NEONS OOH Conference: Industry experts on how DOOH still has a long way to go in India
At the NEONS OOH Conference and Awards 2019 panellists discussed what is the next step in DOOH to attract maximum eyeballs
At the NEONS OOH Conference and Awards 2019 an esteemed panel broke down the nuances of digital out of home advertising (DOOH). Sanket Rambhia, MD annd CEO, Xtreme Media moderated and discussed with a six member panel that included Arun Gupta, CEO and founder, MoMagic Technologies; Bhavana Mittal, Regional Head of Media, Digital and Communications, Reckitt Benckiser - South Asia ; Raghu Khanna, Founder and CEO at CashUrDrive; Sarthak Seth, CMO at Panasonic India; Shoumitro Goswami, COO, Vyoma Technologies Pvt Ltd and Vinkoo Chakraborty, Business Head, Rapport India.
Talking about where DOOH stands in the present day Chakraborty said, “Digital as a percentage is current only 3 per cent out of the total OOH media mix. Though the number is not huge we have seen aggressive uptake in the usage of the medium in all our plans that we roll out for our advertisers. We have seen proliferation of digital screen across ambiances especially metro cities.”
Rambhia rolled out some quick numbers measuring the growth of the medium. “DOOH is growing at a pace of 25 per cent CAGR but the base is very small,” he said.
“The medium is not getting the attention it deserves. In India DOOH has to go a long way in the way it is packaged, sold and consumed by brands so the entire ecosystem has to work towards the growth of digital out of home adverts,” added Chakraborty.
Speaking for advertisers Mittal said, “As advertisers most of our spent goes into television. Even when an agency pitches to us OOH comes way later and DOOH is hardly ever pat of the plan. By the time an ad reaches the OOH space the main commercial is already on air. We barely think of DOOH unless it is a place where there is no TV no connectivity.”
The opportunity in DOOH is not being explored said Mittal.
According to Goswami innovation and right use of technology is the key to success of DOOH. “We’ve chosen only transit locations and next we will be seen on toll plazas where numbers are high and t is very measurable. We will sell the audience something unique to the time and space they are sitting in but presently we aren’t using the medium enough. There can be so many interactive inputs in DOOH like QR code scan, regular update of information etc,” said Goswami.
The panel unanimously agreed that DOOH growth is not only dependent on mindset of consumers or agencies. The biggest barrier in the medium is that there is no national regulation. “The moment there is a national regulator everything will be falling into place,” said Chakraborty.
“We should know how to price the medium and innovate. Like for taxi screen which are smaller we have gamified the advertisement and made it interactive so it engages the audience,” said Khanna.
Talking of technology that can be brought into the DOOH space Gupta said, “Since we are the technology providers we are eagerly waiting for DOOH to happen in a big way in India. We do data analytics, user profiling etc and that way we know exactly which audience wants what. Technology is growing we are trying to bring that to the table for DOOH. We are not hoping that the same hoardings will be digital but we want to see new OOH space being created and they would be DOOH.”
“It’s not only about creative it is also about the reach but as soon as you get into digital space the mobile becomes your enemy. Selling of DOOH depends pretty much on prices and ROI. One has to plan that out well to help the growth of DOOH,” said Seth.
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Tata AIA’s quirky campaign uses weddings to remind people about need for life insurance
The campaign hoardings have been placed smartly next to a jewelry shop brand or wedding suit brand
Weddings in India are more than an event. On the one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. In recognition of this significant milestone, Tata AIA Life Insurance Company Ltd. (Tata AIA) has launched a new campaign titled “Karlo Shaadi Ki Poori Taiyaari." Through tongue-in-check humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.
The campaign released across select OOH hoardings placed smartly next to a jewelry shop brand or wedding suit brand. The hoardings have simple but cheeky messaging.
Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari" aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.
”Yash Chandiramani, Founder & Chief Strategist, Admatazz, said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”.
“Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using innovative humour and emotion to connect with consumers across life stages. The brand positioning now veers towards engaging with consumers to live life to the fullest, inspiring healthier, happier lives. Tata AIA now transitions into partnering with its consumers in every step and milestone of the life journey. The aim of the Company is to ensure that India and Bharat understand the need of life insurance and invest adequately to protect what matters to them the most, through simple, concise yet emotionally connective messaging as showcased in “Kar Lo Shaadi Ki Poori Taiyaari!, “ stated the press release.
ShareLaqshya Media Group executes OOH campaign for The Roadster Life Co.
The campaign features comedian Zakir Khan and actor Jacqueline Fernandez
Laqshya Media Group has executed the OOH campaign for The Roadster Life Co., a fashion and lifestyle brand available on Myntra.
The campaign ‘Trends with Benefits’ featured brand ambassadors, stand-up comedian Zakir Khan and actor Jacqueline Fernandez.
A massive 60ft x 30ft billboard featured a custom mega cutout of Jacqueline Fernandez.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Amarjeet Hudda, COO of Laqshya Media Limited.
Bold Care and Zepto have a playful billboard banter in Delhi
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands
In a creative and playful marketing campaign, Bold Care and Zepto have engaged in a friendly banter with billboards in Delhi’s Galleria Mall & Mayapuri Flyover area, sparking conversations around men's sexual health.
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands, captivating the attention of passersby and igniting discussions around important topic of men’s sexual health.
Rajat Jadhav, Co-Founder of Bold Care, shared his excitement about the banter, stating, "We wanted to convey a serious message in a light-hearted and relatable manner. By engaging in this playful banter with Zepto, we hope to raise awareness about men's sexual health while also showcasing the fun side of addressing these crucial issues."
Chandan Mendiratta, Chief Brand Officer, Zepto shared, "Partnering with Bold Care for this playful billboard exchange was a no-brainer for us. The concept for this collaboration practically wrote itself. In an industry like ours, where timing is everything, a 10-minute delivery is a must-have. At Zepto, we're all about delivering joy and convenience without delay."
The #TakeBoldCareOfHer campaign encourages individuals to prioritize their intimate well-being and take proactive steps towards maintaining a healthy and fulfilling sexual life.
Netflix lights up the sky with 1,000 drones for ‘Heeramandi’
Netflix hosted a drone show to reveal the launch date for Sanjay Leela Bhansali's series debut
The trending hashtag #HeeramandiKabReleaseHoga (when will Heeramandi release?) has an answer, at last. In a mesmerizing aerial spectacle above Mumbai’s Mahalaxmi Race Course, Netflix and director Sanjay Leela Bhansali announced that Heeramandi: The Diamond Bazaar premieres on May 1.
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The media and college students were joined by the heeras of Heeramandi — Manisha Koirala, Sonakshi Sinha, Richa Chadha, Sharmin Segal and Sanjeeda Shaikh — alongside Prerna Singh, CEO, Bhansali Productions and Tanya Bami, Series Head, Netflix India, at the grand reveal. Together, they marvelled as a fleet of 1,000 drones took flight, leaving onlookers spellbound. As the anticipation reached fever pitch, the drones unveiled the series’ launch date, igniting waves of excitement among the gathered crowd.
On the eve of the date announcement, creator-director Sanjay Leela Bhansali said, “I am grateful to the entire team for their relentless passion and dedication to bring the world of Heeramandi: The Diamond Bazaar to Netflix. With the release scheduled for May 1st, we can't wait for audiences worldwide to watch it and shower us with their love and appreciation.”
With a lot of excitement, Monika Shergill, Vice-president-Content, Netflix India said, "Heeramandi: The Diamond Bazaar is undoubtedly India’s biggest cinematic series, and the auteur, Sanjay Leela Bhansali, in his true signature style, has created a mesmerizing world with powerful characters that fight for their fate and that of their country. A one-of-a-kind series, it will offer a visual and visceral experience of a world only he can bring to life with such beauty and boldness. As we gear up for the worldwide premiere on May 1st, we can feel the excitement building up."
Amidst the city's lights, the drones formed the iconic Netflix ‘N’, followed by elements found in the series: a ghungroo (anklets), jharokha (ornate window), and an adaab (greeting). Gradually crafting the silhouette of a dancer, the drones move in unison to unveil the title logo, symbolising noor, nazaakat aur andaaz (light, refinement and style) before finally unveiling the premiere date.
Bank of Baroda wins co-branding rights for three metro stations in Delhi
Delhi Metro Rail Corporation (DMRC) awards the naming rights for Inderlok, South Extension & Rajouri Garden metro stations to Bank of Baroda
Bank of Baroda (Bank) has acquired co-branding rights for three metro stations in Delhi namely Inderlok, South Extension and Rajouri Garden. Delhi Metro Rail Corporation (DMRC) awarded the naming rights to the Bank for a period of 10 years, beginning from 2024.
Ajay K Khurana, Executive Director, Bank of Baroda along with Meenakshi Bhog, DGM - PB of Delhi Metro Rail Corporation (DMRC) inaugurated the new station branding at Inderlok Metro station.
The Delhi Metro is India's largest and busiest metro rail system with daily ridership of more than 60 lakh.
Inderlok Metro station is an interchange metro station located on the Red Line (Delhi Metro's first line, which was inaugurated by then Prime Minister Atal Bihari Vajpayee) and Green Line of Delhi Metro. The Union Cabinet has also approved a new corridor of Delhi Metro Phase-IV - from Inderlok station to Indraprastha station.
Speaking on the occasion, Ajay K Khurana, Executive Director, Bank of Baroda said, “The Delhi Metro is a crucial lifeline for millions of commuters every day and we are pleased to have won the co-branding rights for three prominent stations. Bank of Baroda’s New Delhi Zone is of strategic importance to the Bank and, similar to the Delhi Metro, its operations extend beyond Delhi, encompassing Gurugram, Faridabad, Noida and Ghaziabad as well. Our collaboration with Delhi Metro will go a long way in enhancing the Bank’s brand visibility & recall and deepening our engagement with citizens of the National Capital Region (NCR).”
The South Extension Metro station is situated on the Pink Line, while the Rajouri Garden Metro station is an interchange station on the Blue Line and Pink Line of the Delhi Metro.
In addition to the exclusive co-branding rights, the Bank will get a dedicated space for branding, display of products and installation of an ATM/Digital Banking Unit (DBU)/ kiosk to serve customers.
GroupM conceptualizes larger-than-life innovation for Eveready Batteries in Kolkata
The outdoor campaign for Ultima batteries is an 80x30 billboard with a 44ftx25ft battery on one of the city’s busy flyovers
GroupM partnered with Eveready Industries India Ltd. to create an innovative visual spectacle in the outdoor landscape of Kolkata.
A larger-than-life innovation for Eveready Ultima alkaline batteries has been strategically introduced on Kolkata's most popular flyover, Maa Flyover.
The busiest flyover in Kolkata where a billboard-sized 80 x 30 got a makeover by putting up a gigantic 44ft x 25ft battery featuring the Ultima range of batteries showcasing its superior power over regular batteries in an intriguing manner turning out to be a veritable eye sore.
The installation amplified the brand's impact and awareness, resulting in the most talked about OOH billboard & ignited conversation on social media, which helped the brand blossom and give Kolkata some “Red”.
Ajay Mehta, Managing Director, GroupM OOH Solutions said, "We are delighted to have executed such a remarkable campaign for Eveready and to be their partner in this campaign. The innovative installations draw inspiration from the energy in Ultima's battery portfolio. The creative installations are influenced by the energy found in Ultima's array of batteries. The campaign demonstrates both technological proficiency and a commitment to long-term and innovative solutions thanks to the hard work that went into the planning and execution.”
Anirban Banerjee Vice President & SBU Head (Batteries & Flashlights), said, “The Out of Home Innovation has wonderfully captured the passersby attention of the revamped Ultima battery series from the house of Eveready with smarter appeal and long-lasting power with larger-than-life innovation. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The larger-than-life batteries installation turned out to be a veritable eyesore showcasing its superior power.”
Ads can be shot free on Maharashtra government land: State
There will be a nominal deposit for security purposes
The Maharashtra government has issued a government resolution (GR) on Saturday, declaring that content like ads, films, documentaries and TV series can be shot freely on government land, as per media reports.
There will be a nominal deposit of Rs 40,000 for Ads, Rs 1,00,000 for TV Serials, and Rs 2,50,000 for Films for security purposes.
The GR said the filming of cinema, documentaries, and advertisements will be allowed free of cost, and producers will have to go through a single-window clearance system.