai - 400 063.

Tel: +91-22-4068 3700 www.vijasgroup.com

Machine & Material Ess Dee Nutek Infinities Pvt. Ltd. IInd Floor, Orchid Plaza, Plot No-4, Rajya Sabha, West Enclave, Pitampura, New Delhi – 110 034.

Tel: 011-32561023 / 24 / 25 Email: info@essdee.com

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January 2013

Midas Media Network Pvt. Ltd. 301-302, 3rd Floor, Durga Complex, LSC, Pocket-B, Mayur Vihar, Phase-II, New Delhi - 110 091. Tel: 011-4505 8550 Mob: 09560001738 sales@midasads.com Midas Infratech Pvt. Ltd. A-166, Patel Nagar II, Ghaziabad (UP.) Mob: 9654040000, 9873500582 email: ravi@midasinfratech.in vistaarcom@gmail.com Media 24x7 S-14,Manish Global Mall, Opp. Mount Cormel School, Sec-22, Dwarka, New Delhi-110 075.

Tel:011-42807979 Mob: 09810615678 Email Id:-rajendra9999@gmail.com Origins Advertising Pvt. Ltd. 2nd Floor, 382-383, Akarshan Complex, Vibhuti Khand, Gomti Nagar, Lucknow - 10.

Tel: 2720925-26 Fax: 0522 2720927 info@origins.co.in www.origins.co.in

Prakash Arts Pvt. Ltd. P.B. No.406, Museum Road, Governorpet, Vijayawada – 520 002. Tel: 0866 2578113, Fax:0866 2571554 prakasharts@yahoo.com vja@prakasharts.com www.prakasharts.com Sakshi Advertising 7/5,Old Rajender Nagar,New Delhi-110 060.

Tel: 011-25862269, Mobile: 09810060855 Email- sakshiadvertising@gmail.com Surge Media Pvt. Ltd. WZ-3208 C, First Floor,Rani Bagh, Delhi - 110 034.

Tel: +91-11-4754 4070 - 99 surge@surgemedia.in www.sergemedia.in Zero Degree 15/735,736, Near Daya General Hospital, Shornur Road, Thrissur, Kerala - 680 022.

Tel: 0487-2327830 info@zerodegreeindia.co.in Vistaar Communication 3/1/II,Site IVth Industrial Area, Sahibabad, Ghaziabad-201 005.

Ph.No.-0120-4568094 Mob: 9654040000 Email: ravi.ooh@gmail.com

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