e4m NEONS OOH Conference & Awards: Panel establishes strategic & creative potential of OOH
The panel comprising Abhinav Iyer, Avi Kumar, Milind Shah, Ritij Khurana & Shabnam Panjwani delved into how OOH provides opportunities for advertisers to surround and engage consumers
Marketers are well aware of the role played by out-of-home advertising campaigns in the consumers’ path to purchase. With the advent of digital out-of-home (DOOH), more opportunities are created for advertisers to engage audiences with digital innovative campaigns. At the tenth edition of the NEONS OOH Awards and Conference, thought leaders underscored the importance of the same through some compelling case study presentations and a panel discussion.
The experts deliberated on innovations in Display OOH’s wide range of formats, sizes, locations, and technologies and how they provide unlimited opportunities to surround and immerse consumers.
The success stories illustrated the tremendous strategic and creative potential of OOH. They were presented by a panel comprising Abhinav Iyer, GM-Marketing, Muthoot Group; Avi Kumar, Head Marketing, Zee5; Milind Shah, Head - Brand & Experiential, MG Motors; Ritij Khurana, Media Buying Management, Oneplus; and Shabnam Panjwani, CMO, Edelweiss Group. The session chair was Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions.
Iyer touched upon the work that Muthoot Group has been doing in out-of-home, national as well as regional space. He showcased how they have undertaking branding on metros, stadiums during events like Kumbh Mela.
He shared that the company particularly focuses more on a national level and large-format properties, something which can help them create a flagship property within the space. “That’s how we actually hand-picked on semi-naming rights. We are a brand which is largely associated with trust and have leveraged it at Kumbh last year where people could submit their belongings safely with us rather than keeping it at river banks. We are a brand which is associated largely with trust when people have to let go of gold. They only can rely upon a brand like us on whom they have implicit faith,” Iyer remarked.
Moreover, he shared how the brand acquired the semi-naming rights for the Greater Kailash Metro station in Delhi and built a hard-to-miss presence. He also spoke of how OOH has helped the brand grow: “Our profit last year was more than 2100 crores; In 9 months we have grown by 49% PAT and Traditional OOH is an important part of our media mix.”
Meanwhile, Kumar shared how for the first time ever, Zee5 created a Real-Time Dynamic Billboard that was of essence from a growth point-of-view.
“We saw that traffic congestion, especially in the monsoons, makes the amount of time that you spend on the roads very uncertain. Also, we saw that consumers in this time do not know what to do with this time but they are looking for ways to engage themselves. So we created a real-time billboard which showcases the consumer’s time to destination alongside content he can watch on Zee5 in that time-frame,” he revealed.
Overall, Kumar shared that the campaign led to 50% lift in consumer download, brand recall, reference point and more. “We saw a 50% increase in incremental downloads in the areas where we did this innovation. So there was a clear conversion from the innovation, and it also had resulted in a higher brand call amongst the consumers. It became viral and had a lot of celebrities talking about it,” he shared.
Moreover, Kumar asserted, "Zee5 is the no. 1 content brand which is in more than 12 languages. When it comes to marketing - we marry data, content and technology together.”
Citing some figures, Kumar contended, “According to Ipsos report, 48% of people go for online content consumption hence there is a clear shift to go digital. From ZEE5's point of view it is important to touch base consumers at various touchpoints.”
Shah revealed MG Motor's strategy in India which ranges from equity, advance awareness and establishing top-of-mind-recall. “Consumers today are not looking at just visibility but they are looking for something which will engage them and get into their mind space,” he remarked. He shared that before the launch a lot people didn’t know much about MG Motors and added that doing a mass OOH campaign helped the brand capture the hearts of people. “Thanks to our partner, we were able to identify key locations within the city, which are very helpful,” Shah said.
According to Shah, measuring ROI and unorganised OOH are the two challenges that the industry has been facing. “If the Out of Home media is not engaging, you can't expect great returns,” he said.
Financial conglomerate, Edelweiss has been known for its association with sports. Panjwani spoke about OOH advertising in sports. On the same, she said, “For us, it’s not just gaining sponsorships at a particular event, our association with sports is part of the company's DNA and the athletes displaying their achievements is itself an "unlimited feeling.”
The company has done a gamut of outdoors ads featuring champion athletes that resonated well with its consumer base.
“In terms of associating with sports, you have to understand that you're associated with something absolutely patriotic. So the association has to be truly ingrained in the ethos of an organisation,” she asserted.
In the meanwhile, Khurana shared how One Plus introduced the concept of fast charging with a simple activation. “We introduced a red cable club at airports near the boarding gates so that people can charge their phones at the same speed as their phone charger,” he revealed.
Khurana expounded on that the decision stems from the company’s philosophy of creating an inclusive brand. “We are a global tech company that's been driven by a community of users, so everything and anything that we as a brand do is a reflection of user or community wants from the brand. We actually ask people to come to us and tell us what they want and how we can facilitate that,” he stated.
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OOH now can tell a story through video & that is drawing advertisers: Jayesh Yagnik
The Chief Executive Officer of MOMS Outdoor Media Solutions spoke to e4m about the OOH industry’s growth rate, emerging markets, the advertisers’ perspective and more
Technology-led innovations have played a significant role in reshaping the OOH landscape. From interactive displays to augmented reality experiences, advertisers are leveraging cutting-edge technology to create immersive brand experiences that capture attention and drive engagement.
e4m caught up with Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions, about the OOH industry’s growth and future. “In India, the OOH industry is expected to continue growing post-COVID, fuelled by data analytics, AI-driven insights, and creativity. By leveraging technology and innovation, advertisers can create impactful campaigns that resonate with consumers in an increasingly digital and mobile world.”
According to the Pitch-Madison Advertising Report 2024 as well, OOH seems to be finding favour with more advertisers and believers are using it more intensively now. This is reflected in the 13 per cent growth rate OOH achieved in 2023, which is substantially higher than that achieved by TV and Print.
Moreover, expansion into smaller towns and emerging markets has been another trend observed in the post-COVID era, as per Yagnik. As infrastructure improves and connectivity increases, OOH advertisers are tapping into new geographic regions to reach previously untapped audiences.
Top key drivers for growth
“One notable development is the rise of Digital Out-of-Home (DOOH) advertising. With its flexibility and ability to deliver dynamic content, DOOH has gained momentum as advertisers seek more engaging and targeted ways to reach audiences,” Yagnik said.
He highlighted that digital billboards enable advertisers to communicate with customers in real-time and with more targeted engagement. When considering audience demographics and behaviour, customised material may be sent and creatives can be changed remotely with DOOH, providing more flexibility and efficiency than static signs.
Furthermore, how advertisers approach OOH ads is being revolutionised by the combination of data analytics and targeting capabilities, he said.
“Advertisers can enhance their understanding of the habits, routines, and mobility patterns of the target audience through the utilisation of data sources - mobile location data, social media insights and third-party consumer behaviour data,” shared Yagnik.
Programmatic OOH is another buzzword for the industry as of now. This is when advertisers use every tracking feature available, including cookies, browser history, and mobile location data, to identify trends in the behaviour of unidentified customers. Depending on the selected parameters, such as the number of individuals in the vicinity, whether or not nearby customers match the appropriate profiles, the weather, or the time of day, the data is utilised to automatically alter which digital adverts are displayed.
Yagnik added, “Similar to programmatic online advertising, programmatic DOOH enables marketers to buy real-time ad space using digital platforms and ad exchanges. They can target certain audiences and maximise campaign effectiveness by utilising data-driven insights.”
All these developments have also enabled OOH to be recognised as a medium that can lend status and prestige to a brand, the report stated. The ability of OOH to tell a story through video, which was earlier the exclusive domain of TV, is also an attractive proposition for advertisers now.
How to leverage these trends?
To leverage all these new and upcoming technologies, businesses also need to know how to leverage OOH effectively. Spending money on technology alone cannot help them reach the right audience, Yagnik noted.
He also harped on effectively leveraging outdoor advertising in the Indian market. Businesses must understand the demographics, preferences, and habits of their target audience. This knowledge will help them strategically place OOH advertisements in high-traffic areas where the audience will likely see them.
Creating compelling content is another important factor. “In a busy and visually stimulating environment like India, it's essential to create OOH advertisements that instantly catch attention. Use intriguing visuals, clear messaging, and impactful design to ensure the ads stand out amidst the clutter,” he said.
To maximise reach and engagement, businesses should integrate OOH advertising with digital platforms. This allows for a seamless experience across multiple channels and ensures the message reaches consumers wherever they are, added the executive.
And finally, Yagnik opines that since the Indian market is dynamic and ever-changing, businesses should stay flexible and be prepared to adjust their OOH advertising tactics in response to evolving market trends, consumer behaviour, and competitive landscape.
ShareAmazon miniTV launches OOH campaign with BEST buses
The campaign is for the mini-series Yeh Meri Family S3
Amazon miniTV has launched promotions for its latest family drama series – Yeh Meri Family Season 3 – in association with Brihanmumbai Electricity Supply & Transport, unveiling the ‘BEST’ marketing ploy for Yeh Meri Family Season 3.
Starring Hetal Gada, Anngad Raaj, Rajesh Kumar, and Juhi Parmar, Yeh Meri Family Season 3 explores the intricacies of family dynamics while bringing back the magic of 90s India. Produced by The Viral Fever and powered by Mamaearth, the latest season takes viewers on another nostalgic journey filled with emotions and heart-melting moments. Since the series’ release, the Awasthi family has captured the hearts of viewers. Now, the country’s favourite family made heads turn in Mumbai, as several BEST Buses were seen endorsing the series by integrating BEST’s logo with the latest edition of the franchise. This clever integration with ‘BEST’ made for an engaging brand campaign with smart wordplay conceptualised by Amazon miniTV and executed by Initiative and Trailer Park Studios.
Aruna Daryanani, Director and Business Head at Amazon miniTV said, “At Amazon miniTV, we constantly strive to deliver high-end entertainment. We aim to stand apart amongst other OTT players by combining effective yet clever ways to reach our fans. In an effort to reach closer to our audience, we partnered with Brihanmumbai Electricity Supply & Transport (BEST) to integrate their brand logo with the release of the latest edition of Yeh Meri Family. We look forward to engaging in similar dynamic collaborations that will resonate with fans.”
Laqshya Media Group uses real denim for The Roadster Life Co's billboards
The billboards feature brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez
Laqshya Media Group has executed an OOH campaign for The Roadster Life Co. called ‘Trends with Benefits’ featuring brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez.
A massive 60Ft x 30Ft billboard featured a custom mega cutout of Jacqueline Fernandez. The impact was amplified by extending the design down the supporting pole using 500 Sq Ft of real denim, meticulously crafted by master tailors and fabricators. This innovative approach blurred the lines between traditional advertising and a three-dimensional fashion installation. In a coordinated effort, Laqshya Media Group deployed over 110+ strategically placed hoardings across Rajasthan, Uttar Pradesh, and Bihar, further amplifying the campaign’s reach and impact. These impactful OOH placements effectively communicated the brand’s ‘Trends with Benefits’ positioning, highlighting its commitment to providing trendy yet comfortable and practical fashion for all.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Mr Amarjeet Hudda, COO of Laqshya Media Limited.
Tata AIA’s quirky campaign uses weddings to remind people about need for life insurance
The campaign hoardings have been placed smartly next to a jewelry shop brand or wedding suit brand
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Weddings in India are more than an event. On the one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. In recognition of this significant milestone, Tata AIA Life Insurance Company Ltd. (Tata AIA) has launched a new campaign titled “Karlo Shaadi Ki Poori Taiyaari." Through tongue-in-check humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.
The campaign released across select OOH hoardings placed smartly next to a jewelry shop brand or wedding suit brand. The hoardings have simple but cheeky messaging.
Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari" aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.
”Yash Chandiramani, Founder & Chief Strategist, Admatazz, said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”.
“Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using innovative humour and emotion to connect with consumers across life stages. The brand positioning now veers towards engaging with consumers to live life to the fullest, inspiring healthier, happier lives. Tata AIA now transitions into partnering with its consumers in every step and milestone of the life journey. The aim of the Company is to ensure that India and Bharat understand the need of life insurance and invest adequately to protect what matters to them the most, through simple, concise yet emotionally connective messaging as showcased in “Kar Lo Shaadi Ki Poori Taiyaari!, “ stated the press release.
Laqshya Media Group executes OOH campaign for The Roadster Life Co.
The campaign features comedian Zakir Khan and actor Jacqueline Fernandez
Laqshya Media Group has executed the OOH campaign for The Roadster Life Co., a fashion and lifestyle brand available on Myntra.
The campaign ‘Trends with Benefits’ featured brand ambassadors, stand-up comedian Zakir Khan and actor Jacqueline Fernandez.
A massive 60ft x 30ft billboard featured a custom mega cutout of Jacqueline Fernandez.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Amarjeet Hudda, COO of Laqshya Media Limited.
Bold Care and Zepto have a playful billboard banter in Delhi
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands
In a creative and playful marketing campaign, Bold Care and Zepto have engaged in a friendly banter with billboards in Delhi’s Galleria Mall & Mayapuri Flyover area, sparking conversations around men's sexual health.
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands, captivating the attention of passersby and igniting discussions around important topic of men’s sexual health.
Rajat Jadhav, Co-Founder of Bold Care, shared his excitement about the banter, stating, "We wanted to convey a serious message in a light-hearted and relatable manner. By engaging in this playful banter with Zepto, we hope to raise awareness about men's sexual health while also showcasing the fun side of addressing these crucial issues."
Chandan Mendiratta, Chief Brand Officer, Zepto shared, "Partnering with Bold Care for this playful billboard exchange was a no-brainer for us. The concept for this collaboration practically wrote itself. In an industry like ours, where timing is everything, a 10-minute delivery is a must-have. At Zepto, we're all about delivering joy and convenience without delay."
The #TakeBoldCareOfHer campaign encourages individuals to prioritize their intimate well-being and take proactive steps towards maintaining a healthy and fulfilling sexual life.
Netflix lights up the sky with 1,000 drones for ‘Heeramandi’
Netflix hosted a drone show to reveal the launch date for Sanjay Leela Bhansali's series debut
The trending hashtag #HeeramandiKabReleaseHoga (when will Heeramandi release?) has an answer, at last. In a mesmerizing aerial spectacle above Mumbai’s Mahalaxmi Race Course, Netflix and director Sanjay Leela Bhansali announced that Heeramandi: The Diamond Bazaar premieres on May 1.
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The media and college students were joined by the heeras of Heeramandi — Manisha Koirala, Sonakshi Sinha, Richa Chadha, Sharmin Segal and Sanjeeda Shaikh — alongside Prerna Singh, CEO, Bhansali Productions and Tanya Bami, Series Head, Netflix India, at the grand reveal. Together, they marvelled as a fleet of 1,000 drones took flight, leaving onlookers spellbound. As the anticipation reached fever pitch, the drones unveiled the series’ launch date, igniting waves of excitement among the gathered crowd.
On the eve of the date announcement, creator-director Sanjay Leela Bhansali said, “I am grateful to the entire team for their relentless passion and dedication to bring the world of Heeramandi: The Diamond Bazaar to Netflix. With the release scheduled for May 1st, we can't wait for audiences worldwide to watch it and shower us with their love and appreciation.”
With a lot of excitement, Monika Shergill, Vice-president-Content, Netflix India said, "Heeramandi: The Diamond Bazaar is undoubtedly India’s biggest cinematic series, and the auteur, Sanjay Leela Bhansali, in his true signature style, has created a mesmerizing world with powerful characters that fight for their fate and that of their country. A one-of-a-kind series, it will offer a visual and visceral experience of a world only he can bring to life with such beauty and boldness. As we gear up for the worldwide premiere on May 1st, we can feel the excitement building up."
Amidst the city's lights, the drones formed the iconic Netflix ‘N’, followed by elements found in the series: a ghungroo (anklets), jharokha (ornate window), and an adaab (greeting). Gradually crafting the silhouette of a dancer, the drones move in unison to unveil the title logo, symbolising noor, nazaakat aur andaaz (light, refinement and style) before finally unveiling the premiere date.