Kinetic salutes its unsung heroes on Labour Day

By Saumya Tewari , afaqs!, New Delhi | In OOH News | May 05, 2015
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The agency has executed a unique OOH campaign which celebrates the contribution of thousands of 'mounters' who help put the brand's OOH campaigns on billboards.

Whenever an interesting billboard catches our attention, we marvel and applaud the genius behind the idea. We also often drive past a group of men trying to mount these out-of-home (OOH) ads onto hoardings. They play an important role in the larger scheme of things - for helping a new brand to launch or an existing one to grab greater share eyeballs - but aren't lauded for their work.

In a bid to celebrate their contribution, Kinetic India executed an interesting OOH campaign titled 'Ads on Hold' on International Worker's Day or Labour Day (May 1). The agency created hoardings with a hanging board along with the message, 'Ads on hold!' thanking the mounters for making the campaigns "visible". These hoardings were displayed at major locations in Delhi and Mumbai.

Amit Sarkar

Speaking on the initiative, Amit Sarkar, COO. Kinetic India, says, "Sometimes saying a 'thank you' and making a realisation that you are special brings a smile, and Kinetic India did it on May 1, 2015."

Along with the campaign, the agency distributed a safety kit among mounters that contained a helmet, gloves and first-aid that comes in handy while they are at work.

Labour Day is an annual holiday to celebrate the achievements of workers. It has its origins in the labour union movement, specifically the eight-hour day movement, which advocated eight hours for work, eight hours for recreation and eight hours for rest. For many countries, Labour Day is synonymous with, or linked with, International Workers' Day, which occurs on May 1. Different countries celebrate Labour Day on different dates, often one with special significance for the labour movement in that country.

Kinetic, a WPP-owned company, is a global leader in planning and buying out-of-home media. It provides expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. It employs over 900 professionals across 38 offices worldwide.

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