Posterscope India has teamed up with Starcom and Supri Outdoor Media, claimed to be Mumbai and Pune’s largest OOH advertising company, to create its first outdoor campaign for its client E-Zone, the electronics specialty store chain from Future Group’s Home Solutions Retail India Ltd. The 15-day campaign is aimed at promoting E-Zone’s first store in Powai, Mumbai.
In an official communiqué with exchange4media, Haresh Nayak, General Manager, Posterscope India, explained, “Successfully managing brands today requires a creative portfolio of relevant media strategies that extends well beyond the ‘safe bets’ of previous generations of advertisers. Today, generating awareness and enhancing an existing image are merely the price of entry to compete in a given market.”
Nayak further said, “We are focused on innovations and creative use of outdoor mediums, in fact, digital OOH is where Posterscope Worldwide has an edge. Retail as a category is very different than a mass brand, any store launch typically captures the catchment area rather than the entire city. Powai being an area in Mumbai, which is OOH media dark with very few options, the agency was given the task to create impact that stands outs.”
Pawan Sarda, Head - Marketing, Home Solutions Retail, said, “Outdoor as a medium has been used to specifically target the people within the vicinity of our newly launched store in Powai. And with the kind of attention this creative has received, we are in talks with Posterscope to take this idea across India. Also, very shortly we shall open up a store in Chennai, where we would explore every other consumer durables in the OOH domain.”
Elaborating on the innovation, Brijesh Patel, Media Group Head, Posterscope India, said, “The basic premise of this innovation is that layout and design limitations imposed by the intrinsic nature of the outdoor medium frequently requires the creative talent of both the advertising agency and the advertiser to rediscover the essence of a client’s brand. As a result, we came up with a three dimensional replica of a real time washing machine by using wood, metal, neon lights and a motor to fabricate the look of the washing machine. Thus, the innovation gets a life and is visible to the TG 24x7.”