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Platinum Outdoor’s innovative LED screen initiative for Samsung in Delhi

10-October-2009
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Platinum Outdoor’s innovative LED screen initiative for Samsung in Delhi

As part of its innovation in outdoor advertising, home appliances and mobile handsets manufacturer Samsung India Electronics has installed a 16 mm high definition LED screen of 20 ft x 10 ft dimension at Delhi’s Srinivaspuri area. Platinum Outdoor is the agency that has installed this screen, touted as India’s first digital billboard for a single client. Over a year’s planning has gone into the execution of this digital billboard.

The innovation has been conceptualised and executed by the company’s creative agency, Cheil Worldwide and outdoor agency Platinum Outdoor.

Alok Aggarwal, COO - India, Cheil Worldwide, said, “Outdoor media worldwide is evolving towards digital screens. The fact remains that digital screens cast more impact on the minds of consumers. Further, digital screens allow easy display-change besides displaying various messages for different products. And it is also an interesting proposition for the consumer. As for the duration, the screen will remain for sometime as of now.”

On whether similar screens would be installed in other metros, Aggarwal said, “Why not? We are always open to the idea, but it also depends on getting permission, as it is not easy to get clearance from the authorities concerned.”

Gour Gupta, COO, Platinum Outdoor, commented, “Samsung, as is known, sets very high benchmarks in the OOH space around the world and we wanted to do something clutter-breaking and visually appealing in India. It took one year’s effort by Platinum and Cheil to put up the first high-definition LED for a single client in India at Srinivaspuri. A lot of research and development went into the production and also getting the necessary approvals. This 16 mm LED has a far superior clarity and intensity. MIC Hyderabad and Pioneer have partnered us in this venture and we hope to replicate this.”

Speaking on this initiative, Ruchika Batra, the spokesperson for Samsung India, said, “We at Samsung are increasing thrust on more and more interactive displays in retail outlets through inside shop displays, increasing Samsung retail outlets and via out-of-home mediums like digital screens. Currently, the screen installed at Srinivaspuri is displaying content for Samsung LEDs and touch-screen handsets. Also, the digital screen is highly impactful as compared to a static hoarding.”

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