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Everything works better when it’s outdoor

Conceptualized by Taproot India, the campaign is aimed at promoting and advancing the interests of outdoor media companies by using unused inventories

BestMediaInfo Bureau | Mumbai | December 22, 2014

IOAA-outdoor-dessert-1 Click on the image to enlarge.

The Indian Outdoor Advertising Association (IOAA) has released a campaign titled ‘Everything works better when it’s outdoor’ to highlight the power of the outdoor medium. The campaign, which is already live in Bangalore, will launch this week in Mumbai and NCR.

The campaign was launched in August at the outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, and highlighted the ‘Power of Outdoors’.

Conceptualized by Taproot and brought to life by veteran advertising professional and ace photographer, Prashant Godbole, the campaign serves to reinvigorate the outdoor medium. This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.

At any given point many billboards across the country are empty, either with the media owner’s logo or phone number. The idea was to utilize this unused inventory to benefit the outdoor industry by reaching out to brands, advertisers, media planners by putting up this campaign on the empty billboards to.

Many big and small media owners have come forward to use these creatives on their site for the betterment of the community. The campaign was shot in different parts of India like the Rann of Kutch, Wai, etc., to bring out the pan-India flavour. The media plan consists of billboards which are up in Bangalore, and will been seen early next week in Mumbai and Delhi. The print campaign has been sent out to B2B magazines. Not only that, there are activations planned in selected strategic places, somewhat like these billboard visuals (a group of people outside a mall /outdoor space glued to a medium to bring out the power of outdoor).

Santosh Padhi Santosh Padhi

Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot Dentsu, said, “The idea comes from a simple human behaviour of seeking shared experiences when outdoors, a fact observed across India, where a TV or radio when kept outdoors always attracts a large gathering of people. The power of the outdoor medium transcends regular boundaries and does wonders for other mediums too.”

Photographer Prashant Godbole said, “It’s always great working with Paddy. He gives me a lot of freedom, which is basically every photographer’s dream. His projects are always strong on ideas and challenging and I really enjoyed shooting this one, especially creating that sense of largeness and space, which implies the sheer scale of the outdoor medium.”

Noomi Mehta, Chairman, IOAA, said, “It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers and planners through a very powerful advertisement campaign to highlight the strength of the outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way.”

Vasant Jante, Director, IOAA, said, “This campaign is not trying to pull down any other medium, it’s just highlighting the power of outdoor as a medium, and today almost every medium/brand has to be outdoor if they want to maximise their reach.”

Indrajit Sen, Consultant, IOAA, said, “The industry needed a campaign to highlight its effectiveness as a strong but emotional platform. I’m sure this campaign will hit home for us and will be well appreciated by both advertisers and planners.”

The Ads:





Agency: Taproot Dentsu

Team: Santosh Padhi, Agnello Dias, Mayuresh Dubhashi, Prashant Godbole, Rakesh Shirke, Milind Palav, Vasant Jante, Noomi Mehta, Indrajit Sen

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