17 JANUARY 07 | 2014milestonemedia.in/wp-content/uploads/newletters/Jan-2014/Monthly-Milestones-News-on...17 JANUARY 07 | 2014 * The content is a compilation of industry information

17 JANUARY 07 | 2014

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

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OOH INDUSTRY UPDATES Milestone Brandcom helps Maggi Soups warm up Delhi and Mumbai Winters A hot cup of Soup is the best treat in chilly winters. To capture this sprit, Maggi has launched OOH campaign for Maggi Soup. Milestone Brandcom has executed a clutter-breaking outdoor campaign in Delhi and Mumbai for Maggie Soups. The campaign creates top of mind recall for the brand and tempts the consumer to grab a cup of soup. The campaign is targeted mainly to women & has delivered high level awareness. It was driven by high Impact sites, focusing on imp.

arterial roads and high congregation points and reach & frequency has been delivered through bus stops in main markets and residential areas. The campaign is one of the most visible campaigns of the month

Milestone Brandcom partners with Nescafe to Switch on Your Mornings Nescafe, has executed a High Decibel High Impact campaign in 27 cities PAN India. Nescafe has executed the campaign in those markets where the scope of growth is huge for the brand. Few of those markets are Lucknow, Jaipur, Guwahati, Ambala amongst others. The month long campaign has been executed by Milestone Brandcom. The brief was to create high visibility for the brand by deploying a rich mix of premium and tactical media formats. A total of 181 media vehicles PAN India ensured dominant presence across markets.

17 JANUARY 07 | 2014


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OOH INDUSTRY UPDATES The promotions of upcoming movie ‘Dhoom 3’creates a buzz across Mumbai Bollywood gets bigger with wider releases and grander productions, film makers are releasing the importance of marketing a film in the optimum way. The movie series has been known for having glamorous and larger than life appeal. To create awareness, Yash Raj Films has used a mix of out-of-home media vehicles.

The campaign has been executed in Mumbai at key locations spattered across the city so as to garner maximum reach in the TG.

92.7 Big FM launches trade campaign 'Plan Smart Plan Big’ To maximise returns on investment to marketers, while highlighting the strengths of 92.7 BIG FM, launched its latest campaign christened ‘PLAN SMART, PLAN BIG’. Based on the 4 pillars of its value proposition - impact, insight, reach and innovation, the campaign is designed to communicate how BIG FM delivers optimally to marketers’ plans. The 6 week campaign which kicked off in the last week of November will reach out to its TG across the mediums of radio, print, ambient and digital platforms.

Ensuring it reaches a relevant audience base, the key team is undertaking extensive road shows across markets, coupled with excellent surround to the campaign, through the use of radio spots, print communication, agency intra-site captures, ambient marketing at agency offices that range standees, wall strips, picture frames and scrollers and more. The campaign also sees the effective use of mobile apps, in-flight media, in lift branding, merchandising and more.

RoshanSpace Unveils Phase II of ‘Billboard Talking’ Campaign RoshanSpace Brandcom unveiled phase II of its unique ‘Billboard Talking’ campaign across Mumbai. The second phase, like the first one, is aimed at positioning billboards as an interactive and dynamic medium of communication with each of them having the ability to initiate a conversation and convey a message in a unique way to the consumer. With Phase II of the Billboard Talking campaign, RoshanSpace is taking engagement with its audience to the next level by inviting ideas and welcoming public opinion on what

the next billboard should say. One can see billboards stating ‘Ideas Welcome!’ that imply that people can post their suggestions on RoshanSpace’s Facebook page and the idea with the maximum votes will go up on a billboard in Mumbai as a part of the campaign

17 JANUARY 07 | 2014


OOH INDUSTRY UPDATES

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Reliance Communications creates high recall to promote its new iPhone offer Reliance wanted to promote its new offer where Reliance Communications (RCom) is offering both the iPhone 5s and iPhone 5c at monthly installments that involve no bills for their other services such as calls, text messaging, data and national roaming has rolled out one month long out of home campaign, across Mumbai, Chandigarh, Delhi NCR, Amritsar, Patiala, Jalandhar, Ludhiana, Jaipur, Patna, Ranchi, Kolkata, Bhubaneshwar, Indore, Bhopal, Gwalior, Raipur.

The idea behind the campaign was to create awareness about the new offer that is being Transit media was key for the campaign. Metro

train branding, station branding, fleet cabs and AC buses were branded across Mumbai & Delhi. A strong mix of traditional and transit helped build frequency and garner higher visibility. Branding on billboards, bus shelters, airport signages, wall wraps, mall facades and interior branding was also done to catch eyeballs.

offered by Reliance Communications by covering all major towns & locations with maximum spread-up. As part of the OOH campaign, Reliance Communications has branded seat backs in Jet airways. This was the first time that inflight branding was used by the brand.

Innovative twist by Medimix Medimix took in an innovative new twist and included women audiences as brand ambassadors of the product. The creative of the campaign showcases the features and image of the face wash product and in the midst of it highlights a mirror where women can see their own faces. The objective of the campaign was to build brand equity among younger women consumers (college goers and young professionals). The campaign has been running inside Metro Rail panels in New Delhi for two months and executed only in the ladies’ compartments.

The brief was to create a unique memorable way for connecting to the consumer by showing them their beauty naturally as they see themselves in the mirror and create awareness and build equity for Medimix AyurVedic Face Wash.

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OOH INDUSTRY UPDATES Meru Cabs offers new branding options Meru Cabs has offered new advertising options through its cabs. To move beyond exterior and interior vinyl branding, new formats such as augmented reality platform, tri-ad holders, sampling through e-coupons and email blast have been introduced. The idea is take cab-advertising beyond just body wraps and open up a new world of opportunities for the brands across product categories to reach the desired target audience through this medium.

Meru Cabs cater to over 1 million passengers in a month out of which 98% of commuters belong to Sec A & B.

Kolkata is invited to Jhilik's wedding on a live hoarding! Maa is one of the oldest shows on Star Jalsha and has been running strong for the last 4 years. Viewers have showered their love and affection on her as would on their own daughters. Hence, when the story reached a point where Jhilik is being married off, the channel decided to do something big and special. They wanted to celebrate Jhilik’s iconic status by taking the marriage celebrations beyond the show and from reel to real. It was only fair that the whole of Kolkata witnessed and was a part of the wedding of its most favorite daughter!

The first live hoarding with an ongoing Shehnai performance was put on display. 6 Shenhai artists performing in rotation atop a hoarding decorated in the fashion of a marriage hall, a wedding celebration theme was also made

using drapes, 50 kgs of flowers and wedding motif designs. The live performance itself served as the buzz creator and became the talk of the town. The buzz it created was palpable with a huge word of mouth spread. Sweets were distributed to mark the occasion, the crowd was excited about such a novel initiative and showed full support and enthusiasm. They sent lots of blessings for Jhilik and ensured they be part of the wedding, which was reflected in the instant hike in the show ratings.

17 JANUARY 07 | 2014


OOH INDUSTRY UPDATES

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Sunburn brings Avicii to India To reach out to the audience, Sunburn has embarked on a campaign that has used the outdoor medium significantly. The OOH media plan covered more than 100 media touch points in 3 major metros (Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, public utilities etc. For frequency building, bus back panels across Mumbai were implemented to reinforce the brand’s central

message. This high impact campaign has been executed for a period of ten days.

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.

Berger Silk embarked on an outdoor campaign In order to promote its brand of Silk in the premium segment of the paint category, Lewis Berger embarked on an outdoor campaign. To break into the hi-growth lifestyle segment, a category like paints finds difficult to capture, thus the brand decided to make Silk high involvement and aspirational. Taking off from the brand name itself, the campaign highlights the sensorial aspect of silk as a material, equating it with the finish of the paint with a silk can cut out on billboards.

The brand made its presence felt at key crossing and high traffic junctions across popular markets in cities like Kolkata, Durgapur, Asansol, etc. for 20 days. All prominent and arterial routes in the cities were targeted.

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BRAND ACTIVATIONS

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Milestone Brandcom executes Axis Bank Young Bankers Manipal Convocation Ceremony Axis Bank announces a convocation ceremony to honour & acknowledge the post Graduates Diploma Students of Manipal Academy of Banking, Manipal University. It was held at the Manipal Academy of Banking Campus, Bangalore on the 6th of December 2013.

To felicitate the students further, Axis motivated the Young Bankers through the convocation ceremony that consisted of branding from welcome backdrops, standees, photo zones, posters of motivational quotes to main stage. The motivational quotes from the famous personalities were quoted all across the venue.

The pictures of all students were showcased on Axis photo wall. Axis photo booth wall was placed for photo opt that was printed and handed over in branded photo jackets .The Message Board was put up for Young bankers to convey their thoughts & messages

The students were gratified with certificates.

Milestone designed and executed the first ever Graduation Day for the first three batches of the Axis Bank Young Bankers program, in association with Manipal Global Education Services. Ms. Shikha Sharma, MD & CEO, Axis Bank and Mr. S. Vaitheeswaran, MD & CEO, Manipal Global Education and other senior leadership members of both organizations were presented on this occasion.

17 JANUARY 07 | 2014


BRAND ACTIVATIONS

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Milestone Brandcom introduces and re-launches Axis Priority Service Axis Bank introduces and re-launches the Priority banking to the RM’s of Axis Bank. The workshop was conducted across seven cities; Mumbai, Delhi, Bangalore, Kolkata, Ahmedabad, Chennai and Chandigarh in the month of December.

Milestone Brandcom executed branding across the venue that included standees, registration desk and stage set up.

To give priority services, the priority chair that signifies priority customer was launched by a revolving mechanism. For better understanding of the product, an interactive session was handled by a professional trainer along with the expertise of Axis Bank. The workshop session was furthermore

motivated when Manisha Lath Gupta, the Chief Marketing Officer of Axis Bank inspired the RM’s and provided them the highlights and various other benefits of Priority banking to the customers.

Various team building activities were conducted by the professional trainer during the workshop. The participants eagerly participated in the activities and Q & A sessions. On the spot gratifications were given in regular intervals of the interactive sessions to the RM’s. Some of the RM’s were felicitated on the Priority chair and the audience cheered their fellow attendees.

17 JANUARY 07 | 2014


BRAND ACTIVATIONS

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Milestone Brandcom executes awards ceremony for Hong Kong Tourism Board at Palladium Hotel, Mumbai on 15th November Hong Kong Tourism Board collaborates with Whistling Woods to promote Hong Kong as a tourist destination.

The event was held on 15th November, 2013 at Palladium Hotel, Mumbai. The students of Whistling Woods directed movies based on Durjoy Dutta’s novel “Hold My Hand”. The event started with the judging session and screening of three short films. Judging panel for this session were, film maker Nagesh Kuknoor, Bollywood actress Mrs. Sonali

Kulkarni, book author Durjoy Dutta, Deputy Executive Director of HKTB Ms Daisy Lui and Regional Director (Europe & New Markets) of HKTB. Based on the creativity, story line and cinematography, the winner’s teams were nominated.

The evening show was attended by Dean and Executive Director of Whistling Woods Mr. Ravi Gupta and Chairman of Whistling Woods Mr. Subhash Ghai. The winners were gratified with trophies followed by cocktail and dinner.

17 JANUARY 07 | 2014


BRAND ACTIVATIONS

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Fevicol's patch up job’ Pidilite's adhesive brand Fevicol recently organised a day-long activation across schools in India. It partnered with more than 22,000 woodworkers and carpenters and fixed the furniture at more than 300 schools, institutions and organisations for underprivileged children across the country. The brand provided the tools and the materials required for the activation. Titled Shram Dan Divas, the activation was organised on December 20. Carpenters and contractors donated a day's labour during the day in order to help the students. The activity was organised under the Fevicol Champions' Club (FCC) and took place in more than 145 locations across the country.

As a part of the activation, repair work was carried out in blind schools, tribal schools, schools for disabled, municipal schools, orphanages, government schools and hospitals, old age homes, amongst others that are operated by NGOs and government.

Disney turns little girls into princesses As a part of its experiential activity, the company is all set to convert 3600 girls into princesses of their choice across eight cities. This year, the channel will host 3600 participants, wherein the little girls will be able to get dressed as princesses and also take away their costumes. They will undergo a small workshop on tiara making, makeovers and ballroom dancing training. Of these, one girl from each city (eight girls in all) will appear on the channel in some way or the other. This

year, the academy will be in Delhi, Mumbai, Bengaluru, Kolkata, Chennai, Pune, Chandigarh and Kochi.

Mumbai Dabbawalas serve Dettol kitchen gel Reckitt Benckiser's Dettol recently partnered with Mumbai Dabbawalas to reach out to more than 10,000 homes in the city, spreading awareness on kitchen hygiene. The brand had put a small packet of Dettol kitchen gel in each box (dabba) while it was delivered back to the housewives, who found the packet once they opened the box, drawing their attention to cleanliness.

17 JANUARY 07 | 2014


BRAND ACTIVATIONS

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Milestone Brandcom executes a grand evening for Axis Bank Mutual Fund at Kolkata Axis Bank hosts a grand evening for their HNI clients at ITC Sonar, Kolkata on 13th December, 2013.

Milestone Brandcom executed the set up for the grand evening conference for Axis Bank’s HNI clients and various panelists to discuss regarding the latest trends, pros and cons of investing in Mutual Funds for their clients.

The Q&A session was followed after the panel discussion, wherein audience had keenly participated with the panelists to know more regarding the benefits of investing in Mutual Funds in today’s scenario.

The evening ended up with cocktails and dinner.

RED FM’s tribute to Sachin in Kolkata RED FM, the popular radio station, recently unveiled a life size statue of Sachin Tendulkar at City Centre Salt Lake as a tribute to the master blaster to mark the joy of ‘Sachin-200 not out’! The statue will stand tall as a reminder of the immense love and passion Kolkata has for cricket and Sachin Tendulkar. Bengal cricketer Joyjeet Basu, world’s no.4 Olympian shooter & Arjuna Awardee Joydeep Karmakar as well as Tollywood celebrities like Nusrat, Soham, Suman and Rahul graced the unveiling. With Sachin being an icon and role model for every Indian, RED FM also went on a non-stop Sachin

based programming spree for 200 hours, 8.5 days, day and night. Listeners from all walks of life came forward to pour out their respect for Sachin in their own way. A salon offered to give away free ‘Sachin styled’ haircuts, while restaurants joined RED FM with special dishes. This brand initiative was taken up by RED FMin 12 cities, simultaneously.

17 JANUARY 07 | 2014


BRAND ACTIVATIONS

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Colorbar’s pop-up Beauty Zone Colorbar had female shoppers making a beeline for the Beauty Zone counter over this weekend. Distracting them from their single-minded pursuit of shopping was pop-up Beauty Zone for Colorbar that showcased its full range of products and had five exclusive makeover stations.

The objective was to tempt women to walk right in. The beautiful display and the makeover stations ensured that the zone was crowded all through the weekend. Much to the delight of shoppers, Colorbar’s professional makeup artists from Mumbai and Delhi offered free makeovers to all women who walked into the zone and instantly transformed them.

To add to the glam quotient, models from Kingfisher Calendar 2013 Ruby and Leno also laid out surprises for all the shoppers at the zone on Sunday and shared their makeup secrets with them. Women could also post their beauty product wishes on the ‘Your Wish

Is Our Command’ wall of Colorbar.

The experts also gave women makeup tips and tricks. More than 350 women were given makeovers post which they were photographed with their new ‘LOOK’ & given instant prints of their in Colorbar photo jackets with a promise that the best picture stood to win a chance to be the next ‘Face of Colorbar’!

Models from Kingfisher Calendar 2013 Ruby and Leno also laid out surprises for all the shoppers at the zone on Sunday and shared their makeup secrets with them. Women could also post their beauty product wishes on the ‘Your Wish Is Our Command’ wall of Colorbar. . During this two day campaign, the Beauty Zone that was also selling Colorbar products saw sales shoot up to double the average sales at their stores

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Axis Bank Jack & Jones Fastrack

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

NRI Services Watches

Fastrack Helmets

Nescafe

Chic & Stylish European fashion

Croma

Colors Colors Beintihaa

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Zoya

Binani Cement Sadiyon Ke Liye

British Airways ICICI Bank

Switch on your mornings

Quick & easy loans

5% Cashback

London to Heathrow

Seasons Greetings Rangrasiya

17 JANUARY 07 | 2014


Docomo Garnier Fructis

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

Open Up Voted No. 1

Uninor Local calls @ 25p/m

Uninor

3G

Aashirvaad

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Uninor STD + Local @ 25p/m

Nestle – Maggi Soups

STD + Local + SMS @30p Fortified Atta

Delishious Taste

Docomo

17 JANUARY 07 | 2014


INTERNATIONAL

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Situation Stockholm Magazine: CV A harsh winter of 6 months of the year makes it hard to be homeless in Stockholm. Some 700 homeless people get help by selling the magazine Situation Stockholm. But the growing number of homeless made it more difficult to sell the magazine. Sales dropped 22% during 2012. To help people discover the sellers again, billboards were put up to let some sellers write their authentic CVs and tell their tragic life story through them. The campaign got massive attention in all medias, including national TV, making the homeless of Stockholm a nation matter. More importantly – they hoped for a sales increase of 50% compared to previous month.

The actual increase was 101.5%. The December issue sold out a week early.

Mercedes Benz Smart: The Unexpected Test Drive The strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. The objective was to bring the most reluctant consumers to test drive the Smart.

Most illegally parked cars in Moscow are picked-up during the weekend shopping. The car-less, drivers go through a real ordeal – exorbitant, hours long cab rides through Moscow’s traffic, in order to get back their cars.

The big Idea: At the peak of the driver’s desperation – when the cars are towed, the

Smart Teams jump in, offering free rides, a unique opportunity to test drive the versatile Mercedes Smart in some of the World’s worst traffic jams. This gave the people an opportunity to test drive the Smart cars in a realistic environment and get a real feel of the car. Watch the video here!

http://www.youtube.com/watch?v=leLVxQyqkQ8#t=95

17 JANUARY 07 | 2014


INTERNATIONAL

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McDonald’s – Free Wi-Fi The McDonald’s Wi-Fi signal reaches people and restaurants that are close by. Many times people in other restaurants tend to use the McDonald’s network. To reach all these people, a new medium of communication was created. The ‘name’ of the Wi-Fi network was changed and customized into several messages. The same was communicated through the outdoor medium and Wi-Fi enabled bus stops. This ensured that people not only visited McDonalds but also showed a lot of appreciation via social media. Watch the video here!

http://www.youtube.com/watch?v=pGEnvmgyABA

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Legibility Guidelines Here are a few guidelines to help you determine how your grand format printing and/or large format printing design will read at various distances and at different sizes.

Letter Height Visibility Chart

This handy chart will help you determine if your type will be readable at various distances.

This handy large format printing reference chart will help you determine the readability of different letter heights at various distances. This assumes that a sturdy typeface such as Helvetica or Futura Medium is being used.

These distances will vary by approximately 10% depending on what colour combinations are used.

Viewing Time

Does your message communicate simply and effectively within 6-10 seconds? That’s how long your viewer will have an opportunity to see your ad. Cars are traveling at an average of 30-55 mph or more. If the ad is cluttered with too much info, the viewer won’t get this info gradually over time (more with each viewing). It is generally recommended to use no more than 7 words in your communication.

Spacing Consideration

The eye typically moves from the upper left corner to the lower right corner of a billboard. Consider this when creating your artwork, including how the images and text are juxtaposed.

General visibility

Does the message create maximum visibility? Use colours and pictures to contrast with the sky and other surroundings. On a typical board, try not to use white or sky blue backgrounds as they blend with the sky around them.

Contrasting Colours

Is the text contrasting in colour with the background? Use a PMS or other colour system. If you have an image, make sure it attracts the eye separate from the background and the copy.

OOH DISCOVERY

Letter Height Visibility

2" 65 feet

3" 100 feet

4" 150 feet

6" 200 feet

8" 350 feet

9" 400 feet


10" 450 feet

12" (1 foot) 525 feet

15" 630 feet

18" 750 feet

24" (2 feet) 1000 feet

30" 1,250 feet


36" (3 feet) 1,500 feet

42" 1,750 feet

48" (4 feet) 2,000 feet

60" (5 feet) 2,500 feet

72" (6 feet) 3,000 feet

84" (7 feet) 3,500 feet

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

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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 [email protected]

17 JANUARY 07 | 2014

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17 JANUARY 07 | 2014milestonemedia.in/wp-content/uploads/newletters/Jan-2014/Monthly-Milestones-News-on...17 JANUARY 07 | 2014 * The content is a compilation of industry information