afaqs!

Times OOH Media reveals new brand identity

By , agencyfaqs!, Mumbai | In OOH News | October 30, 2007
The company will now be simply called 'Times OOH' instead of Times Out-Of-Home Media

Times & #BANNER1 & # Out-Of-Home Media, the out of home (OOH) company owned by the Times Group, has undergone a brand identity change. The company will now be simply called Times OOH, instead of Times Out-Of-Home Media. The new brand identity has been created by The Republic.

Maia Katrak, executive creative director, The Republic, explains, "The idea behind the change in the brand's identity was to clearly establish the brand's leadership status in the out-of-home category by appropriating the category nomenclature for the brand itself. The new name also has the simplicity, bigness and 'stickiness' we were looking for; it is a name that can potentially become part of our everyday lingo."

The reason for change in the brand identity is the rapid growth of the company. Earlier, it used to own only bus shelters, but recently it has acquired various other outdoor properties such as airports, metro stations and retail malls. The board of directors of the company has also approved raising fresh capital of up to Rs 500 crore.

AP Parigi, MD, ENIL, says, "The emergence of newer sites, increasing investments and better display quality is going to spell a golden period for the OOH media sector as a whole. While the contribution of outdoor advertising, 6 per cent, to the ad pie is higher in India vis--vis the global average of 5.3 per cent, the potential is still largely untapped. The thrust on heavy infrastructure development has invariably given rise to premium advertising opportunities such as airports, metro stations and retail malls. With the new identity and planned initiatives, we are confident of achieving new milestones for Times OOH."

For the record, Times OOH is a trademark of Times Innovative Media Ltd (TIML), which is a 100 per cent subsidiary of Entertainment Network India Ltd (Times Group).

Search Tags