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Size matters – Mediascope Publicitas’ OOH strategy

27-August-2012
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Size matters – Mediascope Publicitas’ OOH strategy

‘The bigger the better’ is an apt term, more so in the outdoor advertising arena, where clutter is a perpetual problem. Mediascope Publicitas recently started offering advertising clients an exceptional media opportunity by creating the largest billboard in India measuring 100 ft x 100 ft located at the airport approach road welcoming travellers to Bangalore.

The first campaign was rolled out on August 5, 2012 and is live at the moment. It is for Puravankara Builders.

This billboard is two sided and front lit with adverts on both sides, hence visible while approaching and while exiting the airport area.

Commenting on this initiative, Robin Carruthers, Managing Director, Mediascope Publicitas OOH, said, “There is a strong logic and strategy behind this effort. When out of home media is spoken about in India, it is always related to clutter and there are no proven values of reach and frequency. So the best way to get maximum mileage is to either create clutter-breaking innovations or create something larger than life, something first-of-its-kind. That’s exactly what we have done.”

The initiative puts Bangalore in the league of global cities such as New York, Dubai and Singapore with extra-ordinarily huge advertising media, shared a company release.

Marzban Patel, Chief Executive Officer, Publicitas India and Asia said, “We have consciously followed the path of developing niche media opportunities that deliver superior value across media platforms. This site is a true gem our OOH team has created and will benefit every client that uses it. We are also delighted to put Bangalore on the select world map of head turning airport signages.”
 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.