Pune is considered to be one of busiest mini metros of the country. Off late Pune has become a prime market that most marketing heads ensure is included in their communication plans. Brands across categories have started exploring the Pune outdoors in the recent past for various innovative campaigns.
From an industry perceptive, Pune saw one major consolidation early this year. Three major OOH media houses from Pune – Asha Publicity, Captions and Hallmark – joined hands to form Sixth Element Advertising. Promoters of the new entity believe that joining forces will enable their teams to reach out proactively to more clients and offer a one-stop-solution for all outdoor needs and requirements.
The Mumbai- Pune highway food malls is considered to be one most significant locations that attracts a lot of attention. Tata Docomo recently undertook a unique feat of creating one of the world’s largest signages displaying the company’s logo. This structure is constructed on a hill side of the Pune – Mumbai Expressway, at the start of the Western Ghats near Khopoli village. (Source: Tata Docomo official release)
A tracking system by Proof of Performance Data Services (POPDS) highlighted that in April to June quarter, real estate and its allied industries, fashion and lifestyle, media and entertainment, telecom and banking, financial services and insurance (BSFI) were the top five brand categories which were the most advertised on outdoor media in Pune city.
In the month of April, 23 per cent of the outdoor assets of Pune were occupied by real estate and its allied industries, 17 per cent by telecom, 12 per cent by BSFI, 11 per cent by fashion and lifestyle and eight per cent by FMCG category. The top advertised brands from these sectors were Park Xpress, Uninor, Life Insurance Corporation of India (LIC), Jaihind Collection and Suhana Masala. Interestingly, Mahindra Motors was also seen widely on the outdoors during this period along with L'Oreal and Panasonic brands from auto, beauty and home electronics sectors respectively.
In the month of May, there wasn’t a significant change in the sectors that invested in outdoor advertising in Pune. Media and entertainment was the only category that saw a comeback with 13 per cent visibility in the outdoors. A local cultural festival Kothrud Anskrutik Mahotsav 2012 was advertised the most during this period along with Sab TV, Maharashtra Times, Sony Entertainment and Star Majha, to name a few.
Other top brands that were advertised during this duration were Birla Cement, Uninor, Jaihind Collection, Titan, Tata Motors, Honda, Suhana Masala, Wild Stone and Samsung Mobile.
In the month of June, real estate and allied industries spent the highest in the quarter with 33 per cent dominance. Top brands advertised during June in the Pune outdoors were Birla Cement, Lokmat Samachar, Colors, P.N.Gadgil and Sons, LIC, Uninor, Audi, Bharat Petroleum and Emami.
It can be noted that real estate continued to rule the chart of Pune outdoor media throughout the monitored quarter. Surprisingly, not many national media and entertainment brands were seen advertised during this period. On the other hand, niche auto sector did show a keen interest in Pune. The city definitely looks like the next hot destination for brands in the outdoor space.