Wednesday, January 28, 2015

Global Advertisers ‘Triumphs’ with German inner-wear brand campaign

International innerwear brand Triumph has recently buttoned up an OOH campaign in Mumbai to introduce its new product line. The campaign, titled ‘Body Make-up and Lace All-Over’, promotes Triumph’s products positioned to be ‘high quality, fashionable and durable, at affordable prices’. The 15-day campaign, which was rolled out in mid-January, will continue till the end of the month and has been executed by Global Advertisers at multiple locations in South Mumbai and suburbs to launch the new product line. 

  “This is a rather special campaign as it bridges the aspirations of Indian women and a high-quality German brand like Triumph. We selected locations for the sites rather carefully based on the intended demographic of the new lines, delivering an effective, low-cost customized campaign for Triumph,” says Sanjeev Gupta, MD, Global Advertisers.  

Triumph undertook extensive research before introducing the lines that have been specifically selected and designed on basis of the bodies and lifestyles of Indian women. According to an industry report, Triumph had about 175 large format stores in the country with a plan to add 25 more in 2014 and also a plan to offer double of what it was offering in 2013. Last year, the brand had introduced its ‘Body Make-up’ line at the Triumph Fashion Show held in Hyatt Mumbai as part of an aggressive product push.  

Monday, January 26, 2015

Global Advertisers helps Sindhudurg Builders Association woo investors

In order to reach out to investors in Mumbai and locals of Sindhudurg for rich investment opportunities by new and upcoming real-estate projects in the area, Global Advertisers has recently executed a two-week campaign on behalf of the Builders Association of Sindhudurg.

Global Advertisers had bagged three consecutive campaigns for MCHI-CREDAI in the past six months and the company claims that it has been instrumental in attracting interest of investors in Mumbai, Nashik, Pune, Goa and Nagpur. 

“We have managed to deliver an innovative, cost-effective, and customised outdoor media campaign for the Builders Association of Sindhudurg. We are glad to have been entrusted with the campaign, and we request all builders to consider what we have on offer. We allow our clients to space their payments to us. We offer barter deals. We accept flats, plots, bungalows or even holiday homes as payment in lieu of hoardings. It is an exchangeof value for value,” says Sanjeev Gupta, MD, Global Advertisers. 

The company claims that outdoor advertising offers high ROI for real estate projects. In addition to hoardings, the campaign, which started on January 17, 2015, has also employed railway media and bus media in the Mumbai Metropolitan Region locations such as Dadar, Fort, Thane, CST and Dombivali. 

Thursday, January 15, 2015

Global Advertisers scores a hat-trick with the MCHI-CREDAI OOH campaign

Global Advertisers has recently bagged its third MCHI-CREDAI OOH campaign in the last six months. The OOH campaign for the real estate exhibition, to be held in Thane, is being organised by the Maharashtra Chamber of Housing Industry (MCHI).

After an exhibition for MCHI Mumbai and Nashik, Global Advertisers is in the middle of executing another campaign for MCHI Thane, scheduled later this January. Talking about the campaign, Sanjeev Gupta, MD, Global Advertisers, says that the company is using a host of OOH media like hoardings, BQS, gantries and platform boards to promote the forthcoming exhibition.

“We have designed the campaign with the twin goals of increasing footfalls at the site and also heightening the buzz leading to the exhibition in the days ahead. We are happy to be scoring a hat-trick of exhibitions for MCHI-CREDAI in such a short span," he adds. 

Formed in 1982, the association is one of the most prominent bodies of real estate developers in Mumbai and MMR. The Confederation of Real Estate Developers’ Associations of India (CREDAI) is the apex body for private real estate developers in India and is also affiliated with leading industry associations like CII, FICCI, IMC and others.

Global Advertisers has a list of real estate clients such as XRBIA, L & T Realty, Ariisto Bellanza, Ruparel Realty, Veena Developers, Squarefeet Group, Nirmal Lifestyle, Rajesh Lifespaces, Godrej Properties, and R-City. 

Friday, January 9, 2015

Technology developments will be key for OOH in 2015 - Global Advertisers

On the back of a great 2014, the OOH sector is hoping to build on its success in the coming year too. With political stability in the centre and certain sectors like automobile and telecom once again ready to spend, agencies are expecting ad spends to increase even further this year.
However, there are still some hiccups with traditional spenders like retail and real estate.

Sanjeev Gupta, MD of Global Advertisers, says there is enough existing, ready to sell real estate stock to last two years. This coupled with liquidity crunch and high lending rates have made the going tough for the real estate sector, he claims.

“These factors are at work across all important sectors like retail, manufacturing, jewellery and apparel, electronics and banking. One expects these conditions to prevail for the better part of next year. The most important response from the advertising industry to these challenges has been a willingness to craft campaigns that are shorter, cost-friendly and also make concessions in bill settlement schedules for clients,” he opined.

Others like Blue Ocean Media MD Rajiv Saxena feels that real estate and government spends will be better this year and contribute to an improvement in the ad spend scenario, though he agrees that things will be much clearer by the end of March.

“As I see, 2015 will continue to bring in & also accelerate the growth in the OOH industry as a whole. More importantly, the thing that encourages me is that all the four major stake holders in the business, viz. clients, agencies, media owners and regulatory authorities have started to understand and appreciate the efficacy of the medium as also that standard processes and protocols are required and concrete steps are being taken to bring in core changes in the way this business is structured and run,” said Kaushik Chakravorty, Co-founder and Director of Street Talk.

Both Gupta and Hiyav Bajaj, MD of TDI, expect the OOH sector to grow in the range of 10-15 per cent in 2015. Saxena also said that ad spends on OOH are expected to be better than 2014.

Wednesday, January 7, 2015

Volini and a pain-free Mumbai Marathon

The pain reliever brand has launched a Mumbai-specific
OOH campaign to reach out to more and more people
for the Mumbai Marathon scheduled on January 18.
Volini, the pain-reliever brand from Ranbaxy, is running an OOH campaign in Mumbai to promote the 'Mumbai Marathon' scheduled on the 18th of this month. The idea behind kickstarting the OOH campaign is to gather more and more footfalls for the marathon and eyeballs for the brand.
Volini OOH campaign
Volini OOH campaign
The brand has put up large-format hoardings with innovative 3D images at various key junctions in Mumbai such as Marine Drive, Sion, Bandra and Peddar Road to reach out to a larger audience. Global Advertisers has executed the campaign. Says Sanjeev Gupta, managing director, Global Advertisers, "The Mumbai Marathon is a prestigious initiative. We are honoured to be part of the efforts by Volini to support and promote the event." Volini is the recovery partner for the Marathon that is organised by Procam International. The participants here include corporate professionals, senior citizens, youth and other people.
The other partners for the marathon include Standard Chartered, Kingfisher, DHL, Procam International, Indian Navy, AIMS, TCS, Star Sports, Times of India, ASICS, CIGNA TTK, JABONG, SEIKO, TUI, Trident, Radio Mirchi and Asian Heart Institute.
Volini is available in two forms - Gel & Spray. It can be used for joint, back, neck and shoulder pain. It is effective for sprains too. The decade-old Mumbai Marathon is popular with the people of the city. It has also proved to be a good fundraising exercise for several NGOs.

Thursday, January 1, 2015

2014 could be a springboard for OOH sector

2014 could be a springboard for OOH sector

The outdoor advertising sector has usually been used to getting the short end of the stick as far as getting advertising budgets is concerned. Over the years, the OOH advertising spends have seen growths of as low as 2 per cent. 2013 was a somewhat better year for the sector. The outdoor industry formed 6.2% of the total advertising spends in 2013, according to the Pitch-Madison Media Advertising Outlook (PMMAO). This Year Next Year, a study by Group M, too says that 2013 saw the OOH industry grow by about 6%. Expectations, both from analysts as well as OOH players themselves, was much more positive for 2014 considering it was an election year. In fact, PMMAO predicted a growth rate of 8.2 per cent, while Group for2014.

The overwhelming majority have answered with a strong positive reply. Advertising budgets allocated to outdoor advertising increased while interest from sectors like real estate, automobile and consumer products like smartphones further contributed to the growth. Key infrastructure properties were also seen in a number of cities which created more opportunities for outdoor inventory and ambient marketing.

The lavish amounts spent by the e-commerce industry towards the tail-end of the season was an added bonus. For example, sources say that Snapdeal spent close to Rs 6 crore on its OOH campaign to promote its Diwali Bumper Sale. Google and its GOSF partners also loosened the purse strings while Flipkart’s Big Billion Day was another major event that saw massive advertising on outdoor properties. The early half of the season was of course highlighted by the Lok Sabha elections. Sources estimate that the Congress spent nearly Rs 100 crore on its outdoor campaign and it is safe to assume that the BJP was not far behind.

“2014 has seen a lot of action and much more positive developments than in previous years. My belief is that overall positive expectations that were prevalent in the country contributed significantly to overall business growth in general and this has helped in the OOH industry also benefitting from the same,” said Kaushik Chakravorty, Co-founder & Director of Street Talk.
Sanjeev Gupta, MD of Global Advertisers also said that the positive sentiment seen at the beginning of the year has largely been justified. “Several steps are being taken to attract investment, simplify approval mechanisms and bring in greater transparency and create better infrastructure. Industry expects the government to do more but it is unfair to pass any judgments till at least two years have passed,” he said.
Despite these positives, there is another side of the story. The first quarter of the year was sluggish as lack of clarity on the political front caused many corporates to hold of advertising allocations till a stable government had formed.

“Business, as compared to 2013, has indeed been a challenge majorly because of the changes in the political scenario in the country. In the absence of a stable government both at the center as well as the state level, media spends were affected in several ways with some reducing the investments while others postponing the same. Nevertheless, year 2014 has been a true milestone year in terms of all the developments we have made,” said Olivier Heroguelle, MD of JCDecaux. Other OOH agencies complained that with the political parties hogging most of the inventory during the Lok Sabha and subsequent state elections, corporate spending decreased with some key launches also getting postponed.
One of the biggest news of 2014 was the acquisition of Milestone Brandcom by the Dentsu Aegis Network. The need for consolidation in a largely fragmented industry has been voiced by OOH players for a long time and this high-profile acquisition perhaps gave a taste of what is to come in future years.

“The OOH sector had a good start to the year and with the positive sentiment in the market, it is no surprise that most OOH agencies expected a boost in ad spends by brands. What remains to be seen is whether this will continue in 2015 and how do OOH players make use of this perceived change in the business cycle to create a more robust outdoor advertising ecosystem, which is even more attractive to advertisers,” said Haresh Nayak, Regional Director, Posterscope Asia Pacific & MD, Posterscope Group India.

Hiyav Bajaj, MD of TDI also agrees that 2014 was a far better year for the OOH sector than 2013 in terms of business, revenue and client activity. He points that one of the key things was seeing brands coming out with outdoor specific campaigns which lead to increase in occupancy levels. “We also saw e-commerce integration with transit media where both OOH and online advertising were used to create 360 degree branding campaigns,” he said.

Over the last couple of years, as metros have tended to run out of space in terms of inventory, Tier II and Tier III cities have emerged as a strong revenue contributor to the OOH sector and this trend was seen in 2014 too. One important observation was that telecom players, which have traditionally been big spenders on OOH, have shifted their focus away to smaller towns and cities.

Overall, it seems to have been one of the best years for the OOH space in recent memory. Buoyed by political stability, the promise of economic upliftment, some big ticket events and launches towards the end of the year, it seems that the OOH sector might be looking at a record growth rate for 2014. To temper down some of the optimism though, certain issues still plague the industry, primary being the lack of common metrics, which has still not seen a resolution though a number of individual OOH agencies have been working on their own metric systems for clients. Nevertheless, the OOH advertising sector now has a great springboard to do even better in 2015.