Times of India launches DOOH campaign

The campaign has been launched on digital OOH in partnership with Times OOH

e4m by exchange4media Staff
Published: Sep 14, 2022 3:28 PM  | 3 min read
Times OOH

The Times of India has launched a new campaign ‘The Times of a Better India’ to turn the spotlight on positive news and events.

The aim is to highlight the progressive journey of our country. The campaign aimed at communicating a wide array of stories about India, using a series of intriguing images that invokes viewers to think and know about unique aspects of India.

The campaign has been exclusively launched on digital OOH in partnership with Times OOH where 981 digital media units were taken across 6 cities such as Mumbai, Delhi and NCR, Chennai, Hyderabad, Pune and Bangalore for the duration of 15 days. While the campaign was also launched on print and online medium, the objective of the DOOH campaign for “The Times of a Better India” was to not just make people aware but, more importantly, to make people appreciate the beauty of through large, beautiful images.

“The Times of a Better India is exploring the continuum of change and positive development that India has witnessed since Independence, where every decade has built upon the progress of its preceding one. It is delving into the change drivers of the past, their impact on the present and a status-check of what the future may hold. Critically, the campaign is also asking questions about whether the success of certain sectors is indeed taking the country forward and what more could be done,” shares The Times of India spokesperson.

The campaign was launched on a bouquet of media formats including Departure & Arrival at Airports, Malls, Metro and Corporate complexes. The locations were selected to target the captive audience so that they should have some time to comprehend the message and read more about the story if required.

Times OOH executed the campaign by choosing the right combination of outdoor locations coupled with the right timing of execution and creatives that would intrigue the audience. The outdoor sites chosen were specifically digital in nature to ensure the flexibility of sharing multiple stories throughout the campaign. The campaign was launched closer to Independence Day when the patriotic feeling is at its peak.

“The Times of a Better India is a progressive campaign in several ways. The campaign sheds light on positive events & happenings in India and put the right set of questions in front of the audience to persuade them to think about the progress of the country. Secondly, it is one of those path-breaking campaigns that has been solely conducted on the Digital OOH medium which is still rare in the Indian OOH industry. It is high time that brands should understand the power of digital displays and the value added by DOOH in the campaign in terms of playing multiple creative, enhancing the effectiveness of the communication, and engaging the audience with a better storytelling possibility. We think that it is commendable of The Times of India team to realise the power of DOOH and employ it,” Anchal Dhawan, Business Head, Times OOH.

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HP launches programmatic DOOH campaign for Spectre 360

The campaign has been jointly executed by Lemma and Yahoo

By exchange4media Staff | Nov 7, 2022 3:25 PM   |   2 min read

HP OOH

HP India has launched its latest range of HP spectre 360 laptops with a multi-city programmatic digital out-of-home campaign enabled via Lemma, a SSP for digital out-of-home, and Yahoo, as the demand side platform.

The campaign jointly executed by Lemma and Yahoo for HP aimed to reach urban outdoor audiences during the festive season in locations that attract the desired target audience for the brand. The campaign was activated at malls and airports, identified as prime clusters mapped to the campaign's key target audience, arrived at utilizing Lemma’s advanced audience buying and predictive analytics tools

HP Spectre 360's large format video creative was activated across metro cities with a clear call to action to scan the QR code and identify the nearest store. Peak hour ad rendering on screens offering high dwell time via programmatic technology powered the latest campaign.

“We are delighted to have once again collaborated with Lemma to get the most out of our programmatic DOOH campaigns, achieving top funnel, flexible timing and targeted audiences for HPs objectives with the Spectre 360 product launch”, says John McNerny, Sr. Dir., Yahoo.

Commenting on the campaign, Gulab Patil, Founder & CEO, Lemma, said, "Programmatic Digital out of home enables brands to capitalize on the audience's newfound appreciation for the outdoors. Leveraging advanced targeting tools and audience buying, marketers can reach the right target audiences at scale through large digital outdoor ads with minimal spillage."

He continues, "HP's campaign enabled by our integration with Yahoo's DSP is a perfect example of how brands can use pDOOH effectively to reach audiences during the festive season by being present at sites with heavy foot traffic without exiting the digital media ecosystem."

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Bharat Media Group wins OOH mandate for Muthoot Finance’s 'Goldman' campaign in South

The agency also won the OOH mandate for Muthoot Forex for the Kochi market

By exchange4media Staff | Nov 7, 2022 11:36 AM   |   3 min read

muthoot

Bharat Media Group (BMeG), a 360-degree integrated marketing and communication agency, has won the OOH mandate for Muthoot Finance’s new marketing campaign for the Southern markets- Telangana and Tamil Nadu. Along with this, BMeG has also won the OOH mandate for Muthoot Forex for the Kochi market.

Muthoot Finance’s latest marketing campaign is about their new mascot ‘Goldman’ who drives the message of  ‘Put your Gold to Work’ for their various credit needs. The campaign uses a comic approach and is played by some of the leading Indian comic faces like Johnny Antony, Brahmanand, Sadhu Kokila, and Redin Kingsley across four languages - Malayalam, Telugu, Kannada, and Tamil, respectively.

This character ‘Goldman’ in the campaign, is personified as the gold lying idle in the home. It highlights how gold loans can meet the financial needs of people across classes and various situations and the convenience of availing one over other credit options in the market. Through the campaign, the company aims to connect with a newer and younger target audience to showcase how their gold assets can be monetized to fulfil their dreams and needs. Divided into three phases, the campaign uses a diverse media mix, and OOH is one of the mediums used to amplify the message. 

Whereas the Muthoot Forex campaign is primarily an OOH-driven campaign that focuses on accentuating the brand’s products and services. To get maximum eyeballs, the BMeG OOH team, along with Muthoot Team, chose the Kochi Metro rail to run the campaign. The entire metro train is wrapped in the brand’s creative depicting various offerings of Muthoot Forex.

Speaking about the partnership, KR Bijimon, Executive Director and COO of Muthoot Finance, said, “Through this campaign, we wanted to amplify the trust and faith instated in our name to a newer and larger set of younger audiences. OOH is a crucial medium that helps create mind space for the brand among the targeted TG. We are quite happy to have BMeG as our OOH partner in creating the desired visibility for the brand in all relevant OOH platforms in the designated markets.”

Talking about the association, Anand Charles, CEO of Bharat Media Group, said, “The Goldman OOH campaign is a very prestigious win for us.  In recent times, Out of Home advertising has made a strong comeback and has been seen as one of the preferred modes of marketing communication. The association with Muthoot Group (Muthoot Finance and Forex) reiterates the industry trend. Our OOH team is quite elated to be part of the exciting campaign of Muthoot Finance. The team zeroed in on strategic locations and used multiple mediums such as hoardings, airports, bus shelters, transit, digital screens, railway stations etc., to take the campaign live.”

But winning the OOH mandate for Muthoot Forex is the cherry on the cake as it’s also one of the most extensive campaigns for the brand in recent times.”

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Posterscope India takes Pepperfry's 'memevertisement' to OOH

The campaign has been strategically executed across eight-plus cities and in more than 250+ media to drive talkability

By exchange4media Staff | Nov 2, 2022 11:41 AM   |   3 min read

pepperfry meme

Posterscope India, dentsu India’s location specialist agency, executed its latest OOH (out-of-home) campaign for Pepperfry. Titled, ‘Pepperfry MemeSuperstars’.

The campaign has been strategically executed across eight-plus cities and in more than 250+ media to drive talkability. It has enabled the brand to inform, attract & engage with its audience through the campaign. To generate maximum impact, it targeted locations such as arterial routes, corporate areas, market areas, and competition brand locations to reach out to the brand’s core target group. The OOH campaign hoardings have been set up at location-specific billboards on high congregate touchpoints, Digital Outdoors, Bus Shelters, Cab, Bus & Metro Branding, Mall Media, and Residential Association Media, among others. 

‘Pepperfry MemeSuperstars’ campaign, aptly underlines the core differentiation the brand offers - a nationwide walk-in studio footprint, and a wide portfolio of furniture and home décor pieces to choose from. 

The brand further integrated with social media platforms by creating #pepperfryMemesuperstars. It enticed the audience to post pictures of OOH campaigns which further helped in the creation of user-integrated content. This has led to an increase in engagement, creating a sense of closeness between the brand & the audience.

  • The Angry Saif: A wobble head of Saif moving, using a motor mechanism.
  • The Broken Billboards: An OOH storytelling experience of a tangy fight between Saif & Kareena using memes.
  • Thank you, Babaji: Kareena’s cut-out with her famous dialogue. This time it is for the existence of Pepperfry that she is thankful for.
  • Meme it up: A lit experience with Saif’s sword lit up on billboards.

Speaking on the campaign, Naveen Murali, Head of Marketing, Pepperfry said, “With Diwali right around the corner, we are back to opening up our homes to celebrations and hence, also setting up or upgrading our homes for this occasion. what Pepperfry offers is what the consumer of today seeks in their furniture shopping experience - the true omnichannel shopping experience. It offers the convenience of online shopping with endless choices and the possibility to experience the ones they wish to, up close at the walk-in studios. Outdoor as a medium needed to be treated differently and once the campaign creative was locked, Posterscope helped in crafting a perfect outdoor plan to break the clutter with innovative thinking and creative execution, backed by location-based intelligence." 

Imtiyaz Vilatra, MD, Posterscope India added, “We got an opportunity to execute & amplify INDIA’s FIRST OOH Meme campaign and left no stone unturned to create a high-impact campaign for the brand. The idea here remains to create buzz and drive talkability. With Diwali being a highly cluttered environment in OOH space, this MEME campaign truly broke that and made us stand out in minds of TG.”

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Tanishq unveils immersive experience zone for Chennai shoppers

The 3D experience has been crafted by Inventech from the Laqshya Media Group

By exchange4media Staff | Oct 20, 2022 2:13 PM   |   3 min read

Tanishq

This festive season, Tanishq, the jewellery retail brand from the house of Tata, in association with Inventech, a Laqshya Media Group company, unveiled the first-of-its-kind immersive experience zone at Palladium Mall, Velachery Road, Chennai. The exclusive experience zone is a unique fusion of technology and tradition where users can don the Chozha collection, inspired by the famous Chozha dynasty of south India.

It is aimed to create a highly immersive and personalized 3D experience for the audience with the Chozha collection inspired by the golden age of the Chozha dynasty. An interactive technology kiosk was created where users selected the intricate jewellery pieces from the Chozha collection, which was presented in 3D, creating a visual delight for the viewers. It includes 3D holographic videos, fingerprint scanners, and intuitive virtual and augmented reality.

Furthermore, the customers explored various chapters of the craftsmanship and the process of making the Chozha collection a masterpiece through an interactive Chozha book where hand gesture sensors control the digital projection book. An intuitive augmented reality Chozha mirror has also been created where users are invited to be a part of the Golden Age of Chola, wear different pieces of the Chozha collection, and celebrate their legacy. In addition, this customized experience video for every user with different jewellery pieces of their choice is also sent to them for social media amplification.

Ranjani Krishnaswamy, GM-Marketing, Tanishq, Titan Company Limited, said, “Tanishq has celebrated the cusp of classic and the contemporary, the rootedness of vintage with the flair of the chic. Our Chozha collection is an interpretation of the glorious history of finely crafted jewellery for the modern Indian woman. To truly experience the pride of that era and the intricate craftsmanship which celebrates the art, architecture, and literature of the jewellery, we invite you to an immersive experience where tradition meets technology. You can experience the grandeur of the Chohza dynasty and the deep design stories that have inspired beautiful first-of-its-kind jewellery that is befitting for the Pudhumai Penn of Tamil Nadu.”

Talking about the experience centre Sommnath Sengupta, CEO of Inventech, A Laqshya Media Group company, said, "To mesmerize the audience with the latest Tanishq Chozha collection inspired by the golden age of the Chozha dynasty, we created a customized immersive experience centre at Palladium Mall, Velachery, Chennai. The commuters engrossed themselves in immersive content and technology in the entry as they stepped inside the zone. To showcase the jewellery and its various inspirations from the dynasty, an interactive technology kiosk is created where users can select the Chozha collection and experience the inspiration in a visual delight of the Jewellery pieces in a 3D immersive way." He added, "The collection is created with meticulous detailing and craftsmanship. Hand gesture sensors are also used to control an interactive digital projection book. As a result, commuters can explore different chapters of the craftsmanship behind Chozha's masterpiece collection."

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Duroflex picks The Brand Sigma for OOH campaign

The ‘Festival of Change’ is a pan India campaign

By exchange4media Staff | Oct 19, 2022 2:40 PM   |   2 min read

Duroflex

Duroflex has chosen The Brand Sigma to roll out its month-long pan India OOH campaign with the objective of maximising brand recall and reaching out to the right TG with the campaign message.

Featuring brand ambassador and actress Alia Bhatt, the “Festival of Change” campaign urges Indians to make a meaningful lifestyle change this Diwali - upgrading sleep essentials that can enable deep healthy sleep for a better life.

Spanning across Tier 1, 2, and 3 cities of 10 states across India, Duroflex OOH branding was created on high impact head-on solus media sites, breaking the clutter that gives the brand top of the mind recall and exclusive OTS.

Harish Menon, General Manager (Sales) - North, East & West, Duroflex said: “Duroflex has always sought to connect with customers and give them a delightful experience. This campaign aims to target not only the traditional but also new age consumer who is looking at buying best-in-class sleep solutions. The campaign unveiled in the time of Diwali this year once again met that objective. Outdoor is a medium that delivers impact to the overall campaign and provides a strong, robust and integrated marketing campaign. The Brand Sigma has very well delivered on its OOH mandate in time bound manner.”

Sanjay Rao, South Head – BD & CS, The Brand Sigma, said: “It’s always our goal at The Brand Sigma to build long-term relationships with brands who are just as passionate as we are. We are so glad that Duroflex is one such brand and we are honoured to be part of their pan India campaign spread across East, West, North and South zones. Providing our clients with the best-in-class and most effective Out of Home solutions is what we’re all about. We look forward to continued association.”

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OMD India and Osmo create 3D OOH campaign for Renault Kiger

The installations have been set up in bustling locales around India

By exchange4media Staff | Oct 25, 2022 6:00 PM   |   2 min read

RENAULT

OMD India and Renault India have teamed up with Osmo to bring a stunning and immersive nationwide 3D anamorphic OOH campaign to life, showcasing the Renault Kiger in all its glory. This brand-first initiative for Renault is an ambitious outdoor campaign; set to dazzle Indian consumers during the festive season.

The campaign immerses viewers in the world of the Kiger, shining a light on the SUV’s elegant design, ergonomic interiors and advanced technology, the 3D OOH installations have been set up in bustling locales around India with the hopes of leaving an imprint on the minds of consumers and auto enthusiasts.

OMD India conceptualized the campaign from start to finish to build excitement on an instinctive level and appeal to the modern sensibilities of consumers. Making audience engagement a critical part of the experience, it not only focuses on drawing people in with eye-catching visuals but also encourages them to interact with the 3D installation to book a test drive.

Anisha Iyer, CEO of OMD India, shared her thoughts on the campaign, saying, “At OMD, innovation drives every aspect of our work and a campaign like this allows us to make creative leaps and come up with fresh ways to increase engagement for a brand. We’re in the business of creating experiences that aim for one crucial thing - capturing attention. And with this outdoor campaign, we precisely wanted that for the Renault Kiger – for people to sit up and take notice of the stunning SUV. We look forward to crafting more such immersive experiences for Renault India in the future.”

Sudhir Malhotra, VP of Sales and Marketing at Renault India, added, “Our idea behind the Kiger campaign was to create a campaign unlike anything we have ever done before. Thanks to OMD India and Osmo, this shaped up to be a fantastic brand-first initiative for us. 3D OOH gave us an exciting new realm to explore and it seemed very fitting for a visual narrative centred on an SUV that boasts of both a futuristic design and technology. Our aim was to engage with the audience in a way that feels fresh and authentic and allows the Renault Kiger to shine.”

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Naukri.com comes up with social media, OOH campaign #MyKindaNaukri

The campaign has been conceptualised by AdLift

By exchange4media Staff | Oct 12, 2022 1:22 PM   |   2 min read

Naukri

Work from Home. Remote work. Hybrid model – the post-Covid workplace and job market is a transformed arena. Keeping up with new priorities and motivations of jobseekers, online job portal Naukri.com launched a new campaign for jobbers ‘MyKindaNaukri’.

The campaign addresses the changing dynamics of job seekers from being driven by external factors to taking charge of their own career and actively shaping it. AdLift worked to conceptualize the campaign umbrella idea where the agency specifically handled Naukri.com’s social media communication.

The agency conceptualised and created innovative GIFs, short videos, statics as well as OOH branding on cabs and elevators that delivered the #MyKindaNaukri campaign to carefully selected target audiences. AdLift also ideated a clever Twitter banter that saw some witty exchanges between several companies along with AdLift.

According to Sumeet Singh, CMO at Info Edge India, the parent company of Naukri.com, "Our research suggested that jobbers had realigned their priorities, post the pandemic. There were multiple factors and preferences motivating them. It was natural for Naukri, India’s No 1 jobsite to come out and let jobseekers know that we care and are there for them. With #MyKindaNaukri, the aim is to address the multiple unique motivations of jobber cohorts who aspire to find jobs aligned to their repositioned needs, interests, and skillsets.” 

“With the global job market completely shaken post-pandemic, there was a need to let job seekers know that we have their back. The #MyKindaNaukri campaign gives people the option to pursue job profiles that they truly identify and align with. Whether it is work flexibility or refreshing new profiles – the campaign is designed to appeal to job seekers of all kinds.  We have been working with the Naukri.com team for quite some time, and teams at AdLift and Naukri.com are synched in the best way possible. This collaboration helped birth this idea of #MyKindaNaukri and helped evangelize the concept in the best way possible," says Prashant Puri, Co-Founder & CEO, AdLift.

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