'Madison OOH's Platinum Communications grew at 25% to 30% year-on-year from 2015 to 2018'

Dipankar Sanyal, CEO, Platinum Communications spoke about the growth of the agency, campaigns curated and key trends OOH players need to keep in mind going forward

e4m by Noel Dsouza
Updated: Nov 21, 2019 11:40 AM


Platinum Communications

In 2015 when Madison OOH, the outdoor arm of Madison World had restructured the senior management team, Dipankar Sanyal was promoted to CEO of Platinum Communications. Before this role, Sanyal was the COO of MOMS. He has been in the industry for more than two decades. Before joining Madison he has been with Vantage, Out-Sel, Portland, Zenith Media, and RK Swamy. Platinum Communications is the second offering in OOH from Madison. Platinum currently works for prominent clients like Tata Motors and Samsung among others. They have offices pan-India with the Mumbai office being the headquarters, and all the operations of the offices are headed by Sanyal.

Platinum Outdoor recently rolled out an OOH campaign for Vodafone called, ‘Breathe The Change.’ This environmental social responsibility campaign was executed to showcase and tackle the issues of pollution after Diwali at Agra. They used IoT technologies for an innovative campaign to set up Mobile Air Purifying Vans, which are equipped with air filters and pollution monitoring devices in Agra.

Madison’s outdoor arm was incepted in 2007. Sanyal started looking after Platinum Communications from 2015. “From 2015 to 2018, we have grown almost at 25-30% year-on-year. From 64 crores we went up to approximately 153 crores as of last year”, remarked Sanyal on the revenue generated over the years.

Tata Motors, Idea, Kotak and more have been with the outdoor agency for a long period of time. Sanyal commented, “Our agency is known for retaining clients. We have a lot of clients that have been around for a very long period. We work with all kinds of clients from FMCG to automobiles, telecom, handsets and so on. The Real Estate sector, OTT platforms, and Retail are large spending sectors.”

A campaign that stands out from their portfolio is the campaign done for VIP very recently. Sanyal commented, “We had this campaign where you get an assured return flight ticket to any destination within India on shopping of luggage worth 6000 RS or more from VIP. It was a very engaging campaign. For this, we had used an LED board that was connected to an app which is the flight that was coming in and landing at that point of time at Mumbai Airport. So, when it landed it would say things like This flight could have been yours.”

Another clutter-breaking campaign that was rolled out in the first half of this year for Idea was the campaign ‘India ka Live Network’ campaign. Talking about the campaign Sanyal says, “We wanted to showcase the speed of 4G and show the behavioral ills of the society be it speeding, Jaywalking or throwing garbage. We put up cameras on those spots and we put up an LED on the hoardings. The camera would pick up any of the spots and say that: You are not supposed to speed at this place. It was social messaging. At the same time, because it requires 4G to transmit this, 4G also came into play.”

The campaign was executed in areas like Kolkata, at EM Bypass, Indore, at Vijaynagar square, Lucknow near Samta Moolak Chowk, Gomti Nagar, Chennai at Egmore Railway Station and at Gwalior, Gurudwara DD mall.

Today, there are a lot of places where digital is booming like Kolkata has multiple digital billboards. Sanyal shares, “Bangalore is putting up digital bus shelters. Coimbatore has it as well. The glitches in Mumbai are because the permissions are not there to put up digital campaigns most of the time. DOOH campaigns are not permanent mostly. It is a need-based campaign.”

Speaking about how they keep track of the impact of DOOH campaigns Sanyal said, “We do use Google and other sources for the tools that we have developed here to measure ROI. The tools are definitely enabled by a lot of third-party platforms like Google and Facebook.”

As 2019, comes to an end, Sanyal speaks about key trends that OOH players need to keep in mind for the year 2020, says, “The OOH space is constantly changing. There is a lot of integration that is happening with digital which has already started and the percentage of those integrations would be happening much more in the forthcoming years. More programmatic buying would be coming in for DOOH, which has already started. It is moving more towards the digital framework.”

On a concluding note, Sanyal talks about what the agency is looking forward to, “Growth is one part we are looking forward too and it is the most important part. The most important thing is the client and to see that our clients are happy more than monetary benefits. Because of which we have been able to retain clients for a long period of time. Even within the clients, not all clients are AOR. Even those who are not AOR even those clients want us to take the larger share of the pie because of the services we provide. The basics need to be done right and we keep on innovating and coming up with fresh ideas that really keep the client and the agency going."

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