Top Story


Home >> Out-of-home >> Article

Starcom floats StarSight for outdoor media

Font Size   16
Starcom floats StarSight for outdoor media

In a strategic move, the Publicis Groupe-owned Starcom MediaVest Group— which provides media strategy and investment services to clients of Publicis’ three creative agencies, Leo Burnett, Ambience Publicis and Orchard—has floated a new company called ‘StarSight’. The objective behind the move is to provide ‘Out-Of-Home’ (OOH) media and planning solutions to its clients, informs Starcom managing director India-West & South Ravi Kiran.

“Our new company StarSight has branches in Mumbai, Delhi, Bangalore and Chennai. With this move, we will be able to provide a complete range of ‘Out-Of-Home’ media solutions to our clients—including ambient media (in-store advertising) and transit media solutions,” he adds.

Recently, Starcom rebranded one of its diversified services called ‘Starcom Digital’ to ‘Star IP’ in sync with the global brand name. Incidentally, Starcom Digital provides digital planning and buying for clients in the digital media. Last year, Starcom diversified into sports marketing by launching ‘Relay Worldwide’.

As for its core media specialist services, Starcom MediaVest has recently introduced a new technique called ‘Passion Group Marketing’ to offer value-added services to its clients. Essentially, the mode of marketing is all about building brands around ‘‘consumers’ passion’’ (interests & hobbies).

“While traditional marketing puts the brands in the centre, this mode of marketing puts the consumers in the centre. It’s a direct outcome of permission marketing,” says Mr Ravi Kiran.

Recently, Starcom introduced yet another new discipline called ‘P2P (Peer- to-Peer) marketing’. Through this technique, the company uses one consumer to sell the brand to another prospective one. “Traditionally, we use ‘word- of-mouth’ for advertising. Here, for actual selling we use peers to recommend a particular brand to others,” he adds.

In addition, the agency is all set to roll out a global tool called ‘Brand Master’ in July this year. “This tool will help us decide the ad budget for our clients’ brands. With our diversified services, we offer media solutions in sports, digital and entertainment segments,” says Mr Ravi Kiran.

Starcom MediaVest began its operations in India under the Starcom name in January 2000. And today its clientele includes P&G, Balsara Hygiene, Sun Microsystems, Sony India, Sony Pictures, HDFC and Hungama TV among others.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business