Outdoor Asia June 2012 by VJ Media Works

June 2012

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Volume 3

Issue 12

June 2012

Rs-100

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

News Team Outdoor boards BEST AC buses

Column

Resources

Spicing it up!

eam Outdoor does branding for Ultratech cement and Vodafone on Best AC Buses. They have done complete bus wraps for the brands. Team Outdoor has the rights to this property and with these buses they cover 28 different routes of Mumbai. Each route covers a distance of approx 45 to 50 kms on one side and thus catching the eyeballs of people from all walks of life. The size of the bus is 40 x 10 and it looks 2 moving hoarding on the road. This is the best transit media to cover Mumbai.

Outreach Advertising and Fast Track joins hand to launch Street Smart Media

eading OOH Agency in the North East of India, Outreach Advertising Private Limited joins hand with Fast Track Integrated

Marketing Services to launch a new agency – Street Smart Media which is all set to become the region’s first media agency specialising in street furniture. Street Smart Media is going to be a first of its kind of agency in the region with such a huge portfolio of exclusive OOH Page 12 assets at its launch.

cDonalds launched its all new Spice Fest range in the Outdoor space with a sensational sizzle, literally. A great blend of innovation, ambient, and impact the Outdoor campaign cuts-through all Page 38 the conventional norms of doing OOH. Outdoor Asia indulges itself into this one.

Being a Game Changer!

Cartel starts a new vertical

Media Concessionaires go retrospective! I

t could have been better, but it was not bad. This seemed to be the overall sentiment when Outdoor Asia did a quick review of media Page 58 owners’ performance last year. Here’s a detailed report.

page no 80

reaking free from the ‘Cricket fever’ Pepsi Co. urges the youngistans to ‘Change the Game’ and think football for once. And this urge manifests itself in a clutter breaking, high decibel outdoor campaign. Capturing all large formats with the ‘Ab Badlega Page 48 Game’ line, Pepsi Co. makes the most of OOH’s strengths.

Obie Awards

artel Outdoor keeping in mind the void in the market for a specialist OOH agency, Cartel decided to make Greenthumb Innovators a separate vertical all together. Greenthumb Innovators will be an agency which will offer a 360 degree solution to clients OOH needs. In the next three months Greenthumb Innovators will have offices in Mumbai, Kolkatta, and Bangalore. The core team of Greenthumb Innovators consists of outdoor veterans, who have 10-18 years of rich experience. The core team includes: Tanmay Dasgupta- Director, Meeta Bhardwaj- Sr. Manager- for North & Eastern Region and Abhishek- for Western region. Greenthumb currently has a team of 12 members. Apart from conventional outdoor the agency will also be focusing on BTL, Retail activation, event management, and creative.

Jagadish Ad

June 2012

Surge Ad

Vijas Ad

June 2012

Vijas Ad

June 2012

Disrupt for a new Direction!

For long Outdoor industry has been going back and forth with the issues that plague it. In fact to crib on the problems and do nothing about it has become the Status quo of the industry and passing the buck never stops. Isn’t it time we ‘Disrupt this Status Quo’?

t’s time we break free from the shackles of denial and shrug off the stagnancy we have been trying to figure out growth in. It is said, Left to themselves everything, even a seemingly organized system, tends to disintegrate and decay. It’s a corollary to Murphy’s Law, it’s the Second Law of Thermodynamics, it’s one of the most fundamental laws of physics, it’s applicable to the entire universe and it’s a law that Albert Einstein called the “premier law of all of science”. And it seems to have become the “supreme metaphysical law” governing all aspects of the functioning of the OOH advertising industry in India today. The issues the medium faces are as old as the hoardings – policy is fickle, competition is mercenary, pricing is iniquitous, metrics are arbitrary, processes are proprietary - and currently nothing seems to be appropriate enough and/or adequate enough to help the industry compete in a world gone digital. That, then, is the status quo and has been for some time now. So the question to ask here is ‘Do we let things disintegrate, and not worry of the status quo’ or take up the route of ‘Disruption and find a new direction.’ Outdoor Advertising Convention 2012 (OAC 2012), this year is as a platform with your participation

June 2012

would attempt to ‘Disrupt the status quo’. Echoing the same thought is this OAC 2012 special issue. We have industry experts penning down columns on the same lines, we have Sunder Hemrajani talking about ‘Disruption through Innovation’. Nabendu Bhattacharyya shared issues related to competition and highlights the ‘Quandaries of a Specialist agency’. Pratap Bose, talks of the ‘Mighty Milestones’ of OOH. And Mandeep Malhotra takes a pick on the Outdoorians life. These columns in unison reflect the Status Quo of Outdoor and also etch out ways to disrupt the same. Apart from these special reads, we bring you the usual dose of campaigns, work that stands out; also some industry insights and stories. So turn a new leaf with OAC 2012 and this issue. Happy Disruption! Cheers!

Vasant Jante

HP Ad

June 2012

CONTENTS

News

Indian Update

Campaign McDonalds Pepsi ebay

Volume 3 - Issue 12 June 2012

38 48 54

IBACO 42

Industry

Interview

Pramod Bhandula

Column

Sunder Hemrajani Pratap Bose Mandeep Malhotra Nabendu Bhattacharyya Ron Graham

Acquisition

Changing Face of Bus Shelters

Awards

OBIE Awards

Research Kinetic

New Media Carrieal Cars

Digital Printing

Vasant Jante Sachin Jante Reena Mehta Nabamita Chatterjee Archana Singh Bhawana Anand Vinod Kumar. V

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Innovation Media Concessionaires go retrospective!

Editor & Publisher Chief Content Planner & Marketing Strategist Associate Editor Correspondent Sr. Reporter Reporter Asst. Manager Production & Operation

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Zund Systemtechnik AG

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Resources

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Sales Nimisha Shah 98210 84383 Vishal Shah 74981 81143 Akash Jante 97427 73627 Abhishek Agarwal 98116 94060 (Delhi) 93194 74711 (UP) Distribution Ravindra 91-80-4052 2718 Outdoor Asia is a monthly. Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and Printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003. The opinions expressed by authors and contributors to Outdoor Asia are not necessarily those of the editors or publishers. Outdoor Asia may not be reproduced in whole or in part without permission of the publisher. Subscription for one year Rs. 1,200/Nepal Rs. 5,000/For overseas: $ 190 by air All subscriptions are to be pre-paid. The claims and statements made in the advertisements in Outdoor Asia are those of the Advertisers and are in no way endorsed or verified by Outdoor Asia. Advisory Board Alok Agrawal

COO Cheil India, SW Asia Regional HQ

Arminio Ribeiro

CEO Madison Outdoor Group

Gautam Chadha Director Broadview Mediacom Madhuri Sapru Woman-in-Charge Encyclomedia Networks Nabendu Bhattacharyya Founder & Managing Director Milestone Brandcom N D Mehta Chairman Selvel Advertising Pratap Bose

COO, Mudra Communications

Praveen Vadhera

Country Head, 141 Wall Street

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June 2012

Midas Ad

June 2012

Kanika Ad

June 2012

Kanika Ad

June 2012

News

Outreach Advertising and Fast Track joins hand to launch Street Smart Media

he portfolio includes projects like 16 prime Traffic Signals junctions in Guwahati, 16 Unipoles at strategic junctions in Guwahati city; 11 Traffic Signals, 12 Unipoles, 5 Gantry, 1 Foot Over Bridge, 500 Street Lamp Kiosks in Jorhat town; and 20 ultra modern stainless steel BQS in Shillong. The Company has executed the Guwahati project and most part of the Jorhat project successfully and is in the process to initiate the Shillong projects soon.

Outreach Advertising is the fastest growing agency in the region because of its commitment to drive innovation and offer quality services. In 3 years, the company has seen a growth of over 300% in its revenues. With over 125 owned large format billboards presence across Assam & Meghalaya, the company has introduced a wide variety of OOH assets that this region has not witnessed earlier. These include properties like Mall Branding, Transit Media, Look Walkers, Pedal Ads, Street Furniture, Traffic Signal Branding, and Ambient Branding across Coffee Shops and Cineplexes among others. Fast Track Integrated Marketing Services has existed for almost 15 years holding exclusive advertising rights to the Guwahati and Aizawl Airport terminals l

Rakesh Advertising wins display rights on BEST Buses

OH media company, Rakesh Advertising has won the advertising rights on BEST buses. The company has won the rights for a period of three years with effect from May 01, 2012. Rakesh Advertising Pvt. Ltd. also has the sole right for advertising on 7600 GSRTC

June 2012

Buses for two years period effective from April 2012. The organization will do its best to to ensure superior quality of maintenance and execution standards so that the clients get full returns on investments in this highly effective medium. Part of the OOH industry from last 28 years, the organization plans to continue to bid for tenders with realistic value propositions and bring value added media offerings to their clients l

Global Advertisers bags a media award

lobal advertisers added yet another feather to its cap on Maharashtra Day (May 1) by winning the prestigious Kaizen India NBC Newsmakers achieversâ&#x20AC;&#x2122; award-2012 for being Indiaâ&#x20AC;&#x2122;s best outdoor media solutions company in its class. The award was presented to Amit Gupta, the joint director of Global Advertisers, by celebrated choreographer Sandeep Soparkar, and super-model Jessy Randhawa. With over 100 brand launches, 500 campaigns and over 100 IPOs behind it, Global with its associates, affiliates and partners possesses nation-wide reach as well as segmental penetration, and is widely known as a business with a heart for its commitment to social causes. Global prides itself for its commitment to quality; speed of execution and for consistently delivering tailormade offerings across budgets to clients l

Rakesh Advertising

June 2012

Indian Update

Cool outlook

didas launched its new range of shoes ‘Superlight Climacool seduction’ in the OOH space with quite a buzz. Posterscope was commissioned to conceptualize and execute an outdoor campaign which effectively captures the high-end target audience i.e. SEC A+ & A, as the shoes are priced at Rs. 8000. Also the campaign had to out-shadow the competitors. Thus a high decibel OOH campaign went live across key cities especially in prominent high-end locations. Apart from the conventional executions, the campaign also witnessed some innovative visibility. A 3D cut-out was executed at strategic sites. A four week-long campaign covered about 42,000 sq. ft. space covering key cities like Delhi, Gurgaon, Mumbai, Pune and Bangalore l

Big Buzzar!

ig Bazaar launched its 4th Store in Lucknow at Indira Nagar by making the best use of OOH. Synergy Advertising the OOH agency for this campaign was given a brief to make the customers of Indira Nagar aware about the launch of the new store in Indira Nagar. The core communication objective was to convey the fact that the 4th Big Bazaar is nearer to the customers of Indira Nagar. For this, a billboard of 20’ x 20’ was taken at Bhoothnath Market, the heart of Indira Nagar portraying a lady holding a trolley (facing Big Bazaar new store) which contained all the products sold at Big Bazaar. The trolley was made in 3D (size : 7’ x 6’) and looked like a real one. The products were backlit and got lit sequentially conveying the idea of trolley getting filled by the products l

June 2012

Prithiv Ad

June 2012

Prakash Arts Repeat

June 2012

Prakash Arts Repeat

June 2012

Indian Update

A Suave Drive

MW launched its new BMW M5 with great panache at airports thus effectively reaching out to its potential customer. The objective of the campaign was to execute the launch of BMW M5- an exclusive product, for a niche audience. The launch theme had to convey sophistication without being loud, to reflect the taste of a suave target audience who appreciate power, but in an understand manner. Thus, the idea was to create a unique space and also to exaggerate the letter ‘M’ to highlight the arrival of the BMW M series’ latest model M5 in Indian markets. Times OOH the OOH partner here was asked to execute a clutter- breaking and innovative launch campaign for the car. Thus large format billboards were taken up at Airports, wherein the car was showcased as a static creative; however the ‘M’ was an enormous cut-out. While the entire billboard was front-lit, special back lighting was used to illuminate the 3 dimensional cut-out of the letter “M”, hence creating an ethereal look & feel. The campaign targeted India’s crème de la crème luxury consumers

at the Delhi Terminal 3’s outdoor landscape. Located outside the International Arrivals, this head-on site caters to all the International and Domestic arriving passengers. It is strategically situated on the right turn to be taken en route towards the city which no one was bound to miss. This campaign which began in April 2012 is slated to be a year-long activity. The concept created by Liquid Campaign & the execution carried out by Times OOH are both commendable. The size of the hoarding and the fact that it is positioned at one of the most premium locations in Delhi ensures maximum visibility and reach towards the target audience. The creative focuses on the all-new BMW M5 while the cut-out highlights the letter ‘M’ which stands for the most powerful letter in the automotive world. The hoarding conveys the right message about the car – ‘The new BMW M5 is a high performance athlete in a business suit and is a unique blend of two worlds – performance and luxury’ and that ‘BMW M stands for a unique philosophy of driving pleasure, the strongest of its kind l

A techie sweep

s the mobile handset market gets more competitive, we have one more player entering the segment: HTC One which launched itself through a large and impact OOH so as to make it large and impactful OOH. Mudra Max the OOH agency for the campaign was briefed to conceptualize and execute a campaign with a sense of exclusivity. The idea was to provide the required buzz to the most advanced Android smartphone and reach out to all tech savvy or simply phone-savvy people. Given the high price-point of the device, the job was to deliver

June 2012

the message through selectively chosen OOH media. Each city was to have at least one site that becomes the focal point of the announcement e.g. Patel Bridge on the Marine Drive of Mumbai or the standalone Car Park building next to Terminal 3 in Delhi. Supporting these iconic displays are carefully targeted mix of other premium locations, Mall and Retail media and inaircraft deliveries through Seat Back Branding. Mudra Max managed to achieve this and made HTC One quite an object of desire l

Zerodegree Ad

June 2012

Indian Update

Augmented Pal!

first in India, in terms of scale, Lays deployed an Augmented Reality activity, which engaged a slew of consumers. The activity saw thousands of consumers dancing virtually with the Lay’s brand ambassador Saif Ali Khan and saw their own projection in the recent ‘Pal Banaye Magical’ commercial on a giant screen – across several malls in Delhi and Chandigarh. The Augmented Reality experience was conceptualized and brought to life by Mindshare through the Dialect and Digital teams, which worked together in handling the activation and its digital amplification respectively. The consumer videos went viral on social media platforms such as YouTube

Art for Nutrition K

olkata witnessed the inauguration of a unique exhibition of paintings under the ‘Art for Nutrition’ umbrella at the Park Street& Esplanade Metro stations. The exhibition - a part of ‘Horlicks Aahar Abhiyan’ by GlaxoSmithKline Consumer Healthcare (GSKCH) and Child in Need Institute (CINI)-is an expression of support extended by 25,000 school children of Kolkata. Walls of Kolkata Metro station have been transformed into a huge canvas for these paintings that highlight the children’s interpretation of nutrition and its importance for a child’s growth. Kinetic partnered with GlaxoSmithKline and Mindshare in pulling off one of the most unique OOH initiatives in recent years l

June 2012

and Facebook. The activity was executed at Promenade Mall, New Delhi, Ambience Mall, Gurgaon and Downtown Mall in Chandigarh spread across the month of March, whereby more than a thousand consumers engaged with Lays and Saif. As a follow up to the first phase of the campaign, Lay’s is now engaging its young consumers with another magical campaign fashioned around the IPL. Six big hitting cricketers have created six distinct flavors, and consumers have to associate the right cricketer with the right flavor. The entire engagement titled “Guess Whose Flavor” is driving participation to laysguesswhoseflavor.com l

Epson Ad

June 2012

Indian Update

A Seductive Shake

ith summers it is time for cold beverages to ‘beat the heat’ and doing the same with a seductive shake in the outdoor space is Nescafe. The coffee major tempts its consumers to ‘shake and make’ a glass of chilled coffee. To ensure that coffee remains a beverage of choice even in summers and further extend NESCAFÉ’s market leadership in the category, the company has rolled out a 360 degree cold coffee campaign, and outdoor plays a pivotal role in the campaign. The popular heartthrob and youth icon, Deepika Padukone, who is also the brand ambassador for NESCAFÉ, is sizzling in this campaign and it ensures that it grabs everyone’s attention. Posterscope India is in charge of this outdoor work for NESCAFÉ. The objective of the campaign was to generate high level of engagement amongst the TG, thus Posterscope planned a high decibel, high impact campaign with extensive mix of out of home media vehicles. The choices of media for this campaign are strategic wherein traditional media like billboard and unipoles have been used for largeness, while bus shelters, metro stations, malls and commercial office places were used for reach. Digital OOH like LED screen and digital screens inside Easy cab was further used bringing in the element of technology. In Gurgaon, the DLF buildings were targeted and sculpted by creating a corridor with multiple media like Wall wraps, building façade, lift branding, bench branding and scroller. Multiple hits across all important high traffic routes have helped quick registration and high recall of the campaign. Mudra Max handled the Mumbai campaign for Nescafe, wherein more than eighty bus-shelters spread strategically over the city ensured high-visibility and

June 2012

recall along with key sites at malls. Volvo and King Long buses were also used effectively to peak the interests. These outdoor sites grabbed everyone’s attention on the crowded streets of Mumbai. The Mumbai campaign, went on for 21 days l

RS Ad Agency

June 2012

Indian Update

Toofani Activation

hums Up, India’s iconic and largest selling sparkling beverage, gave its consumers in Ghaziabad an opportunity to experience the ‘Thunder’ like never before at the ‘Thums Up Toofani Zone’ event. The unique and exciting 4 hour action packed initiative, organized at the Ram Leela Maidan, designed to connect and engage with the consumers by staging a host of thrilling activities successfully enthralled the consumers leaving them asking for more. These included international extreme sports such as Freestyle BMX biking and Parkour, choreographed dance sequences, Laser and Pyro show, a pulsating rock concert by the popular band, Euphoria and some exciting games for consumers which gave them an opportunity to win a BMX Bike and some other Thums Up branded merchandise. The first of its kind consumer engagement initiative is also being rolled out in 3 other cities namely; Allahabad (13th May), Varanasi (20th

May) and Kanpur (27th May). In order to get entry into the Thums Up Toofani Zone, consumers just had to purchase a bottle of Thums Up and obtain entry tickets to the show. Consumers who chose the 200 ml/ 300 ml RGB (Returnable Glass Bottle) Thums Up Bottle – 1 Ticket, 600 ml PET Thums Up Bottle – 2 tickets, 1.25 Liter PET Thums Up Bottle – 3 tickets, 1.75 Liter, 2 liter, 2.25 liter – 5 tickets per pack. To ensure that maximum of consumers get the opportunity to witness and soak up the thrill and magic of the Thums Up ‘Toofani Zone’, the main event was preceded by a five-day road show that showcased a mini ‘Toofani Zone’ with a set of BMX riders and Parkour artists performing as a teaser to the main event. After making its debut in Ghaziabad in the first leg of its journey, the Thums Up ‘Toofani Zone’ will travel on to cover cities like Allahabad, Varanasi and Kanpur with its eclectic mix of adventure activities l

Mini Maximizes out there

MW Mini arrived in Mumbai with great style. Infinity Cars the only dealer of BMW Mini in Mumbai took up a huge hoarding in the city and the copy read ‘Mini Arrived. Mumbai.’ And here the U is where an actual MINI was shown as parked l

June 2012

an Heusen made a fashion statement in the OOH space by launching its new range of Apparels for men and women. The core objective of the campaign was to build brand salience and recall across TG touch points and establishing Van Heusen as a Fashionable brand for working professionals. Thus billboards and mall media were taken up at premium locations which were aligned to nearby stores. JWT is the creative agency for the campaign and Kinetic India (Portland) is the OOH agency. A 25 days long campaign was executed in Bangalore & Pune l

Mermaid Ad

Indian Update

Making a fashion statement

Indian Update

A Filmy Trail

arking the evolution of Axis Bank’s role from ‘a solutions provider’ to ‘an encouraging and enthusing partner in progress’, Milestone Brandcom the OOH agency campaigns the new positioning for Axis Bank with ‘Badti ka Naam Zindagi’ capturing & highlighting the brand spirit in various aspects of the consumer’s life. Based on the roll out of the movie-like narrative styled TVC, visualized on a real journey of life, the media strategy is seamlessly woven on the core idea. Thus the campaign saw many interesting OOH executions. Here’s a look. The longest media display in Mumbai - (at Bandra Kurla Complex measuring 675 feet x10 feet) This conveyed the non-stop action & story of life with important milestones one after the other including first job, first car, marriage, becoming a parent, first international trip, promotion, entrepreneurial dream coming true etc. The location was prominently chosen to target the new financial hub & the peak traffic movement between South & North of Mumbai. Similarly 5 back-to-back billboards at Marine Drive were employed to narrate the journey of life in a progressive sequence, one after the other highlighting the important milestones in every individual’s life. Delhi Metro tunnel with Fleeting video –1.8 million people riding on the Metro to reach their destination every day and t watched the story of life in a non-stop action sequence In the fast track of life they took a pause to notice the Axis Bank brand communication “Badhti Ka Naam Zindagi” through a trailer running on Metro Tunnel. People boarded the Metro and saw through its window different shot of Axis Bank commercial creating a sequence. The idea was to make the audience go back and realize how far they had come in their own life. At T3 terminal Delhi which has a 2.5 million passenger traffic on a daily basis, ‘zindagi ki picture’ ran non-stop with success milestones one after the other on the translite panels facing the escalator. Creative integration at cinema halls– While people take a break at the cinema halls, Zindagi ki picture goes on…creatively integrating the message just when the movie breaks into an intermission with ‘Iss picture mein interval hain, lekin…zindagi ki picture mein koi interval nahin hota’. Badhti ka Naam Zindagi Calendar - Year after people plan, birthdays, and holidays, they check for monthly forecasts and Block dates for special occasions. Without a break people plan their life day after day, week after week, year after year. Axis Bank promoted its brand communication ‘Badhti Ka Naam Zindagi’ through a Calendar which is a medium referred to by all

June 2012

to plan their lives. The audience drove by Haji Ali Road and blocked their dates to visit Axis Bank. Milestone further encapsulated the journey of life targeting progressive upward moving audiences on escalators at malls & multiplexes with various important milestones on a staircase, with every step as a stepping stone to the next one, cleverly reinforcing the message. With an extensive coverage across 20 cities coupled with a mixed bag of innovative ideas conceptualized & implemented by Milestone Brandcom the campaign generated the desired buzz & hype around the repositioning of Axis Bank as a preferred partner in progress l

Hythro Ad

June 2012

Indian Update

A Cold Wave

oltas with an objective of creating maximum buzz about their new â&#x20AC;&#x2DC;Voltas all weather ACâ&#x20AC;&#x2122;, a new product which can be used in all climatic conditions ushered into the OOH space with a cold wave. Alakh Advertising the OOH partner here executed a high decibel campain across Mumbai wherein formats like gantries, billboards, bus shelters, were taken l

Jaycee Ad

June 2012

Indian Update

Wall of visions

ix graphic artists/ painters came together and painted their thoughts out on Mumbai to make an entry in the Limca book of record. They painted the longest wall in India at the Tulsi pipe road from Mahim to Dadar as part of the Mumbai Wallbook painting activity. Artists used their imagination and creativity with great passion to give justice to the theme ‘Visualise Mumbai’ where they designed their ‘Dream City’. The Mumbai WallBook is an activity initiated by Brand Promotions l

Jaycee Ad

Indian Update

For a good hair day

’Oreal Paris dominates the outdoor landscape yet again, this time with diva Sonam Kapoor. Milestone Brandcom, the OOH agency brings the latest anti hairfall range by L’Oreal Paris out onto the city streets of India. The campaign objective was to highlight the triple benefits of L’Oreal Paris’s Fall repair shampoo with emphasis on its action on the hair roots. The campaign targeted women who face problems of hair fall, between in the age group of 25 and 45, and therefore young and vivacious Sonam Kapoor was aptly chosen as the brand ambassador of this revolutionary new launch. The media mandate to Milestone Brandcom was to launch the brand amongst the vast consumer segment in India with a big bang by capitalizing on the beautiful brand visuals and a single minded message “Hairfall, Get to the root of it”. In view of these objectives, the agency devised an all pervasive OOH media plan to tactfully target the TG – mainly women by following their movement within a city –along arterial roads, key junction’s, transit and congregation points right up to the last mile of purchase. The media mix was an assortment of large format billboards and gantries to create impact, bus shelters to build reach & frequency, pole kiosks to drive saliency and mall media & female security panels to influence point of purchase. The bright and bold colors of the creative, Sonam’s captivating visuals and the right media mix helped create top of mind recall. The campaign was executed across 7 cities at about 520 total touch points”, said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom. Custom shaped pole kiosks were used to drive salience and provide continuous presence in key stretches, arterial routes & high traffic junctions across the city, building maximum frequency & TOM awareness. The ordinary 3*6 rectangular kiosks were converted into the shape of the L’Oreal bottles thereby assuring dominance in select target areas. The creatively cut kiosks & the vibrant layouts looked strikingly beautiful during day & night. To further dominate the city streets of Mumbai, L’Oreal Paris zones were created at various key junctions across the city (Worli Naka, Cadell Road & Juhu). All the media billboards, bus shelters & kiosks at these traffic junctions were taken up to display L’Oreal Paris’s new launch thus ensuring a unique & premium positioning befitting the brand. The duration of the campaign was 15 days, and was executed across Mumbai, Delhi, Bangalore, Hyderabad, Pune, Kolkatta, and Ahmedabad l

June 2012

Khushi Ad

Indian Update

A Supernatural Shoe

ike launched its Nike Free range through an impactful outdoor. Nike’s Creative agency JWT and OOH agency Kinetic India (Portland) put their best foot forward for the same. The objective was to kick off the launch of Barefoot running concept with Nike Free and communicating the key performance benefits in the most impactful way across all TG’s. The campaign strategy was to create impact by the

use of large mediums in key locations. And to amplify the campaign further 3D printing was done for all sites across all cities which gave the feel of a real shoe jutting out of the structure. Formats like large billboards, mall facades and unipoles were chosen. It was a 26 days campaign which went live across Mumbai, Bangalore, Delhi, Hyderabad, Kolkata, Ahmedabad, Pune and Chandigarh l

Jet Set Disney

isney Channel is set to offer the most memorable and magical experience to 30 kids and 30 families over 30 days with its one-of-a-kind campaign --- Disney Channel’s Jet Set Go. The channel in association with Jet Airways, is taking a plane full of families to the ‘happiest place on earth’ - Disneyland! To promote this magical trip, Disney inflated its presence through OOH. An outdoor blimp of the character wrapped plane, symbolizing the actual branded plane with Disney characters would be up in Mumbai at several locations in partnership with Bright Outdoors. The actual plane would be unveiled in a glittering ceremony in Mumbai on 9th July, the same day all the winner families will go

June 2012

on this special trip together to Hong Kong Disneyland. Disney Channel has also come together on this campaign with Inox cinemas to co-promote Jet Set Go campaign in Inox cinemas across the country on the occasion of 10 year celebration of Inox cinemas. Extending the Disney magic in the plane as well, Disney Channel will create a fabulous in flight experience for the kids and families travelling to Disneyland as well Fab5 – Mickey Mouse, Minnie Mouse, Goofy, Donald Duck and Pluto will feature almost everywhere through the journey through branded meal tray with a fab5 goodies, luggage tags, Q-managers at the airport and more. All air-hostess will also wear Minnie hair band while catering to these guests. Disney seats covers for the plane chairs, Disney magazines and activity books for kids and families during the journey etc are also part of the in-flight experience l

Planet Ad

June 2012

Indian Update

OOH Tele Matched

he latest TVCs of Vodafone that show the vintage Tele Matches morph into an interesting OOH campaign. Bates the OOH agency was briefed to coin a campaign which tells the end users that using Internet / data on their phone is a FUN act and can be done by everyone. The idea of using tele-matches was to relate to the simplicity of the games which made the players as well as the audience entertained and engaged with fun. The fact is that while data usage on phone is on an upswing,

there is a also set of consumers who despite having data enabled phone were not using the service on their phone. So it was a sharply defined marketing objective “To make GPRS enabled mobile phone user start using data on their handsets.” Formats like hoardings, bus shelters, unipoles, gantries and public utilities were taken up, and it was a month long campaign which went live across Mumbai, Delhi, Rajasthan, Haryana, and Orissa l

Insurance gets Real!

urora Comms deployed an engaging OOH activation for Max New York Life Insurance. The fact that the ‘insurance company’s advisors are known for giving the right advice’ was to be communicated to the right audiences and Aurora Comms chose a never-triedbefore approach that created a dynamic, sharp and credible image of the client taking the leading insurance provider’s recently launched TV campaign forward into the urban outdoor space. Taking over the prime ground floor area of InOrbit mall, one of Mumbai’s most popular shopping destinations, A Comms brought to the fore some ‘augmented reality’ to create a buzz. The same was also executed at DLF Promenade in Delhi bringing to life the ‘devil and the insurance agent’, virtual characters

June 2012

from MNYL’s TV commercial, It created a square, inviting the mall’s many visitors to step into a new experience. Once someone is in the square, the devil and the agent would appear in front, thanks to cutting-edge technology. There on, the person would be prompted to punch and destroy the devil in many ways, with the agent interacting and advising too. Coupled with an exciting background score and a reality that dissolves into a virtual world, this became an engaging experience for the participant and the hundreds of onlookers. The activity has been scheduled at major Indian metros and B-Town cities and it went live in-sync with the TV commercials. Aurora Comms and MNYL have planned this activity across metros l

June 2012

Indian Update

Ertiga rides OOH!

aruti Ertiga and new car from the house of Maruti launched itself through OOH in an impactful way. Maruti Ertiga is a new car and looking to create a new segment of the LUV, Life Utility Vehicle. The vehicle is being positioned as a city driving vehicle and a vehicle for the big family. The vehicle seats up to 7 people comfortable and lies in the price bracket of 6.85 lakhs to 8.75 lakhs (Petrol and Diesel variants). Thus the prime objective of the OOH campaign was to announce the launch of the Light Utility Vehicle and create awareness among the T.G and create awareness about the new offering from Maruti. Kinetic Worldwide is the OOH agency behind this campaign. Kinetic in order create awareness coined a media plan wherein key intersections, traffic junctions, presence at entry/exit points at suburbs. A mix of Billboards, Unipoles, Façade, Pannels were used, additionally an innovation was also executed where in to highlight the word LUV along with the car and the punch line “a feeling called LUV”. The word LUV was written in acrylic raised letter and illuminated with LED. A 2D cut out of the car was made and LED placed behind the car and Ertiga along with the tag line a feeling called LUV in a backlit box. Kinetic

ABP breaks in A

s Star News became ABP News it was time to communicate the change with great buzz. Thus ABP News commissioned Milestone Brandcom to conceptualize and execute a large scale campaign, by taking up high impact and high visibility sites in key markets for the three network channels of ABP News, ABP Majha and ABP Ananda. The objective was to quickly build awareness about the fact that everything is the same except the name. While TV was the lead medium and all leading GEC channels were taken, the media plan was beefed up by taking major dailies like Times of India, Dainik Jagran, ABP, Telegraph, Sakal, Punyamangri and Economic Times. Major radio stations like Mirchi, City, My fm and others were taken across 35 towns in India. To add to this robust 360 degree media plan Outdoor plan was integrated to act as reminder medium. A two month long campaign covered 65 cities across the country. The campaign has been well received by the intended audience. Buzz has been created in the market and the message seems to have been registered well l

June 2012

executed the campaign in the following locations New Delhi, Chennai, Coimbatore, Kolkata, Patna, Guwahati, Cochin, Calicut, and Trivandrum. The campaign went on for a period of 30 days l

Enkon Ad

June 2012

Campaign

Spicing it up! Reena Mehta (With inputs from Archana Singh)

“The task at hand was to create a blazing hype and buzz in the market, and thus induce awareness and conversations around the spicy delights, get people talking about the Spice Fest and tempt them into McDonald’s outlets.”

pices are an inevitable ingredient of the Indian food palate and McDonalds; world’s leading food service retailer, pays an ode to this ingredient in a unique way. This summer McDonalds decided to add a little spice & fun in the Indian consumers’ life by launching the Spice Fest which commenced on 1st April’ 2012 and will go on to 1st June’ 2012. With the Spice Fest McDonalds introduced 4 new variants to its McSpicy range of products Mexican Spice Chicken, Mexican Spice Veg, Asian Hot Garlic Dip and African Peri Peri Shake Rameet Arora Shake. The advent of Sr. Director Marketing these new variants was McDonald’s India (West & South) supported with a 360 degree holistic marketing campaign which debuted in April with a mix of TVCs, print, outdoor and in-store promotions. The outdoor piece of this campaign was truly a sizzling show stopper in every ways. The campaign was an indulgent blend of innovation, ambient, and impact. Milestone Brandcom the OOH specialist agency of McDonalds harbored the spicy flavor and fun of McDonalds Spice Fest range on the streets. The task at hand was to create a blazing hype and buzz Hanoz Patel in the market, and thus Founder Member & Managing Partner induce awareness and Milestone Brandcom conversations around the spicy delights, get people talking about the Spice Fest and tempt them into McDonald’s outlets. Milestone Brandcom seized the opportunity to unveil this exciting hot range by creating the most innovative brand connect with the consumers at the most relevant touch points. The most disruptive communication by all means touched the consumers on multiple fronts at the last mile including malls, spice markets, local kirana (grocery) stores, McDonald’s outlets right up to their residential premises. Here is what sizzled out there:

June 2012

The Burning Billboard: Right in the heart of Mumbai, at Mahim causeway – an area that witnesses more than 2.5 lakh passenger car’s daily, the innovative concept of revealing the product was carried out on a billboard of the size 40ft x 20ft for a period of 7 days & included 5 flex changes.

Campaign On the first day, audiences saw an entire burger with the McDonald’s logo. Thereafter, every alternate day for the next 5 days; the burger was bitten up reducing in size with the area around the bitten part of the burger surrounded by flames which emitted real smoke. On the last day of this innovation, audiences saw a billboard with a hole in the shape of the burger, still flaming hot. The innovation was a sure shot traffic stopper & caught nearly every passerby’s attention to the unique proposition communicated so well. Mall Media: Taking us back to the days when our grandmothers would be drying chilies on the roof, the agency took this idea forward to create further hype & buzz around the new products launched and took up the atrium space in Mega Mall and Nirmal Lifestyle & set up a huge rounded platform (10’x10’) surrounded by dried chilies carrying the McSpicy fest logo. An activity that caught everyone’s attention & conveyed the message to both the young & the old!

“Taking us back to the days when our grandmothers would be drying chilies on the roof, the agency took this idea forward to create further hype & buzz around the new products launched and took up the atrium space in Mega Mall and Nirmal Lifestyle & set up a huge rounded platform (10’x10’) surrounded by dried chilies carrying the McSpicy fest logo.”

June 2012

Campaign

Local kirana stores / Spice Markets: The most important ingredient in the India palate – spice is sought by one and all at a single place, where we get to see the entire range of spices, with the perfect mix & variety in the most convenient neighborhood – the local kirana store or the modern trade outlet. It is here that the audiences came face to face, experiencing and absorbing the new range of spices in the McDonald’s product range. This was the place where simple danglers were used and tent cards placed on packs of chilies for on the spot connect that made the audience turn around and notice the brand. It was direct and effective. Consumers came rushing to try out the new Spicy range.

“A teenage boy who just bought himself a take away McDonald’s McSpicy Burger, sat on the bench of the bus stop & savored the spicy delight. On grabbing the initial first couple of bites of the burger, he broke into a profuse sweat & had smoke coming out of his ears!” Smoke out of the ears: Milestone Brandcom also created some amusing communication outbreaks, creating brand interaction and engagements with consumers on the go at the city bus stops in high footfall locations to create buzz and conversations around the new McSpicy delights. A teenage boy who just bought himself a take away McDonald’s McSpicy Burger, sat on the bench of the bus stop & savored the spicy delight. On grabbing the initial first couple of bites of the burger, he broke into a profuse sweat & had smoke coming out of his ears! The bystanders were zapped & started taking photos & videos of him, thinking it to be an unusual spectacle. The activity made its way to various social media platforms as result and a simple but creative installation, brought by many curious visitors to McDonald’s outlets to try out the hottest range.

June 2012

Campaign

“The OOH campaign was executed across 9 markets starting 1st April ’12 across 200 touch points. Besides creating impact with large format billboards and gantries at key junctions & arterial roads, the campaign reached out to the targeted audience in the most efficient & ef fective way along various high reach media like bus shelters, railway foot-over bridges and utilities.” Fire extinguishers to cool you down: The idea was to drive home the point that the new Spicy range is so fiery that you will need a fire extinguisher to cool yourself off. These fire extinguishers were installed in various ambient locations including McDonald’s stores & corporate & residential buildings in the vicinity of the stores to lure the audiences to the summer special delights. “While one could see a heat wave in the summers in India, Milestone Brandcom further built on the spicy offering with an innovative execution around the hot & spicy burger burning up a billboard on every bite or using the fire extinguishers to put out the fire as a result of savoring a hot and sizzling McSpicy delight.” Says an elated Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom. The OOH campaign was executed across 9 markets starting 1st April ’12 across 200 touch points. Besides creating impact with large format billboards and gantries at key junctions & arterial roads, the campaign reached out to the targeted audience in the most efficient & effective way along various high reach media like bus shelters, railway foot-over bridges and utilities. Commenting on the new campaign, Rameet Arora, Senior Director Marketing, McDonald’s India (West & South), says, “We have come up with a campaign that embodies the fun, freshness and festivities of Spice Fest to extend our I’m Lovin It’ experience to our customers. We have tried to communicate the varieties of ‘SPICE’ in a fun way, whilst showcasing our ‘freshness’ & ‘quality ‘products, which is something we are very proud of at McDonald’! We at McDonald’s aim to be our customer’s first choice and we are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new, fresh and innovative.”

Shobha Ad

The campaign spiced up the summer of 2012 with multiple innovative communications at relevant touch points and exciting engagements to drive the hot & sizzling summer delights from McDonald’s. OOH campaigns of this stature are sure to drive the medium to an all new level l

June 2012

Innovation

A Scoop of Innovation! Reena Mehta (With inputs from Bhawana Anand)

Ever seen an Ice-cream come to life? Well that is what Vivaki Specialist Services did for IBACO a premium and elite Ice-cream parlor during its launch in Chennai. Creating tempting renditions of the special flavors of IBACO, was surely a scoop of innovation for OOH. Outdoor Asia gets you more details of this tempting OOH treat.

“The idea was not to blast the city with traditional media to announce the launch but to create a unique display that would be associated with the brand for a long time even after the campaign ended.” - Kaushik Chakravorty

BACO a premium and elite Ice-cream parlor from Hatsun Agro Products, the largest private sector dairy company in Tamil Nadu launched its ice-cream parlors in Chennai this summer with great fervor. In a city like Chennai, where billboards face a ban and OOH options are limited to pull off a campaign that is both innovative and impactful in nature was sure a task, which Vivaki Specialist Services and the brand together cracked well.

that they would have never seen or experienced before in Chennai,” explains Kaushik Chakravorty, COO, Vivaki Specialist Services. Since the choice of locations was as important as the creative treatment and execution, three key locations in Chennai were zeroed on given their geographical advantage from high end locations, high traffic and high footfalls standpoint and the impact that would be generated. Keeping the same in mind three locations were finalized for the campaign:

The core communication objective and brief provided for Vivaki was to deploy an OOH campaign that has sharp communication, focused towards what the brand IBACO truly stood for i.e. premium, elite and a great ice-cream eating experience. The target audience was youth and families belonging to SEC A. Given the premium image of the brand, OOH communication and execution had to be in sync with what the product and the Kaushik Chakravorty experience stood for. COO, Vivaki Specialist Services The choice of locations too would have to play a key role; i.e. it had to be near IBACO outlets, which are at high end locations in Chennai.

(a). Express Avenue Mall: The largest Mall in Tamil Nadu with world class shopping cum entertainment facility, seated right in the heart of Chennai city, housing some of the biggest brands from around the globe including luxury brands ,along with a five star hotel and grade-A office building. (b). Elliots Beach: South Chennai’s only prominent hang-out beach, which has found importance with college students, kids and families in Chennai. The beach is located at South Chennai’s posh area of Besant Nagar, which is also home to popular restaurants, cafes, boutiques and spas. On weekends, it becomes quite an experience to find parking space on the beach roads. (c). Spencers Plaza: Spencer Plaza is a shopping mall located on Anna Salai, Mount Road in Chennai, and is one of the modern landmarks of the city. It is centrally located at the heart of Chennai’s CBD area where the traffic count is the highest in the city.

June 2012

Once the locations were decided, the next aspect was media planning. Chennai OOH landscape offers very limited choice to execute innovations. Billboards would have been an obvious choice given the premium image of the brand and the flexibility to executed innovations on it. But billboards are banned across Chennai and Tamil Nadu. The only other large format medium are bus shelters but this again would not do justice to brand due

Addhuink Ad

June 2012

Addhuink Ad

June 2012

Addhuink Ad

June 2012

Innovation “As the display was very close to the beach (200 m from the sea), we had to factor in strong sea winds. A strong platform of 7.5ft x 7.5ft with a height of 2 feet above the sand and 2 feet below was placed on site. The innovative unit was grouted onto the platform with the branding unit in a manner such that it could withstand the sea winds without falling apart.” - Avinash Swamy

to limitations in size and its inability to be associated with a premium brand. Large format displays at malls/ multiplex also would not do as it offered little or no scope to do innovative executions. More importantly it meant that IBACO would have had to share space with other brands that adorn the spaces inside malls and this would defeat the purpose of truly creating a spectacular display. “Moreover the locations that were finalized did not offer a readymade OOH medium. In-fact Avinash Swamy nothing existed at these Business Director - Southern India Vivaki Specialist Services locations, the fact that OOH space had to be created and a spectacular display with the minutest of details would be executed onto it was truly the biggest challenge in this campaign. Special permissions for duration of 1 month were taken exclusively for IBACO to display the creative execution at these locations,” highlights Avinash Swamy, Business Director- Southern India, Vivaki Specialist Services. Thus spectacular displays of two premium flavors, Fig & Honey and Awesome Orange were made. Larger than life 3D renditions of each of these flavors were created. For the Fig & Honey flavor, a display was designed wherein honey was being poured on a scoop of ice-cream, which was placed on a bed of honey, with pistachio nuts on one side and fig on the other side. This unit was placed on top of a backlit LED IBACO branded cube. Similarly for Awesome Orange, a scoop of ice cream placed on a half cut orange, with strawberries, chocolates and orange peel at the bottom. IBACO branding unit was placed on top of the ice cream scoop supported on two poles. Skilled fabricators were

June 2012

chosen to execute the innovation given the details of various elements: Grooves and layers on ice cream scoops, honey effect, fig and pistachio, orange peel, strawberries etc had to look realistic and life like! Even after the execution was displayed, security was arranged for to prevent people, especially children from touching and playing around the units. But this sure wasn’t an easy task. Sharing as to what Vivaki had to tackle to make this happen Kaushik s ay s , “ P e r m i s s i o n from municipal corporation and police had to be sought in advance for the display at Elliots Beach. It was for the first time ever that Elliots beach had witnessed an OOH execution of this scale and magnitude.” Adding further on the obstacles faced during the fabrication and execution end Avinash says, “As the display was very close to the beach (200 m from the sea), we had to factor in strong sea winds. A strong platform of 7.5ft x 7.5ft with a height of 2 feet above the sand and 2 feet below was placed on site. The innovative unit was grouted onto the platform with the branding unit in a manner such that it could withstand the sea winds without falling apart.” These innovative executions sure struck a chord with the passer-bys as it amused them and they took pictures. Post these innovation IBACO ice - cream parlors witnessed a significant increase in footfalls l

Addhuink Ad

June 2012

Campaign

Being a Game Changer! Reena Mehta (With inputs from Bhawana Anand)

Breaking free from the ‘Cricket fever’ Pepsi Co. urges the youngistans to ‘Change the Game’ and think football for once. And this urge manifests itself in a clutter breaking, high decibel outdoor campaign. Capturing all large formats with the ‘Ab Badlega Game’ line, Pepsi Co. makes the most of OOH’s strengths.

“Pepsi has always been at the forefront of driving popular culture in India and in 2012, we are delighted to present the latest emerging y outh passion in India – Football.” - Homi Battiwalla

June 2012

n apt blend of impact and wits is the recipe to lure youngistan and earn their loyalty. Pepsi Co. has mastered this art, and will never cease to improve. The brand’s ‘Change the Game’ theme witnesses yet another twist. Outdoor Asia gives you the zing of the story. Elucidating the twist Homi Battiwalla, Category Director, Colas, Hydration and Mango drinks, PepsiCo India said, “Pepsi has always been at the forefront of driving popular culture in India and in 2012, we are delighted to present the latest emerging youth passion in India – Football. Last year we celebrated the unorthodox face Homi Battiwalla of cricket with our Category Director, Colas, Hydration & Mango Drinks successful Change PepsiCo India the Game campaign & this time around we have given the T20 twist to football; thereby bringing together both these sports on one common platform. Featuring the biggest names from the world of cricket and football, the campaign reflects our commitment to both the sports in our Pushpendra Singh signature, ‘Change the National Director Game’ way”. Kinetic Worldwide

Campaign This twist was supported by a 360 degree campaign which included on-air, outdoor and on-ground initiatives, special edition packaging featuring and digital programmes. Kinetic India the outdoor specialist agency was vested with the responsibility to conceptualize and execute a mega scale, clutter breaking campaign. Sharing the core objective of the campaign Pushpendra Singh, National Director, Kinetic Worldwide says, “The Pepsi Change The Game campaign was created to get both cricket and football on a common platform. The primary objective of the campaign was to highlight the larger than life theme of the campaign. Large impactful and very visible media along with innovations were used to communicate this message. The idea is simple with the ‘Change the Game’ thought at its core.” With football as the theme, we looked at formats which could be converted to a goal post.” Thus a holistic mix of large formats with, BQS to attain a goal post innovation was chosen.

“The Pepsi change the game campaign was created to get both cricket and football on a common platform. The primary objective of the campaign was to highlight the larger than life theme of the campaign. Large impactful and very visible media along with innovations were used to communicate this message.”

June 2012

Campaign “Over 1500 passengers who travelled by IndiGo between a cer tain time on a day were thrilled to find an extra football bag along with their checked in baggage. This activity was organized at the Bangalore, Mumbai, and Hyderabad, Kolkata, Goa and Bhubaneswar airports.”

June 2012

The Outdoor campaign brings alive the Unique on air campaign where some of the world’s best footballers face India’s finest cricketers in a cool Pepsi way. Accordingly, 3 variants of the creative were made: Action, Face-off and 6 players look, each integrated with the refreshing splash of Pepsi! Each creative has a unique feel to it and brings alive the Change the Game! theme. Along with the larger than life OOH presence, Pepsi Co. also deployed engaging activations at airports. As part of its ongoing football campaign, Pepsi partnered with Indigo, country’s coolest airline - to Change the Game with this unique initiative. Over 1500 passengers who travelled by IndiGo during a certain time of the day were thrilled to find an extra football bag along with their checked in baggage. This activity was organized at the Bangalore, Mumbai, and Hyderabad, Kolkata, Goa and Bhubaneswar airports.

Passengers across the airports were delighted with the extra dose of fun added to their travel by Pepsi and IndiGo. Young football enthusiasts were seen enjoying their new kits including a cool bag, football, t-shirt and a sipper; some even showcased cool balancing tricks with the football around the baggage claim section and if this was not all, passengers of other flights too joined in to enjoy the thrill of this exciting sport. Also a flash mob was done at T3 of Delhi airport which surprised all the passengers. The flash mob had football stunts choreographed on a song specially created for Pepsi Co. campaign. With campaigns like this thronging the OOH space one can say for outdoor ‘Ab badlega game’ l

Deshkar Ad

June 2012

CABIN PARTITIONS • 77% Brand Recall 34% Shift in Intent to Purchase • Running Successfully over 20 Airlines worldwide. • Atin Prmotions & Advertising Pvt.Ltd is the exclusive Advertsisng Partner for SpiceJet.

Atin Promotions Ad

BOARDING PASSES

Website: www.atinooh.com 52

June 2012

MEAL TRAY DEVICES

Atin Promotions Ad

BAGGAGE TAGS

June 2012

Campaign

OOH Added to Cart! Reena Mehta (With inputs from Archana Singh)

eBay India, the country’s leading eCommerce marketplace ‘added OOH to its Media cart’ and went live with a clutter breaking campaign. The brand positions itself as a place where all dreams and wants are put to rest, OOH amplifies this positioning. Outdoor Asia logs in to know more.

“Our recent campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety.” - Kashyap Vadapalli

Bay India (www.eBay.in), a pioneer of eCommerce in India and the country’s leading eCommerce marketplace, is India’s No. 1 online shopping destination where thousands of manufacturers and merchants list the widest range of brand new every-day use products, with the best deals, always. At any given time, there are over 6 million live listings on eBay India (www.eBay.in) across 2,000 categories of products across Electronics, Lifestyle, Personal Care and Jewellery categories available 24x7. eBay India has, over the years, taken significant steps to strengthen the brand through a mix of Offline/Digital campaigns such as the current ‘want it. get it.’ campaign. But this time they decided to go big, and go OOH. eBay and its OOH agency Milestone Brandcom weaved an exceptional OOH campaign. The brand communication was targeted at the Indians in the age bracket of 18-40 years. The main audiences being value seeking, shopping enthusiasts who have dreams/wants and are looking for deals and availability of products to fulfill these wants. With a tag line, ‘want it. get it.’ the communication was aimed at reinforcing the role of eBay Kashyap Vadapalli India in everyone’s Chief Marketing Officer life. “If you have a eBay India want, we will get you a deal” crisply established eBay India as the one destination to fulfill all the wants anyone would have. These ’wants‘ can pertain to any aspiration which can be fulfilled through any of the comprehensive and myriad product categories available on eBay India like apparel, accessories, fashion, personal care, gadgets,

June 2012

technology products, fitness, health-care among many others. Commenting on the campaign, Kashyap Vadapalli, Chief Marketing Officer, eBay India said, “Our recent campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India. Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.” The media mandate to Milestone Brandcom was to position eBay India as the distinguished website where one could get the best deals on a wide variety of products. In an extremely cluttered outdoor scenario the core communication objective was to stand out & make a bold impression. The objective was to drive more customers to the website & make eBay India the hot spot for ‘wants’ to complement all occasions, right from impressing a girl to contesting for beauty pageants to surviving a sinking ship! To realize the media mandate and the objective, Milestone Brandcom coined a campaign which went live in two folds – (a). Teaser and (b). Revealer; the teaser witnessed some really intriguing and innovative OOH executions – Add to Cart– Large hoardings were taken up at strategic

Campaign locations, kept blank and on these hoarding an actual Shopping trolley was installed under the trolley the sign of ‘Add to Cart’ was placed. Along with this eBay’s logo and tagline was put. Sold Out – Yet another idea which was executed on large format hoardings had the ‘Sold Out’ tags jutting out and the rest hoarding was kept blank and on the bottom corner there was eBay’s logo. These two ideas were also escalated in retail stores, wherein large ‘Sold Out’ tags along with eBay’s logo were put on refrigerators and other products. And on varied other shelves where products like televisions,

“ Large hoardings were taken up at strategic locations, kept blank and on these hoarding an actual Shopping trolley was installed under the trolley the sign of ‘Add to Cart’ was placed. Along with this eBay’s logo and tagline was put.”

June 2012

Campaign “The OOH media plan covered 700 media touch points in 3 major metros (Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades & metro station media.”

mobile phones, music systems ‘Add to Cart’ signs were installed. This ambient interventions added more relevance to the campaign. The revealer campaign had creatives wherein questions like ‘How to survive a sinking ship?’ or ‘How to become Miss India?’ were posed and products which are answers to these questions were spread around. The creatives aptly communicated the ‘Want it. Get it’ proposition of the brand. “Communicating with such vast audiences, required strategic site selection & fitting media placement. The brand needed to be positioned amongst the masses Imtiyaz Vilatra as a one stop, online Founder Member & Managing Partner shopping destination. Milestone Brandcom The strategy deployed to achieve these objectives was a media burst across key arterial routes & catchment areas, malls, colleges & hangouts. The objective was to build presence and reach amongst key catchment area where the TG would be inherent in,” explains Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom. The OOH media plan covered 700 media touch points in 3 major metros (Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades & metro station media. To tap into the areas close to markets &

June 2012

malls, various unconventional media formats such as mall facades, fuel & railway station media, bus back & side panels, metro station signage’s etc. were taken up. Besides high reach & frequency media on key arterial roads & busy junctions, the brand communication was splattered around most unconventional media formats to effectively reach the TG. Media formats closer to shopping destinations were extensively & creatively leveraged for maximum exposure & relevant connect - places like fuel stations, metro signages, railway station-lower parel, bus backs & side panels, mall facades, shopping areas, retail counters, Vijay Sales outlets, etc collectively invoked shopping enthusiasts with the width & depth in categories available on eBay India. It was a 20 days campaign executed in Mumbai, Delhi, and Bangalore and had about 675 touch-points covered l

Pioneer Ad

June 2012

Industry

Media Concessionaires go retrospective! N Jayalakshmi

It could have been better, but it was not bad. This seemed to be the overall sentiment when Outdoor Asia did a quick review of media owners’ performance last year. Here’s a detailed report.

he verdict is out. And it’s anybody’s guess what factors have affected the outdoor industry in recent years. But was it really that badly affected? Or was it affected in select areas? What were the mediums that bailed out the industry? And what were the occupancy rates? There were some of the questions that popped up when Outdoor Asia did a quick survey of some media owners’ performance during the last year. And interestingly, some of the answers to these questions pointed to the direction that the OOH industry is headed. So let’s hear all about it straight from the horses’ mouths.

Last year in retrospect! “Last year has been encouraging for us in terms of assets. We hope the good time keeps rolling. We only want sentiments to improve so that our margins do not remain under pressure.” Pawan Bansal

Most players feel that overall the industry seems to have done better last year when compared to the previous year. Says Mukesh Gupta, MD, Graphis Ads, “2011 was a good year for OOH medium. We saw very good response from the real estate business, especially in Delhi and the NCR region. They have used the OOH medium heavily last year.” Mukesh Gupta

Managing Director Graphis Ads

S a y s S u n d e r Hemrajani, MD Times OOH, “I will compare 2011 with 2010 and if you look at 2011, the year started very well for the industry. The first half of the financial year got good growth rates and it carried on, I would say, till about November. The fact is that we are now globally connected, what is Sunder Hemrajani happening in Europe Managing Director and US affects us too. Times OOH So there was some sort of impact on Indian markets. We found that there was an erosion of business confidence, which impacted the advertising budgets. So from November onwards, till March you could see the impact on the markets and advertising budgets; there was a ring of uncertainty.” He however adds, “It was good for us because we are seeing lot of interactions in several areas. For example, digital assets at the Delhi airport have all done well so we see that as growth drivers of the future. We have

June 2012

also seen lot of innovations. In fact, I would say 10% of our values actually come through this and that augurs well for the future. But as I said it’s a team effort, we have to work with our partners, airport operators and other asset operators, the clients and the agencies. So I would say that if the slowdown hadn’t happened, may be we would have done even better, arriving at an overall double digit growth rate, growing faster than the industry average.” Yogesh Lakhani of Bright Outdoor Media though feels that the industry has felt the pinch due to many factors. Says he, “Profit margins are dipping with the passage of every year, specially due to lack of consistent policies from the various government bodies and fluctuations (in license fee etc.) happening sometimes in a gap of a few months. Overall the industry grew at around 8 to 9% compared to the previous year and we hope the same for the coming year if not worse.” For Shashi Sinha, Sr. Vice President Shashi Sinha Laqshya Media, again, Sr. Vice President it was not a bad year, Laqshya Media “Last year has been encouraging for us in terms of assets. We hope the good time keeps rolling. We only want sentiments to improve, so that our margins do not remain under pressure. For a few others it was a mixed baggage where 2011 was concerned. Says Pawan BansalPawan Bansal M a n a g i n g D i r e c t o r, Managing Director Jagran Engage, while Jagran Engage also pointing to some overall trends in the industry, “Last year for JE has been a mixed bag. As media owners we have added media to our growing list of inventory in Mumbai and Bangalore. We also continue to press with our efforts to look at utility driven media propositions in UP. The first couple of months did see a slowdown in terms of business but it quickly recovered in H2. We bagged a few clients whom we represented as a specialist agency – Adani Wilmar, PlastIndia, Britannia. Of course we

Sinex Systems

June 2012

Industry

continue to drive campaigns regionally for our clients. The economic scenario notwithstanding, the cyclical trend in the outdoor business continues – lull in the monsoon before perking up for the festival season and then staying on course. For us FMCG category did fire. Thankfully there is a lot in store for everyone in this business despite all the fragmentation associated. What is heartening is that clients who hitherto were averse to looking at OOH (absence of metrics being the cited reason), are today looking at it as a lead medium. That augurs well for our business.” For some however, like Maheshwari of NS Publicity, the year seems to have been very good indeed. Says he, “It was excellent and unexpected. We extended Delhi, Gurgaon, Noida and Punjab and now we are No. 1 in Gurgaon.”

Occupancy Rates

“The general industry occupancy was around 70%-75% during the first half, in the 2nd half of the year, it went down to 40-45%.” - Sunder Hemrajani

Here again, the first half of last year seems to have done better. Says Sunder Hemrajani of Times OOH, “Sites were all filled up during the first half of the year and it was in fact difficult to buy sites during October and November. But post that, the global trend impacted India too. If the general industry occupancy was around 70%-75% Sunil Vasudeva Director during the first half, Pioneer Publicity in the 2nd half of the year, it went down to 40-45%. Our own occupancy levels were in line with the industry or may be slightly better than that.” Mukesh Gupta, MD, Graphis Ads would put the occupancy level at 80%, while according to Shashi Sinha- Sr. Vice President - Laqshya KD Maheshwari Director Media, the occupancy NS Publicity was better compared to the previous year though he adds, “We are yet to get anywhere close to pre-2008 occupancy levels.” For most others, the occupancy levels hovered anywhere between 60-70% in 2011. For example, for agencies such as Bright Outdoor and NS Publicity, it was about 70%, while for others such as Jagran Engage, it was 60% (in metros and min metros it was at 55% and in tier2 and 3 towns was approx 63 %.)

Turnover Not many wanted to share their turnover figures quite understandably of course, but whatever emerged again showed some patterns. Says Sunder Hemrajani of Times

June 2012

OOH, “As I said we have seen strong double digit growth and it was higher than the industry growth rate for sure. If you look at the various segments of the market, the billboards were virtually stagnant or may be in marginal decline; street furniture would have had single digit growth rate. Transit segments like airports, metros etc saw a good double digit growth rates and we are fairly representative in that segment. I think the transit segment grew faster than the over-all industry rate.” And here’s a quick look at the turnover figures last year of a few other industry players: Pioneer Publicity – 250 Crores Graphis Ads- Total revenue – Rs 100 crores from all verticals, 35% from OOH Bright Outdoor Media: Rs 90 crores Jagran Engage: Rs 80 crores NS Publicity: Rs 115 crores

Profitability Where profitability is concerned during 2011, while some feel that it was certainly better compared to the previous year, a few others feel that the depressed economic conditions obviously impacted profit margins too. Says Mukesh Gupta of Graphis Ads,“Profitability totally depends on the occupancy rate, so like I said occupancy rate was 80% last year so naturally profit was also high.” Agrees Sunder Hemrajani of Times OOH, “Over all the industry has grown, so in a business where you have had fixed cost, the profitability as compared to previous year improved because revenue has grown. So Yogesh Lakhani CMD our profitability also Bright Outdoor got better.” Echoing the thoughts of Mukesh and Sunder, Sunil Vasudeva, Director, Pioneer Publicity says, “We are quite satisfied with the last year, although we did experience a minor setback in terms of the BEST project and learning from the same we have decided that we will not deal with BEST properties.” But Shashi Sinha of Laqshya Media feels, “Profitability has been depressed,” though he adds, “Occupancy and profitability are anyway reciprocal in non-booming economic conditions.” According to Yogesh Lakhani of Bright Outdoor Media, it was specific sectors that contributed to the profitability. Says he, “The main thrust came from GEC’s and the entertainment industry (movies) with a launch of a slew of new programs across all sub categories with the main spenders being Star (Star Gold), Sony (KBC), Zee TV (DID).” For Jagran Engage, the profitability at the EBITA level was around 8%. So, you get the picture?

Adtek Ad

June 2012

Cheers to the Fabulous Five! Interview

Rajiv Raghunath (With inputs from Bhawana Anand)

One of the most respected and known for quality uplifting the face of OOH JCDecaux India completes five years successfully in the Indian OOH industry. Outdoor Asia engages in a conversation Pramod Bhandula, Managing Director, JCDecaux India to know the highlights of these five years and as for the way ahead JCDecaux India would want to continue to sharpen its focus on service standards and maintenance of OOH properties.

I “Building something is easy, maintaining it is critical. Even the best structures and materials tend to decay in absence of regular maintenance. We maintain and clean our properties on a daily basis. It is a challenge to do the same as these are present in high footfall public spaces. Our teams are fully trained and equipped to undertake rigorous and thorough cleaning and maintenance operations.”

n a small matter of five years, Indian OOH major JCDecaux Advertising India Pvt Ltd, the wholly-owned Indian arm of iconic global OOH leader JCDecaux, has set several industry benchmarks under the astute leadership of its Managing D i r e c to r, P r a m o d Bhandula, an industry veteran with over 30 years experience.

JCDecaux India entered the fray in 2006 by signing a large contract with New Delhi Municipal Corporation (NDMC) for setting up and Pramod Bhandula maintaining EuropeanManaging Director JCDecaux India styled bus shelters that would double up as compelling OOH advertising properties. Five years down the line, JCDecaux finds itself the undisputed leader in the street furniture segment, not just numerically but for the world-class quality standards that it has established in the maintenance of bus shelters. Reflecting on the India experience, Pramod says, “Our journey in India has been very stimulating. We are still very humble and looking forward to more projects coming in.” JCDecaux India was loathed to take the beaten track in an industry that is often vilified for its lack of community orientation. Hence, at the very outset the firm combined its business with high social responsibility. “We believe in creating formats which are of service to the communities,” says Pramod. “Building something is easy, maintaining it is critical. Even the best of structures and materials tend to decay in the absence of regular maintenance. We maintain and clean our properties on a daily basis. It is a challenge to do the same as these are present in high footfall public spaces. Our teams are fully trained and equipped to undertake rigorous and thorough cleaning and maintenance operations,” he explains.

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In maintaining the high service standards, JCDecaux has not compromised on the numbers. The firm maintains 4,000+ panels today although there were no set targets pertaining to this when it entered the Indian OOH space. “We had never really expected to attain any specific number of panels. Instead, we believe in undertaking only those projects which we can maintain as per our global standards. Cleaning and maintenance is the first priority for us,” asserts Pramod. Maintaining an impressive growth momentum, JCDecaux India has acquired rights to 419 bus shelters in Delhi in addition to its inventory of 450 bus shelters and street furniture. In midst of this, the firm’s leadership has kept unswerving focus on the maintenance of all its properties, for the benefit of both the advertisers and users of the street furniture. Like its parent organization which is the world’s number one OOH Company in revenue terms, JCDecaux India is fast moving up the business ladder toward becoming the largest OOH player in the country. However, Pramod says the firm is not guided by any specific goal of attaining a high rank in the business fraternity. “We would like to concentrate on successful operations and maintenance of our projects and bring on new experiences for the communities,” he says. At the same time, Pramod attributes the firm’s business success to his dedicated team which has worked with great passion and commitment to deliver the best services to all stakeholders. The team itself has grown in size. “Five years ago we started with just two members. Today, our family has 125 members on board,” Pramod says with a sense of pride. Good team-work has also helped the firm win prestigious media awards and accolades. “I would like to thank our clients, agencies and all associates for believing in us and supporting us,” says Pramod even as he credits the achievements to his high-performing team. Looking ahead, Pramod observes predicting the future course of business is not easy but the firm’s outlook is highly optimistic. There are challenges to be overcome but team JCDecaux India is fully geared to turn every challenge into a growth opportunity. While JCDecaux India plans to further sharpen its focus on service standards and maintenance of OOH, it’s a moment to revere and say cheers to the fabulous five that have been successfully traversed l

Eden Media

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Disruption through Innovation Sunder Hemrajani Managing Director, Times Innovative Media Ltd

“

Austere times require audacious goals. When resources are scarce, innovation is the only route to growth” – Vijay Govindrajan

“Indian OOH industry has come full circle over the last 4-5 years, from the high growth stages in 2006-2007 & to battling recession in 2008-9 and then coming back and stabilising during the years 2010 and 2011. Indian OOH has been able to lately grab 6% share of the advertising pie.”

Indian OOH is undergoing drastic change due to various dynamic changes in the demographic, political, psychographic and economic scenarios. There has been deterioration in the economic scenario due to a trickledown effect from Euro-zone crisis and PIIGS rising economic problems. The Indian economic scenario has also been difficult due to rising inflation, soaring interest rates, services sector slowdown and lack of funds for investments in the Indian economy. The political deadlock in India has hampered decision making which has adversely impacted the overall economic growth. Hence Indian economy is undergoing uncertain times where innovation can be only catalyst for growth.

Innovation processes Generic Innovation Process follows certain steps where consumer insights is the first and the most crucial step. There is a certain need to identify the unaddressed needs of the consumer and deliver product relevant to chosen target consumer segment. Category understanding process is followed by the concept development where the benefits, consumers and various global and local trends are mapped. Concept prioritisation follows the category development process where initial filter consisting of brand strength, target price segment, proof of concept and access to technology is measured. Qualitative and quantitative market research is done to measure the consumer resonance and important levers for the innovation. The final stage for innovation would be the entry plan where concept market size, concept profitability and organisational capability is taken into consideration to finally execute the innovation. Most organisations use the ‘Innovation Funnel’ to drive innovation.

Shift in OOH industry There is a huge paradigm shift in the OOH industry due to various reasons like technological change, booming infrastructure investments, coming of International players, focus on partnership approach by players and formation of SOP (Standard Operating Procedures) by bodies like IOAA. The growing youth population has changed the technology scenario in OOH with growing demands of internet, mobile devices and spurt of social networking sites. There is a boom in Indian infrastructure segment with growing transit segment like metros, highways, airports and also increase in investments for malls, multiplexes and shopping complexes. OOH players can look to seize the opportunity with tieups with infrastructure giants. There is an increased competition due to coming of international players and hence innovations done at various international arenas

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have started to be executed in India. Such shifts in the OOH industry are making innovation an important differentiator for the players to compete in an uncertain environment.

Full circle of Indian OOH Indian OOH industry has come full circle over the last 4-5 years, from the high growth stages in 2006-2007 & to battling recession in 2008-9 and then coming back and stabilising during the years 2010 and 2011. Indian OOH has been able to lately grab 6% share of the advertising pie. During this period the industry has demonstrated resilience and fortitude and has learnt key lessons from the recession and is now demonstrating maturity. Companies who have been able to unlearn and then relearn and generate critical understanding of changing business environment have been able to generate higher revenues over subsequent periods. Business excellence is now becoming an imperative and being ahead of the changes in consumer preferences is the new agenda to deliver higher returns to all stakeholders. Business is all about taking calculated risks and leveraging strengths to charter growth and profitability.

Innovation at TIM TIM has been at the forefront of innovations which is now ingrained in the corporate DNA of the company. Key innovations were executed at the Airport such as BMW Mini, Nokia and Blackberry along with new media format such as muffled LED at DND. The Innovation Process 1. Idea Generation Phase – Times has launched the Timestien awards for innovation process.

3. Execution - This is one of the most important phases wherein value delivery is initiated. The intent is to maximise value for the customer. One of the key learning at TIM is that innovation works and helps us to create a win-win situation with the customer. Innovation has generated revenues, buzzwords, awards and more importantly it has given an association with the biggest brand names in the world. Some of the biggest innovation carried out with Times OOH was BMW Mini campaign which was the largest outdoor site at any Indian airport and the campaign led to 100 bookings with the auto expo itself. The Nokia Lumia innovation campaign which was initially planned for 1 month went out to run for 11 months and won awards at various functions. Blackberry Playbook campaign gave the highest top of mind recall to Blackberry and also a 10 fold increase in ad budgets allocated for airport media. Apart from airports Times OOH conducted various innovations at traditional mediums, for example, J K Tyre innovation at DND generated huge buzz and garnered eyeballs of 1.2 lakhs spectators daily. The foremost requirement for execution of any innovation deal is teamwork between various parties

involved. The sales team, the operations team, media owner, clients and agencies have to work hand-in hand to create a synergy and the role of each party is crucial for execution of innovation in OOH industry.

Innovation as key differentiator Innovation is now becoming the differentiator in delivery of advertising to clients. Keeping the customer ever changing mindset and choices one has to innovate to be noticed. With this theme in mind we have been championing clutter breakers in OOH advertising and digital is leading the way we are doing business innovation. The road ahead in the OOH industry will be determined by successful and continuous ability to execute innovations in the highly competitive atmosphere. The world has already moved into the ‘Innovation’ phase. Its important for OOH to keep pace l

Kaushik Ad

“The foremost requirement for execution of any innovation deal is teamwork between various parties involved. The sales team, the operations team, media owner, clients and agencies have to work handin hand to create a synergy and the role of each party is crucial for execution of innovation in OOH industry.”

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2. The Winnowing Phase – Appraisal of each idea and creation of a funnel for executable ideas.

Venpakal Ad

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Venpakal Ad

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Mighty Milestones Pratap Bose COO, DDB Mudra Group

illions of years before the movie Ten Commandments premiered on Television, the original Ten Commandments were advertised on 2 stone tablets. Was that when Out-of-home began the journey? Or was it when the Egyptians installed an Obelisk to lay down the law of the land? Let me not burden myself with tracing the DNA of the oldest form of advertising. To keep things simple, I’ll describe OOH’s journey since I hopped onto it.

“Wall paintings were ruling the landscape, when the billboards made a silent entry. Standing on bamboos initially, they turned gradually to be the Iron Monsters that we see. The tracks of meter gauge trains used to be used as the joists, as we called them back then. When the cash flows began to dwindle, joists were replaced by truck chassis to keep capex costs low.”

So here are the 9 milestones that punctuated our journey in the last 20 years: 1. The advent of the Iron Monsters: Wall paintings were ruling the landscape, when the billboards made a silent entry. Standing on bamboos initially, they turned gradually to be the Iron Monsters that we see. The tracks of metre gauge trains used to be used as the joists, as we called them back then. When the cash flows began to dwindle, joists were replaced by truck chassis to keep capex costs low. 2. Star-stuck: Though a lot of industries had embraced the billboard, it came under the spot light, once the film industry set its sights on them. In fact, Hema Malini was launched via the billboard that said ‘the dream girl is coming to town’. It was during the same time that litho printing was used for printing posters on paper. Posters would be stuck with gum, that we called lai – a mixture of maida and water. Hindustan Lever with the IHP ( Integrated Hoarding Plan ) leveraged this prognosis to great effect where they bought a standard size ( 20x10 ) and if I may add hundreds of them, around the country. 3. The Leader of Innovations: In fact when the first innovation happened, we didn’t even know it was an innovation. We didn’t know that the briefs of the future would be incomplete without a mention of this – The Cutout. Political leaders wanted to be projected as larger than life as possible. Leaders waving their hands, on a wooden structure supported by bamboo scaffolding became an integral part of every political campaign. The biggest structure was a 100 feet …and painted !! The film industry in Chennai particularly, created these cutouts as massive as the egos of their filmstars. 4. Living Life King Size: The category that started painting a pretty picture off billboards was Cigarettes. So what if the ad for Governor Bidis looks like Marlboro bidis? Billboards for Goldflake, Charminar and Charms really made cigarettes cool. Cigarettes became a cult starting then and boy oh boy did you make money, if you had a client that made fags !

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5. Agencies of Change: Clients didn’t understand the concept of Out of Home Agencies when ‘yours truly’ started the trend in 1993. They didn’t know why we needed them. We didn’t even have long spreadsheets back then. A single sheet with a few rows may be. The clients we met knew more about billboards than the guy servicing it. There wasn’t much to showcase on the innovation side either. So the client had to hire an agency that didn’t have much research, that couldn’t show off on innovation and that didn’t buy sites any cheaper than the client. It was I suppose the arrival of the OOH Mad Men who had the gift of the gab and had the ability to speaking marketing jargon that resonated.

7. Billboards Calling: When the telecom players got licenses for a particular circle, they couldn’t deploy TV. It was way too costly. They needed a local medium that could be used on a daily basis. Insertions in dailies couldn’t be on a daily basis. That’s when billboards caught their attention. A large campaign with 25-50 billboards, in metros, for a single brand was unheard of demand. The telecom companies started getting into smaller towns, with a similar dominance. The telecom launches that followed started benchmarking these numbers as hygiene. Suddenly other categories started waking up to the power of OOH … All thanks to telecom. 8. Applause: Cutouts were the pinnacles of innovation. Slowly the clients woke up to the possibilities. The Pandora’s box opened when the awards shows started recognizing creativity in OOH. Agencies started seeing their competitors winning awards, and believed they could win too. Though we have a long way to go before we do world-class work, I believe we are on the bus to glory. 9. Billboards = Potatoes: And then we took one giant U-turn. Lack of thought leadership in the space meant OOH became a commodity. Like stationery. The commercial guys started the lowest quote wins game. Instead of standing as one, we started under cutting, throwing in freebies, gifting extra days. Without realizing, we’ve taken the industry back to square 1 – the commodity business. ‘Aloo kaise diya? Arrey wahan toh 10 rupay kilo hain? Kam karo na.’

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6. The death of swatches: All billboards used to be hand painted. Swatches used to be sent to the painters. The painter had to manually mix the color and match with the swatch. In a national campaign, the colors on the billboard changed from painter to painter. A campaign that would take 2 weeks to paint in the summer, took 4 weeks in the monsoons. All that changed with the advent of flex. The installation of the first flex was an event of disbelief. The client was willing to pay a whopping Rs.300 psft for an exact reproduction of his artwork. We even had part flex, part painting campaigns. It became a matter of pride for distributors that their brand had installed a flex..

“What can we learn from the journey is what I ask myself? Unless we reinvent, every 2 years, we run a risk of becoming a commodity. The pace at which technology is developing, we are only one idea away from a competitive medium. If that happens, we have only ourselves to blame.”

Dream Ad

What can we learn from the journey is what I ask myself? Unless we reinvent, every 2 years, we run a risk of becoming a commodity. The pace at which technology is developing, we are only one idea away from a competitive medium. If that happens, we have only ourselves to blame. The next big milestone in communications worldwide is SOLOMO – Social, Local, Mobile. Local is OOH. We are sandwiched between two technologically fertile media. Somewhere, someone, in all possibility from the many people reading this article, has the key to that one breakthrough that will change the game for us. You listening? l

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Life in the Outdoor Lane Mandeep Malhotra President, DDB MudraMax

he bandh on 31 May gave me time to honestly retrospect and torevisit the last decade. Yes, it has taken me more than a decade in outdoor advertising to evaluate what I have been doing there! With time on my hands, I found myself flirting yet again with the prospect of leaving the industry to which I have dedicated the last 12 years of my life. The reasons are numerous but here are a few:

“Over the years, hypocrisy and distortion of facts have been on the upswing while intellectual growth has beenlimited to the next OAC medal tally.Increasingly your friends are part of alumni only and family is provided everything but time. Ones claim to fame emanates from the praise of selfappointed appreciation groups and/ormutual admiration societies.”

I was trained to sell clients a dream, a desire via a media which wields tremendous power in a statement but none in numbers; a business where entry levels are so low that every corner shop owner isaRupert Murdoch of the media business. Every specialist writes a cheque which his body can’t encash, the industry growth vis-à-vis salary growth being so disproportionate that one has virtually stoppedpacking weightin the outdoor world anymore. Every media owner is habituated to crying foul and cribbing that his losses are mounting and profit margins are depleting by the day. Yet,when you escort them out the door, you are mesmerized by the sexiest sedans of the world waiting in the drive way towhisk them off. Over the years,hypocrisy and distortion of facts have been on the upswing while intellectual growth has beenlimited to the next OAC medal tally.Increasingly your friends are part of alumni only and family is provided everything but time. Ones claim to fame emanates from the praise of self-appointed appreciation groups and/ormutual admiration societies. What really keeps us ‘outdoorians’ going is the dynamic nature of the business.The Initial years were full of enthusiasm and excitement and the whole agenda revolved around making a fortune for the management and making them look good in every aspect of the business. The hardest I ever worked was from 2001 to 2006 which were entrepreneurial years and my focus was to make my boss look good. I earned them a lot of money by making sure the media owner were kept happy. Let us not forget that in the mid 2000’s, clients were carnivorous animals. If you weren’t at the top of your game, they would eat you for breakfast without salt and pepper.As a result, I believe, I learnt ‘the businesses from the best’. But because we never understood the business,we were like warriors who rode on the high tide of “Karnahai bas”. The “Will do” attitude made us work for 15-16 hours daily without even a hint of exhaustion or tiredness. And, the downside is that one can easily get addicted to ridiculous working hours. To the point where all we would discuss over luanch would be 40x20 and which campaign done by whom and who joined where. The power of outdoor really hit home when I found myself transferred to Hyderabad. Wanderer that I am, on day one,I ventured out with my new bride to get a feel of the city. And, we got lost in our 2nd hand family car Maruti 800. Local language wasn’t my strength at the time. So, I called my local mate and he guided me to civilization giving directions using hoardings as landmarks! That night I really realised the power of the medium as a practioner.

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Over the years, I learned that I was part of a ‘club’ of which I had no desire to be a member. By mid-2005, I found myself lashing out at the very corporate system I had signed up with. Had I sold my soul? No, there was no way I could have done that. Alas, I realised I had indeed sold my soul for the eternal chase of profitability and creativity. During the journey, life threw up experiences which have made for really interesting anecdotes. Some of them are mentioned for a laugh. It was in the year of 2004. Our biggest and only client then, was launching its service in Punjab. The limited resources which we had, didn’t allow us to hire the most known talent then. The gambler in me took the challenge of creating talentwithout even the slightest notion of how I would do it. One morning, I had gone to the ICICI bank in Mohali for some personal work. There I met an agent with whom I had an instant liking because of his dedication to work and the way he dealt with the public. Things clicked and I hired him. Today he is a very successful person in the OOH industry. The team was still incomplete. A telecom service provider was harassing me as my phone was on roaming and was being disconnected time and again. I called up a call center agent and he promised to help me. In return I joked,I would give him a job if he got my job done. He became our second in command. Today this guy handles the Punjab circle for another agency. I was sitting at one of a local vendor’s office in Chandigarh. A guy came to deliver print. In an hour I had to take the client out for a recce with the team. (That was still being formed). I took my chances and persuaded the print delivery guy to come with me for the recce. The recce went fine notwithstanding that I was pointing right and he was pointing left while showing the same site to the client. He completed my team in Punjab for the telecom launch. My name also resulted in much confusion at work. There was a guy with a similar name at work who was searching for brides. My TOM was higher for our receptionist and she transferred a verification call to me. The person on the other side asked, if I was Mandeep, to which I responded “ofcourse”. The first few questions were regular and I also answered them honestly. Then came the bobshell, “Beta ladkipasandhai”….(Son do you like the girl?) To which I said“Ki gal karraheho… Merishaadihochukihaiekbachabhihai”. (What are you talking about, I’m married and have a kid too). To date, I don’t know whether the other Mandeep did get married or not! This is when I learnt the importance of accurate reach in communication (though at someone else’s cost). So that is how over the years, the industry became family and family become an annual pilgrimage. Having said that,when push comes to shove, I am proud of being a part of true ‘outdoorians’.Outdoor has become my family and you don’t leave family, you just get married to an extended one l

Awards

Best of Show

Title of Work : L.L.Bean 2011 Grand Openings Product Category : Consumer Goods & Services Entry Group : Street Furniture/Transit/ Alternative Campaign Creative Agency : GSD&M Advertiser : L.L.Bean Brand : L.L.Bean

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Awards

Gold Winners

Company Name : Posterscope USA Title of Work : Absolut Innovate Bus Shelters Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Beverage Agency : TBWA\Chiat\Day, New York Advertiser : Pernod Ricard Brand : Absolut Entry Description : ABSOLUT®, one of the most famous Pernod Ricard brands, along with Posterscope USA/Modern Art, Carat North America and TBWA/ Chiat/Day New York developed and executed an elaborate Out of Home advertising campaign that transformed various bus shelters in Chicago, into sexy and stylish cocktail immersions for consumers. The goal was to increase the momentum of the ABSOLUT® Drinks campaign with spectacular, targeted OOH in key markets that would lead them into the new season with excitement. Posterscope USA/ Modern Art transformed the ordinary transit shelters in Chicago

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with bold 3-Dimensional extensions that became literal translations of the ABSOLUT® cocktail world. These innovative shelters were impeccably designed works of craftsmanship that conveyed the essence of each cocktail they represented. An extraordinary amount of work went into the elaborate production of each component of the build-out shelters. For example, the “Orient Apple” shelter included hand-painted leaves and apples atop each of its shelters, custom gold painted posts and procuring authentic, antique Asian benches as replacements for the traditional shelter benches. Pedestrians and transit riders were also directed to Facebook to download and share featured cocktail recipes from ABSOLUT®. The shelters generated tons of excitement in the creative and advertising blogging world and even caused the Wall Street Journal to take notice with an article that bragged of the “stylish waiting areas” that were brought to the Chicago area.

Awards

Gold Winners

Company Name : Leo Burnett Chicago Title of Work : Best Fries on the Planet Entry Group : Multi-Format Campaign Product Category : Food & Restaurants Agency : Leo Burnett Chicago Advertiser : McDonaldâ&#x20AC;&#x2122;s Brand : McDonaldâ&#x20AC;&#x2122;s Owner Operators of Chicagoland & NW Ind Entry Description : When it comes to creating a campaign for the Best Fries on the Planet, the product sets the bar pretty high. To pay off the iconic nature of the food required an idea and executions that were engaging, unusual, and category-defining. The assortment of pieces that make up the Best Fries on the Planet campaign sought to do just that.

Awards

Gold Winners

Company Name : Zulu Alpha Kilo Title of Work : People for Good Multi-Format Campaign Entry Group : Multi-Format Campaign Product Category : International Agency : Zulu Alpha Kilo Advertiser : People for Good Brand : People for Good Entry Description : People for Good is a movement we created to encourage Canadians to help make the world a better place, one good deed at a time. These multi-format executions played off the medium to spread our message of positivity.

Company Name : Title of Work : Entry Group : Product Category : Agency : Advertiser : Brand : Entry Description :

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Olympus Media Reflect 911 Traditional Billboard Campaign Special FX Olympus Media Olympus Media Olympus Media Reflect 911

Origins Ad

Awards

Gold Winners

Company Name : Butler, Shine, Stern & Partners Title of Work : MINI Countryman Times Square Takeover Entry Group : Traditional Billboard Campaign Product Category : Individual Execution: Traditional Billboard Advertiser : Butler, Shine, Stern and Partners Brand : MINI USA Entry Description : Amidst the clutter, neon and noise of Times Square we used the launch of the all-new fourwheel drive MINI Countryman to do something simple, quiet, and dare we say, beautiful. The eight panel OOH takeover has two fiberglass Countryman mounted on an idyllic mountain scene with the words: Let it Snow

Company Name : HBO Title of Work : Vintage Trains Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Individual Execution: Street Furniture/Transit/Alt Advertiser : HBO Brand : Boardwalk Empire Entry Description : Promoting the return of Boardwalk Empire, HBO partnered with the MTA to bring back an authentic vintage 1920â&#x20AC;&#x2122;s train to run on the express track. Originally operated by the Interborough Rapid Transit (IRT) system, the train began service back in 1917 and was once again operational throughout the promotion.

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Midas Infratech Ad

June 2012

Gold Winners Awards

Company Name : Milwaukee Public Library Title of Work : Milwaukee Public Library Entry Group : Traditional Billboard Campaign Product Category : Public Service Advertiser : Milwaukee Public Library Brand : Milwaukee Public Library Entry Description : A campaign donated by Lamar to help improve literacy in Milwuakee.

Company Name : Inwindow Outdoor / CBS Outdoor / Vitro / OAG Title of Work : ASICS ING New York City Marathon Columbus Circle S Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Video Content Media Agency : Inwindow Outdoor / CBS Outdoor / Vitro / OAG Advertiser : ASICS Brand : ASICS Entry Description : To highlight ASICS superior running apparel and the company’s sponsorship of the ING New York City Marathon, held November 6, 2011, Inwindow Outdoor, CBS Outdoor, Vitro, and OAG collaborated on the development and installation of a digital campaign in the Columbus Circle subway station. Columbus Circle was the ideal location for the campaign as it is one of the highest trafficked transit stations in the MTA system, and is located near the finishing mile of the marathon route. The highlight of the campaign was a 60-foot-long digital video wall that

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ran the length of the underground corridor entrance to the Columbus Circle station. The video wall was one of the largest deployed for an outdoor campaign. When viewers approached the screen, a high-definition video began playing with shots of New York City’s five boroughs and a map of the marathon route. The next phase of the video featured a challenge: can you keep pace with famed long-distance runner and Olympic marathoner Ryan Hall? A countdown ticked off the seconds to Ryan’s approach, and a digital Ryan appeared, running the length of the video wall at his record-setting marathon mile pace of 4:46. To enhance the experience, ASICS brand ambassadors were on site to encourage Columbus Circle station visitors to run alongside Ryan and try to keep his pace—even Ryan Hall showed up to race himself. The campaign launched on October 31, 2011, and continued throughout the month of November. A YouTube video of the campaign (http:// youtu.be/lPyBMsjVG94) showing people running alongside Ryan has been viewed more than 520,000 times (as of December 22).

Top-Brandin OUTDOOR ADVERTISING

Graphics Ads

Gold Award Winner

June 2012

Awards

Gold Winners

Company Name : Title of Work : Entry Group : Product Category :

Colorado State Patrol Colorado State Patrol Traditional Billboard Campaign Business & Technology

Company Name : VENABLES BELL & PARTNERS Title of Work : ”Buy it new. Buy it now.” Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Media Agency : VENABLES BELL & PARTNERS

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Advertiser : Colorado State Patrol Brand : Colorado State Patrol Entry Description : Colorado State Patrol’s 3D execution to urge drivers to stop tailgating

Advertiser : eBay Brand : eBay Entry Description : The goal of this campaign was to create awareness and generate downloads of the eBay mobile application for holiday shopping.

Pioneer Ad 2

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Awards

Silver Winners

June 2012

Company Name : Leo Burnett Chicago Title of Work : Arctic Home Entry Group : Multi-Format Campaign Product Category : Public Service Agency : Leo Burnett Chicago Advertiser : Coca-Cola Brand : Coca-Cola Entry Description : A great aspect of the Arctic Home effort is the public’s ability to join Coca-Cola and World

Wildlife Fund in making a real difference in the Arctic for only a dollar - and to be able to do that by simply sending a text via mobile device. These posters were created to illustrate how our collective texts (illustrated by thumbprints) can protect the polar bear and its Arctic habitat in a striking, graphic manner. All those thumbs, and the texts they send, can add up to something amazing – ensuring a future for the polar bear.

Company Name : Tractor Outdoor Title of Work : Vertical Garden Billboard Entry Group : Traditional Billboard Campaign Product Category : International Agency : Tractor Outdoor Advertiser : Emirates Airlines Brand : Emirates Entry Description : Tractor Outdoor designed, manufactured and installed South Africas first living

billboard, for Emirates Airlines - A specially imported growth medium was affixed to Marine Plyboard and “the artwork” was planted accordingly.

June 2012

Silver Winners Awards

Company Name : Copacino+Fujikado Title of Work : Ichiro Egg Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Amusement & Entertainment Agency : Copacino+Fujikado Advertiser : Seattle Mariners Brand : Seattle Mariners Entry Description : For sporting team in Seattle, WAamazing – ensuring a future for the polar bear.

Company Name : Monster Media Title of Work : HTC Interactive Bus Shelters/ Movie Theater Kiosks Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Business & Technology Agency : Monster Media and Deutsch Advertiser : HTC Brand : HTC Tablet with HTC ScribeTM technology Entry Description : HTC Interactive Bus Shelters and Movie Theater Kiosks: HTC wanted to give consumers in all major markets an opportunity to experience their latest tablet and HTC ScribeTM technology. To help

June 2012

them reach tech-savvy consumers, we launched a DOOH campaign on twenty-one (21) interactive kiosks throughout National CineMedia (NCM) movie theaters nationwide and on ten (10) Clear Channel Outdoor’s digital bus shelters in San Francisco. The cutting-edge touch interactive displays were transformed into over sized demo versions of HTC’s tablet and simulated the features of the HTC ScribeTM technology. Each installation captured the attention of consumers by encouraging them to snap a photo and personalize it using different brush styles, strokes and colors. After completing their creative masterpiece, a full keyboard appeared for artists to enter their email address to send their custom work of art! The 8 week campaign proved to be extremely successful across all markets. During this time, over 88,000 consumers activated the displays, 126,175 snapped a photo and 11,963 entered their email address to receive their photo!

Bright Ad

OFFICIAL OUTDOOR MEDIA PARTNER AT DADASAHEB PHALKE ACADEMY AWARD 2012

www.brightoutdoor.com email: brightoutdoor@gmail.com

67140000

Awards

Silver Winners

Company Name : MetroMedia Technologies Title of Work : Jeep Wrangler Call of Duty Entry Group : Traditional Billboard Campaign Product Category : Automotive Agency : GlobalHue Advertiser : Chrysler Group Brand : Jeep Entry Description : Call of Duty - Electroluminescent Billboards from MMT Agency: GlobalHue, MI Brand: Jeep, The most recent Jeep branding campaign utilizes a new innovative technology in billboard advertisement offered only by MMT. MMT combined

Company Name : Title of Work : Entry Group :

June 2012

Leo Burnett James Ready Pop Up Billboards Street Furniture/Transit/ Alternative Campaign

its patented day/night backlit vinyl printing with electroluminescent technology to create spectacular billboards for Jeep. Using patented low voltage electro luminescent Light Tape® lamps, consumers see the “Toughest Vehicle in the World” version of the advertisement by day and the “Toughest Vehicle in the World, Any World” version at night. The billboards appeared in Los Angeles, New York, and Chicago - the three largest completely backlit electroluminescent billboards produced simultaneously. MMT’s patented day and night backlight process combines creativity, technology, and electricity to transform any image.

Product Category : International Agency : Leo Burnett Toronto Advertiser : James Ready Brand : James Ready Beer Entry Description : James Ready is always doing what it can to help people afford more beer; we see it as a goal, a mission, a force of Good. To further this calling, James Ready created mobile billboards that randomly popped up in locations where our drinkers go, offering deals on things like food, services and other necessities so that people could have more money to buy James Ready Beer. By partnering with local retailers we negotiated deals (with a James Ready spin to them) that our drinkers would find useful, we were able to do our part to make sure they could more easily afford to drink theirs.

Awards

Silver Winners

Company Name : R/GA Title of Work : Google Offers Hang Tags Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Media Agency : R/GA Advertiser : R/GA Brand : Google

Entry Description : To promote Google Offers, we developed an iconic tag logo that communicates the nature of the new service. In a print campaign, the tags hang to form different offer items, like a bicycle, to introduce Google Offers to the public. Google Offers lets people customize what they like and don’t like, so only relevant offers hit their inbox.

Company Name : Leo Burnett Chicago Title of Work : Windy City Fries Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Food & Restaurants Agency : Leo Burnett Chicago Advertiser : McDonald’s Brand : McDonald’s Owner Operators of Chicagoland & NW Ind Entry Description : Chicago is famously known as the ‘Windy City.’ These taxi toppers brought that message to life, with fries blowing out of the ad itself, and trailing behind the taxis as they drove through the city.

June 2012

Silver Winners Awards

Company Name : Leo Burnett Chicago Title of Work : Fry Lights Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : Special FX Agency : Leo Burnett Chicago Advertiser : McDonald’s Brand : McDonald’s Owner Operators of Chicagoland & NW Ind Entry Description : To launch the Best Fries on the Planet campaign, a billboard across the street from the signature downtown McDonald’s restaurant, re-creating the top of a giant box of fries. Across the top, a bank of ten 200,000 lumen lights cut a yellow beam through the night sky, visible from 3 miles on a clear night.

Company Name : Title of Work : Entry Group : Product Category : Agency : Advertiser :

Wong, Doody, Crandall, Wiener Get Real Close Traditional Billboard Campaign Amusement & Entertainment Wong, Doody, Crandall, Wiener Woodland Park Zoo

Brand : Woodland Park Zoo Entry Description : To announce Woodland Park Zoo’s new Up Close exhibits—exhibits that put people close to the animals—we created a campaign showing just how close you can get. Close enough to see your reflection in the animal’s eyes.

Company Name : The Concept Farm Title of Work : Airbag Entry Group : Traditional Billboard Campaign Product Category : Public Service Agency : The Concept Farm Advertiser : The Concept Farm Brand : Ad Council Entry Description : This billboard was part of an integrated campaign for the Ad Council aimed at raising awareness about the dangers of texting and driving and changing the behavior of teens that do it. Featuring a large, inflated airbag that reads, “text to deploy,” the billboard delivers a unique, hard-hitting message that encourages people to stop the texts and stop the wrecks.

June 2012

Silver Winners

Company Name : Title of Work : Entry Group : Product Category : Agency : Advertiser : Brand :

Olympus Media Reflect 911 Traditional Billboard Campaign Public Service Olympus Media Olympus Media Olympus Media

Awards

Company Name : Agency59 Title of Work : Anything Goes Entry Group : Street Furniture/Transit/ Alternative Campaign Product Category : International Agency : Agency59 Advertiser : Gay Lea Foods Brand : Nordica Cottage Cheese Entry Description : To support Nordica’s “Anything Goes” theme, an interactive TSA was constructed in the downtown one. Passersby could spin a wheel to discover a surprising number of delicious opportunities available with cottage cheese.

Entry Description : 1 week in advance of the 10 year 9/11 anniversary: Replacing traditional billboard lighting, two spotlights were installed facing upward into the sky just in front of the heart. The message let people reflect and remember. 9/11/2011: A timeline of events flashed on motion LED’s and static led’s at the same time of day as they occurred 10 years previous. Between these reminders, the simple heart logo remained.

June 2012

2012

2012 Kinetic View Research

kinetic view

Moving World India: Understanding new spending behaviors and patterns The Indian consumer has embraced thousands of brands, products and services with ease. But can marketers catch up with the pace of change in this large heterogeneous landscape? From Kinetic’s Moving World India study, we discuss three key reasons as to why it’s increasingly becoming more difficult to do so. 1. Continued inflationary pressure and increased ‘sober’ awareness 2. Redefined consumer dilemmas 3. Evolving category and geographical differences Together, these findings show clear implications for marketers who are looking to grow. Any broadstroke approach to reach their customers, old or new, is likely to miss the mark.

1. Continued Inflationary pressure has led to increased ‘sober’ awareness About 14% of respondents reported rising inflation as one of their main concerns in the upcoming 12 months. Bangalore respondents were found to be most concerned (38%), while those from Ahmedabad seemed to be least (14%). To make things worse, the Indian government has recently announced a hike in service tax from 10% to 12%1; a concern that is fast turning into a reality for the average Indian urbanite. They will be paying more for the same product/services in the near future. Percentage of respondents who identfied inflation as one of their key concerns in the next 12 months2

In the face of rising inflation, the average Indian urbanite can be expected to display an increased level of ‘sober’ awareness-rebalancing their buying behaviors; continue to offset higher spending in some categories by spending less in others. 1 2

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Understanding their new spending behaviours and patterns www.kineticww.com

Economic Times, Budget 2012 Moving World –India, 15+

reach the moving world

Understanding their new spending behaviours and patterns

Our study showed they are intending to adopt a variety of ‘saving’ tactics to help reaffirm their urban identities over the next 12 months. These include3 : • Spend less than last year: Exercising self control will be key as they attempt to reduce overall expenditure and uncertainty. Adhering to personal budgets and avoiding visiting large organized stores are likely actions. Affected categories include Food/ snacking (42%), Movies (38%), Consumer Electronics (37%) and Holidays (35%). • Look for substitutes when possible: Maintaining a prudent eye, with plans to extend their existing lifecycle of products will be key. Delaying big ticket purchases is a likely action. Affected categories include Furnishing (38%) and Automobile (37%) at a later time. • Seek more value in their purchase: Likely to approach any purchase with a high degree of skepticism to make sure it’s worth their money and they don’t overpay. Pre/post-purchase research is a likely action to help justify and provide permission for their purchase. Affected categories include Luxury products (39%), Property and Financial products/Insurance (37%) and Clothing/Accessories (35%). 2. Redefined Consumer Dilemmas Indian consumers are renowned for their pragmatism towards any purchase despite their growing income. They are generally still conservative shoppers who need to see, touch and/or bargain for the complete shopping experience. Impulse purchases are rare in many instances. Our study showed that some of these modern behaviors are likely to be strengthened over the next few years. Among them, these include4 : Moving World-India, 15+ (Top 33rd Percentile Response across multiple categories ) 4 Moving World India, 15+ 3

• Becoming less-brand loyal: While branded products are perceived to be safer and more reliable particularly among the young and affluent, this does not necessarily translate in to brand loyalty. 78% think it’s all about exercising their freedom to switch to other brands if it gives them more value. That said, we think they are likely to consider an increased number of brands into their purchase considerations within the same category (e.g. Clothing/Accessories, Alcohol and Consumer Electronics). • More individualistic: Besides seeking functional benefits, they are also buying products/services that best reflect their demand for greater individuality. 70% think it’s all about mixing the expensive with the cheap these days; as a way to set themselves apart from the crowd. However, we think they are increasingly open to buying lesser-known brands with their new found product experience and knowledge in some of these high (e.g. automobile and personal care) to low (e.g. domestic products) level involvement categories. • Ebb and flow of organized retail formats: Indians have embraced organized retail formats, treating them as a form of ‘retail-tainment’5 for the entire family/group of friends when they are out. For example, at least 44%6 reported visiting shopping malls on a typical weekday and 46% on weekends. We think their love for organized retail formats is likely to ebb however, due partly because of low penetration and proximity to private residences. Actual purchases are actually happening outside these organized retail environments. By the end of 2011, small independent retailers (including Kirana stores) accounted for about 95%7 of sales in the retail market. The remaining 5% are accounted by 5 First coined by American sociologist George Ritzer in, Enchanting a Disenchanted World, Revolutionising The Means of Consumption 6 Moving World, 15+, Visited at least 2-3 times per month 7 Euromonitor, 2011

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Understanding their new spending behaviours and patterns www.kineticww.com

reach the moving world

Understanding their new spending behaviours and patterns

domestic conglomerates (e.g. Tata group and Future Group) and foreign chains.

Figure 1: Top 5 Spending categories by end of 2011

We think the value of organized shopping will need to be extended to online and mobile commerce platforms. The confident average Indian urbanite is no longer satisfied by convenience alone. Easier price comparison, unique product assortments, quality service and social networking experiences will be highly sought after when they’re out and about buying products and services.

3. Evolving Category and Geographical Differences Differences in spending power among the average Indian urbanite is likely to remain significant. While we can expect most of them to spend almost up to or more than 50% of total expenditure on food with narrowing price gaps, the same can’t be said about discretionary categories. Big variations in city cluster economic profiles and personal wealth have helped to open up discretionary demand in many ways. For instance, in niche categories like alcohol which was once perceived unfavourably in a traditional country of tea and coffee drinkers, we’re now seeing steady growth in alcohol consumption. By end of 20118, USD$20 billion worth of alcoholic drinks were consumed to reflect their refined tastes, styles and success. In more mature categories like Clothing, both men and woman spent close to USD $50 billion to look and feel good about themselves. For other categories, please refer to the Figure 1.

Euromonitor, 2011

Our study further revealed geographical differences based on their average monthly expenditure per person9. Among all urbanites, we found: • Greatest overall spend: Maharashtra; Rs. 2,437, Kerala; Rs. 2,413, Haryana; Rs. 2,322, Andhra Pradesh; Rs. 2,238 and Punjab; Rs. 2,109. • Spend the most on food: Andhra Pradesh; Rs. 1, 002, Haryana; Rs. 1,001, Maharashtra; Rs. 999, Kerala; Rs. 970 and Punjab; Rs. 933. • Spend the most on non food products: Kerala; Rs. 1443, Maharashtra; Rs. 1,437, Haryana; Rs. 1,320, Andhra Pradesh; Rs. 1,235 and Karnataka; Rs. 1,184 These differences in spending power across geographical areas does suggest an increased need for marketers to conduct a granular mapping of opportunities outside their comfort zone. 9

Level and Pattern of Consumer expenditure, 2009-2010, “National

Sample Survey Office, Dec 2011.

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reach the moving world

Understanding their new spending behaviours and patterns

What does it all mean for OOH? These findings reinforce the importance of the need to be ahead of the consumer curve in this heterogeneous market place. Global marketers that want to drive growth need to take advantage of the immense opportunities presented by the Indian consumer. 1. Continued Inflation is definitely a gamechanger. The average Indian urbanite can be expected to display an increased level of â&#x20AC;&#x2DC;soberâ&#x20AC;&#x2122; awareness-rebalancing of their buying behaviors. Marketers that respond appropriately to consumerâ&#x20AC;&#x2122;s desire to save may just give them the right amount of justification and permission to start buying when they are outside.

value proposition to connect with these new segments of customers (both old and new), differentiate from their competitors and maintain a defendable market position. 3. Penetration of certain categories like alcoholic drinks may be high in more economically developed states like Maharashtra (e.g. Mumbai), but plenty of consumer-conversion opportunities remain in less well-known ones like Kerala and Haryana. Marketers who are able to understand where their growth markets lie, at both the category and geographical levels, decentralize market decisions and take a more nuanced OOH planning approach towards these untapped segments, can be early winners.

2. Different clusters of consumers who like to take unique views on brand loyalty, individuality and shopping experience are likely to grow en masse. Marketers need to put together a more compelling OOH

Kinetic India 15th Floor, R Tech Park, Rommell Real Estate, Next to HUB Mall, Off. Western Express Highway, Goregaon (East) Mumbai 400063

Contact Gallen Yip Regional Research & Insights Manager +65 6395 8213 gallen.yip@kineticww.com

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reach the moving world

New Media

An Opportunity Drives In! Reena Mehta (With inputs from Bhawana Anand)

In times when the conventional media is scarce and sometimes economically unviable, an unconventional idea comes to the rescue. This time around we have off-the road electric vehicles driving themselves in as a new media opportunity in the OOH space. Outdoor Asia takes a ride on to this one.

“We have 18 different models of these cars, they are battery operated and hence pollution free vehicles. Terminal 3 of Delhi Airport features as our most prestigious client we have entered into a two year advertising contract, wherein we look after the maintenance and advertising rights of the vehicles.”

arrieall Cars an organization which has been manufacturing off-road electric vehicles since 1999 extends this vehicle to be an OOH media opportunity at Terminal 3 of Delhi Airport. Delhi Airport being the second best airport in the world has made the conventional media like hoardings in T3 very expensive. Also most of the media is usually occupied, thus there is a serious lack of media opportunities at T3. Identifying this gap Carrieall Cars approached GMR and proposed the idea of introducing the electrical cars at T3. “We have 18 different models of these cars, they are battery operated and hence pollution free vehicles. Terminal 3 of Delhi Airport features as our most prestigious client we have entered into a two year advertising contract, wherein we look after the maintenance and advertising rights of the vehicles. The vehicle apart from being an advertising medium is also a public service element. The vehicles are dedicated to help physically challenged, senior citizens and patients traverse inside the terminal,” highlights P. Gopi, Managing Director, Carrieall Cars. The media vehicle reaches out to a premium target audience as they are the T3, and the vehicles move at every nook and corner of T3. At present T3 has 28 vehicles are running in it. Sharing the commercials of availing this new media Gopi says, “The media is available at Rs. 3 Lacs per vehicle/month. And this is negotiable depending on the number of vehicles a client needs.” One can also experiment with the media, for instance make it a moving store at airports or any other locations. Carrieall Cars is also planning to introduce this concept in other cities, wherein they will not only tap airports but will also look at deploying these vehicles other public places like railway stations, gardens. Elaborating on the same Gopi says, “For instances we have spoken to the Delhi Tourism Department to deploy these vehicles at the Garden of Five Senses in Delhi. The garden has an average footfall of five thousand people daily. There are ample of such places across the country where we are planning to promote this concept. We find the places, take care of the maintenance, and hire people to take care of the operations. We are also open to selling the vehicles to brands, agencies outright.” Concluding on the same lines Gopi adds, “We are extending the media across all airports, railway stations of different cities. We are also present at Mysore, Delhi, Howrah, Bangalore, Chennai, and Madhurai. It is an innovative medium and ensures and effective reach. We are already in talks with 25 clients and the response has been positive so far. By the next financial year, we plan to have another 100 vehicles deployed.” It really seems like a new opportunity is driving in!

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Digital Printing

Zund enters India’s Digitaldom! Reena Mehta

Zund Systemtechnik AG a Swiss based technology company sets its foot in India. With an installed base of approx. 80 systems, Zünd has been actively involved in the Indian market for many years. Opening an office in New Delhi will permit Zünd to establish closer working relationships with customers and partners on the Indian sub-continent and help facilitate customer support. Outdoor Asia gets to know more about Zund and their plans for India.

“One of the important applications for Zund machines is in graphic ar ts industr y for finishing speciality signage and display products. Digitally finished signage & display can be classified as products printed digitally and cut / finished with cutting tables giving these products a finish that is vir tually impossible to achieve by any manual process.” - Sanjib Baruha

und is a Switzerland based technology company that has over 25 years evolved to be the global market leader in high precision digital cutting machines that are used in the signage, packaging, textile and leather industry. Twenty five years of innovation, Swiss engineering and precision, open ended solutions and very proactive worldwide service support have made Zund the global leaders in the segment.

Headquartered in Switzerland with subsidiaries in the US and Hong Kong and now India and a distribution network of over 50 distributors, Zund has successfully installed over 10,000 digital cutting machines in over 100 countries – making it a truly global company. “One of the important applications for Zund machines is in graphic arts industry for finishing speciality signage and display products. Digitally finished signage Sanjib Baruha Country Sales Manager (South Asia) & display can be Zund Systemtechnik AG classified as products printed digitally and cut / finished with cutting tables giving these products a finish that is virtually impossible to achieve by any manual process.” Sanjib Baruha, Country Sales Manager (South Asia), Zund Systemtechnik AG.

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Digital Printing “Zund is now committed to the growing Indian market and has initiated steps to establish a 100% owned subsidiary in India to be able to better support our customers. Local service backed by locally available spares will enable a quicker response to customer’s needs in this 24 X7 environment.”

Zund is focused on digital cutting tables and is engaged mainly in design, development, supply and support for digital finishing industry. Zund machines are widely used in segments such as graphic arts, packaging, textile and leather making it a unique solution provider. Over the years Zund has developed many partnerships within the supply chain to make products well integrated. The varied digital solutions that Zund provides include: Digital finishing (cutting, folding, routing, etc) which provides the most important third dimension to the signage and display products. In the world of persuasive marketing, companies are always looking for innovative ways to attract customers using signage & display. Zund cutting tables are available in various sizes from small (52 X 31 inch) to very large (126 X 125 inch) to fit required applications. In addition different combinations of tools heads are available for cutting, creasing and routing applications. “Today, with print only becoming a commodity item in India, it is the finishing which actually adds value to the print and maximizes the Return on Investments on the many fold, more expensive printing machines,” explains Sanjib. Zund enters the Indian terrain with a comprehensive solution suit and is now committed to this growing market with plans to establish a 100% owned subsidiary here to be able to better support our customers. Local service backed by locally available spares will enable a quicker response to customer’s needs in this 24 X7 environment. Zund has appointed Sanjib Baruah, who has over a decade of experience in the digital signage industry, prior to that he had nearly the a decade’s experience in the conventional printing industry, as the Country Sales Manager with responsibility for India, Nepal, Sri Lanka, Bangladesh and Pakistan. Zund already has over 80 installations

in India, including graphic arts, packaging, textile and leather industry. Sharing his views on the Indian market Sanjib says, “We recognize that while quality is appreciated is this area, the market is also extremely price sensitive- and the industry runs 24 X 7. We believe that the price performance of our solutions backed by our commitments to customer service suitably meets the expectations of the industry.” Currently one of the largest clients of Zund is Classic Stripes. Classicstripes is one of the leading suppliers to Indian industry specialising in vehicle graphics and signage products. They have been using many Zund cutting tables over the years for various applications in some of their manufacturing plants. Summing up on their future plans for India Sanjib says. Concluding as to what is their future plan for India Sanjib says, “Indian market is growing, in specific packaging and signage markets are very interesting for us. Our aim is to support our Indian customers and maintain our leading position in India. In the coming years we see Zund as the preferred choice in the digital finishing solutions market.”l

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Baljee Ad

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Baljee Ad

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Resources

Aluminium Composite Panel Manufacture Aluco Panels Limited D-19/3,Okhla Industrial Area, Phase-II, New Delhi-110020.India Phone : 011-26386641/42/43 Fax : 011-41403248, Mob: 09810192105 Email : deepak_indobond@yahoo.co.in Website: www.indobond.com

Digital Printing

Printech Digital Imaging Pvt. Ltd. #207/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore â&#x20AC;&#x201C; 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 â&#x20AC;&#x201C; 110 034. Tel: 011-32561023 / 24 / 25 Email: info@essdee.com

Media Owner

Mermaid Print Concepts Pvt Ltd. No. 3157, 12th Main, HAL 2nd Stage, Indiranagar, Bangalore - 560 038. Tel: 91-80-25216146 Email: info@mermaiddigital.com www.mermaiddigital.com

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Kausik Publicity 603, Samruddhi Complex, Opp. Sakar - III, Income Tax, Ahmedabad - 380 014. Tel: +91-79-2754 3750 / 3002 3750 Email: kaushik.shah@kaushikpublicity.com Khushi Advertising 8, Deepawali Centre, Opp. Old Highcourt, Income Tax Underbridge, Near Ashram Road, Ahmedabad - 380 014. Mobile: 9825048884 / 9825348884 Make Advertising Shop No.3, Shreyas Apartment, Tidke Colony, Trimbak Road, Nashik - 422 002. Tel: 0253-6451211, Mob: 98230 99811 Email: media@makegroup.in

ASA Advertising Pvt. Ltd. 1st Floor, Anand Bhawan, Gurunanak Chowk, Raipur - 492 001. (C.G.) Tel: 0771-2523606/650 Email: ashishasa@hotmail.com

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

Adhunnik Mercantile Pvt. Ltd. 11 Basanta Bose Road, Kolkata - 700 026. Tel: 033-2454 6720 M: 98300 25496 Email: kolkata@amplasia.com www.amplasia.com

Midas Infratech Pvt. Ltd. A-166, Patel Nagar II, Ghaziabad (UP.) Mob: 9654040000, 9873500582 email: ravi@midasinfratech.in vistaarcom@gmail.com

Deshkar Advertising No. 4-5, 2nd Floor, Patwa Complex, M.G.Road, Raipur (C.G.) Tel: 0771-2229969, 4270176 Email: vishal.deshkar@gmail.com www.deshkaradvertising.com

Kanika Digital A/302-304, Virwani Industrial Estate, Western Express Highway, Goregaon (E), Mumbai - 400 063. Tel: 022-2871 4719 Mobile: 96300 82905 Email: mumbai@kanikadigital.in

Jaycee OOH Media Email: jaycee@jayceeads.com www.jayceeads.com

Enkon Digital Media Enkon House, 32 Pramatha Choudhury Sarani, Kolkata 700 053. Tel: 033 24004888 Mob: 9831039879/9920810323 aninda.enkon@gmail.com Enden Media Pvt. Ltd. 386/1, Gariahat Road (South) Kolkata - 700 068. Tel: +91-33-2483 9229 2413 7570 Email: info@edenmedia.co.in Graphisads B 18/1, Okhla Phase - II, New Delhi - 400020. Tel: 4537 9999 ga@graphiads.com, www.graphiads.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

Shankar AD

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Resources

Prakash Arts Pvt. Ltd. P.B. No.406, Museum Road, Governorpet, Vijayawada â&#x20AC;&#x201C; 520 002. Tel: 0866 2578113, Fax:0866 2571554 Email: prakasharts@yahoo.com vja@prakasharts.com www.prakasharts.com Planet Outdoor G-1 - 107A, Malviya Nagar Industrial Area, Jaipur - 302 017. Tel: 141-3005842 Mob: 98292 66061 Email: ajak.k@epatrika.com Prithvi Associates Mumbai: 98200 99569 / 99200 98775 Hyderbad: 93462 38918 Kolkata: 93318 41705 Delhi: 98117 90244 RS Ad Agency 101, B.D.Chamber, 1st Floor, Desh Bandhu, Gupta Road, Karol Bagh, New Delhi - 110 005. Tel: 011-42542229 Mob: 9811124378 Email: rsadagency@yahoo.com

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Shobha Publicity 9 Shahnajaf Road, Lucknow. Tel: 0522-2612707, 2616872 Mobile: 9839073352, 9415005857 Email: shobhalko@hotmail.com www.shobhagroups.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

Nam Ad Resources

Resources

Silk Screen Publicity Rep Dec 2011

Excel Advertising

Ad world, Kanpur

Super Publicity

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Rangoli

Reshu Advertising

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Reshu Advertising

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Resources

Raj Roshan Ad

Sun Sign Ad

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HOARDING ALL OVER MAHARASHTRA

Prime Location Hoarding Throughout Maharashtra Railway Station Lit Kiosks Dealer Board Designing Newspaper Publicity in All Over India Authorised Publicity Agent for Indian Railway & S.T.

Rajendra Jain - 9422276777 Pramod Jain - 9822425100

MAHARASHTRA ADVERTISING 4,J.T.Chamber, Opp.Sessions Court, Jalgaon. 425001 Phone - +91 257 2225100 Telefax- 2235183 mail: maha5100@yahoo.com, maha5100@gmail.com

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Adtouch Ad

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Impression Ad

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Printech Ad

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