logo
Newsroom
The billboard beckons
Source: The Financial Express, Brand Wagon
April 26, 2011

Outdoor advertising is finally coming out of the shadow of television campaigns and getting its own place under the sun. Brand Wagon picks up seven recent outdoor campaigns to see whether they have been able to create a buzz In recent times, outdoor has been the main medium for launch, positioning and repositioning of several products and services OUT-OF-HOME, or OOH, advertising in India has certainly come a long way. From being just a larger version of print ads, the medium is now getting the exclusivity and the attention that it deserves.There are ads and innovations being especially created for the outdoor medium and technology is playing a major role in its overhaul. OOH spends have also been on the rise with the average compounded annual growth rate (CAGR) being about 14%."The OOH industry has never seen a steady graph and has had its ups and downs. If one was to graph its movement in the last four years, then 2007 had been an excellent year with a growth of nearly 30% over the previous year," says Sanjay Shah, CEO, Blue Sky Brandcomm Asia. While the OOH sector grew by about 10% in 2008 over 2007, 2009 did not show any growth due to the recession. "I feel 2010 has clocked an approximate growth of 10% over 2009 to close at about Rs 1,550 crore. 2011 looks promising and it should close with a growth rate of 1215%,"he says.

One of the biggest reasons behind the attention that outdoor is attracting now is the increased confidence of clients in the medium. Says Rajneesh Bahl, Business Head ­ Outdoor, Percept Out of Home, "There have been a lot of changes in the medium, towards good. Clients' confidence has certainly risen as outdoor is now playing the role of the primary media, it is localized and impactful." In the last couple of years, OOH advertising has been able to come out of the shadow of television and print campaigns and get its own place under the sun. Agrees Shah, "More and more advertisers and marketers have started believing in and using the medium. Agencies, having realized the potential of the medium, have been instrumental in convincing them, which has resulted in higher budgets. This has resulted in outdoor advertising growing in stature in India over the last two decades, and outdoor, in many cases, has been the main medium for launch, positioning and repositioning of products and services." According to Shah, the telecom industry is the top user of the medium with an approximate 40% share even as other categories too have started increasing their  spends on the medium. Another reason for this growth is the entry of new professional players, feels Bahl. "New professional players such as JC Decaux, have really helped. They have got international designs into the country and have raised the standards of outdoor advertising." Separate creatives and technology are also huge catalysts in boosting the growth of this medium. "The advent of new media has helped a lot. OOH media started digital media stream which has been successful.

“The hoardings are no longer simple and plain. They are using new technology to bring in innovation,” says Bahl.

Bahl feels that lack of research is one of the biggest handicaps that the medium faces. He says, " Lack of research limits the scope of the medium."

Shah agrees. "The biggest challenge the medium faces is accountability, measurability and ROI.It is extremely important for gut feelings to be replaced by science and mathematics.However,more and more specialised agencies are being formed, thus changing the total outlook towards the medium and making it more professional and answerable." While accountability is largely there, measurement and ROI are still at a distance. There have been a few attempts to bring in measurability and, in turn, ROI, but unfortunately these are yet to come through, say industry watchers. Quite a few agencies have their own ways of measurement and planning but so far syndicated attempts have not come fully through, points out Shah.

Another major hurdle is the high cost of tenders. Says Bahl, "Tenders are being allotted at exorbitant cost to the end users.”

The cost of tenders has increased about 20 times and that has become a problem." The medium is continuously striving to improve, and overall, there have been enough examples in the recent past to document this improvement in terms of creatives, innovations and implementation. Brandwagon picks up some interesting outdoor campaigns launched in the last few months to see how they have fared. Read on.

Campaign Preview
Source: Network2media.com
April 7, 2011

Title:     'Intellisense'
Brand:  Panasonic 'Econavi' & 'Cube'
Client:   Panasonic India
OOH Agency:    Percept OOH

Campaign Brief: Build a high impact premium campaign for these products in the target markets. Deploy a wide range of large format media options to buildimpact & stature. Use LED based innovation to attract additional attention & get extra mileage. Deploy media at premium locations to maximize exposure to core target audience.

Percept OOH creates high visibility outdoor presence for Panasonic 'Econavi' and 'Cube'
Source: Network2media.com
April 4, 2011

Percept OOH has partnered with Panasonic to create an innovative and high impact outdoor campaign for the newly launched AC brands 'Econavi' and 'Cube'. The campaign which covered over 70 cities, used a large range of outdoor media including use of innovative LED lights in to showcase the product attributes. The campaign was launched in the thrid week of February, and will continue till April 2011. Commenting on the objective of the campaign, Manish Sharma, Director Marketing, Panasonic India Pvt. Ltd, said, "at Panasonic, we are committed to design products which are apt for Indian conditions, while placing a premium on durability and afford-ability. We have launched two new products in the air-conditioning segment this year, specially targeted at the Indian consumer. The first in the high end premium category is the 'Econavi' and 'Cube' is our latest offering in the mid segment category. 'Econavi' comes with a revolutionary technology which detects presence in the room and adjusts cooling automatically - AC with 'Intellisense'." On giving the outdoor advertising madate to Percept OOH, Sharma said, "We have partnered Percept OOH for taking this  product across India via outdoor advertising to familiarise it with Indian consumers. The Outdoor campaign was specially chosen to cover the length and breadth across 70 cities in India. Our aim through this campaign is to make consumers understand the product attributes and actually go into our brand shops to experience it, and to convert them into buyers.'' Percept OOH was given the mandate of creating maximum visibility and high recall value for each brand with their specific target audience with a objective of converting them into buyers.

Rajneesh Bahl, Business Head, Outdoor, Percept OOH, said, "Panasonic has launched two new ranges of consumer air conditioners, 'Econavi' and 'Cube'.These two ranges straddle two ends of the Indian AC buying consumer and have different media strategies involved. Panasonic has trusted  Percept OOH to identify the perfect strategies for each of these ranges and deliver maximum visibility for each brand in their specific target audience across 70 cities involving 2.5 lac square feet of display spaceî. To grab maximum eyeballs, the company has invested in innovations using LED lights, highlighting the brand name and its new mascot. Apart from Delhi, the campaign has been executed in key cities like Gurgaon, Noida, Lucknow, Agra, Chandigarh, Mohali, Panchkula, Haryana, Jaipur, Jodhpur, Udaipur, Ranchi, Kolkata, Bhubaneshwar, Guwahati, Indore, Raipur, Mumbai, Pune, Nagpur, Aurangabad, Nasik, Ahmedabad, Surat, Baroda, Rajkot, Hyderabad, Vijaywada, Bangalore, Mysore, Mangalore, Cochin, Trivandrum, Chennai, Coimbatore and Madurai etc.With mercury rising across northern India, Percept OOH strategy has given headstart to Panasonic brands by creating maximum visibility within the category. The heat is on for the competitors and for Panasonic its a cool way of reaching the consumers.

PERCEPT OUT OF HOME WINS PANASONIC’S NEW AC RANGE
Source: Imediamag.com
March 30, 2011

Panasonic India Pvt Ltd has in Percept Out Of Home to execute outdoor campaign for their new range of air conditioners – Econavi and Cube. Tier II and Tier III cities have been targeted for Econavi air conditioners while major and minor cities have been targeted for Cube air conditioners. Covering 70 cities across India, the campaign kick-started during the third week of February 2011 and will roll out till April 2011 and may go beyond that. With the objective to create the brand awareness and visibility, Percept Out of Home identified media strategies for the two different AC brands. A media mix of BQS, unipoles, billboards, mall facades, gantry, foot over bridge, mobile van and backlit wall were used to communicate the message effectively and establish the desired registration and recall ratio. LED innovations used in Delhi made the campaign unique.  Commenting on this activity, Rajneesh Bahl, Business Head – Outdoor, Percept Out of Home, said, “Panasonic have launched two new ranges of consumer air conditioners – Econavi and Cube. Econavi is a premium product that features intelligent technology (detects human presence in the room and adjusts cooling automatically) for the first time in India. Cube, on the other hand, is a more affordable product for smaller rooms, which can spare less installation area for the indoor unit. These two ranges straddle two ends of the Indian AC buying consumer and have different media strategies involved. Panasonic have trusted Percept Out Of Home to identify the perfect strategies for each of these ranges and deliver maximum visibility for each brand in their specific target audience across 70 cities involving 2.5 lakh square feet of display space. ”

Manish Sharma, Director - Marketing, Panasonic India Pvt Ltd, added here, “We have launched two new products in the air conditioning segment this year, specially targeted at the Indian consumer. The first in the high end premium category is the Econavi and Cube is our latest offering in the mid-segment category. The Econavi comes with a revolutionary first time invertor technology, which detects presence in the room and adjusts cooling automatically - AC with ‘Intellisense’.” He added, “The Cube, on the other hand, has been specially designed and developed keeping the mid-segment consumer category in mind. This is a split AC, which is the first of its kind in terms of unique design, space taken up and a very attractive price range. We have partnered Percept OOH for taking this product across India via outdoor advertising to familiarize it with Indian consumers. The outdoor campaign was specially chosen to cover the length and breadth across 70 cities in India. Our aim through this campaign is to make consumers understand the product attributes and actually go into our brand shops to experience it, and to convert them into buyers.”

Percept Out of Home wins Panasonic India’s account
Source: Eventfaqs.com
March 29, 2011

Panasonic India Pvt. Ltd roped in Percept Out Of Home to execute outdoor campaign for their new range of Air conditioners: Econavi and Cube. Tier II & Tier III cities were targeted for Econavi Air conditioners while major and minor cities were targeted for Cube Air conditioners. Covering 70 cities across India, the campaign kick-started during the 3rd week of February, 2011 and will roll out till April, 2011 and may go beyond that. With the objective to create the brand awareness and visibility, Percept Out of Home identified exceptional media strategies for the 2 different AC brands. A Media Mix of BQS, Unipoles, Billboards, Mall Facades, Gantry, Foot Over Bridge, Mobile Van and Backlit Wall were used to communicate the message effectively and establish the desired registration and recall ratio. LED Innovations used in Delhi made the campaign unique. Commenting on this activity Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home said, "Panasonic have launched two new ranges of consumer air conditioners - Econavi and Cube. Econavi is a premium product that features intelligence technology (detects human presence in the room and adjusts cooling automatically) for the first time in India. Cube, on the other hand, is a more affordable product for smaller rooms which can spare less installation area for the indoor unit. These two ranges straddle two ends of the Indian AC buying consumer and have different media strategies involved. Panasonic have trusted Percept Out Of Home to identify the perfect strategies for each of these ranges and deliver maximum visibility for each brand in their specific target audience across 70 cities involving 2.5 lakhs square feet of display space. "

Elaborated Mr. Manish Sharma, Director Marketing, Panasonic India Pvt. Ltd, "At Panasonic, we are committed to design products which are apt for Indian conditions, while placing a premium on durability and affordability. We have launched two new products in the Air Conditioning segment this year, specially targeted at the Indian consumer. The first in the high end premium category is the Econavi and Cube is our latest offering in the mid segment category. The Econavi comes with a revolutionary first time Invertor technology which detects presence in the room and adjusts cooling automatically - AC with INTELLISENSE." He added, "The Cube on the other hand has been specially designed and developed keeping the mid segment consumer category in mind. This is a Split AC, which is the first of its kind in terms of Unique Design, Space Taken Up and a very attractive price range. We have partnered Percept-OOH for taking this product across India via outdoor advertising to familiarize it with Indian consumers. The Outdoor campaign was specially chosen to cover the length and breadth across 70 cities in India. Our aim through this campaign is to make consumers understand the product attributes and actually go into our brand shops to experience it, and to convert them into buyers. "The campaign which inaugurated successfully is still rolling out, creating maximum visibility and responsiveness to the targeted segments.

Fashion@Big Bazaar Organizes Cricket Day
Source: Bestmediainfo.com
February 21, 2011

A fun filled cricket match between the popular RJ’s and their listeners in Mumbai, Delhi, Bangalore & Kolkata. Fashion@Big Bazaar kick started the cricket fever with an interesting combat amongst the stylish and flamboyant RJ’s of Radio City 91.1 FM, Big 92.7 FM, Radio One 94.3 FM and Fever 104 FM in Mumbai, Delhi, Bangalore & Kolkata. Every team had 12 players including 2 RJs in a 10 over match. Three matches were played in every city. Talking about Mumbai it was RJs Nitin, Ruchi from Big FM, Salil & Priti from Radio City, Sidhu, Urmin from Fever FM & Jay and Gya from Radio One were seen swashbuckling at this tournament. The winning team of this coveted title will be labeled as the ‘City’s most fashionable cricket team’. From 9th February the participating team RJ’s have been urging their listeners to log onto www.facebook.com/fashionatbigbazaar and upload their photos with a caption wearing the ICC merchandise to be in their favorite RJ’s team. Fashion@Big Bazaar announced and introduced ICC Day on facebook with RJ uploading their pictures and appealing the listeners to participate. Different photo albums were earmarked for each city. The fans had to simply vote, comment and urge their friends to like their uploaded picture.

The campaign which ended on 18th February witnessed stupendous response from all over the participating cities. 11 people for each team were short listed by the RJ’s themselves on the basis of their facebook votes. Every RJ was the captain of their team and had 10 listeners to create his own team. There was an in-depth participation from the radio stations representing the participating team throughout the day of the match. Radio OB Links giving hourly match updates along with a simultaneous hourly update and online Facebook integration witnessed huge followers. Non participating RJ’s also canvassed for their colleagues competing in the tournament. Winners were gratified with gift vouchers courtesy Fashion@BigBazaar.The ground was branded with Fashion@Big Bazaar merchandise which were also displayed & sold at the venue to add to the lively environment. There was an official  umpire and commentator for every match. Interesting anecdotes and pictures from the venue were uploaded on Facebook every 1 hour. The local ground branded with Fashion@Big Bazaar was no less than a battle ground with the people present there cheering their favorite teams. Audience and fans at the venue were given the opportunity to tweet about the matches on Fashion@BB twitter handle, out of which the most interesting tweets got ICC merchandise free at the match.

Talking about this unique activity, Ammar Millwala from Percept Media said, “As Fashion @ Big Bazaar is the authorised retailer for ICC World Cup 2011 merchandise, we wanted to ride on the ongoing cricket frenzy and drive cricket enthusiasts to the store. We wanted to engage the customers, hence we thought of an activity were we could make it more interactive and build a platform to communicate with fans & customers. We have used radio & internet as a platform to reach out to Fashion@Big Bazaar TG as these mediums connect with young and fashionable cricket crazy fans.” For the 1st time ever Percpet Media and Fashion@BigBazaar has conceptualised and executed Cricket Match between RJ’s participating from Radio City, Fever Fm, Big Fm and Radio One. 30 RJ’s across Mumbai, Delhi, Bangalore and Kolkata were geared up for the “Cricket Day” on 19th Feb.

Percept Out Of Home Executes Pillar Branding For PepsiCo
Source: Bestmediainfo.com
March 25, 2011

Housing the entire brand portfolio across categories

Percept Out of Home, Retail Vertical, official partners to PepsiCo for their Modern Trade initiatives was called upon to research, design, fabricate and deploy the secondary placement solutions across Modern Trade chains, pan India. PepsiCo wanted customers to have all the choices possible in the portfolio. Hence PepsiCo with the support of Percept Out of Home, Retail Vertical deployed gigantic and disruptive in-store displays at Spencer’s Retail (Delhi), one being a pillar display and the other an aisle display. The main objective behind this in-store presence was to have an additional/secondary point of interruption, being an impulse category brand these interruptions tend to fuel conversions. The display stocked all the brands of PepsiCo; however the lead brand chosen was ‘Slice’ because it is a great impulse buy and has the least gatekeeper’s resistance as compared to other aerated drinks and shoppers don’t go into a doubt mode while buying it.

Keeping all the norms in mind Percept Out Of Home, Retail, developed a very sleek bottom, light modular structure, which provided stocking and very effective branding. ‘Catchy’ displays always works for an impulse buying category. Thus the design of the display is made to be clutter breaking without obstructing the path of consumers.

Commenting on the activity Alka Saxena, Business Director – New Initiatives (Retail),Percept Out of Home, Says “ Creativity and innovative concepts are different touch points like Gondola, End Cap, Perimeter, Lobby, Check Lane, Pillar, Vending , Food Court etc. Generally preferred locations are gondolas, end cap and Lobby. Places like Pillar, vending machines get second preference as at times it depends on Traders permission and the ROI is lesser. Generally Pillars are used only for branding- High impact graphics mounted on sun board. Also it’s observed that space around pillars is used randomly.”

Moen India creates outdoor 'Splash' to promote digital shower controllers
Source: Network2media.com
March 24, 2011

Outdoor advertising at the point of purchase is becoming popular among select brands that appeal to niche audiences. Aligned with this approach, Moen India, a 100 percent subsidiary of US-based Fortune Brands Home and Hardware Group, has launched a one-month campaign in Delhi NCR to build awareness of its exclusive range of digital shower controllers. The company manufactures bathroom faucets, showering products, kitchen faucets and other bathroom accessories, and also deals in vertical spa products, digital showering solutions and SPA bars. The campaign has been executed by Percept OOH. Commenting on the campaign, Smarty Singh, National Head - Sales and Marketing, Moen India, said, “The objective of the outdoor campaign was to drive footfalls at the retail counters to experience the product. We wanted to drive product immediacy among the potential in-market customers making or renovating bathrooms. Percept OOH has helped us with selection of media in high consumer catchment market place.”As an innovation, the company fabricated the digital shower controller on frontlit unipoles using LED lights highlighting the cutout and the brand name with timed action.

The media was deployed at key locations tapping the urban class of the city. Sharing his thoughts on promotions through outdoors and other media, Singh said, “Selection of media vehicles is a regional geographic choice and companies need to be very innovative in using the right mix to reach the TG. The outdoor media for the category is important and has to be used very strategically depending on the advertising need.” Moen India has footprints in over 22 cities in the country and retails at over 50 multi-branded sanitary ware stores. This campaign might just have set the pace for similar initiative in other promising markets.

Realm Media, Brandmakerr, Percept OOH build 'Healthy' outdoor presence for Max Bupa ‘Health Insurance’
Source: Network2media.com
March 23, 2011

Due to the rise in cases of heart attack at an early age, it has become even more necessary to invest in health insurance policy. While reinforcing the need for health insurance with a message, that no one can escape illness, the health insurance company Max Bupa, a joint venture between the Max Group of India and the UK-based health and care company Bupa, has launched an extensive outdoor campaign to reach its potential consumers. The campaign has been rolled out in 9 cities, namely, Delhi – NCR, Mumbai, Pune, Chennai, Hyderabad, Bangalore, Surat, Jaipur and Ludhiana. To execute the campaign in these cities, Max Bupa has vested the outdoor advertising duties with three outdoor agencies – Realm Media Solutions, Brandmakerr and Percept OOH.  The creative of the campaign been designed by Bates 141. The six week long outdoor campaign began in first week of February. The idea behind the campaign was to highlight the importance of health insurance for every individual and their families. Generally people ignore the need  for health insurance thinking that why would they ever need protection and cover on account of health! This campaign is an effort to make them realise the importance of procuring health insurance.

Commenting on the campaign, Shefali Chhachhi, Director Marketing, Max Bupa Health Insurance Company Limited, said, “Quarter 1 is the period in which people consider buying financial products and insurance plays a pivotal role, as it offers financial and emotional protection; therefore we wanted to reach our potential consumers to drive the need for health insurance and to create recognition for the Max Bupa brand. She further stated, “We briefed our agencies to drive the need for health Iisurance and build Max Bupa’s credibility and trust through Bupa’s pedigree, to create an emotional differentiation for Max Bupa and reinforcing the need for health insurance upon a larger audience and attract new users to the category. The TG targeted through this campaign is people of 25yrs – 40yrs age group who are doing well professionally, either employed or entrepreneurs or involved in trade.  “The idea was to have a 360 degree campaign. The message across all the media was the same - 'Life is uncertain. Anything can happen anytime; therefore there is a need for health insurance to take care in case of an unfortunate health related incident. But as far as outdoor is concerned, for us, outdoor helps in getting traction and it works very well when used as part of an overall campaign including print, TV, online and radio. It helps in reinforcement of our message and increases brand recall”, said, Chhachhi. Realm Media Solutions has executed the campaign in 5 cities - Delhi, Hyderabad, Pune, Surat and Ludhiana. The company was briefed to target the high footfall, traffic congregation points, where sec A and A+ can be targeted.

To communicate the message strongly in the given markets, the agency used large format and high impact media like billboards, gantries and bridge panels. The media has been deployed mostly near the big hospitals where an immediate need of the person might trigger the need to obtain a health policy. Yuvraj Agarwal, Founder and CEO, Realm Media Solutions, said, “Realm Media Solutions has been associated with Max Bupa Health Insurance since their launch in India and we have executed multiple high decibel campaigns for the client in the past. The Indian market for health insurance is very nascent and there is a need to create awareness for the unique product offerings from Max Bupa, who have come out with many firsts in this generic product category. Keeping this in mind, our dedicated team at Realm, including Ved Bhardwaj, Rajeeb Banerjee, Vivek Bhardwaj and Ashok Poswal worked hard on creating a larger than life imagery to create appeal for the brand. To minimise wastage and increase conversions, we targeted key areas in the cities under focus and utilised our proprietary planning and buying tools to enhance reach and impact for Max Bupa. We are very happy that the client has entrusted us with this responsibility - time and again. The second agency involved in the execution of the campaign was Brandmakerr, which has taken the outdoor execution charge in Mumbai and Chennai. Stating further, Rahul Kapuria, founder Director, Brandmakerr said, “The campaign was to get the new customers into the health insurance fold, make people aware about the need for taking care of their health and plan for it. For this, we have strategised to take sites near the hospitals. The billboards were taken at strategic locations near hospitals and pole kiosks and bus-shelters were also used as reminder medium. And in Jaipur and Bangalore, Percept OOH took the charge of execution. The agency has only used large format media for brand exposure.

Rajneesh Bahl, Business Head - Outdoor, Percept OOH, said, “Being a health insurance company, Max Bupa’s efforts are to promote the awareness for health insurance in younger Indians. Percept OOH has done its best to choose an optimum media mix to maximise awareness among the target audience.” Apart from outdoor, the company has used other media vehicles, which included television, print, radio, and digital media.

Campaign Preview - Perfection Redefined
Source: Network2media.com, Pune
March 3, 2011

Title - 'Perfection Redefined'
Brand - Indigo Manza
Client - TATA Motors
OOH Agency - Percept OOH

Campaign Brief - Build a high impact premium campaign for the brand. Deploy media at high footfall & high traffic locations to maximise exposure. Use mall media to target premium audience. Use large format media to build impact.

Percept Out of Home bags Tata Manza account
Source: Businessofcinema.com
February 28, 2011

The five times Taurus World Stunt Award winner Action Concept will spearhead the action sequences in Prashant Chaddha’s Aazaan. As reported earlier by Businessofcinema.com, Aazan is being shot with a foreign crew and also stars Playboy covergirl Candice Boucher as well as actress Amber Rose of From Paris With Love fame. To add to that, JMJ Group vice chairman Sachin Joshi also makes his debut  in the  film which is  about an informant who has to go undercover beyond enemy lines  to save the nation from destruction at the hands of biological warfare.The film is produced by Percept Picture Company and is slated to release 23 June, 2011.

Percept Out of Home bags Tata Motors’ account once again
Source: Exchange4media.net
February 26, 2011

Tata Motors has roped in Percept Out of Home to promote their new improved Tata Manza. With an objective to announce the arrival of this luxurious car, the 2.5 month long activity started in the month of January and was executed in all the metro cities: Mumbai, Delhi, Chandigarh, Chennai, Bangalore, Hyderabad, Kolkata and Ahmedabad. Considering the travel patterns of the target audience, Percept Out of Home conceptualized an outdoor campaign that included the mix of large formats in the cities, mall facades and billboards in the prime locations to convey the message across.

Commenting on the activity, Rajneesh Bahl, Business Head, Outdoor, Percept Out of Home, said, “A proper media mix plan was taken into consideration and the travel pattern of the target audience were studied. Percept Out of Home took the this approach to plan the launch of this ‘new improved Manza’ .Quick turnaround time by the team ensured the campaign execution on time as per the committed deadlines.”

Percept OOH turbo-charges Tata Manza, Indica Vista 90 OOH drive
Source: Network2media.com
February 23, 2011

Car majors have a great affinity to the outdoor for the big impact that the medium delivers. It is often the looming outdoor display that influences a consumer on-the-go to think about a particular car model. Tata Motors has used the outdoor to promote its different auto models quite successfully. Taking one step further in this direction, the company launched two separate campaigns, one for its new and improved sedan Indigo Manza and the other for its hatchback Indica Vista 90. The two campaigns have been executed in the major and mini metros with Percept Out-of-Home (OOH) as the outdoor partner. Tata Motors briefed the OOH firm to deploy the campaign in key congregation points and high traffic zones such as markets, malls, traffic junctions, etc. In terms of display, elevated and high visible large formats like hoardings and mall facades were preferred. While the campaign for Tata Manza was launched for a period of two and a half months beginning January 15, the one for Indica Vista 90 was rolled out for two months beginning January 1. The Tata Manza campaign has been executed in cities such as Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Chandigarh and Ahmedabad, while the Indica Vista 90 campaign covered mainly Mumbai, Delhi, Chennai, Chandigarh, Kolkata, Bangalore, Hyderabad, Pune and Ahmedabad. Commenting on the Tata Manza campaign, Rajneesh Bahl, business head, outdoor, Percept OOH, said, “A proper media mix which takes into consideration travel pattern of the target audience was the approach taken for planning for the ‘new improved Manza’”.

He added that a “quick turnaround by the team ensured that the campaign execution was on time as per committed deadlines.” On the campaign for Indica Vista 90, Bahl said, “It is a matter of pride to be associated with Tata Motors for the launch of new Vista 90 hatchback. The strategy was to handpick hoardings targeting the right audience across all metros.  This was different from the quantitative hoarding approach, thereby rationalising the budget to deliver the set objective. This is where Percept’s planning brilliance came to the fore.” Percept OOH has thus steered both Tata Motors models through the clutter into the fast lane.

Percept OOH executes SKF’s outdoor campaign across India
Source: Adgully.com, Date: February 17, 2011
Source: Medianewsline.com
February 16, 2011

SKF Group – a Global leader in Bearings roped in Percept Out of Home to execute their branding and visibility outdoor campaign across India in Tier II towns – Bhantinda, Haridwar, Muzaffernagar, Angul Ankleshwar, Korba Baramati Jalgaon, Cuddappah & Rajapalayam. The campaign kick-started during the 1st week of January 2011 and will be executed for the next 6 months i.e. till June 2011. As per the brief by SKF Group and objective of the campaign, Percept- OOH concentrated more on the branding initiatives towards the non-bearing products – Seals, Lubrication systems, Mechatronics, Services , Power Transmission, Maintenance Products , Condition Monitoring Products and created high visibility and awareness for the same. The agency used a proper media mix strategy, which includes hoardings/ pole kiosk/ railways station/ bus stand branding/ police booths and retail signages to capture the TG segments – Automotive e.g. retailers, mechanics, end user (installers) and Industrial e.g. dealers, end Users.

Commenting on this activity Rajneesh Bahl, Business Head–Outdoor, Percept Out of Home said, “The campaign was planned to create high visibility for the brand in Tier II towns across India. With appropriate media mix and strategic locations, the campaign delivered as promised.” Elaborated Hemant Apastamb, Manager Head – Business Excellence & Sustainability, SKF Group, “On behalf of my team, I am very much thankful to Percept Out of Home & it’s entire team for supporting SKF’s project. For us timeline of closing this project was very much important and I am really happy to share that we have completed all these activities as per the required timeline. This was only possible because of Percept Out of Home’s unconditional support.” The campaign which inaugurated successfully is still rolling out, creating maximum visibility and responsiveness to the targeted segments.

Percept Out of Home Executes Outdoor Activities for Women-Oriented Brands
Source: Medianewsline.com
January 21, 2011

The iconic jeans brand, Levis Jeans, awarded Percept Out of Home the creative mandate to execute an outdoor campaign for their newly launched Levis CURVE ID with the brand mantra “We believe it’s about Shape not Size”. Percept OOH will be executing branding and visibility activities to promote the Revolutionary fit system of Levis CURVE ID designed specially for woman. The campaign kick-started on December 10, 2010 and will roll out till January 15, 2011, pan India covering metros and mini metros.  Percept–OOH identified a sniper approach to reach the target audience by engaging them with the brand. The best and busiest of malls, multiplexes viz. PVR, INOX and FUN Cinemas and Cafe Coffee days at select cities were identified and branded with innovative, interactive and eye-catching creatives of the product. To ascertain greater brand visibility, Percept OOH placed gigantic layered displays at strategic locations, thus creating larger than life, multi dimensional effects. Mobile media was also used to create mass awareness effectively.

Holii, the women’s accessory brand of colourful handbags, clutches & wallets owned jointly by Hidesign and Future group, appointed Percept Out of Home to execute branding and outdoor activities in Bangalore. The objective was to create the desired registration and recall ratio for Holii’s line of bags and accessories in the minds of contemporary women by communicating effectively its brand presence.  Percept Out-Of-Home put up large format billboards in prime locations with innovative and eye-catching displays, and branded all Holii stores and shopping destinations to create the desired impact. The activity commenced on 15th December, 2010 and continued for 15 days till 31st December, 2010. The seamless execution by Percept -OOH translated into increased awareness and large footfalls for Holii.

POOH executes branding activity for Man Force Trucks in Pune
Source: Allaboutoutdoor.com
January 19, 2011

Man Force Trucks recently enlarged its product range, with the launch of 'Haulage Trucks', in the mass market, with 'Best in Class fuel efficiency'. With the established High Degree of Localization, and wide ranging Manufacturing Infrastructure - the company entered the mass market two years back. The company also introduced new varieties of Mining and Construction tippers. These new haulage products are highly indigenized and are priced competitively.  To connect with the retailers, Man Force Trucks appointed Percept Out of Home their creative mandates to execute the Retail project related to dealer visibility and branding, for their various products.  The objective of the campaign was to highlight the company’s key branding elements viz. Company Logo, Dealer name, Product Logo & Services offered in standardized formats and exploit the vantage location of the dealership to ensure adequate visibility of these elements to on-road traffic. Thus, the agency provided unique Branding solutions to Dealer Showrooms for On Shop as well as In Shop Branding and Visibility.  The retail project was conducted in Pune and targeted the Truck buyers visiting the showroom as well as on the road mobile traffic.

Said Sanjay Pareek, President, Percept Out of Home, “Man Force is Percept Out of Home’s oldest client for rural communication. With Retail services, we have added new services and soon we will attain the outdoor business from them too, which will help us to deliver an entire 360-degree out of home solution for the client. Percept OOH’s capability to service the client in all the Out of Home solutions serves as the biggest and unique strength of Percept OOH, which will be showcased to Man Force in the coming period.”  Commenting on this activity Prashant Gunthey, Business Head, Percept Out of Home, Retail Vertical said, “The Man Force project will be a milestone in the evolution of commercial vehicle dealerships. For the first time in India, a truck dealership outlet will be made up to international standards of design and creativity. Full credit is due to the persevering efforts of the new business and operations teams in Mumbai and the creative expertise and international exposure of our design studio.”  Founded in 2003, Percept Out-of-Home (Percept OOH) has successfully created a shift in the industry's perspective in India - from conventional Outdoor media to an all-encompassing 360-degree Out-of-Home communication solution. Percept Out-of-Home has 3 sub-verticals – Percept Outdoor, Percept Retail and Percept Rural functioning under it. Percept Out-of-Home leverages the combined strengths of Percept’s network and expertise to provide effective solutions for its clients.

Outdoor business will scale new highs in 2011, assert leading OOH agency heads
Source: Network2media.com
January 17, 2011

The Indian OOH industry is witnessing a paradigm shift, conditioned by the new dynamism of the participating entities and the overall economic buoyancy. The industry is one sense coming out of the woodwork to assert its unique value propositions to a swathe of advertising brands. And the results are there for all to see. In recent times, a larger number of brands have entered the OOH fold in furthering their consumers connect. In this, the role of leading OOH agencies can hardly be overstated. The OOH agencies have systematically broad the nature of business. At the same time, new and innovation campaign execution strategies have entered the OOH portals for which due credit goes to the agencies that maintain a global outlook without obfuscating the local imperatives that the business demands. In Year 2010, the foremost agencies executed some of the most striking campaigns across the country that were at once innovative and pan-India in scale. The stage is set for bigger action on this landscape. Network caught up with the heads of top-rung OOH agencies in the country to obtain their views on how business shaped up in Year 2010 and what would be their growth expectations in the current year.

Sanjay Pareek, President, Percept OOH, said that compared with year 2009, 2010 was a great year for the outdoor industry and for Percept OOH in particular. The growth was powered by the larger real estate presence, launch of new mobile services and entry of other category advertisers in the outdoor space. Senior industry veteran Sanjay Shah felt otherwise. He said, “I don't think the year was great though it was better than the previous year. Typically like the industry performs, with the activity graph being high during festivals, financial year end, and vacation periods, Year 2010 moved on the same lines, with similar spurts of activity through the year. My guess is that it must have grown by 6-7 percent over the previous year.” According to Anil Vohra, director, Media Circle, the first quarter of 2010 was worrisome but “as we moved towards the second half of the year the market picked up.” While business gained momentum as the year progressed, several industry issues too came to the fore with the key stakeholders mobilising industry associations like Indian Outdoor Advertising Association (IOAA) and Delhi Outdoor Advertisers Association (DOAA) to find solutions to certain vexed issues like payment delays, minimum campaign duration, etc. Commenting on these developments, Malhotra said, “Except for trying to put in place a minimum campaign duration, I don’t think IOAA/DOAA had really contributed to the industry. I have been saying this time and again that till we don’t involve clients and agencies in decision making it will always be a one-sided approach. The peer group leaders of IOAA/DOAA have their own responsibilities which will distract them from playing out their role in the associations.”

He also said, “Marketers are not putting enough efforts in understanding the king ‘consumer’. I am still waiting for a brief to come in which gives the psychographics of their intended consumer. As an organised player we have institutionalised for the top 5 cities a huge econometrics study to understand the consumer and their behaviour in purchase cycle. The study took almost a year and is ready to roll out. But the common industry research model has been struggling to get recognition as it is only available for two cities.”  Adhere pointed out that “the industry bodies in the OOH domain continue to struggle. The IOAA/DOAA failed to make any qualitative impact. For example, MRUC is one project which was initiated 5 years ago. And we still don’t have any results. I feel all the key stakeholders should come together and show a sense of urgency to fast-track the development of such projects.” Talking about the standardisation of OOH advertising business, Ribera said, industry bodies have initiated the process but at the same time it is too early to expect to witness dramatic results. “However, I am happy to say that the direction is right and I hope to see more and more media owners as well as agencies becoming a part of the associations. But from the research point of view, there has been no significant perspective. From our organisation perspective we continue seek consumer insights.”  Sengupta was cautiously optimistic on this issue though he felt that tangible benefits are not evident from the buyer's perspective when it comes to the standards set by the industry bodies. “The efforts by the industry bodies are inclined towards the media owning fraternity. But we have to be patient and persistent. It is good to see some movement in the right direction,” he said.

Kohler ropes in Percept Out of Home
Source: Mediaworldbuzz.com, App.contify.com, Bhadas4media.org, Mybathroomfittings.com
January 14, 2011

Kohler got Percept Out of Home on board to promote their newly launched magnetism The “Flip Side” shower head, a revolutionary product which offers four different types of bathing experience just by flipping the shower head. The objective of the campaign was to create brand awareness of Kohler and to generate more enquiries about the products. Percept Out of Home put up large format billboards in prime locations like the high traffic zones, dealers network with innovative and eye catching displays targeting the Elite class, primarily the male target audience by communicating effectively its brand attributes and USP.

Commenting on this activity Mr. Sanjay Pareek, President, Percept Out of Home said, “Kohler for the first time in India launched a product at a great price, targeted to the SEC-A Category TG. The “Flip Side” shower head is a revolutionary product which offers four different types of bathing experience just by flipping the shower head. The Campaign was with great creatives, tailor-made for the OOH media. The clients understanding of the outdoor medium was very high, and this helped us to come together as a team to plan out a campaign which would effectively address the marketing objective which was to “announce the arrival with very high noise level”. Locations were drawn up based on popular TG congregation points and sanitary / bath fitting markets to inform the TG, and malls across these three cities.

Added Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home, “The campaign was rolled out across three Metros i.e. Mumbai, Delhi and Bangalore with a strategy to cover all high traffic zones and dealer networks by using a high visibility media.”

Kohler ropes in Percept Out of Home
Source: Medianewsline.com, Eventfaqs.com, Bestmediainfo.com, Indiantelevision.com
January 14, 2011

Kohler got Percept Out of Home on board to promote their newly launched magnetism The “Flip Side” shower head, a revolutionary product which offers four different types of bathing experience just by flipping the shower head. The objective of the campaign was to create brand awareness of Kohler and to generate more enquiries about the products. Percept Out of Home put up large format billboards in prime locations like the high traffic zones, dealers network with innovative and eye catching displays targeting the Elite class, primarily the male target audience by communicating effectively its brand attributes and USP.

Commenting on this activity Mr. Sanjay Pareek, President, Percept Out of Home said, “Kohler for the first time in India launched a product at a great price, targeted to the SEC-A Category TG. The “Flip Side” shower head is a revolutionary product which offers four different types of bathing experience just by flipping the shower head. The Campaign was with great creatives, tailor-made for the OOH media. The clients understanding of the outdoor medium was very high, and this helped us to come together as a team to plan out a campaign which would effectively address the marketing objective which was to “announce the arrival with very high noise level”. Locations were drawn up based on popular TG congregation points and sanitary / bath fitting markets to inform the TG, and malls across these three cities.

Added Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home, “The campaign was rolled out across three Metros i.e. Mumbai, Delhi and Bangalore with a strategy to cover all high traffic zones and dealer networks by using a high visibility media.”

Percept Out of Home executes an outdoor campaign for Holii
Source: Eventfaqs.com, Medianewsline.com
January 10, 2011

Holii, the women's accessory brand of colorful handbags, wallets and clutches owned jointly by Highdesign and Future Group appointed Percept Out of Home their creative mandates to execute the branding and outdoor activities for the brand. The campaign carried out across Bangalore was kick started on December 15, 2010 and continued for 15 days till December 31, 2010. The objective of the campaign executed was, to create the desired registration and the recall ratio for Holii's line of bags and accessories in the mind of contemporary woman by communicating effectively its brand presence. Percept Out of Home put up large format billboards in prime locations with innovative and eye catching displays. The agency also provided branding to all Holii stores and shopping destinations to create the buzz all over.

Commenting on this activity Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home said, "The task was to communicate to the audience in a smarter & impactful way to create the desired registration and recall ratio for the brand and product, this was very well achieved by our Bangalore team." The seamless execution by Percept Out of Home translated into top-of-the-mind recall amongst the TG and increased the brand's awareness along with the large footfalls for Holii.

Percept OOH makes a perfect outdoor fit for Levi’s Curve ID
Source: Squarecircleoutdoors.com
December 31, 2010

Curves are back. The Levi’s® Curve ID has redefined the approach that women would take in fitting into jeans. Size does not matter anymore. Instead the Levis jeans will simply take the shape of the body. Quite like custom-made, the new line Levi’s® Curve ID is available in three fits ‘Slight’, ‘Demi’ and ‘Bold’. And to promote the new line in India, Levis has taken the outdoor route, partnering Percept Out-of-Home (OOH).  The outdoor campaign with the brand mantra ‘We believe it’s about Shape not Size’ has been rolled out in 13 cities including Mumbai, Delhi, Bangalore, Pune, Chandigarh, Jaipur, Lucknow, Agra, Hyderabad, Chennai, Kolkata and Guwahati. The campaign will run until January 15. Keeping in view the niche TG, Percept OOH has used media at locations that are frequented by women while they are shopping or generally catching up with life. Innovations such as cutouts of models have also been used to communicate the brand essence. Thus places like malls, multiplexes and cafes in the target cities are dotted with the campaign displays; Cafe Coffee Day outlets being among the locations.
 
Branding has been done at multiplexes like PVR, INOX & FUN Cinemas, where the holiday crowd congregates in large numbers. These displays in these locations have been placed at strategic locations, creating both larger-than-life and multi-dimensional effects. In addition, Percept OOH has used conventional media on key arterial routes in the target cities, especially the ones leading to malls, multiplexes and cafes. Mobile media too came in wherever required to support conventional and unconventional media. Commenting on the campaign, Sanjay Pareek, president, Percept OOH, said, “Percept’s planning approach was to use media assets across those formats -- malls, multiplexes and cafes where the dwell time for the target customer is higher. Hence, they were given more emphasis than just large format conventional outdoor assets, so as to get better RoI for the client through higher OTS and reach. The client was also very supportive of this planning approach.”
 

Elaborated Rajneesh Bahl, business head outdoor, Percept OOH, “The brief was very simple, loud and clear. The target audience comprises women so we sought to create awareness of the benefits of the brand and what the 3 different fits are all about. It was clear that it’s just not about going loud across the streets this time, rather have a sniper approach and catch the TG wherever they are or would be.”  He added, ”It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what’s ‘in’. Hence malls, multiplexes and cafes had a major role to play.” The campaign also underlined how the outdoor is being progressively used to tap into the women audience on the move. The Levi’s Curve ID is typically targeted at this very segment.

Percept Out of Home executes branding activity for Tata Nano!
Source: Allaboutoutdoor.com
December 16, 2010 issue

Tata Motors announced Percept Out of Home as their agency to execute their three month long branding campaign for Tata Nano in the Tier II & III towns across the states of Maharashtra, West Bengal, Uttar Pradesh, Karnataka and Uttarkhand.  Percept Out of Home targeted two-wheelers who wanted to upgrade to four-wheelers, and executed a unique branding campaign in the target market. The branding activities kick-started on October 8, 2010 and will culminate by January 8, 2010.

 Commenting on the activity, Mr. Sanjay Pareek, President, Percept Out of Home said,” We are proud to be associated with Tata Motors and specifically the Nano Brand, because Nano is now folklore in the automotive sector. The campaign was targeted to B and C category towns. Percept could work closely with the client and offer them the right mix of assets across 101 towns, largely due to our expertise and wide network across the country. We were also able to provide them with regular feedback on the asset during the campaign period, which was an important criterion for Percept OOH being awarded this campaign in the first place”.

Elaborating on the project, said Mr. Rajneesh Bahl, Business Head – Outdoor, Percept Out of Home, “The planning team played a crucial role by offering the right media mix, while the operation team stuck to its deadlines and delivered a quick turnaround time and feedback mechanism during this campaign for Tata Nano. Every small town was monitored thoroughly and regularly.”

Founded in 2003, Percept Out-of-Home (Percept OOH) has successfully created a shift in the industry's perspective in India - from conventional Outdoor media to an all-encompassing 360-degree Out-of-Home communication solution. Percept Out-of-Home has 3 sub-verticals – Percept Outdoor, Percept Retail and Percept Rural functioning under it. Percept Out-of-Home leverages the combined strengths of Percept’s network and expertise to provide effective solutions for its clients. Percept Out-of-Home is a division of Percept Limited, an entertainment, media and communications company. With capitalized billings of about INR 26 billion (FY’10), Percept, today, is at an enviable leadership position with a team of over 1,000 people and 62 offices across India and the Middle East.

Percept Out of Home bags retail activation mandate for Shingar Group
Source: Eventfaqs.com, Medianewsline.com
November 30, 2010

Shingar Group roped in Percept Out Of Home to handle the retail activation activities of it's renowned cosmetic brands - Shingar and Tips & Toes. The activation commenced in the month of August with an elaborate retail research activity. The brand with its strong presence in the Eastern and Southern part of the country plans to expand it's presence in the other parts of the country with this activation campaign.

Percept Out of Home delivered Point of Sale (POS) solutions for Shingar and its two renowned brands - Shingar and Tips &Toes, and created designs that were adaptable to smaller retail formats as well as multi-brand stores. The modern retail formats had eye-catching sales counters and sophisticated tester bars and the general formats were equipped with attractive and retailer friendly counters, top tester units and shelf talkers.

Commenting on this activity Mr. Sanjay Pareek - President, Percept Out of Home said, "After launching the "Idea Cell" - a specialized design cell within Percept Out of Home to offer cutting edge design solutions in the Out of Home arena, we have been able to offer Design Solutions to many clients like Pepsi, Daiken, Dell and many more. Tips and Toes is an organization where our  engagement on design and deployment has been in all the existing retail formats: Modern Trade, General Trade and Specialized format stores. The Retail vertical of Precept is poised to grow more than 100% Y-o-Y and the "Idea Cell" and our wide gamut of in-store Media innovations will help drive this growth."

Elaborated Mr. Prashant Gunthey, Business Head - Retail and Strategic Initiatives, Percept Out of Home," We met Shingar when they were in the very initial stages of re-launching their Tips and Toes brand in the market in a brand new, exciting avatar. In addition to the regular activities that they planned for their brand, there was an immediate need to bring in a complete overhaul of their entire retail presence in all forms of engagement points. Our Idea Studio Design Cell pulled out all stops in designing an entire range of retail visibility and merchandising solutions that fit exactly within the client's parameters of cost and competitively superior levels of innovation and creativity."

"Even as we speak, we are now engaged on other brands too, and together we look forward to a highly satisfying relationship in the coming period", he added.

The extensive retail branding activity undertaken by Percept Out Of Home created enhanced brand visibility for the Shingar Group at the retail level and translated into increased consumer awareness and interest for the brand.

RPG Saregama Ltd ropes in Percept Out of Home
Source: Medianewsline.com
November 24, 2010

RPG Saregama Ltd got Percept Out of Home on board to promote their newly launched Festive Music Collection - ‘Pujor Songs’ by Lata Mangeskar, ‘Kabi Pranam’ - a tribute to Tagore, ‘Sera Pujar Gan’, ‘Durga Bandana’ - Devotional Songs & Hymns of Goddes Durga by Bratoti Bandopadhya, ‘Tomaderi Hemanta’ by Hemanta Mukhopadhya, ‘Mahisasuramardini’ - a Video portrayal of invoking Godess Durga, ‘Na Hanyate’ by Rupam Islam and many more.

The outdoor campaign kick started in the month of October at the onset of Durga Puja and created phenomenal buzz and awareness with the target audience.

Percept Out of Home identified a unique concept of Transit Media wherein two hydraulic mobile vans featuring larger than life effect creatives were used to create greater visibility and mass connect.

Commenting on this activity Rajneesh Bahl, Business Head – Outdoor, Percept Out of Home said, “The task was to reach and engage discerning music lovers in a quick turn around time, within the given budget during Durga Puja in every nook and corner of the city specially in cosmopolitan locations. Percept Outdoor helped to identify with a concept of Transit Media taking Hydraulic Mob-Van featuring larger than life effect creative to meet the client’s requirements.”

Elaborated Amitava Mandal, Marketing Manager, Saregama India Ltd,” The idea was to create mass awareness for our Puja releases and reach out to music lovers during this festive season, which was successfully handled by Percept-OOH who provided us with the innovative strategy of transit-media solutions.”

Percept Out of Home activates 'Kellogg's Heart to Heart Oats'
Source: exchange4media!
November 08, 2010

Kellogg India Pvt Ltd has roped in Percept Out Of Home to handle the activation programme of Kellogg’s Heart to Heart Oats, a newly launched product in the ready to cook category. The activity, kick-started in the month of August in Mumbai, Chennai, Bangalore and Hyderabad, will continue in the next phase as an on-going process on weekends. The activities were conducted in five outlets in each city, including big retailers like Total, Tesco, Hyper City and Big Bazaar.

The activation was conducted in retail with an objective of creating awareness about the newly launched product, to induce trials and encourage sales. Percept Out Of Home conceptualised an in-store wet sampling activation programme, which included the process of cooking oats in the store and sample it amongst consumers with the help of an electric induction stove. This was followed by free BP check-ups with digital BP machines and an interactive session through an interesting Cholesterol IQ Quiz.

Commenting on this, Sanjay Pareek, President, Percept Out of Home, said, “Modern retail is seeing lots of activity by brands and has become an important consumer engagement platform, and the Percept Out of Home retail team is poised to exploit this opportunity through brand engagements like Kellogg. This is the first time that we have been able to do a ‘wet sampling’ in modern retail.”

Percept OOH gets Joseph Ramsey on board
Source: Vjmediaworks.com
October 29, 2010

Percept OOH appoints Joseph Ramsey as the Regional Manager, West, Outdoor Vertical. In a bid to strengthen its market position and to test new waters team building is a key aspect that Percept OOH is working on. Thus Joseph was brought on board and joined on 1st October’ 2010 the Percept OOH team. His core responsibilities include managing the outdoor business in the west, business development and delivery of innovative outdoor solutions to major clients in the region.

Joseph sports a rich professional experience of 22 years, in which he has handled clients like Nestle, ITC, HSBC, Haier, LIC, MTNL, Cadbury, Orange, BPL, HLL to name a few. Prior to joining Percept OOH, he worked with Clear Channel Mumbai Pvt. Ltd as vice president - sales. He was also associated with companies like Hype Integracomm Pvt. Ltd., Mid-Day Multimedia, and Asian Age Group. Ramsey holds a bachelor’s degree in arts from Mumbai University.

Joseph with his intellectual ability, sound business sense and terrific man-management qualities looks at giving Percept OOH the edge.

Percept OOH - Rural appoints Additi Singha as Regional Manager North
Source: Eventfaqs.com
October 27, 2010

Additi Singha has been appointed as the Regional Manager North - Rural Vertical, Percept Out Of Home, effective October 18, 2010. Singha's core responsibilities include managing rural business for the North and achieving set targets, business development initiatives and innovative rural solutions to all major clients in the growing Indian market.

Commenting on the appointment, Sanjay Pareek, President, Percept Out Of Home said, "With Additi's induction into the Rural Team, our leadership team for Rural is strengthened and I am sure she will harness her experience across industries and help in increasing the client base in the North."

Rajesh Amla, Business Head, Rural Vertical, Percept Out Of Home added, "Additi, with her rich experience in the rural industry, has an ability to achieve all business targets. She is always ready to take up challenges and lead the team to deliver positive results. Strong at creating new concepts, developing strategy and plans, she will be leading the North team to augment our growth."

She holds a Post Graduate Diploma in International Trade and Business Law from Indian Society of International Law, New Delhi. Prior to joining Percept Out Of Home, she worked with ONIDA - Onicra Credit Rating Agency India Ltd. as Senior Manager - Marketing, E-Business vertical. She was also associated with companies like RC&M Experiential Marketing Pvt. Ltd., Alan Dick & Co. (India) Pvt. Ltd., LG Chem Ltd., Jacobs Humphreys and Glasgow Consultants Ltd., etc and has handled clients like LGEIL, Samsung Electronics, Schneider Electrical, Osram, Maruti, Philips Lighting, IOCL, LG, Reliance Industry, Ranbaxy and Rama Petrochemicals, to name a few

Percept Out of Home wins Madras Cements biz
Source: Campaignindia.in
October 21, 2010

Madras Cements has appointed Percept Out of Home the outdoor duties for their cement brand, Ramco. Percept will handle the duties for Ramco across South India and work for it has already begun across districts in Chennai. 

Commenting on their association with Madras Cements, Rajesh Amla, business head, Rural, Percept Out of Home, said, "The appointment of Percept Out of Home, Rural Vertical as the agency to promote the brand ‘Ramco’ from the house of Madras Cements, once again proves the fact that Percept Out of Home, Rural Vertical stands above all other agencies in the rural domain when it comes to experience, expertise and the bandwidth. We have taken one step forward towards providing 360° service with complete creative solutions for Ramco.”

The campaign has been carried out in three phases. In the first phase, Percept will carry pre-publicity activity through branded mobile vans, in shop branding, retail branding, in shop branding, gate arches, posters and kiosks amongst. In the second phase, Ramco will announce a 'mystery shopper' contest, with the winner being revealed in the third phase after a lucky draw.

Percept OOH bags Britannia's rural business
Source: Afaqs.com
October 15, 2010

The account size is pegged at about Rs 2.5 crore.

Percept OOH's Bengaluru office has won the duties of Britannia's rural business. As per the brief, the agency will execute a rural retail visibility drive for the newly launched Britannia Cookies.

Rajesh Amla, business head - Rural Vertical, Percept Out Of Home, says, "Percept Out of Home is focusing on the FMCG sector in a big way, in order to expand its presence in the rural markets as a service provider."

Amla states that Britannia Industries has empanelled Percept as one of its agencies. The company has ambitious plans for various rural and retail initiatives across India. "The ongoing campaigns of Britannia have further demonstrated our ability to deliver creative and innovative solutions across diverse markets," he adds.

The visibility drive is being executed across Andhra Pradesh, Tamil Nadu, Karnataka, Bihar, West Bengal, Orissa, Assam and six North Eastern states. The campaign, which started last month, will continue up to the middle of October.

The agency was assigned the task of connecting with retailers and providing long-lasting visibility solutions for brand Britannia. Thus, for the campaign, Percept OOH joined hands with rural retailers and has installed tin plates across 22,000 retail outlets, including 'kirana' stores, bakeries and tea stalls.

Percept Out of Home, bags Britannia’s Rural Business
Source: Medianewsline.com
October 14, 2010

Britannia Industries has appointed Percept Out Of Home to execute the Rural Retail Visibility drive for their new range of cookies “Britannia cookies” across India. The activity has been executed across the states of Andhra Pradesh, Tamil Nadu, Karnataka, Bihar, West Bengal, Orissa, Assam and six more North Eastern states. The campaign started in the month of September 2010 and will be rolling on till mid-October 2010.

Percept Out Of Home joined hands with rural retailers and installed tin plates across 22,000 retail outlets including Kirana stores, Bakeries and Tea Stalls. Spot selections were done on the basis of maximum visibility and appeal. Percept Out Of Home was assigned the task to connect with retailers and provide long lasting visibility solutions to the brand Britannia.

Said Mr. Rajesh Amla – Business Head, Rural Vertical, Percept Out Of Home, “Percept Out of Home is focusing into the FMCG sector in a big way in order to expand its presence in the rural markets as a service provider. Britannia Industries has empanelled Percept as one of their agencies to support their various rural and retail initiatives across India, and have ambitious plans in this area. Percept Out of Home’s south regional office located in Bangalore is servicing the account. The ongoing campaigns of Britannia have further demonstrated our ability to deliver creative and innovative solutions across diverse markets.

Percept Rural partners DKT in HIV-AIDS prevention campaign in Maharashtra, Gujarat
Source: Network2media.com
October 11, 2010

Social communication has become a key dimension of OOH engagement in the country. In step with this trend, Percept Out of Home (OOH) is rolling out an HIV-AIDS campaign launched by social marketing organisation DKT in Maharashtra, having executed a similar campaign for the non-profit organisation in Gujarat. The campaign in Gujarat was launched in September for a period of 11 months.

For the social campaign, Percept Rural organises daily street plays in the target villages followed by demos of contraceptive products and educative interactions. The agency also facilitates the announcement of the name of the retailer of these products at the commencement and conclusion of the plays, besides holding poster exhibitions.

The DKT campaign, underway in 18 districts of Gujarat and 26 districts of Maharashtra, is a NACO initiative to increase the use of condoms in rural Gujarat and Maharashtra and to communicate the importance of ‘safe sex’ and prevention of HIV-AIDS.

Commenting on the initiative, Sanjay Pareek, president, Percept Out-of-Home, said, “We have been associated with DKT for three years. We have been offering them solutions for programmes funded by NACO, apart from educating Rural India about safe sex through street plays and helping DKT increase its footprint to sell condoms through non-traditional outlets.”

 Increasing use of activations to disseminate strong messages
“The rural business vertical of Percept Out-of-Home is poised for exponential growth with the association of clients like DKT, Britannia, Samsung, Tata DOCOMO, Idea and many more. As the client organisation is moving to capture the rural market, Percept will help them make inroads into rural India. Today, the rural vertical contributes about 15 percent of total revenue of Percept Out-of-Home and will contribute about 25 percent within two years,” added Pareek.

Rajesh Amla, business head - Rural, Percept Out-of-Home, said, “The DKT campaign envisages building loyalty with local retailers and promotes them as torchbearers in the fight against HIV-AIDS. This helps facilitate further retailer enrolment to increase the availability within the village by creating non-traditional outlets other than traditional mediums selling condoms such as the chemist and government hospitals. We are presently undertaking this activity in villages with population of 5,000-10,000 people, but seeing the success of this programme we plan to extend it to villages with population of less than 5,000 in both these states.”

Health awareness programmes will continue form a key part of the overall OOH social communication in the country.

Ovez Khan, Head – National Buying / South, Percept Out Of Home
Source: Outdoor Asia
September, 2010

Percept OOH logs into Kolkata to strengthen Chirag computer brand
Source: Network2media.com
September 6, 2010

Kolkata-based R P Techvision India Pvt. Ltd has taken the outdoor route to build traction for the computer brand Chirag, owned and managed by R P Infosystems Pvt. Ltd. The diversified group, with strong footprint in Kolkata's IT hardware segment, partnered Percept OOH, a division of Percept Ltd, to run an outdoor campaign in the city, which would extend to other parts of the country soon. The Kolkata leg of the campaign was launched in May and ran until August.

Clever deployment of sites to achieve optimum RoI
The client brief to Percept OOH was to position the brand displays at landmark sites in Kolkata and create a larger-than-life presence. The OOH firm mainly used large format media like frontlit billboards at landmark locations like airport approach, Esplanade, Alipore etc.

Prasenjit Dhar, deputy manager, R.P. Techvision Group, said, "The main objective of the OOH campaign was to achieve TOM recall using select landmark large formats to produce visual delights. We were glad to have once again engaged Percept OOH, Kolkata to plan and execute Chirag's Kolkata campaign with Windows 7 specifications."

Commenting on the campaign execution, Sanjay Pareek, president, Percept OOH, said, "We are happy to be associated once again with the R.P. Techvision Group. The brief was to locate landmark sites and create larger-than-life effects across Kolkata within a specified budget. Percept OOH accomplished this objective successfully and created a strong impact on Chirag's target audience. We have once again used innovation at all the landmark sites by placing the product cutouts on pedestals to stand out of the surrounding ad clutter and thereby enhance the brand recall for Chiarg."

A large format, impact building display, bearing the campaign creative.Chirag is a major player in desktop sales with a strong institutional sales model and is gearing up for the next phase of growth through a strong consumer driven sales model. The campaign followed a certification of Windows-7 for the Chirag Desktop users.

A new Kid on the block
Source: Outdoor Asia
September, 2010

Media Watch - Percept Out of Home
Source: The Asian Age
August 23, 2010

Percept Out of Home, a division of Precept limited has bagged DLF’s latest retail campaign account. It will be the OOG agency to execute their outdoor activities  in New Delhi.

Percept OOH wins outdoor campaign for R P Techvision news
Source: Domain-b.com
August 23, 2010

West Bengal-based R P Techvision has roped in Percept OOH, part of Percept Limited, to handle the outdoor campaign for its computer brand, Chirag. The campaign, rolled out recently, was built on the brief to locate landmark sites within Kolkata within specified budgets.

Commenting on the campaign, Sanjay Pareek, president, Percept Out-of-Home, said that they had fulfilled the client's needs by placing the product cutouts at landmark sites and on pedestals to strengthen brand recall for the Chirag brand. Percept OOH had handled the brand Chirag earlier in 2009. Percept was responsible for promoting the desktop and laptop brands in West, North and South India through outdoor and retail campaigns then.

We would double our turnover every three years: Percept OOH’s Pareek
Source: Adgully.com
August 12, 2010

He started off by selling cigarettes, and then he went on to an audio-visual company, where he headed the India operations. Getting bored off the routine job, he took sabbatical and traveled around the world, during which he even worked as a furniture consultant.

Life for Sanjay Pareek has been one interesting adventure. Working with different companies has given him a valuable insight of the market and it’s this knowledge that’s what keeping him ahead of the competition so far.

When Pareek joined Percept in 2007 as President at Percept Out-of-Home, he brought in all his experience to make Percept as one of the brands to reckon with. “I started off by killing people, that is selling cigarettes, I spent three years doing that from 1987-90,” he quips as he explains his early life.

Pareek has worked with Blow Plast, where he worked for eleven years. Sodexo, which is actually a financial company according to Pareek, experienced his services for three years. He also tried his hands on audio-visual products and worked for a Canadian company called Visionaire.

Pareek says “Then I took a sabbatical actually for about good 18 months, and travelled around country spent time with parents. During that time I did a bit of consulting work for furniture manufacturing company and audio-visual companies.”

Pareek joined Percept in January, 2007. “Its three and a half years now.” he says, “My journey has gone through various phases from selling cigarettes to consumer durable and to selling projects to being a facilitating manager to going to Visionaire and getting all the Fortune 500 clients in the country with excellent cutting edge technology, we did a lot of work for TCS etc and then Percept happened,” he adds.

Boasting of more than 20 years of experience, Pareek, a graduate of Mumbai University, has been the pillar stone of the Percepts march towards the success. However it’s not been a cakewalk for Pareek.

“There are industry challenges. First is that it is very disorganized, it is mainly relationship driven, you may be a small agency but because you are in right relationship with people you would be able to do far bigger business, so the size of the agency, professionalism all that does not work, it’s your relationship with the client, your relationship with the vendors that matters, which is the second idiosyncrasy of this industry,” Pareek says.

“After that the quality of the people, this is another serious issue. There are very few people who would want to be a part of this, the development of people has never happened and the quality too s not really up to the mark. These are the major internal problems,” he adds.

Pareek says that there is nothing called a clean format these days and it changes according to the whims and fancies of the person, who is coming to power. “The other thing is that we can influence but they are sitting out which is I would call –government. The biggest point is regulation; today every municipal corporation decides what they want to do in their particular jurisdiction. There is no one clean format, one single guideline and single rules are not there. So it’s based on the whims and fancies and the next time somebody new comes at the helm of the affairs, he/ she would like to change it,” he says.

“But I have not seen much of a change in the area of regulations, there is some improvement in measurement Indian Outdoor Survey and Media Research users Council survey for markets in Mumbai and Pune is one step, but it has taken them 10 years to do that, hopefully another 15 markets they should do quickly. But most of all the quality of people is the biggest concern. Internally the quality of the staff should improve because nobody wants to join Outdoor since it has had a poor reputation,” he adds.

Percept is among the top-five Out of Home agencies and Pareek is very proud of it. With a team that is trained to follow transparency, it has been the hallmark of their success. “We have developed internal tools which are Propel programme and Prompt, these tools actually help us to provide better service to our clients. The other thing is the HR initiative that we have taken that every person who is a little higher we have one psycho-metric test that we do, and the person actually needs to cut into atleast 70 per cent and above to join us. But as an organization we think that until we don’t think inside out we won’t be able to bring about a lot of changes. We have done a lot of innovative things for Levis, Pepsi, Mochi and Panasonic,” he says.

With a successful turnover this year, Pareek hopes that good fortunes will continue to roll. “This year we are growing by 100 percent next year again we are looking at anywhere between 70 to 100 per cent, I think we would at least double our turnover every three years,” he says.

“The idea is that this year and next year we will double every year but at some point of time the volume will catch up and obviously then you can’t. The team is working towards and we are investing a lot of time, effort and money in HR,” he adds.

Campaign Preview
Source: Network2media.com
August 20, 2010

Title: DLF Shopping Festival 2010
Brand: DLF Shopping Festival 2010
Client: DLF Retail
OOH Agency: Percept OOH

Campaign Brief: Build a high intensity premium campaign in order to build awareness & increase footfalls during the shopping festival. Deploy a wide range of large format media properties to build campaign impact & stature. Use larger-than-life cut-outs to draw attention & break through clutter. Use smaller formats to build repeat visibility & registration.

Percept Out of Home appoints Rajneesh Bahl as Business Head – Outdoor
Source: campaignindia.in
August 19, 2010

Percept Out of Home has brought in Rajneesh Bahl as business head - outdoor. In his new role, Bahl will be in charge of the outdoor business vertical and will take charge of conceptualising and implementing new initiatives and strategies in the outdoor business. Along with this he will also look at business development and service existing clients.
 
Prior to this, Bahl was with Mudra Max where he was the senior vice president. He has also worked on brands such as Tata Indicom, Tata AIG, Bharati AXA, Fever FM and Hindustan Motors amongst others.
 
On his appointment, Rajneesh Bahl said, "Outdoor media has started gaining prominence in the overall media mix. Very few communication specialists are able to offer true 360-degree media communications solutions to their clients. The synergies that I have witnessed at Percept are brilliant, and I intend to upscale that immensely to offer the best to all our clients."
 
Commenting on Bahl's appointed as business head at Percept OOH, Sanjay Pareek, president, Percept Out- of-Home, added, “It is good to have Rajneesh on board. His will ensure a dedicated focus for the Outdoor Business Vertical and we can aim for growth in line with our other business verticals viz. Retail and Rural. We are sure that with his rich experience in the OOH domain, Rajneesh will be able to provide direction to the Outdoor team and Percept Outdoor can become a greater force to reckon with in the OOH space.”

Percept OOH launches DLF retail campaign across Delhi
Source: Medianewsline.com, Indiainfoline.com
August 17, 2010
Source: .Indiantelevision.com, Exchange4media.com
August 18, 2010

Percept Out of Home, a division of Precept Limited, bagged DLF’s latest retail campaign account. The Great Shopping Extravaganza from the DLF'S Retail stable was launched in mid-July 2010 and ran through August 2010. Percept Out-of-Home was appointed as the OOH agency to execute their outdoor activities around the posh locales in Delhi.

In order to offer an exciting shopping experience to shopping enthusiasts across Delhi, Percept-OOH designed and created an innovative campaign. The campaign used gigantic cut-outs of shopping bags and stiletto shoes to capture the wide attention of its target audience. The campaign had a strong impact on its TG which translated into increased awareness for the campaign and escalated sales for DLF'S Retail.

Commenting on the success of the campaign, Sanjay Pareek, President, Percept Out-of-Home said, “We are happy to be associated with DLF'S Retail. The client brief was to create a buzz around their highly popular shopping festival. They wanted a presence around niche market locations in Delhi where their Target Group resides and also around the shopping venue. We conceptualized the campaign and used innovation at all the landmark sites to spread awareness for the festival thereby creating a strong impact with all shopping enthusiasts.”

“The thought behind the visual was to create a larger than life imagery, as is evident in the disproportionately large bag and shoe which only serves to convey the range and variety one can get at the shopping festival. The same was amplified in the OOH space by making cut-outs of these bags and shoes”, he added.

Though the campaign seemed easy, the execution was complex at many locations and involved instant out-of-the-box thinking by Percept-OOH. At many locations the beading stroke frame needed to be removed and reinstalled to adjust the cut-out.

Added Sanjay, “At Percept, any and every outdoor campaign, no matter what scale and volume, is given uniform treatment. We pride ourselves on our innovative thinking and flawless execution”.

Percept Out-of-Home won the DLF Retail account after a stringent process of selection amongst multiple agencies. The agency’s lateral thinking and seamless execution translated into heightened levels of awareness and incremental sales for DLF Retail in Delhi.

Percept OOH sets the tone for Panasonic's 'Sound For India' OOH burst
Source: Network2media.com
July 26, 2010

At a time when most consumer durables prefer to lie low with the onset of monsoons, Panasonic India has taken launched an extensive; three stage OOH campaign to promote its Viera range of LCD TVs with Bollywood heartthrob Ranbir Kapoor as the brand ambassador. The campaign will not only help the brand leverage the market opportunities in a relatively less crowded monsoon season, but also promote the brand across the country as a lead up to the festive months in the autumn season.

Panasonic India has partnered Percept OOH to plan and execute the three-three campaign. The OOH firm has come up with a burst campaign with the tagline "Sound for India". The creatives for this have been conceived by IBD, a division of Percept Ltd.

To promote the 'Sound for India' campaign, a mobile van is traveling from city to city to do the branding. Besides, a website (www.soundforindia.com) has been created where people can upload different sounds and where they listen to the music has been created by various participants.

The focus of the outdoor campaign has been to create brand recall, especially in tier 2 and 3 markets where Panasonic is focusing to increase its sales demand. The 'Sound for India' campaign is largely guided by the brand USP - special sound effect. Two more phases of the campaign are in the pipeline, to create sustained interest in the brand. The second phase is likely to start by end July, while the next one will aim at creating long term sustainable brand recall.

Manish Sharma, Director - Marketing, Panasonic India, explained that the campaign is focused on the particular USP of the VIERA range of TVs, namely, superior sound quality. He said, "We have developed a better viewing experience through superior speaker quality and design in the Viera range of TVs".

Percept OOH has used a broad media mix for the campaign that includes billboards, unipoles, gantries, mall facades, drop downs, mall interiors, police booth, designer BQS, cantilevers, flyover panels, mobile vans and DMRC media properties.

Sharing his thoughts on the ongoing campaign, Sanjay Pareek, president, Percept OOH, said, "We have used every possible OOH media to make the required noise for the brand and create maximum OTS. The most satisfying thing is the client's belief in the outdoor media deliveries. Panasonic India has invested in a long term relationship with us and has put in serious amount of money in the outdoor media campaign."

A major attraction is the use of life size cut outs of LCD TVs at prominent locations in New Delhi. The cut outs protrude out of the hoardings to create the impression of an actual television on the sites.

The duration for the first phase of burst campaign is 45 days while the second and third phases will focus on deploying the campaign at the key locations for long term visibility. Over 70 cities will be covered through the campaign.

Gowardhan launches summer OOH campaign for GO Fruit and Dahi Fusion
Source: afaqs.com
27 May, 2010

While the sweltering summer heat saps the energy out of people, brands are rolling out OOH campaigns inviting them to try their thirst quenching or re-energizing products. Besides the colas and nimbu sherbets, Gowardhan's flavoured yogurt (dahi), GO Fruit and Dahi Fusion, have also joined the fray.

The brand has launched an outdoor campaign that invitingly displays the yogurt's six different flavours, including two new ones, Mixed Berries and Litchi.

Gowardhan, founded by Parag Milk and Milk Products in 1992, produces dairy products such as cheese, milk, chaas, ghee, butter, dahi and flavoured dahi, using 100 per cent cow's milk. Its plant is located in a village called Manchar in Maharashtra (60 km from Pune). Its flavoured dahi products are currently available in Mumbai and Pune markets, with plans to expand to other metros in the future.

The product is priced at Rs 20 for 125 gm and comes in six flavours, including Mango, Pineapple, Banana, Strawberry, Mixed Berries and Litchi.

The thought for the outdoor campaign was to have a clean and clutter free creative, with emphasis on the new product range launched under GO Fruit and Dahi.

Rahul Akkara, vice-president, marketing, Parag Milk Foods, tells afaqs!, "The creative’s have already started showing impact on sales and overall brand recall, but since it's just been about a week since the campaign broke, I can't share sales figures just yet."

Bengaluru based creative agency Scion Advertising has worked on the minimalistic campaign, while three outdoor agencies, Posterscope, Percept and OAP, handled the outdoor media.

As the product is available only in these two cities, the company felt that outdoor would be the right way to go. It has used 100 bus shelters in Mumbai and 12 in Pune, and three hoardings in Mumbai and 15 in Pune, in addition to five AC buses in Mumbai. Akkara informs that the ad spend on this outdoor campaign in the two cities was about Rs 50 lakh.

The campaign was launched about a week ago and is scheduled to run for a month. Akkara informs that following the campaign, placement in terms of shelf space has shot up by 50 per cent.
Also, last year (when the brand was launched), it specifically targeted women who lead an active lifestyle with a tight schedule as the flavoured dahi would fit into their diet easily. However, now, the brand is going further and targeting the entire family.


Akkara explains, "Targeting women becomes very niche and we decided to position the brand on a larger platform. We are promoting GO Fruit and Dahi Fusion as a healthy and easy snack, filled with rich sources of calcium, protein and highly beneficial bacteria for the entire family."

He adds, "So, while women are still an important TG (target group), they also take care of a family that needs such nourishment - thus it should be consumed by other members as well and we aim that it becomes a part of their daily diet, whether consumed for breakfast, with lunch or dinner, or as a snack."

GO enjoys 10-12 per cent of the market share in Mumabi and Pune. The flavoured yogurt (dahi) market in India is fairly small and pegged at about Rs 50 crore, informs Akkara, adding that Gowardhan's GO is valued at Rs 5-7 crore. Other competitors in the market include Nestle's Fruit n Dahi, Amul's Yogi Dahi and Danone India.

PERCEPT OOH CREATES THE BUZZ FOR INDIGO NATION, LEVI’S ‘CHANGE YOUR WORLD’ CAMPAIGN
Source: nba.msg.com
May 14, 2010

Percept Out-of-Home has had its hands full creating the buzz for Indigo Nation’s range of ‘reversible’s clothes during the recently concluded IPL season. The OOH agency has also been selected to handle Levi’s ‘Change your World’ campaign that celebrates completion of 15 years of the denim brand in India. Both the accounts were awarded to Percept OOH following multi-agency pitches.

After a hugely successful season in 2009, Indigo Nation tied up with IPL team Royal Challengers Bangalore for second year in a row this year. To get the brand noticed by the TG in a cluttered market during the IPL season, Percept OOH selected the clutter-free hoardings in premium locations.

Commenting on the campaign, Sanjay Pareek, President, Percept OOH, said, “Working with Indigo Nation has been a pleasure for Percept OOH because of the understanding shared with the client. This is the mark of a successful campaign, this we achieved with Indigo Nation.”

Percept OOH is responsible for planning, buying and executing outdoor media solutions pan India for Levi’s ‘Change your World’ campaign. For this, the agency has carefully identified, evaluated and advocated appropriate propositions, keeping in mind the target markets, target segments and the overall brand positioning.

The campaign includes three major initiatives. First initiative is to identify 15 youngsters through an online process, who embody the personality of Levi’s and support them with fellowships of Rs 1 lakh each to help their dreams shape into reality.

Second initiative is to identify a promising rock band for which Levi’s will produce a music video featuring Priyanka Chopra. The band will also get an opportunity to perform at a three-city tour.

Third initiative is associating with Chevrolet and Apple, where Levi’s will give away customised Chevy Beats, iPhones, Mac Books and iPod Shuffles to youngsters who wear Levi’s accessories.

The campaign was launched on April 9 across 40 cities in India. An eclectic mix of cantilevers, kiosks, bus shelters, billboards, unipoles, malls, mobile vans and gantries have been used to create the desired impact as well as spread the campaign message near store areas. To build frequency, bus wraps and Café Coffee Day branding have been also used to reach a wider cross-section of people.

For a better response, the mediums were carefully mixed and balanced according to the cities. In Mumbai, more focus was on cantilevers, whereas in Delhi, more focus was given to ambient media.

The campaign will continue for 50 days in the 40 cities and will run on different formats. It is expected to reach more than 2.5 crore people. To create a large impact, over 160 billboards, 80 bus shelters, 25 facades, multiplexes, 80 bus wraps, 100 cantilevers, 90 road medians, 70 kiosks, 40 Café Coffee Day outlets, 50 gantries, 80 unipoles, and 5-plus mobile vans are being used.

Vishal Bhalla, Senior Manager, The Levi's Brand - India, commented, “The Levi’s ‘Change Your World’ campaign is one that we at Levi’s are particularly excited about as it marks the 15th anniversary of the Levi’s brand in India. I cannot overstate the stellar role that the team at Percept, led by Ovez, has played in amplifying the campaign, and giving it the scale and stature befitting such an initiative. As a brand, Levi’s has always stood for being original and definitive. This campaign, and the manner in which it has been activated, exemplifies these values.”

Sanjay Pareek added here, “To work with a brand like Levi’s is always a pleasure, and to be a part of their campaign has been a proud moment for Percept OOH.”

Kohler Power Systems India partners with Percept OOH
Source: Adgully.com
May 14,2010

Since the time Percept Out-of-Home (Percept OOH) started its operations, it has successfully created a shift in the industry’s perspective in India – from conventional Outdoor media to an all-encompassing 360-degree Out-of-Home communication solution. Recently after a multi agency pitch, Percept OOH has won the account of Kohler Power Systems India.

Percept Out-of-Home leverages the combined strengths of Percept’s network and expertise to explore and create new Out-of-Home channels and new media options, which are used as benchmarks and best practices in the industry.

“To be associated and recognized by a name like Kohler Power System and to be chosen as their outdoor media partner is what makes working at Percept OOH a pleasure.” says Sanjay Pareek, President, Percept OOH after winning the account.Kohler rates the Indian market as a significant one and aims to give an Indian touch to its communication. The Kohler Group is present across six continents and offers products and services including plumbing fixtures, kitchen and bath fixtures, interiors, power, hospitality and real estate.

The campaign was carried out in all major cities like Pune, Mumbai, Kolkata, Nagpur and Bangalore. With the use of innovative technology, Percept Out–Of–Home put up billboards in prime locations with eye-catching innovation.

Percept OOH used Innovative cut out & imagery through lighting. Percept focused on high traffic areas like Sankey Road, Marathalli, Cavery Junction, Hosur road in Bangalore. Kohler ‘Keep the power on’ is targeted at both the residents as well as industrial groups. The necessity of ‘Keep the power on’ is expressed firmly through the creative’s and Percept OOH has been successful in helping Kohler get the message across its target group through a balanced mix of mediums.

Percept OOH Wins the Levi's 'Change Your World' Campaign
Source: mediakhabar.com
May 14, 2010

Percept was responsible for the planning; buying and executing outdoor media solutions pan India. Percept Out of Home carefully identified, evaluated and advocated appropriate propositions keeping in mind the target markets, target segments and the overall brand positioning.
 
The campaign includes three major initiatives. First initiative is to identify 15 youngsters, through an online process, who embody the personality of Levi's and support them with fellowships of Rs One lakh each to help their dreams shape into reality.

Second initiative is to identify a promising rock band for which Levi's will produce a music video featuring Priyanka Chopra. The band will also be endowed with the opportunity of performing at a three-city tour.

Third initiative of Change the world campaign is in association with Chevrolet and Apple, where the brand is giving customized Chevy Beats, iphones, Mac Books and iPod Shuffles to youngsters who wear Levi's accessories.

Levi's (one of the most authentic, original and best fitting jeans, pants, shirts and outerwear for men, women and kids Brand) appointed Percept Outdoor, an independent Unit of Percept Ltd. for the implementation of this campaign.

The campaign was launched on 9th April across 40 cities in India. Bus shelters and hoardings reach frequency & spread for this initiative. An eclectic mix of cantilevers, kiosks, bus shelters, billboards, unipoles, malls, mobile vans and gantries were used to create the desired impact as well as spread the campaign message near store areas. To build frequency, bus wraps and Café coffee day branding were also used so that the campaign touched a wider cross-section of people.

For a better response the mediums were carefully mixed and balanced according to the cities. In Mumbai more focus was on cantilevers whereas in Delhi more focus was given to ambient media. The campaign would be carried out for 50 days in 40 cities that would run on different formats. It is expected to reach more than 2.5 corer people. To create a large impact 160+ Billboards, 80+Bus Shelters, 25+Facades, Multiplexes, 80+ Bus Wraps, 100+Cantilevers, 90+ Road Medians, 70+Kiosks, 40+ Café Coffee Day, 50+gantries, 80+ Unipoles, 5+ Mobile Vans were used. Vishal BhallaSenior Manager, The Levi's Brand - India, commented, "The Levi's® Change Your World campaign is one that we at Levi's® are particularly excited about as it marks the 15th anniversary of the Levi's® brand entering India. I cannot overstate the stellar role that the team at Percept, led by Ovez, has played in amplifying the campaign, and giving it the scale and stature befitting such an initiative.

As a brand, Levi's® has always stood for being original and definitive. This campaign, and the manner in which it has been activated, exemplifies these values.

The team at Levi's® is most appreciative of the new-found relationship with Percept - this being the first time they've worked on a campaign for the Levi's® brand - and looks forward to doing a whole lot more path-breaking work together."

Sanjay Pareek, President, Percept OOH, said, "To work with a brand like Levis is always a pleasure and to be a part of their campaign has been a proud moment for Percept OOH."

Indigo Nation names Percept OOH as agency of record
Source: Media Newsline
May 13, 2010

Percept Out-of-Home won the Indigo Nation account after a multi-agency pitch. Indigo Nation’s objective was to execute an outdoor campaign to create a buzz about their new range of 'Reversible’s' clothes. To get the brand noticed in the mind of the target audience in the cluttered market during the IPL season Percept Outdoor selected the clutter-free hoardings in the premium locations.

Percept Out-of-Home has worked across industry segments for clients such as Samsung, DLF, Canon, VSNL, Idea Cellular, Skoda, Philips, Andhra Tourism, MCX, Inox, ICICI, Toshiba, Ginger Hotels, Cummins, Essar, Kohler, BILT, Lifestyle, Max New York, Canon, Spice Mobiles and Bison amongst others.

After a hugely successful season last year, Indigo Nation is proud to style the debonair and stylish Royal Challengers Team of Bangalore for the second year in a row. The collection specially designed for the Royal Challengers includes an exciting range with 'Reversible’s' clothes that can be worn inside out and a stylish assemble of checkered shirts that go best with denims. They include a wide variety of shirts in varied hues of creams, blues and beiges. This special collection created by Indigo Nation for the Royal Challengers is not just a toast to the team but also to their admirers across the nation.

Sanjay Pareek, President, Percept OOH, said,  “Working with Indigo Nation has been a pleasure for Percept OOH because of the understanding shared with the client; this is the mark of a successful campaign, this we achieved with Indigo Nation.”

Percept sways Hospitality, Telecom, Retail, Entertainment sectors
Source: Medianewsline.com
Dec 23, 2009

Percept Out Of Home has been executing multiple campaigns across the Hospitality, Telecom, Retail, IT and Entertainment sectors since February 2009. Percept Out of Home has implemented outdoor campaigns for Ginger Hotels Pvt Ltd – a product from the Tata Group in the hospitality sector; the Spice mobile campaign in the telecom sector; Big Bazaar, the supermarket giant from the Future Group stable in the Retail sector; and PDM’s Electronic Music Festival - Sunburn 2009 in the Entertainment sector. These campaigns have been implemented across various cities in India.

Ginger Hotel’s objective was to execute an outdoor campaign to create a buzz about their new hotel launch in Pune near the Wakad – Chinchwad highway. This new offering will provide all the features of Smart basics such as Smart space, Safe zone, Gymnasium, meeting room, and a self check-in kiosk, and is geared to make the guest’s stay comfortable and pleasant. Percept-OOH executed a month long campaign across the city of Pune.

Spice mobile launched their new mobile which has the capability of connecting to both the GSM and CDMA networks. Percept Out Of Home, Kolkata, signed up the account for the North East India market. Spice Mobiles Ltd. is a part of Spice Corp, a multi-faceted group with an exclusive telecom eco-system in India. The Spice mobile campaign has 35 Media across Seven States in North East India.

Big Bazaar executed the campaign only in the Mumbai market with an objective to boost their sales in their Mumbai and Navi Mumbai stores. Big Bazaar, a Future Group offering, was focused on positioning their brand as a family hypermarket shopping experience.

The Sunburn 2009 Music Festival, a PDM & Nikhil Chinappa joint initiative, is being held for the third consecutive year in Goa. The task was to attain extensive awareness for the event in Mumbai from where the maximum crowd is expected, and mammoth hype in Goa, the location where the event will take place from 27-29 December, 2009. The Percept OOH campaign will run in Mumbai for a fortnight, while it will be executed across Goa for an entire month.

Commenting on these campaigns Sanjay Pareek, President Percept Out Of Home said, “All these campaigns are distinctively different in terms of their creatives, locations, logistics, target audience and other elements. The key to success in the ‘out of home business’ is innovation, use of media ambient and the campaign durations. Each and every campaign was planned out meticulously, with a great deal of accuracy and out-of-the box thinking.”

Percept Out-of-Home leverages the combined strengths of Percept’s network and expertise to provide successful solutions for its clients.

Percept Out Of Home executes Samsung Sambandh Utsav
Source: Medianewsline.com
Dec 15, 2009

Percept Out Of Home’s vertical – Percept Rural, is executing a month long Samsung Sambandh Utsav campaign across the districts of Indore, Bhopal and Jabalpur in Madhya Pradesh. It is a month long campaign till January 3, 2010. The campaign will witness 3 branded vehicles visiting various districts in Indore, Bhopal and Jabalpur.

Samsung has launched their new series of Marine Phones and are promoting the brand through out of home advertising. The Samsung Sambandh Utsav campaign has been launched with an objective to create awareness for the brand and strengthen Samsung’s association in the market of Madhya Pradesh. In this campaign promoters will interact with the audiences on an individual basis through interactive games. The games will also revolve around the Samsung phone products and their distinctive features. There will also be live demos of the new Marine phone which is a water resistant phone. This consumer engagement programme will serve to increase awareness and enforce brand positioning for Samsung.

Commenting on this campaign Rajesh Amla, Head, Percept Rural said, “Samsung as a brand is perceived to be consumer friendly in terms of their products, promotional campaigns and pricing. The Samsung Sambandh Utsav is an extension of their vision to connect directly with the consumer. We were given set objectives and had to work around the logistics pertaining to the execution of the campaign within the identified geographical locations.”  “Percept Rural is focussing exclusively on smaller cities, towns and villages as that is the potential mass market that is waiting to be tapped. The rural initiative requires completely different and innovative mediums to communicate with consumers in this space,” continued Rajesh Amla.

The Samsung Sambandh Utsav is an attempt to create a bond between the customer and the client. The campaign will also felicitate existing Samsung phone patrons, and offer a social status to them by giving them special discounts and extending promotional offers to their family and friends.

Percept OOH helps Pepsi take consumers to 'Youngistaan'
Source: afaqs!
Nov 2, 2009

If you see a boat on a hoarding and cricketer MS Dhoni and his teammates jumping out of it into fishing net, don't be surprised. This is just an innovatively executed billboard campaign for Pepsi's My Can My Way communication message.

Taking forward its 'Youngistaan – the need to do one's own thing' brand proposition, Pepsi has made an attempt to capture the attention of young minds by unveiling an attractive outdoor campaign.

The new campaign emphasises Pepsi's association with youthfulness, irreverence and dare for more spirit. The creative has been developed by JWT and executed by Percept OOH.

The campaign aims to coin a new phrase, 'Youngistaan', to re-emphasise on Pepsi as the brand for the new generation. Youngistaan is not a place, it is an attitude. As the name suggests, it represents the world of the youth, where the young generation likes to be in control.

To maximise exposure and impact, prime hoardings have been set up in Delhi, Mumbai, Bengaluru and seven other key markets, with huge cut outs of a boat and Pepsi My Can.

The creative borrows from the TVC that broke earlier this year, where a team of local boys cleverly manage to keep a boatful of Pepsi My Cans for themselves after Dhoni and his teammates give up midway during a cricket match (that was played betting all these cans), after all the cans fall into the water.

The creative shows one of these boys holding the fishing net with the cricketers trapped in it. The key attributes, such as the boy holding the net and the team, have been highlighted using back to back printing and block out technology. It works in such a way that the can and communication 'My Pepsi My Way' creates the illusion of a neon illumination.

Discussing the innovation, Sanjay Pareek, president, Percept OOH, says, "Cost effective technology is usually available but what matters is the right application and this is what the team has recommended to Pepsi."

Without revealing the execution cost, he shares that the use of back to back printing technology has provided the desired impact at a fraction of neon execution cost.

"We are receiving very positive feedback from the market on the My Pepsi my way campaign. It was great team effort right from ideation to execution to implementation, and we have all seen the results," says Pareek.

For the record, Percept OOH, founded in 2003, has three sub-verticals – Percept Outdoor, Percept Retail and Percept Rural functioning – under it. It is a division of Percept Limited, an entertainment, media and communications company that has capitalised billings of about INR 26.16 billion today and works with a team of more than 1,000 people and 62 offices across India and West Asia.

Pepsi takes consumers to Youngistaan with its new outdoor campaign news
Source: domain-b
Oct 31, 2009

Taking forward its 'Youngistaan' - the need to do one's own thing brand proposition, Pepsi has made yet another attempt to capture the attention of young minds by unveiling an outdoor campaign. The new campaign emphasises on Pepsi's association with youthfulness, irreverence, and dare for more spirit. The creative has been developed by JWT and executed by Percept OOH.

To maximise impact, prime hoardings in Delhi, Mumbai, Bangalore and seven other markets with huge cutouts of a boat and `Pepsi My Can' have been acquired. Key attributes have been highlighted using back-to-back printing/ blockout technology. Rather, the can and the key communication `My Pepsi My Way', creates the illusion of a neon illumination.
The Youngistaan idea captures the energy, excitement and irreverence of the young, confident India.

The campaign aims to coin a new phrase 'Youngistaan', to re-emphasise on Pepsi as the brand for the new generation. Although, 'Youngistaan' is not a place, it is an attitude. As the name suggests, it represents a world of the youth, where the young generation likes to be in control. It brings forward their never failing attitude, their desire to take on challenges and the power to turn things around. It speaks their emotion, in their language.

Speaking on the innovation, Sanjay Pareek, president, Percept OOH, said, "Cost effective technology is usually available but what matters is the right application and this is what the team has recommended to Pepsi. The use of back-to-back printing technology has not just provided the impact at a fraction of neon execution cost but we have been able to get scale by executing the innovation across nine markets. We are receiving very positive feedback from the market on the `Pepsi - My Way' campaign. It was great team effort right from ideation to execution to implementation, and we have all seen the results. We thank Team Pepsi to extend this opportunity to us and look forward to similar projects."

Pepsi has, in a bid to strengthen ties with the youth (in the brand's lingo, Youngistaan), launched an engagement campaign titled 'What's Your Way?' which will pose tricky questions before consumers and get them to pose solutions in their own quirky, youthful ways. The brand's rationale for the campaign is that today's young generation is smart, has its own unique ways of getting out of complicated situations and getting what it wants.

The brand will throw some relevant problems in the way of youngsters, via Pepsi My Cans, the internet, print, mobile marketing, television, radio, on-ground activation, campus posters, and communication at youth hangouts. The youth will be asked to 'compete' for the cool quotient by calling/SMSing their responses about the ways in which they would get out of the particular situation.

The answers will be put to the test online on Youngistaan.com (one could even publish one's answers on Facebook, Orkut and Twitter profiles to gather votes) and the ones garnering maximum votes - the best answers - will be printed on Pepsi My Cans (four such answers will be selected, with one answer per situation), along with the winner's picture.

Further, during the course of the activity, every day, one youngster will get a chance to become the 'Youngistaani of the Day', entitling him/her for Pepsi that would be enough for a month and Rs5,000 as SMS talk time. Participants could also win 'What's Your Way' ringtones and free talk time (Pepsi aims to give consumers about Rs20 lakh worth of free talk time).

A 10 second TVC opens the floor for the campaign. It has been created by Soumitra Karnik, vice-president and executive creative director, JWT and directed by Prasoon Pandey of Corcoise Films.

Percept OOH to handle Max New York Life account
Source: medianewsline.com
Aug 24, 2009

Percept OOH, a division of Percept Limited, has branded the entire area around Ahmedabad’s Kankaria Lake for Max New York Life. The campaign which carries the punch line ‘Karo Zyada ka Irada’ is a three-month campaign that was executed in July and will run till September.

Speaking on the brief and objective of the campaign, Sanjay Pareek, president, Percept OOH, said, “We keep exploring opportunities for these kinds of branding spaces across the country for the client from time to time. For Ahmedabad, Kankaria Lake was an apt destination with huge footfalls both from locals and tourists. The objective of the branding activity was to create more awareness about the brand in a leisure environment.”

For the campaign, various high visibility points like boats, kiosks, table and chairs, gates, food-stall walls, the canteen, were used to display Max New York Life ads.

Speaking on the impact, Pareek said, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not just one billboard but the entire Kankaria Lake area. Wherever the TG roams around this area, he or she is definitely going to be exposed to the brand more than once.”

Speaking on the impact the campaign will have, Pareek added, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not on just one billboard but the entire Kankaria Lake area. So, wherever the TG is within the Kankaria Lake premises, he or she is definitely going to be exposed to the brand more than once.”

Anisha Motwani, senior VP, marketing, products & corporate affairs – strategic projects, Max New York Life, said, “The strategy was fairly simple. We were looking at high footfall places where families visit and we were looking at doing something from a long-term perspective than a short-term one. So, instead of using conventional outdoor, we said let us use places where families visit with their children as these kinds of places are fun places where people spend a lot of time. It was a strategy of actually being omnipresent and owning the place comprehensively instead of just buying periodic outdoor sites in the city. So, you would be in a concentrated high footfall area and in an area where TG spend a lot of their time.”

Percept OOH brands Ahmedabad’s Kankaria Lake for Max New York Life
Source: network2media.com
Aug 21, 2009

Percept OOH, a division of Percept Limited, has branded the entire area around Ahmedabad’s Kankaria Lake for Max New York Life. The campaign which carries the punch line ‘Karo Zyada ka Irada’ is a three-month campaign that was executed in July and will run till September.

Speaking on the brief and objective of the campaign, Sanjay Pareek, president, Percept OOH, said, “We keep exploring opportunities for these kinds of branding spaces across the country for the client from time to time. For Ahmedabad, Kankaria Lake was an apt destination with huge footfalls both from locals and tourists. The objective of the branding activity was to create more awareness about the brand in a leisure environment.”

For the campaign, various high visibility points like boats, kiosks, table and chairs, gates, food-stall walls, the canteen, were used to display Max New York Life ads.

Speaking on the impact, Pareek said, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not just one billboard but the entire Kankaria Lake area. Wherever the TG roams around this area, he or she is definitely going to be exposed to the brand more than once.”

Speaking on the impact the campaign will have, Pareek added, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not on just one billboard but the entire Kankaria Lake area. So, wherever the TG is within the Kankaria Lake premises, he or she is definitely going to be exposed to the brand more than once.”

Anisha Motwani, senior VP, marketing, products & corporate affairs – strategic projects, Max New York Life, said, “The strategy was fairly simple. We were looking at high footfall places where families visit and we were looking at doing something from a long-term perspective than a short-term one. So, instead of using conventional outdoor, we said let us use places where families visit with their children as these kinds of places are fun places where people spend a lot of time. It was a strategy of actually being omnipresent and owning the place comprehensively instead of just buying periodic outdoor sites in the city. So, you would be in a concentrated high footfall area and in an area where TG spend a lot of their time.”

Percept Out of Home executes Lifestyle campaign in Mumbai, Pune, Ahmedabad
Source: exchange4media.com
Aug 21, 2009

Percept Out of Home, a division of Percept Ltd, has executed an OOH campaign for Lifestyle, part of the Dubai-based Landmark Group. Carried out in Mumbai, Pune and Ahmedabad, the innovative campaign has used Meru Cabs in Mumbai, besides billboards, bus shelters, mobile vans, and bus back panels.

Sanjay Pareek, President, Percept Out of Home, said, “The brief we got from Lifestyle was to announce the sale that they were coming out with. The idea was to drive traffic to the stores.”

He further said, “The campaign was launched on July 27 and will continue till August 30. Mostly billboards were used in the catchments areas. We also used Meru Cabs in Mumbai for greater visibility as these cabs prove to be good means of mobile advertisement. Besides these, billboards, bus shelters, mobile vans, AC buses and bus back panels were also used to create hype about Lifestyle’s latest offers.”

In Mumbai, a convoy of 15 Meru Cabs featuring the Lifestyle campaign on the cab bodies traveled from Inorbit Mall (Malad) to R City Mall (Ghatkopar) via Oberoi Mall.

Pareek added, “We have also put up five hoardings and used bus shelters in Pune and Ahmedabad.”

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai-based retail chain. Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of value for money merchandise, Lifestyle India began operations in 1999 with its first store in Chennai. Today, there are 15 Lifestyle stores and eight Home Centre stores across Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, Delhi, Noida and Gurgaon.

The billboard beckons
Source: The Financial Express, Brand Wagon
March 13, 2009
Starcom Worldwide and The Future Group have decided to end their relationship, where Starcom’s FutureWorks was handling the media duties of the retail giant. It is understood that following a few discussions, both companies decided to mutually part ways. In the meanwhile, the development has benefitted Allied Media.

Industry sources have informed that the Future Group’s media duties would be added to Allied Media’s kitty beginning April 2009. There was no pitch process involved in the development. Future Works would handle the business till March-end 2009.

It may be recalled that Starcom had won the Future Group business in January 2007. The agency had then set up Future Works to handle the business.

Future Group officials refused to comment on the development. The agency officials, too, were not available for comments.

Senior industry sources, however, informed that the development had been in the offing ever since Future Group’s Kishore Biyani agreed in principle with Percept Holdings to take a stake in Allied Media.

Published in exhange 4 media

Percept Retail guns for unorganised mobile, pharma players
Source: DNA
Aug 26, 2008

Aims to build skill sets for improving returns from its media buying business
Percept Retail, part of the integrated media company’s out-of-home (OOH) business, aims to streamline its retail marketing communications business in the unorganised sector.This is part of its efforts to focus on building appropriate skill sets for improving the returns on objectives from its media buying business. The division has rolled out a pilot retail store, The Best of Deals & Offers, that has brought several standalone telecom handset and accessories brands under one roof. The retail chain will be
rolled out across the country in 3-4 months. Percept Retail will offer these brands the benefits of combined advertising and steeper discounts on inventories.

Prashant Gunthey, head of retail business and strategic initiatives, Percept Out Of Home, told DNA Money, “These stores will also give discounts over and above what the companies offer.” In yet another move, the company is targeting unorganised pharmacy outlets for setting up kiosks for wellness products. In a study, Percept Retail found that shoppers were willing to spend a bit more on premium healthcare products and that a conducive environment did matter when it came to shopping for wellness products. It also learnt that unlike beverages, customers were also willing to spend more time in shopping for wellness products. Thus, Percept Retail decided to rope in standalone pharmacies for creating kiosks or category organisers (rack) for displaying wellness products with the unique selling proposition of ‘Shop healthy, live healthy.’

“We did some general health-related communication inside the stores as well as outside using signages, etc,” Gunthey said. Percept Retail now plans to take this initiative to 7,500 stores across India within a year. The revenue would be shared between Percept Retail, which will be the principal asset deployer, and store owners.

An analyst tracking the sector said, “There is a huge clutter. So, there’s an utter need for effective retail marketing in the unorganised sector, especially since these outlets are facing competition from large-format stores.” There are said to be 13.5 million standalone food and grocery stores (kiranas) in the country. The retail marketing services business is pegged at Rs 450 crore and the OOH industry is said to be worth Rs 1,200 crore. Percept Retail, which was started around 18 months back, is aiming to contribute about 35% to Percept’s out-ofhome media business in two years.

Ads follow customers to malls, airports, bus shelters
Source: Business Standard
Aug 8, 2008

Pradeep Guha recently quit as the CEO of Zee Telefilms to set up Street Culture, an out-of-home (OOH) advertising firm. Guha will compete with established players like Times OOH, Percept OOH, Future Media, Anil Ambani’s Big Street and Sam Balsara’s Platinum Outdoor for the Rs 1,450-crore market. Still, he is confident that Street Culture will break-even in around a year. Guha says: “OOH advertising is a cost-effective medium that brands will now look at leveraging.”

As consumers’ interface with brands grows beyond the four walls of their homes, OOH advertising promises to be the next big thing. Traditionally, outdoor advertising stood for just hoardings. Today, OOH, as the name suggests, is more than just billboards — it encompasses signages, street furniture (like bus shelters), displays and LCD screens in and around retail outlets and malls, transit media like airports, railway stations etc.

With retail outlets, bus shelters, airports and even railway stations getting a facelift, brand managers find these are good platforms to showcase their brands to customers. Sunder Hemrajani, managing director, Times OOH, said: “Infrastructure development is driving the out-of-home business in India. With the ambience getting better, brands want to be present in such places.”

Advertisers seem to love it. Rameet Arora, marketing head, Colors, a new Hindi general entertainment channel from the Network 18 group, said: “In a fragmented media environment, it is critical to be always present before the customer, OOH is a potent medium to remind, surprise and engage him.”

A Bharti Airtel marketing executive adds: “For a brand like Airtel with pan-India presence, we need to go local and regional. OOH is a medium that allows us to do just that.”

According to consultancy firm PricewaterhouseCoopers (PwC), the OOH industry grew 25 per cent from Rs 1,000 crore in 2006 to Rs 1,250 crore in 2007. By 2012, PwC expects the industry to be worth Rs 2,400 crore.

The advertising space at the Delhi airport is said to have been sold for around Rs 150 crore for three years to Times OOH. The company will invest around Rs 100 crore in constructing 1,400 bus shelters in Mumbai alone, apart from 300 in Bangalore and 200 in Hyderabad. Each shelter can fetch between Rs 20,000 and Rs 100,000, depending on its location.

Big Street has acquired the rights for displays at stations of the Delhi Metro. Apart from that, it owns properties across platforms such as mobile vans, kiosks, light-emitting diodes and bus shelters. It plans to invest Rs 200-500 crore in the business within two years.

Future Media has tied up with Bharat Petroleum to launch Future Fuel, a television network across 20 petrol pumps in Delhi, which provides an audio-visual outdoor platform to brands. It plans to spend Rs 150-200 crore in 18 months on acquiring new rights.

Partho Dasgupta, CEO, Future Media, said: “Brands want to be present wherever consumption happens and as an OOH company we need to be innovative.”
Most OOH advertising companies acquire rights to properties such as bus shelters, railways stations and highways through government tenders, while the in-store/mall deals are done directly. The rights given by the government are usually between 5 years and 15 years. However, in case of malls, the company has to go in for revenue sharing with mall owners which ranges between 20 per cent and 40 per cent.

According to Percept OOH President Pareek a major challenge for the OOH industry is the lack of a measurement system. Harit Nagpal, chief marketing officer, Vodafone, adds : “The investment in this medium is based on gut and not on measured effectiveness and reach. If the ad spends’ contribution in OOH is to increase then a measurement system is essential.”

BILT signs on Percept OOH for its outdoor duties
Source: exchange4media.com
Apr 10, 2008

Percept OOH, the media division of Percept, has bagged the outdoor duties for BILT’s latest brand campaign. Percept Outdoor will handle the out-of-home launch for the brand in major airports and key sites across Delhi NCR, Mumbai, Bangalore, Kolkata, Pune Nagpur, Chennai, etc. BILT has pioneered the revolution of paper in India. In more than six decades of its existence, BILT has not only taken paper making to new horizons, but also changed the image of paper from a commodity to a branded product. In office stationary, with its BILT Matrix range of premium notebooks, BILT is giving a new dimension to the existing market.

Devashish Chaudhuri, Regional Manager, North-Outdoor, Percept OOH, said, “The brief we got BILT was to create a campaign for its new spiral notebook brand. This notebook is an upmarket product and the company wants to target the high class executives.”

Percept OOH operates as three verticals – Outdoor, Rural and Retail. This enables the company to provide a one-stop solution to its clients in the out-of-home space or function as separate verticals as per the client’s media requirements. For BILT, a first time association with Percept OOH would bring to the table years of OOH experience and ensure precision targeting by means of proper planning to communicate to the right target group.

Percept OOH has the largest national network of on ground presence in 24 locations and a dedicated team of over 100 professionals with in-depth knowledge and skill sets to offer customised and relevant solutions to clients in the least turnaround time. The company also leverages the strengths of Percept’s diverse portfolio and expertise to provide successful OOH solutions to its clients.

Percept Out-of-Home bags outdoor duties for UTV Movies
Source: exchange4media.com
Apr 1, 2008

Percept Out-of-Home, the media division of Percept, has bagged the outdoor duties for UTV’s Hindi movie channel, UTV Movies. Percept OOH would handle the out-of-home launch of the channel across Delhi NCR, Uttar Pradesh, West Bengal, Gujarat, Rajasthan, and Punjab.

Unlike other standalone agencies, Percept OOH operates as three verticals – Outdoor, Rural and Retail. This enables the company to provide a one-stop solution to its clients in the OOH space as separate verticals as per the client’s media requirements.

An official communiqué stated, “Percept Out-of-Home has successfully created a shift in the industry’s perspective in India – from conventional outdoors to all-encompassing 360-degree OOH communication solutions. Percept Out-of-Home meets the clients’ needs to explore and create new OOH channels and new media options, which are used as benchmarks and best practices in the industry.”

Now with UTV Movies as its client, the agency handles a diverse client portfolio including Lifestyle, Kohinoor, Canon, DLF, Electrolux, Binani Cements, Stanza, EMRI, Exide, Samsung, Fosters, Kohler, Yum Restaurants, MCX, Titan, Srijan Developers, Seagrams, Pidilite, DKT, Idea Cellular, ICICI Prudential, Zicom, Moneygram, ICICI, and Unitech, among others.

IndustrySpeak: Does Mumbai need regulation for OOH advertising?
Source: exchanmge4media
Nov 13, 2007

With Delhi’s out-of-home (OOH) advertising space coming under the scanner following the adoption of Outdoor Advertising Policy that forbids the placing of ‘unipoles’ within 75 metres of any road or crossing, there are calls for a hoarding-free region by the Brihanmumbai Municipal Corporation (BMC) in Mumbai, before March 2008. Questioning the need for OOH regulations in Mumbai with some OOH players across country, exchange4media tries to understand their perspectives. Noting his observations on the present status of the OOH medium in the country, Indrajit Sen, Country Head and CEO, Stroer Media, and Vice Chairman, Indian Outdoor Advertising Association (IOAA), was of the opinion that ‘regulations’ for outdoor advertising media appeared to have become the latest bogey in our country. “Regulations are necessary – they would make cities look better, make our citizens feel better, and would also result in better industry performance, etc. But now that we are seeing the real picture of the regulations, we simply must begin to vehemently demand that any change or new regulations should be first preceded by town planners that take care of overall aesthetics, cityscape, public utilities, cleanliness and emissions, road and public transport design, as well as a detailed guideline for the process of implementation of the regulations.”

Sen added that the intention to ‘improve’ the cityscape and reduce traffic hazards was all very laudable, but action was needed to substantiate them. “It is only to state the obvious when one says that specialised subjects like visibility, relationship to hazardous traffic, etc. need specialised handling and treatment. Examining the facts logically would lead any rational mind to conclude that none of the current ‘policies’ or proposed ‘guidelines’ would bring about positive changes or would benefit the society at large in a permanent way. Merely tinkering with some hoarding sizes and placing restrictions of placement will not improve the way any city looks,” he said.

Others like Farid Kureshi, COO, Times OOH, have taken a neutral stand about the issue. Kureshi observed that worldwide, outdoor media like street furniture and billboards complemented and enhanced the city landscape. “In India, unfortunately, it’s a huge visual pollution. Coupled with poor implementation and monitoring by the city, billboards are the biggest visual polluters of Mumbai. The city, like other major metropolis in the world, should limit the overall billboards, and implement a ban on billboards on heritage buildings, visual landmarks like Marine Drive, hospitals, schools, religious places, etc. These measures are already in place across major cities in the world, so why not in an aspiring city like Mumbai? Also, new guidelines should ensure that the major revenues from billboards should either go to the municipality or to the building society, so that the money can be used in the upkeep of the city or the building.”

Sanjay Pareek, President, Percept OOH, too believes in the need for a standard long-term policy akin to what is present for other media. “There are instances for this medium in India too, like Hyderabad, Bangalore and now Delhi. But they are still not long-term. The policy should be completely thought through, with both public and industry participation, so that the outcome would be beneficial to all concerned. Normally, such initiatives are highjacked by interested parties, who pretend to be neutral.”

Soumitra S Bhattacharyya, CEO, Laqshya Outdoors, supports the regulation and standardisation, and the recent law that restricts signages on heritage buildings and important landmarks. “However, we firmly believe that any regulation or standardisation should be unbiased and fair to all parties concerned, namely the people of the city, the authorities and media owners. In our opinion, what is important is to first take a long-term view of urban town planning requirements in terms of infrastructural needs, transport needs, easy of commuting needs, requirements of parks and open spaces and other such relevant aspects of any urban city. Once that blue print is made, it is only then that an out-of-home policy can be formulated around that blueprint.”

Bhattacharyya said that media owners, who were in reality experts in the field, had to be taken into confidence for the creation of a robust and long lasting policy. “This approach would be a win-win situation for all the parties, especially people of the city who would benefit the most by getting better infrastructure. Authorities get dual benefits of building the infrastructure without any cost to the exchequer, and they also derive revenue from it. Hence, we believe that long-term solution definitely cannot be just a policy in isolation meant only for the hoardings of the city, and any such move is not good for anybody in the long run,” he added.

Should Outdoor Advertising be restricted?
Source: Brand Reporter
Sept 1, 2007

Is this being done for benefiting the drivers or beautifying Mumbai? But then why just one part of Mumbai and not the entire city? I think my friends in OOH business have heard about this type of knee jerk reactions very frequently not just in Mumbai but across the country. A national policy on OOH advertising and standardization is need of the hour. A total ban is not the solution. Aesthetically pleasing unipoles with proper cladding and illumination at a standard height and distance (and not cutting down on size of the billboards) is a simple solution which will deliver the desired results. Hyderabad and Bangalore have already put some policies in place. Somebody needs to look at OOH from a national perspective and then decide the policies. – Mr. Sanjay Pareek, President, Percept Out-of-Home

Percept Retail to come out with retail media measurement
Source: exchange4media.com
29th June, 2007

Percept Retail, the retail arm of Percept Holdings, has announced its plans to come out with a measurement system in the fast growing retail industry. The tracking, to begin within three months from now, will resort to physical audit to provide a quali-analysis of the industry. A white paper comprising the results and insights from the tracking is also on the cards from the agency. Speaking about the need for a measurement in the marketplace, Prashant Gunthey, Business Head – Percept Retail, Percept OOH, said, “The time has come for somebody to take that lead and have a syndicated research to really measuring and rationalising the spends. Presently, it is available in bits and pieces, but it’s not syndicated.”

“From the media point-of-view, there is better knowledge, but there is no direct application on that knowledge. The need to know what kind of content and media is essential for a particular location inside the store is vital,” he added.

Explaining the process of the study, wherein the brands will have to cut their ad budgets for periods of time, Gunthey said, “We are working out agreements with advertisers to cut the ATL budgets and work with the retailers and see how that really impacted the off-take. Similarly, if we do it in another market, we can then compare the results from both the markets over a period of three to six months.” The agency is currently talking with two non-competing brands and a South based retail chain for the study. “The willingness to strategise in ad spends on the part of the advertisers is vital for the success of this study. This study will help us in understanding the differences between a consumer, a shopper and a buyer in a more lucid and clear manner,” Gunthey observed. Talking about the second stage of the proposed study, Gunthey disclosed that there were plans in a year down the line to get in touch with the retail developers and expand the study to learn more on mall management and optimise the media with respect to the retailer as well as the brand manager.

Catching them unawares
Source: Outlook Business
20th Apr 07

As Ajay Chandwani, Chief Executive Officer of Percept H, puts it, “When a message comes in when you least expect it, you definitely remember it better and talk about it.” For a money remittance company such as Western Union, for instance, whose target audience are immigrants sending money to their families back at home, branding a food tray in an Air India aircraft, giving all the details of a fast money transfer experience, would indeed make good sense.

Sanjay Pareek, President of Percept Out-Of-Home, says the risk appetite of Indian advertisers is quite low. “While the big spenders are more comfortable with a traditional media plan, it is the new entrants who have better appetite for such unconventional spends,” he says. He cites the case of telecom companies such as Hutch and Airtel, which are willing to spend on unconventional media platforms. Hutch has put up a motion sensor at the Inorbit Mall, where, if one happens to step on it, would find the Hutch pug following him throughout the mall, which is in line with the brand’s positioning, “Wherever you go we follow.”

Postercope India rebranded as Percept OOH; Sanjay Pareek is President
Source: exchange4media
Mar 16, 2007

Percept has announced the rebranding of Posterscope India to Percept Out-of-Home (Percept OOH). Sanjay Pareek will lead the team as President. The former head of Posterscope India, Sanjay Yashroy, had quit the company in December 2006.

The launch of Percept OOH comes on the back of an all-cash deal to buy back all of Aegis Group plc’s shareholding in Posterscope India. As the unit dons a new entity and rechristens itself Percept OOH, Percept Holdings has decided to completely overhaul the unit and expand its scope of operations.

This rebranding will also see the birth of three verticals within the company: Percept Outdoor, Percept Retail and Percept Rural. Prashant Gunthey will head the Percept Retail vertical. Said Pareek, the President of Percept OOH, “The move to the three-vertical business is in keeping with the future potential of the market in these domains. A PWC estimate on the outdoor industry has forecast that it will reach Rs 2,000 crore in 2010, but if the current trends are anything to go by, this figure may be achieved before 2010.

Technology and innovation are going to be the two most important growth drivers of this media,” he added. Commenting on the new vertical, Percept Rural, he said, “India's smaller cities, towns and villages are growing. There's a market out there, and it's waiting to be addressed. In terms of purchasing power, it may not have great depth, but it has enormous width, like the bottom of any pyramid. It is also a market with its own characteristics and its own dynamics. City formulae don't always work here. Therefore, our rural initiative will be targeted to this market, which will require completely different mediums to communicate to the rural customers.”

Gunthey, Business Head-Percept Retail, said, “Our vision is to create an inspired integrated trade and retail marketing services (ITRM) through the fusion of creativity and accountability. There will be a relentless focus on driving clients’ business results at the point of sale.”

Gunthey brings over 16 years of combined work experience in retail marketing and advertising. The Out-of-Home business revenue projections are at about INR 200 crore, of which, at least 25 per cent is expected from the newly launched retail business in the first year. To start with, it will focus on educating mall owners, vendors and clients about retail as a medium

Percept Holdings gears up for the retail rub-off; Launches Percept Retail to cash in on the boom
Source: DNA Money
Feb 18, 2007

With India emerging as one of the highest retailing destinations - with about 12 million stores, and a market size of about $2.6 billion in terms of retail marketing - communication companies like Percept Holdings are obviously eyeing a piece of the action.

It has now launched a new unit, under Percept Outdoor, called Percept Retail. Percept Retail, which is based in Delhi and is headed by Prashant Gunthey, will follow three models - consultants to retail media owners, consultants to the brand and own the media.

Confirming this to DNA Money, Harindra Singh, vice-chairman and managing director, Percept Holdings, said, “Last year, we did about Rs 1,600-Rs 1,700 crore in terms of capitalised billings, which is likely to grow to Rs 2,500 crore this year. We have a projection to cross $1 billion by 2010. This year itself, we are investing about Rs 300 crore across all businesses. The focus area this year will be content and media planning and buying. We’ve been planning to launch this retail division since last year. But we could not do it because of the disagreement with Aegis. But now, since we have a 100% holding over Posterscope, which will be known as Percept Media, we thought of floating the retail business as well.”

Percept Holdings generates about 40% of its total revenue from Percept Media, and that includes entertainment, marketing, PDM and sports. In the out-of-home business alone, its projections are about Rs 200 crore, of which at least 25% is expected from the newly launched retail business in the first year. To start with, it will focus on educating mall owners, vendors and clients about retail as a medium.

“We do not want to get into the commodities domain. Rather than getting into a business of setting up hoardings on the street, I may as well go and acquire the advertising rights of the airport. No point doing ‘me too’. Either we stand apart, or we don’t want to be there.”