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.