CONTENTS

OOH Industry Updates To keep you in sync with the latest, most talked about Out-of-Home media campaigns

Brand Activations The brand activations that kept consumers engaged

Campaigns by Milestone Brandcom, Latest campaigns executed by Milestone Brandcom

International OOH A glimpse into the international Out-of-Home scenario

OOH Discovery Insights from our experiences at Milestone Brandcom

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

1

According to recent research statistics on the outdoor advertising ad revenues, there has been a growth of 11 per cent for Q1 and 4 per cent growth during Q2 of 2013 over the same period in 2012, making it a total of 8 per cent growth for the H1 fiscal 2013 over 2012. Despite the lingering economic uncertainty, OOH continues to grow – which is a positive sign for advertisers who want to reach out to people with billboards, bus shelters, huge gantries, foot-over bridges, and any other outdoor vehicles. Going by this analysis, the industry has every reason to be optimistic.

Sector-wise analysis of outdoor advertising spends:

Real estate upped its OOH investments most rapidly as compared to any other sector, making it the most dynamic category for the first half of 2013. The spends grew by 51 per cent as compared to H1 of 2012. The realty players from Mumbai and Delhi have been spending heavily in traditional OOH, whereas South-based players are also actively visible in premium ambient media such as airports.

The education sector with large focus on Q1 dominates the other category spends, though the spends have reduced compared to H1 of 2012.

In the media & entertainment category, TV channels, particularly the GECs, hold a substantial pie in the OOH share of spends.

Jewellery brands such as Tanishq has been spending heavily, along with South-based brands such as Malabar and Kalyan on their store launch across various towns using OOH to create awareness. There has been a 28 per cent rise in their spends observed this year as compared to H1 2012.

Many other sectors slightly exceeded their spends in the first half this year as compared to last year, making the overall OOH share of spends bigger and thus creating an 8 per cent growth as compared to last year. Categories such as banking, mobile handsets, airline operators, housing finance, life insurance, retail (particularly the innerwear segment) and healthcare saw greater growth as compared to last year’s first half.

Two-wheelers emerged as one of the most active spenders in the first half of 2013 as compared to the same time last year 2012, registering a growth of at least 50 per cent. Brands such as Hero Motocorp, Bajaj and Honda have captured the roads with larger than life displays for their two-wheelers.

The first half of this fiscal year 2013 also saw a decrease in spends by the top OOH spenders such as automobiles (four wheelers) and mobile services.

Since Q3 is the festive quarter, it will now be interesting to see out of home gain even more momentum. During the festive season, brands usually announce a lot of discounts, offers and freebies. OOH media vehicles such as hoardings/ billboards, bus back panels, bus shelters and other street furniture are gaining as much importance as other forms of media such as print and digital.

The evident are bound to be more confident about investing even more in the OOH space.

OUTDOOR AD SPENDS GROW BY 8% DURING H1 OF 2013

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Milestone Brandcom rolls out multiple campaigns to promote the launch of the Axis Bank’s new festive offers & mobile application

Axis Bank recently launched two major campaigns, one to promote their range of Credit Cards and the other to launch their new Mobile Application.

Axis Bank – Credit Cards

Festivals in India are celebrated with great zeal. They do not just offer people a temporary reprieve from their daily grind but also give them an opportunity to get out and celebrate in the festive spirits. We have a diversity of religious traditions across India and every religion has their own unique festivals. Every festival is imbued with deep inner significance to individuals and society’s and each festival is a multifaceted celebration. The celebrations put everyone in a happy mood to celebrate with their friends, family.

The marketing objective for this campaign was to drive credit and debit card spends during the festive season. The media mandate was to create maximum awareness for the offers through the OOH medium.

2

OOH INDUSTRY UPDATES

The campaign was spread across 8 major metros for a period of 20 days. An innovation was executed in Mumbai at Mahim Causeway Junction. A large shopping bag bearing the logos of all the brands associated with the Axis Bank offer was created and installed. The execution was visible from a distance and caught the attention of all the passersby.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

OOH INDUSTRY UPDATES Axis Bank – Mobile Application

With the advancement of media, technology & lifestyle changes, the future of Digital communications & OOH is brighter than ever. A regular consumer spends an average of 16 waking hours out of his home. The best time to target him is during this time spent OOH! To leverage the medium to its utmost potential, Axis Bank decided to support its Mobile application through an OOH campaign.

The marketing objective of the campaign was to create awareness & drive downloads for the new axis mobile application through online channels. The OOH medium was utilized to build registry & recall.

3

The OOH campaign executed across 8 major metros began on 18th Oct, 2013 and went on for 20 days. (Mumbai, Delhi, Kolkata, Bangalore, Chennai, Pune, Ahmedabad and Hyderabad).

At Mahim Junction in, Mumbai a huge mobile phone was created and placed on a rotating disk. The structure had immense visibility throughout the day and night. The billboard creative was highlighted creatively through the use of LED lights to draw attention to the benefits of using the mobile application.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

OOH INDUSTRY UPDATES

4

Kingfisher speaks Kinglish The brand introduced the world's first crowd sourced English font, called Kinglish, contributed by pub hoppers across Bengaluru. Brands have always strived to achieve something out of the box to grab mindshare of the consumer. But, it is not every day that a brand goes ahead to create a font from its name. Kingfisher came up with a specially designed font called Kinglish. Kingfisher claims that Kinglish is the world's first crowd sourced font as it was contributed by pub hoppers across Bengaluru. This was done as a part of the recently concluded edition of The Great Indian Octoberfest 2013, a Kingfisher-hosted event. The font was made out of beer mug, beer bottle and beer can impressions from thousands of party people. Out of those impressions, letters like A, C, F, M and W were crafted out to make a language that looked and felt like Queen's English.

The unique pub culture in Bengaluru had the potential to embrace its own language created by its own people. This is the primary reason why Kingfisher Premium saw the opportunity for this foamy brew of youth culture to speak in a lingo of its own. It was then time for Queen's English to embrace a 'King Size Font. The next steps will be the launch of a Kinglish microsite featuring easy to use downloads of this font in various sizes that will engage the youth to play with Kinglish and create crazy stuff. The company also plans to launch various kinds of merchandise (like T-shirts, beer mugs and beer hats) to promote Kinglish across Kingfisher events in the country.

Karwa Chauth with Maybelline This Karwa Chauth, Maybelline ensured women looked prettier and felt more at ease by taking their minds off the hassle of finding the perfect mehendi! Women were given a free makeover and mehendi application on purchase of products. This three day campaign was carried out at 51 different touch points – primarily market places flocked by women – across Delhi NCR, Lucknow and Kanpur. To create a versatile campaign that would work across market spaces, big or small, three kinds of setups were created depending on the availability of space. The aim of the promotion was to create a strong platform for the brand through experiential marketing around the festival and promote the Maybelline Color Carnival Autumn/Winter 2013 collection.

The activity saw promoters approaching women, explaining them about the products,

and the various schemes and offers available. Those who bought products were rewarded with exciting gifts, makeovers and the much sought after free mehendi application on their hands from artists present at the setup. Along with brand promotion, the focus was on sales as well.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

OOH INDUSTRY UPDATES

5

FLY with Air Asia this festive season to Kuala Lumpur AirAsia has recently cut prices on its flight to Kuala Lumpur. Air Asia's unveiling of its flight deal is perfect in time for the holidays and vacations. It has a lot of deals, prices and options for different travelers. The Airport Ad promoting AirAsia.com’s low fare flights to Kuala Lumpur is shaped like a shopping bag, with the handle standing out of the structure.

The creative installation is a fitting visual expression of the tag line, “Fly.Save.Shop”.

Air Asia's 5 Year Celebrations in India paints airports Red To showcase the Lowest Promo Fare of AirAsia.com, multiple media was taken up across the airports of Chennai, Kolkata, Cochin, and Trichy. The highlighted Promo Fare is to celebrate AirAsia.com’s successful completion of 5 years in India. the displays went live from November 25 to generate maximum visibility before the promo period in 2014. The exclusive campaign covering displays at departures and

arrival halls of these Airports has been tailor made to ensure 100% visibility among the air travelers, the primary TG being those who have or will plan their holidays in the promo period.

Sahara Q Shop’s foray into Kitchen and Home Appliances market After the launch of complete range of home and personal need products and setting up of 1000 retail outlets, Sahara Q Shop has expanded its product offering by introducing a superior range of Kitchen and Home Appliances. The multi-product launch campaign was consummated by means of a high decibel Out of Home campaign. Besides creating impact with large format billboards at key junctions & arterial roads, the campaign reached out with an extensive media mix to the target the audience in the most efficient & effective way along with various high frequency

conventional & unconventional media formats. As a part of innovation, actual showcase shelves were designed& fabricated on hoardings with spotlight effect on various products in order to garner extensive number of eyeballs.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

BRAND ACTIVATIONS

6

Blenders Pride Fashion Tour OOH campaign adds a splash of glamour to Hyderabad International Airport Hyderabad’s Rajiv Gandhi International Airport wears a new, glamorous look this October, thanks to the stylish avatar the Blenders Pride Fashion Tour campaign has given it. The big idea here was to reverse the situation and truly live the Brand philosophy of make the entire world stylish. Everyone should feel special & therefore the idea of “Everyone is walking the Ramp”.

At first instance, unassuming passengers were pleasantly surprised by the flash photographers & people sitting across the Red carpet to welcome them.

92.7 Big FM and Emami present exclusive 10- city on-ground campaign ‘Boroplus Miss Naturally Beautiful’

92.7 Big FM announced the launch of an exclusive on-ground campaign named ‘Boroplus Miss Naturally Beautiful.’

This campaign which has already launched in colleges across 10 Indian cities gives young girls in the age group of 17-24 years a wonderful opportunity to participate in a specially conducted talent hunt to compete for the title of ‘Boroplus Miss Naturally Beautiful’ where they will be judged by noted local RJs. As 92.7 BIG FM and Emami took the campaign across the cities of Indore, Bhopal, Delhi, Chandigarh, Bengaluru, Ranchi, Surat, Kanpur, Allahabad and Jalandhar, young girls took advantage of the fantastic opportunity to celebrate their beauty by registering for the contest at their colleges. The talent hunt was conducted in ten colleges in each city and was actively promoted through 92.7 BIG FM.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Axis Bank Jack & Jones Fastrack

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, Nov’13]

Little artist Watches

Tata Sky Live TV on Mobile

Nescafe

The uber cool european denim brand

McDonalds

Garnier Men Garnier Men Acnofight - Reveal

7

Garnier Fructis

Binani Cement Sadiyon Ke Liye

Franklin Templeton ICICI Bank

Switch on your mornings

Quick & easy loans

Brand Promotion

Mutual Funds

Voted No.1 Acnofight - Teaser

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Uninor Uninor

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, Nov’13]

Share Anything Kabhi dekha hai itna sasta!

Uninor 25p/min

Emirates

Local calls @25p

Aashirvaad

Sare Homes Nestle - Maggi Delishious Taste

8

ETV Kannada Aaka & Agni Sakshi

ETV Bangla McDonalds

Fly to dubai

McSpicy Burgers

Fortified Atta

Hiyere Majhe Wedding

Residential property of the year

Virgin Mobile

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

INTERNATIONAL

9

McDonald’s & Piccadilly Circus – Loading For the first time in 25 years, the famous screens of the Piccadilly circus were being completely digitized. To keep the screen visible during the building work, a simple creative was created partnering with McDonald's. There was a simple ‘loading’ message made up using McDonald's iconic french fry & a dollop of ketchup. Over the 3 months period, the billboard was refreshed to show the progress of the work.

Merlin Entertainments Sealife Aquariums: Closer than you think To promote the Aquarium, and the diversity of fishes, a creative OOH campaign was executed. The creatives showcased all the fishes that one can see in the aquarium with a very catchy slogan saying ‘closer than you think’ to lure people ito visiting the aquarium!

Anne Paterson's Flowers: Free Flower Posters These rolled up posters with free flowers and tags driving people back to the store were put on wild poster boards and in coffee shops. Simple posters like any other, but with a small, subtle difference - the posters were wrapped bouquets of flowers, and with them a mini teasers inviting shopping or offering a discount.

Adidas: Charge the city Adidas in moscow, Russia decided to launch a campaign to power up an old unused stadium in the city, solely with the energy used by running. In a local marathon, runners were handed over batteries which later plugged into a console that was used to light up the stadium. Watch the video here.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

INTERNATIONAL

10

Olympic Changes: Exercise ticket machine To promote exercise and the 2014 Olympics, Olympic Changes installed a very special ticket machine at the Moscow subway station. Instead of accepting money as payment, the high-tech ticket machine only accepted exercise. Watch the fun video here!

Tampax – Until the last drop, Dexter To promote the tampax tampons in an rather unconventional way, the brand took up a few billboards next to billboards talking about blood & innovatively altered the creative to suit their brand messaging! A very unconventional but effective advertisement.

RainCity Housing: Bench RainCity Housing provides specialized housing and support services for the homeless. To help communicate this, an installation of a transit bench was transformed into a temporary shelter for those in desperate need. The bench was printed with UV and glow-in-the-dark ink.

McDonald’s: Dollar Drink Days Special Delivery This summer, Canada recorded several days over 34°C/93°F. So we asked ourselves: How do you keep Canadians refreshed during these heat waves? With an ice-cold McDonald’s beverage of course. But on those hot days, people aren’t always that active and willing to get up and go get a drink themselves. So we delivered one to them. Watch the video here.

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

11

What print media should keep in mind when going outdoor

Print publications have been serving as a strong advertising platform for different brands, but when it comes to self-promotion or to create a buzz, print media often turns to outdoor media. There are, however, a few things that print media needs to keep in mind while strategizing an outdoor campaign. These include...

Targeting it right: It is important to choose the right location based on the brand’s target audience; especially if it is a niche brand.

Cluster it: Once the right location has been chosen, it is wise to have more than one billboard. The more you see, the more it gets hardwired in the audiences’ head. Outdoor is expensive, so make the most use of it.

Use eye-catching creatives: It is important to have interesting creatives to portray the brand’s imagery. Outdoor innovations are a great way of getting people to talk about the brand.

Have single line of thought: It is necessary to have a clear call to action, depending on the objective of the communication. The basic rule for creating an outdoor campaign is to make it less wordy and more visually attractive. Outdoor as a medium today is cluttered with long copies on large formats because of which they are not effective and don’t draw attention.

OOH DISCOVERY

16 DECEMBER 07 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Delhi 249 A, 1st Floor Okhla Industrial Estate Phase-III New Delhi-110020 Board Line: 011-49490300

Bangalore No. 946, 1st Floor, 11th Main Road H.A.L. 2nd Stage Indiranagar, Bangalore-560008 Board Line: 080-4094 1904

Kolkata Keshar Vatika 2nd Floor, Flat No.2B 7A,Gurusaday Road. Kolkata- 700019 Board Line: 033 – 30015990

Chennai Golden Rays Business Centre, Lake View Road, West Mambalam Chennai - 600 033 Board Line : 044-42073530

Hyderabad Plot no: 48, UBI Colony Banjara Hills, Road No : 3 Hyderabad – 500034 Board Line: 040-65863770

Pune Cabin 9, 1/1, Rambaug Colony, Opp BP petrol pump, LBS Road, Navi Peth Pune 411030 Board Line: 020 -65005761

Regional Offices:

Contact Us Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013. Tel: 022-49210700 www.milestonemedia.in

Nidhi Kavle D: 022-49210711 Nidhi.kavle@milestonemedia.in