Technology developments will be key for OOH in 2015

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.

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-CREDAI).


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.

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 exchange of 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.

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.

Good times ahead for OOH sector, but attracting talent still a challenge

 The past two years have been quite productive for the OOH sector. And, 2015 has started with a promise that the outdoor industry’s representative body, Indian Outdoor Advertising Association (IOAA), will play a more proactive role, which is bound to bring more positive news for the industry in years to come. One area where the industry has traditionally lagged is in attracting new talent compared with other mediums.
TV has its glamour, print prestige, digital excitement and radio charm which has often led the humble OOH space getting the shorter end of the stick.
In an earlier interview to exchange4media, CEO of Percept OOH Rajneesh Bahl had said, “More and more professionals are getting into the industry and people are investing in it. The only concern is that the knowledge domain is not increasing. If this increases, the sector will do really well. No new talent coming to the industry, which stagnates growth and inflow of new ideas.”
This analysis is quite common when it comes to the OOH industry, but outdoor agency heads feel that the scenario has improved a lot and is changing for the better.
A reason for this, says Nabendu Bhattacharyya, CEO and MD of Milestone Brandcom, is that for a long time OOH was run and controlled by second and third generation media owners and given the nature of the business, it was largely an unorganised and complex industry with high fragmentation.
“The A&M industry adopted the OOH medium only during 1995-2000. Once agencies showed interest and began to take the medium seriously, clients also started to show interest and push agencies to deliver,” he said.

So how difficult is it to find the right talent, especially from different fields?
Laqshya Media COO Atul Srivastava says talent is now coming to the OOH industry from all sectors. Recruitments, he said, are happening from campuses as organisations now have long-term plans and projects. However, he agrees that attracting talent could be a bit difficult because of the perception of the industry. “But once they are in (the industry), retention is natural. Recognition of individual excellence is a key differentiator to this industry, which binds the challenge-seekers to it,” he added.
Sanjeev Gupta, MD of Global Advertisers, says experienced talent is expensive and experience might

sometimes create an unbending mindset, which is not ready to adopt new ways of doing things. “There are factors such as increased competition, price cutting and rising HR costs. Also, talent seeks better packages, perks and more attractive responsibility profile,” said Gupta. This is a point to which Bhattacharyya also agrees.  
“All new B-school grads want to join industries with proven returns. All of them look for a good pay package. That’s their mindset from the beginning. I don’t blame them as the OOH sector should first get the ‘industry’ status. Being the third largest medium, we still don’t have any industry unified currency. There are a few initiatives from the advertising association to address these challenges faced by the industry. Hopefully, we would receive positive responses shortly,” he said.

Wadhwa Group ropes in Global Advertisers to dazzle Mumbai

Global Advertisers, the specialist outdoor media solutions providers to the Indian real estate sector scored a fresh goal with a dazzling campaign for The Wadhwa Group’s products W54, Anmol and Atmosphere - all located in prime Central Mumbai. The campaign that began towards the end of January is expected to extend to most of February and spans multiple locations in the city.

A variety of media have been pressed into the campaign including hoardings and bus shelters.

"We have managed to put a great campaign in place thanks to the team at Vijas Graphics, which was entrusted by Wadhwa to handle the campaign. After several meetings, protracted discussions and several site visits we have managed to create a campaign that is creating tremendous buzz for the client. It feels great to exceed client expectations," said Sanjeev Gupta, MD, Global Advertisers.

Global Advertisers has a reputation for being the leading provider of outdoor media solutions to the real estate sector with barter deals, easy payment terms, bulk booking discounts and some of the best outdoor media sites Pan-India/Maharashtra.

Ajmera ropes in Global for 100-acre i-land project

Global unleashes mega campaign to promote uber luxurious township project with features like Wankhede-size stadium and bike dirt track in Mumbai

20 February 2013 Mumbai: Mumbai-based OOH major Global Advertisers is in the middle of a mega campaign to promote the Ajmera group’s I-Land project in Wadala, Mumbai.

The current phase of the campaign is expected to come to a close towards the end of the month.

The project is connected by the Mono Rail as well as the Eastern Freeway and promises a sports academy, interiors by the designers of Dubai’s Burj Khalifa and one acre club house for every tower, which stands on 4 acres of land. The first level of residences begins at the 14th floor.

"Luxury, thoughtful planning, wide open spaces and premium design are the pillars on which the i-Land project rests. We put in a lot of thought to the targeted buyers and zeroed in on locations, outdoor media offerings and duration and timing of the campaign. We are happy with the outcome as the number of enquiries have risen by 40 per cent. The client is happy, and so are we," explained Sanjeev Gupta, MD, Global Advertisers.  

Log onto www.ajmerailand-mumbai.in to know more about the i-Land project, and visit www.globaladvertisers.in to know more about Global Advertisers’ special outdoor packages for the real estate sector.