Taproot has created a new campaign for the IOAA, Everything works better when it is Outdoor.’
This August, the campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, the campaign highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by the veteran advertising professional and ace photographer, Prashant Godbole, the campaign serves to reinvigorate the outdoor medium. This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.
At any given point many billboards across the country are empty, either with the media owner’s logo or phone number, Taproot wanted to utilize that space to communicate to the brands, advertisers, media planners etc in interesting way by putting this campaign up on their empty billboards to benefit the outdoor industry, hence the campaign was launched in front of this community during the OAC in August.
It’s wonderful to see many big small media owners have come forward to use these creative on their site for the betterment of the community.
The campaign was shot in different parts of India like the Rann of Kutch, Wai etc. to bring out the pan-India flavor.
Media plan: Billboards are up in Bangalore, early next week in Mumbai and Delhi
Magazine (B2B) which is already released in few magazines like OutdoorAsia
Activation which will done in selected strategic places, somewhat like these billboard visuals, (a group of people outside a mall /outdoor space glued to a medium to bring out the power of outdoor)
“The idea comes from a simple human behavior of seeking shared experiences when outdoors. A fact abundantly observed across India, where a TV or Radio when kept outdoors always attracts a large gathering of people. That the power of the outdoor medium transcends regular boundaries and does wonders for other mediums too.”
SanTosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu
“It’s always great working with Paddy. He gives me a lot of freedom, which is basically every photographer’s dream. His projects are always strong on idea and challenging and I really enjoyed shooting this one, especially creating that sense of largeness and space, which implies the sheer scale of the outdoor medium”
PRASHANT GODBOLE, Photographer
“It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers & planners through a very powerful advertisement campaign to highlight the strength of the Outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way.”
NOOMI MEHTA, CHAIRMAN, IOAA
“This campaign is not trying to pull down any other medium, it’s just highlighting the power of outdoor as a medium, and today almost every medium/brand have to be outdoors if they want maximise their reach.”
VASANT JANTE, DIRECTOR, IOAA
“The industry needed a campaign to highlight its effectiveness as a strong but emotional platform. I’m sure this campaign will hit home for us and will be well appreciated by both advertisers and planners.”
INDRAJIT SEN, CONSULTANT, IOAA
Agency: Taproot Dentsu