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India’s Got Talent targets 19 markets for OOH

25-September-2012
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India’s Got Talent targets 19 markets for OOH

Color’s much-talked about fourth season of India’s Got Talent (IGT) has undertaken a large- scale outdoor campaign. The nine-day initiative is live in 19 cities. Milestone Brandcom has executed the campaign across markets.

Commenting on the campaign initiative, Rajesh Iyer, Head Marketing, Colors said, “The overall objective for IGT 4 is to be identified as a true representation of a platform which showcases talent across the country. This season will be an apt stage where Indian talent can rally (in) pride and passion.”

The channel has used multiple medium to amplify this campaign. The outdoor campaign is a mix of billboards, unipoles, cantilevers, kiosk, bus shelters, bus panels, scrollers and lift branding.

As part of the below the line efforts, the channel will soon roll out a campaign called ‘Hunar Divas’, a march covering a three kilometre stretch with local talent in Mumbai culminating at a prominent city landmark, where the talent flag will be hoisted along with showcasing of talent. The channel is tentatively planning to organise a similar march in Indore, Lucknow and Ahmedabad.

As part of a school outreach programme, the channel has engaged around 5000 students in five schools in Delhi and NCR region for a talent hunt contest.

Branding at major Ganpati pandals is also undertaken to reach out to devotees during Mumbai’s biggest festival for longevity.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

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