The Mumbai Festival goes OOH!

The Mumbai Festival (TMF) is here again. On from January 17 till February 3, the festival will have an array of musical, dance, cultural, sports and art events, including the Mumbai Marathon. TMF has now tied up with Out-of-Home Media, the OOH TV company, to be its exclusive out of home TV partner. The association means that besides its usual marketing activities, OOH Media has adopted the strategy of brand building by associating with prestigious events and properties such as TMF 2008.

Under the partnership, OOH Media will provide the TMF support in terms of promoting it on its 900-plus screens in premier locations in Mumbai, including malls, multiplexes, residential complexes, corporate parks, bookstores and restaurants. Because of its strong presence in other cities as well, OOH Media will promote the TMF in key cities such as Pune, Delhi and Ahmedabad in select relevant locations.

Sudhir Sawant, convenor, The Mumbai Festival 2008, says, “Different strokes for different folks. It is the Mumbai Festival’s aim to reach out to everyone. And the OOH partnership will be of invaluable help in this quest.”

Besides the on-air support, OOH Media is planning to cover select events and package them as promotional content in the later weeks of the festival. It will also put up its TV screens at select venues to provide information about TMF events.

Adds Ishan Raina, chief executive officer, OOH Media, “The Mumbai Festival is one of the most prestigious cultural and community based events, which encompasses the entire city and her spirit. We can reach out to over four million Mumbaikars per week through our screens at locations where they work, shop or go for leisure.”

The TMF, which was kicked off in 2005, was the first ever attempt to develop a community based festival for Mumbai. It is expected that its partnership with OOH Media will set a precedent in the OOH TV media domain for successful media tie-ups. Being the current market leader with the highest number of screens across India in the most premier locations, OOH Media says it offers maximum media value.