Media Planning Group (MPG) India, the media arm of Havas Media, has launched Active, an out-of-home (OOH) media service agency, through a joint venture with Skyline Outdoor Media. MPG Active will offer services in the domain of outdoor, rural and retail activation.
The move forms part of MPG India’s aggressive plans to consolidate its position in the fast growing Rs 1,800 crore-plus OOH market. MPG Active would have a captive base of MPG’s OOH business, and will provide the services in one of the fastest growing mediums. The business is being pegged at around Rs 40 crore annually, and the agency has made a good start with the Radico and VLCC accounts. In addition to this, Active will also procure business through independent pitches.
Anita Nayyar, CEO, Havas Media India, said, “OOH and activation today play a major role in building media strategies for brands, and it was important for Havas Media to be in this space. For a while, we have been evaluating the right partners who would bring that distinctive edge to the media solutions for our clients.”
“Being a late entrant, the best solution was to launch the expertise with an expert, and that’s exactly what we did. It’s best to get into a running train than to wait for a new route, hence, we came up with a decision to go ahead with Skyline Outdoor and provide the most compelling media solutions to our clients,” Nayyar added.
Ankur Rastogi, who will serve as Managing Director of Active, is spearheading this initiative. He said, “With the consumers spending more and more time outside home, OOH advertising formats have become the most important information dissemination medium. The spends from the clients are experiencing a new high each day. At Active, our objective will be to provide distinctive services in the areas of planning, buying and audit.”
Rastogi, who is also the founder and chief strategist of India’s first portal on OOH advertising, www.allaboutoutdoor.com, further said, “We plan to capture the market with our creative approach to OOH, complemented by innovations though technology integration and research.”
Skyline Outdoor Media will also have the expertise of Raminder Singh and Kamal Kumar, who have been appointed as Directors in the company. Together, they bring a decade of rich experience in the OOH space.
MPG Active will commence operations with six full service locations – Delhi (corporate office), Mumbai, Bangalore, Kolkata, Chennai and Hyderabad. “We have identified a pool of talent who will shortly be getting on board for the same,” Rastogi added.