MPG’s Active looks to strengthening base, explores new mediums of innovations

MPG’s Active looks to strengthening base, explores new mediums of innovations

Author | Pallavi Goorha | Monday, Aug 11,2008 9:12 AM

MPG’s Active looks to strengthening base, explores new mediums of innovations

Within a month of its launch, Active, the OOH agency from Media Planning Group, has unveiled its bullish expansion plans. Active is looking at setting up a strong base in the country by opening 12 full service offices soon. The agency is also exploring lenticular displays, El films, etc., to provide newer and more varied OOH display platforms.

Elaborating on the future plans, Ankur Rastogi, MD, MPG Active, said, “We plan to differentiate our offerings with more emphasis on planning and operational efficiency. Currently, we have offices in Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad.”

He further said, “The OOH industry is fragmented. The geographical spread of the industry is growing by the day, but access to information/ data has been a big problem. Therefore, we have created a common reference point for the outdoor industry with our portal, allaboutoutdoor.com. It is a networking tool for the OOH community and the response has been phenomenal. In the first phase, we have organised basic things like availability of site snaps, route maps, card rates of sites, current campaigns topped with news. This has got us dedicated users, who are increasing by the day. We have a response management system on the site, wherein the buyer can reach out to the seller. We cover basic FAQs about the industry. The second phase will see the introduction of a lot of technical products related to media planning and buying.”

“We are working on various adaptations and will be using blue-casting very regularly in our future campaigns. We are exploring lenticular displays, El films, etc. The team has converted some spectacular work like split boards. Hanging billboard, toll barrier branding, magic mirror (branding) inside washrooms, 3D displays, etc.,” Rastogi added.

Some of the clients that Active has added to its roster include Radico Khaitan, Red FM, Dainik Bhaskar, Wellspun, Audi, Pioneer Urban, Aksh Optifibre, Punj Llyod, RPG Cellucom, and Air France, among others.

Regarding solar panels, Rastogi said, “Asset ownership is out of question. A lot of media owners in our country have tried to provide lighting through solar panels, but the output is not as per the requirements of the clients, so it has failed miserably. Having said that, it opens up a huge scope for any organisation wanting to explore this area, because if the technology is successful and is implemented, then according to Delhi outdoor advertising laws, any asset owner using solar panels as a source of electricity would get a rebate of 20 per cent on his licence fee. That brings great savings.”

Also read:

MPG gets ‘Active’ in OOH arena

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