Everything is better when it’s Outdoor, says new campaign for IOAA

21 Dec,2015

By A Correspondent


In September 2007, leading Out-Of-Home companies with national or, at least, multi-regional presence came together to form the Indian Outdoor Advertising Association (IOAA), a ‘not-for-profit’ company with limited liability.


The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media, outdoor advertising media companies and associated businesses. IOAA also provides a common platform for the industry to take up issues at various government and non-government forums.


In August this year, a campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, which highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by PrashantGodbole, the campaign serves to reinvigorate the outdoor medium.This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.


At any given point many billboards across the country are empty, either with the media owner’s logo or phone number, we wanted them to utilize that space to communicate to the brands, advertisers, media planners etc in interesting way by putting this campaign up on their empty billboards to benefit the outdoor industry, hence the campaign was launched in front of this community during the OAC in August,


The campaign was shot in different parts of India like the Rann of Kutch, Wai etc. to bring out the pan-India flavor.


Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu said:“The idea comes from a simple human behavior of seeking shared experiences when outdoors. A fact abundantly observed across India, where a TV or Radio when kept outdoors always attracts a large gathering of people. That the power of the outdoor medium transcends regular boundaries and does wonders for other mediums too.”


“It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers & planners through a very powerful advertisement campaign to highlight the strength of the Outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way,” said Noomi Mehta, Chairman – IOAA.


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