afaqs!

Posterscope launches hoarding campaign to announce second anniversary

By Surina Sayal , afaqs!, Mumbai | In OOH News | September 22, 2010
The 10 day outdoor campaign celebrating the OOH agency's two year anniversary has been running in Mumbai, Bengaluru and Delhi

Out of home (OOH) agency Posterscope India has completed two years of its operations in India and to communicate this to clients and industry members, it has launched an outdoor hoarding campaign.

The creative shows the figure '2' in 3D style and the copy reads '840 Campaigns, 63 Clients, 25 Offices. 2 Successful Years. This is just the beginning.' The 10 day campaign has been running in Mumbai, Bengaluru and Delhi.

Discussing the outdoor hoarding campaign , Haresh Nayak, managing director, Posterscope India, tells afaqs!, "We are an OOH agency and we believe OOH works and helps create brand largeness and impact, so the idea was to reach out to corporates, clients and our partners."

This is not the first time an agency has used outdoors to communicate its own message. Agencies such as Ogilvy India and Rediffusion Y&R devised hoarding campaigns to communicate shifts in addresses. Ogilvy designed a creative and humorous campaign that gave directions to its new office in Goregaon East, Mumbai, when it shifted in 2009, while Rediffusion Y&R shocked the industry insiders with its campaign that said things such as 'Kingfisher account moves', 'Taj account moves' - smartly denoting that with a move in address, the agency's clients move location, too.

Speaking on Posterscope India's completion of two successful years in India, Nayak says, "We have had a phenomenal success in the last two years, where the agency has grown from nothing to more than Rs 100 crore, which is a good achievement in the OOH business. We have won 63 clients, out of which 70 per cent are on Agency of Record (AOR) basis."

Some of its recent client wins include P&G, Nestle, Air Asia, YouTube and Bharti AXA.

"In the last two years, we have consolidated our OOH business and seen it grow; we have also diversified into retail in a big way through Hyperspace and we believe that as the infrastructure develops in India, retail as a category will continue to have double digit growth," says Nayak.

Posterscope India has presences in 25 cities and more than 85 team members. Some of its key clients include the Future Group, Philips India, P&G, Nestle India, Essar Group, Titan, Tanishq, Samsonite, Lee Cooper, Levis, Bharti AXA, Ray-Ban, Amul, Mont Blanc, Google, AirAsia, GoAir, Adidas and Blue Star.

Going forward, Posterscope plans to further consolidate its two core businesses, namely, OOH and retail, through its brands - Posterscope and Hyperspace. "We will also announce new offerings and services which will be very new to the market in a few months time."

He concludes, "We are getting into the festive season now and hence, our core focus will be to maximise our presence and consolidate our market position."

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