Deccan Chronicle, the Hyderabad-based English daily, has chosen OAP India (Outdoor Advertising Professionals) to handle its outdoor advertising duties in Chennai. While OAP India handled the IPO campaign for the publication, Madison Outdoor Media (MOMS) handled the Chennai launch campaign that followed. The publication launched its Chennai edition on March 28, and Madison continues to handle its creative duties.
Confirming the development to exchange4media, Suvro Bhattacarya, Chief Manager of OAP India based at Chennai, said, "Winning the business was largely due to the OAP planning tool. We believe our buying efficiency and vendor management also came into play. Given the intense action in the Chennai English daily market, we consider the win prestigious."
The annual outdoor spend of the Chronicle is estimated to be in the region of Rs 1.5 crore. The publication considered MOMS, OAP India and two other agencies before entrusting its outdoor duties to OAP India. Sources indicate that the publication would continue its outdoor campaign in a sustained manner in Chennai, where it is trying to gain a foothold.