outlook for 2013 - milestonemedia.inmilestonemedia.in/wp-content/uploads/newletters/... · and mis,...

05 January 06 | 2013

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

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Nabendu Bhattacharyya Founder & Managing Director milestone brandcom

Outlook for 2013...

2012, The year that was… Unlike in the past, when 76% of OOH media was consumed only by 4 industry sectors which was largely a disproportionate skew, what 2012 interestingly saw is immense contribution from other industries to utilize the benefits of OOH namely– auto, retail, white goods, real estate & infrastructure, large format retail, etc. Although revenues from telecom have dipped in H1 2012, the category quickly picked up with the new tablets and laptops introduced in the market especially in the festive season in H2 2012. FMCG also bounced back with 14% growth in the sector contributing significantly on outdoors in 2012 in comparison to last year. Considering the local presence & strategic importance of outdoor media, it is also best suited to the local brands which also fairly represented in the overall spends but are likely to be the future potentials – Food & Beverage, education, small format retail and jewelry.

Outlook for 2013 In the 2011-12 fiscal, the economy expanded at 9-year low of 6.5 per cent and most likely the slowdown has bottomed out, with a dire need for a confidence inducing budget & reforms to bring about a positive economic growth for the year 2013. Despite the given odds OOH industry anticipates a positive growth in 2013 due to multiple reasons:

Sectors promising growth:

•Telecom – New telecom policy gives clarity to service provider and now expected to consolidate the Telecom industry, hence ARPU expected to grow and in turn the marketing budget

•BFSI – New Banks are slated to get license viz. L&T, Reliance, Aditya Birla, etc., which will see fierce competition in the space leading to increase in spends

•Retail – Reforms announcement especially in the retail sector will see multi brand retail chains entry into India. OOH will gain the maximum out of their spends as it works the best where brand offering is local & targeted to the catchment areas

•Real Estate – Sector will continue to grow at the city level

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Infrastructure led growth:

•As India grows, city are expanding into distant suburbs, tier 2-3 towns are getting more prominence. With increasing working population & changing lifestyle, business is going beyond borders with cheaper air travel has meant more avenues for targeting the mobile audience on the go – people are spending more time outdoors, approx. 9 hours leading to exponential growth of the transit medium with 30 odd modern upcoming airports and metro rail expansion in all major metros.

•Malls multiplexes growth, retails expansion will lead to possibilities across OOH , retail & experiential marketing space. Interactive screens, LED panels, etc coming up at these touchpoints are also adding another dimension to OOH communication, which is still at a very nascent stage to make its presence felt in the overall OOH adex pie; however hold immense potential in terms of customer involvement, interactivity and last mile conversion in the time to come.

Positive reforms:

•With government bodies putting greater control over guidelines, legalities and increasing license fees and giving approvals to small format media, we would see many conventional OOH media owners who will not find OOH business any attractive from profitability point of view. This may see consolidation in the space with only the large players who will survive in the next 3-5 years time.

•IOAA the OOH association will play stronger role in putting guidelines into practice , viz. credit terms, booking period, creative regulations, monitoring, etc in line with INS & IBF

Increasing Client expectations:

•Advertisers will demand more and more ROI based OOH plan with exciting innovative OOH possibilities. With increasing digital interfaces that seamlessly connect into the consumer’s lifestyle technology base OOH solution will be highly in demand. Medium led OOH creative from creative agencies should become the norm, unlike mere adaptations from the print creative in the past. Traditionally static and passive communication will move to a more interactive led OOH plan and strategy

•Client will expect increasing accountability from the agency on monitoring, reporting and MIS, and most importantly on transparency in the OOH business which still remains the biggest concern for the Industry.

In my view, the industry will grow at 20-25% given the above reasons. The specialist agencies will need to continue investing in knowledge, enhancing tools and attracting the right talent. Strategic planning & measurability will strictly be a differentiator in the cluttered OOH media world besides creative solutions & integrated approach in the coming future, as a result the agencies space will see few shut shop as the business becomes more competitive on margins pressure.

Nabendu Bhattacharyya Founder & Managing Director milestone brandcom

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COVER STORY

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Uninor, a part of Telenor Group, one of the world’s largest mobile telecom companies appoints Storyboard Brandcom – a division of Milestone Brandcom Group, the largest OOH agency and fastest growing integrated communications agency in India. Uninor, one of the fastest growing telecom providers offers most affordable voice services to the Indian mass market. Speaking on the appointment of Storyboard Brandcom as the OOH media agency, Mr. Sharad Mehrotra , Chief Sales Office, Uninor, said, “Storyboard Brandcom, exhibited better local insights into the needs of a challenger brand and for Uninor, OOH has always played a critical role in establishing the brand as the ‘best in voice’ at the local level. Storyboard Brandcom’s out of the box innovation and low cost mass market ideas differentiated them.”

storyboard brandcom launches with a big bang!

Nabendu Bhattacharyya, Founder & Managing Director, Milestone Brandcom Group shares, “This is a significant business win for the Group, and I am delighted to win this emerging brand. We are happy to partner Uninor in establishing itself as the ‘value for money’ brand for the mid-crust Indian youth Storyboard Brandcom won the account following a multi-agency pitch that was conducted in October 2012, which saw participation of agencies such as Bates Wallstreet, Madison Outdoor Media Solutions and Kinetic (WPP’s OOH wing), among others. DDB MudraMax is the incumbent agency.

Uninor appoints Storyboard Brandcom (a division of Milestone Brandcom Group) as its OOH media AOR

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OOH INDUSTRY UPDATES

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

Tata Housing brings back White Santa Claus for the second year During Christmas season, Tata Housing brought back it’s White Santa back to shower gifts and spread joy and happiness amongst the underprivileged children in India. This year the White Santa has expanded his reach to more Malls across three cities i.e. Mumbai, Delhi & Bangalore, starting from 19th December - 26th December ’12.

The White Santa Claus, signifying hope aspires to be the Red Santa Claus of happiness and joy for the poor and disadvantaged children in India. The White Santa gives everyone an opportunity to become Santa themselves by donating gifts in the form of cash/ cheque/ kind. The more he is able to spread joy and happiness through the donation received, the Santa becomes more Red. The proceedings of this novel cause will go to Plan India, an NGO working to improve the lives of disadvantaged children, their families and communities.

Tata Housing has also made this initiative environment friendly with the ‘Invite Santa’ offer. Here, children will be encouraged to plant saplings at their houses and invite Santa to see their love for the environment who will then be giving them loads of goodies.

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Telecom advertising eye the space ‘inside a consumer’s head’ It was during the IPL fever, when the creative volcano exploded and the earth was invaded by Vodafone’s tiny egg shell like creatures with giant heads, called ZooZoos.

This was not the end of the story, as Airtel rode on the shoulders of friendship and celebrated those joke buddies, poke buddies and gaana buddies of everyone’s life.

Not to be left behind in this creative war, Idea got honey-tongued to connect people through the catchy jingle.

It surely marks the dominance of great creative properties in telecom advertising like the

ZooZoos, ‘Honey Bunny’ and ‘Har Ek Friend Zaroori Hota Hai’ jingle. These creative properties are iconic for the brands and they remain associated with the brand even after the campaign fades.

These creative properties have certainly taken telecom advertising to new heights and they have created recall and visibility for the brands. They have enhanced brand recognition and built strong emotional connect with consumers. Telecom advertising has stood out of the clutter due to these creative properties

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Micromax flaunts Sunburn Micromax has taken up a full-fledged branding exercise in Goa to promote its handset brand, along with its newly launched LED TVs and Canvas range of phones. It is the title sponsor for the Sunburn festival 2012 that was held from December 27-29 in Goa.

Approximately more than 65,000 people attended the carnival. To grab eyeballs, Micromax had put up more than 37 LED display units at the Goa airport. The orange coloured LED screens promote Micromax's LED TVs and boast of the brand's association with the Sunburn festival. They carried the catch line, 'Live. Love. Dance'.


The campaign was extended to radio, out of home as well as television. The latest TVC was rolled out on December 25 during the India-Pakistan match.


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Vodafone’s comb effect Vodafone has tapped into the different needs of people through this ‘Made for you’ campaign in Bhopal. Taking a cue from Vodafone’s Saloon TVC, an OOH campaign was created through a hoarding on which different kinds of combs were showcased.

The motive was to showcase the different needs of different people through combs. The combs were highlighted with LED which lit up the hoarding during night. The innovation was seen infront of the DB Mall, the busiest traffic junction of Bhopal City, to capture an approximate 5 lakh audience on a daily basis. The innovative 121 campaign not only enhanced brand recall but also helped garner more customers.


Tata DOCOMO organizes a Rock Concert A Rock event spanning over 45 days; targeting 80 colleges from ROM was organized. Canter activities, RJs, radio spots and newspaper ads, custom designed t-shirts and bandanas were some of the activities carried out to create a buzz in 4 major cities. The idea was to create a pre-hype in and around colleges, leading to the event. Each city had 15 shortlisted colleges.

The grand finale in Pune witnessed student participation from everywhere to cheer their bands. Tie up with popular eateries like Cafe Coffee Day Other than the usual posters, kiosks, newspaper ads, outdoor & radio promotions created pre-hype to the much awaited grand finale


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TATA DOCOMO LED Photon+ “Kiosk on University Road” Pune : The out of home (OOH ) innovation executed by Milestone Brandcom is a replica of an original photon + device put up as an adpole at university road, Pune. The same is fabricated in the shape of photon max data device having LED light running across its periphery giving an all together different look in day & night. The illumination of the same being entirely based on LED lighting saves almost half the electricity supply required for the normal glow sign boards which are normally seen in the city.

TATA DOCOMO’s ‘PLUS’ proposition The ‘PLUS’ proposition of Docomo talks about dual benefit. The communication says that Docomo not just provides you full talk time @ Rs 222 but also the lowest call rates for all your local as well as STD calls. The campaign has been executed by Milestone Brandcom in Maharashtra, Haryana, Gujrat, MPCG and Punjab in the month of December. The PLUS creative showcases that we offer one plus one in single offer unlike other telecom brands. Besides, this campaign, Docomo ran two other PLUS campaigns.


Blackberrys premium OOH campaign A high impact, premium campaign for Blackberrys with the tag line - 'Go Sharp' has been mounted using displays at the Delhi and Mumbai airports.

Blackberrys' 'Go Sharp' campaign aims to take the premium apparel brand to the next level by bolstering its fashion quotient. Hence, the overall objective for the media campaign is to firmly establish 'Go Sharp' imagery and reiterate aspiration with the brand.

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Chulbul Pandey paints Mumbai’s outdoor landscape The movie, Dabangg 2 has executed a high-scale outdoor initiative in Mumbai to create buzz. The creative of the campaign has an action-packed feeling. The film has gone beyond posters and billboards; it has rolled out an initiative at all local railway stations in Mumbai wherein Chulbul Pandey is promoting the film in the form of announcements – a 15-second sound clip is being played at stations.

Lord Ganesha makes outdoor appearance for Life Ok Lord Mahadev and Goddess Parvati are set to commence their journey on Life Ok’s show ‘Devon ke Dev Mahadev’. The countdown to the much-awaited entry of Lord Ganesha started in early December with the birth of Vinayak. An extensive outdoor campaign was rolled out in Mumbai, Delhi and other key markets of Maharashtra to promote the special episodes.

As Lord Ganesha is known to be Mumbai city’s favourite, the channel displayed colourful holy visuals at strategic locations.

A grand procession that included young children dressed as Lord Ganesha, dancing to the tunes of holy chants to welcome the revered God, was also organised in Mumbai.

Zee takes Miss Universe on to OOH Zee Cafe, the official broadcaster of Miss Universe in India, has extended its marketing campaign to the outdoor medium with sites in Mumbai and Delhi-NCR.

One out of home creative communicates the personality of the property, 'glitz, glamour, grand, festive and beauty', and is done in red and pink with a bold text that reads '89 women. 1 Tiara. This could get ugly.

Yes Bank embarks on first OOH campaign Yes Bank has come out with an outdoor campaign for the first time. The first phase of the communication exercise has taken off in Mumbai and Delhi and is specifically targeted at retail players. In the two cities, the OOH campaigns involves close to 100 bus shelters in key high traffic locations, 500 radio cabs

and at strategic points such as baggage claim, immigration counters and transit lounges in the Mumbai and Delhi airports, with a view to creating optimal frequency for the brand in each location


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Bisleri launches a new campaign ‘Kiss to Drink’ Bisleri, a brand that pioneered the concept of mineral water, bottled with its distinct green label, announced the launch of a new marketing campaign ‘Kiss to Drink’. The idea behind launching this campaign is to focus on the 500ml bottle size which serves as a personal pack making it more convenient and hygienic for the consumer.

The outdoor campaign launched across tier 1 & 2 cities in a span of one month starting mid-December

Amul’s farewell to Panditji Amul’s latest advertisement bids goodbye to sitar virtuoso Pandit Ravi Shankar, who passed away on December 12, 2012.

It depicts the Amul girl with a sitar and looking at the stars, which form the shape of the instrument, with the tagline: ‘Sitaaron Ke Sitar’. Simplicity is what makes every campaign of Amul over the top.

Monte Carlo’s nation-wide OOH campaign To announce its winter collection, Monte Carlo recently embarked on a nation-wide OOH campaign. The campaign has been executed in 63 cities.

The campaign used the Out-of-Home medium strategically targeted to generate impact and drive sales. High quality sites near exclusive Monte Carlo showrooms and on prominent arterial routes were picked creating buzz and ensuring forced visibility.

Tata Capital Home Loans launches a new campaign Tata Capital Home Loans has launched its new advertising campaign themed ‘Because memories cannot be shifted’ or ‘Kyunki yaadein ghar nahin badla karti’.

Crafted from the insight that ‘when we shift across rented houses there always are some immovable things on which our fondest memories are created, that cannot be shifted’, the campaign highlights the significance of an owned home. The campaign ran across print, radio, outdoor and online, specifically targeting the markets of Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Indore and Raipur , among others. The duration of the campaign was around 30 days.


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OOH INDUSTRY UPDATES Article Headline Article Content


Binani Cement executes a distinctive brand campaign This time around, along with extended reach, Binani boasts a number of creative executions spread across circles. The campaign was executed for 4 weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades & unipoles. Extended presence was built using bus shelters and kiosks across all major junctions & arterial routes. The campaign executed by Milestone Brandcom was also taken onto the airports of all major metros for greater reach.

A number of innovations were executed for this campaign. Large 3D LED letters of ‘Binani Cement’ were installed over billboards & bus shelters across the country. These ensured dominant visibility not only in the daytime, but even at night.

Aamby Valley’s OOH adventure Aamby Valley City launches for the first time in India a nine-week long sky diving event. To give you a glimpse into this spectacular adventure, Milestone Brandcom brings the thrill onto the Out-of-home medium with some disruptive executions. Watch the video here

The campaign communication carried electrifying visuals of divers free falling with the tagline ‘If sky is the limit, here’s the chance to touch it’. Billboards & kiosks located on key stretches & junctions were converted into parachutes where one even witnessed skydivers landing & soaring on billboards with 3D like cutouts in motion. These were implemented across various media formats including billboards, gantries & kiosks at key locations within the city to connect with the TG and create additional hype around the experience.

http://youtu.be/XKAPe5hIEqA

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Aamby Valley City Garnier Fructis Maybelline

OOH INDUSTRY UPDATES [Milestone’s latest campaigns]

Skydive Hair shines with a new strength Baby Lips

Skoda Rapid

Westside 60% off sale

Tata Docomo Plus

Fortis Hospitals Fortis

Jalsa Exhibition

Fastrack Arm yourself

Rise of the guardians Binani Cement Movie Promotion Sadiyon Ke Liye

Colors Shaitan – A criminal Mind

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British Airways Sare Homes Zoya

OOH INDUSTRY UPDATES [Milestone’s latest campaigns]

Heathrow Pay nothing for 3 years Benaras collection

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Aviva Life Insurance i-life

Emirates Dubai Shopping Festival

Tata Docomo Unlimited

Ambuja Cement Croma Virat Compressor Cement Flat 5% cashback

Sahara Sahara Q-shop

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OOH Media Consumption by Sector [Month’12]

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Organized Retail has been the highest spender in the month of December 2012. The 23% share of the industry is concentrated more in South and North zones. The Indian market has observed a major increase in the number of retail outlets. The second highest spender in the month is Consumer Services Category, which includes a larger spend by Hospitals, educational institutions, and Hospitality. Hospitality sector had all the reasons to spend more, in order to promote the new year celebrations. Real estate and FMCG have spent 15% and 14% of the sum total. Real Estate is the industry which has the maximum number of brands under it. Financial Services sector has also managed to create a very good visibility with its product campaigns.

Organized Retail 23%

Consumer Services 16%

Real Estate & Construction

15%

FMCG 14%

Financial Services 11%

Media 7%

Telecom 6%

Automobile 4%

Electronic Durables 3%

Pharmacy 1%

Top 10 Industries active on OOH

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INTERNATIONAL OOH

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Miele - Vacuum Tunnel To promote the “monster suction” of the extra powerful Miele S8 vacuum cleaner an online video was created. It shows how the machine can vacuum absolutely everything.

A well-known tunnel in Slovakia, was converted into a pipe of the Miele S8 vaccum cleaner. It seemed like the pipe indeed vacuumed everything – even cars and trucks. The execution video turned viral on social media & became the talk of the town.

Sprint: Unlimited Love Billboard Sprint, the mobile network with truly unlimited data, wanted to launch their new popular EVO, the phone that helps you do what you love without limits on the truly unlimited network. To highlight just how much EVO helps you do what you love, the Unlimited Love Billboard, was created. New York has a lot of things to love. The interactive board aptly placed at times square helped people discover more of what they have unlimited love for in NYC. Premier Tree Solutions: Chop My

Tree Using names of trees that are cut down, the idea was to come up with fun copy lines to sell the tree cutting services.

Secret Diary of a Call Girl: Gregory, Walter, Dwight Secret diary of a call girl is a TV show about a high class call girl who, for a price, can make any fantasy a reality.

These ideas were executed in Aukland to promote the show.

Mini: Psychic Roadster The new MINI Roadster knows that your most exciting adventures are ahead of you, so MINI has created a campaign called ‘The Psychic Roadster’. Starting with billboards telling you what lies ahead, incorporating paid search that reminds you it knew you were coming and ultimately ends up with an interactive, personalised psychic reading powered by your IP address, in turn pulling in weather feeds, local places of interest and etymology to convince you the reading is somewhat true…

The Psychic readings reveal a future of exciting adventures with the MINI Roadster, delivered across desktop, tablet and mobile experiences.


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BRAND ACTIVATIONS

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Pinkathon paints the town Pink!!! A 10km special women’s marathon Pinkathon was organized in collaboration with two of the most high-profile malls of Mumbai in order to spread awareness about breast cancer - which is the cause that Pinkathon is officially associated with. As part of the program, they have lined up an array of exciting active and passive events which offer a unique edutainment experience to the mall visitors. While women can directly pledge support to breast cancer by registering for Pinkathon 2012 at the mall, others may passively contribute by way of writing on the post-it wall or pinning a pink ribbon on the Pinboard of Support. High Street Phoenix mall witnessed a unique Treadathon event; where 20 men ran on a

Article Headline Article Content

Fastrack as Accessories Partner for Mood Indigo 2012 Fastrack, India's largest youth fashion brand with a snazzy collection of bags, belts, sunglasses, wallets and watches tied up with Mood Indigo or Mood-I as it is fondly called, the annual cultural festival of IIT Bombay as the accessories partner showcasing the new collection of bags. Their presence was marked in all forms of activities especially a Fashion show round ‘Vogue’ where models carried Fastrack bags on the ramp showcasing them.

Milestone Connect handled the promotional campaign on ground during this festival. A 20ftx10ft mini store was created to display and showcase Fastrack bags which were on sale to the masses who attended the festival.

During the Pro-Nights, Fastrack also marked its presence in the cloak room where students who attended had to submit their bags in as a security precaution. Fastrack tagged along with every bag in the form of branded baggage tags which were kept back with the bags when returned back.


treadmill, thus covering 200kms in this activity. The runners were extremely enthusiastic about the cause and encouraged the women at High Street Phoenix to come, register for Pinkathon and be more aware and alert. The two week extravaganza culminated with a true “grand” finale, The Pink Carnival at Phoenix Marketcity on the 8th & 9th December. It was a carnival of sorts.

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BRAND ACTIVATIONS


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‘Don’t Drink & Drive’ Mattel Toys India launches a CSR initiative in Mumbai. Almost every drinker believes that it is absolutely safe to drive after a drink or even two drinks. However, the medical reality is that even a single drink can impair the senses of the driver and this fact is dismissed by most as trivial.

A single drink can put the driver at grave risk as well as friends and family members traveling in the car he/she drives. Hot Wheels along with ‘The Little Door’ (a pub) and ‘Party Club Drivers’ (an after-party driver service) decided to do something unique to spread the social message ‘Don’t Drink and Drive’. So on a Friday evening with the support of the pub, The Little Door, emphasis was laid on this social message to people who were most likely to be casual about driving back after a few drinks.

When car owners arriving at the pub handed over their car keys for the valet to park, we attached specially designed key chains to the owners’ car keys. The key chain we attached had a damaged Hot Wheels car (depicting a car that’s recently been in an accident) with a message that read, “Even a Small Drink Is Enough”. Attached with the keychain was a tag that had the phone numbers of the Party Club Drivers

Fiama Di Wills limited edition range launch Fiama Di Wills aqua pulse limited range was launched on 17th November 2012 and was followed by an activation program till the mid of December 2012 covering five malls in Delhi, NCR. The highlight of the launch was visually attractive and a unique 20x20 yacht set up which had on display the new Aqua pulse products, gaming zone and a photo op zone highlighting the amazing features of the products like rejuvenating, refreshing and adventurous. The yacht set up was made keeping the adventure and water sports in mind which goes with the look and feel of the product. A series of activities were conducted in and around the yacht to engage the audiences.

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5 January 06, 2013

Contact Us Sheetal Jain D: 022-61370738 [email protected]

Nidhi Kavle D: 022-61370711 [email protected]

Milestone Brandcom 809-810 Crystal Paradise, Veera Desai Road, Off Andheri Link Road, Mumbai - 400053 Board Line : 022-61370700 www.milestonemedia.in

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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: 033-407071755

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

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5 January 06, 2013

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