INDIA – 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 utilized 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.
So, Taproot Dentsu launched a campaign during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, the campaign highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by the veteran advertising professional and ace photographer, Prashant Godbole, 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.
“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,” commented Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu.
Indian Outdoor Advertising Association (IOAA), a ‘not-for-profit’ company with limited liability was formed in September 2007 by leading Out-Of-Home companies with national or, at least, multi-regional presence.
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. Its aim is to also ensure co-operation, free and fair competition amongst the many outdoor companies spread all over India and, at the same time, follow best & ethical practices in conduct of business. IOAA also provides a common platform for the industry to take up issues at various government and non-government forums.
“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,” shared Noomi Mehta, Chairman, IOAA.
Through this campaign, billboards shot in different parts of India like the Rann of Kutch and Wai will be up in Bangalore, Mumbai and Delhi. It will also be released in magazines like OutdoorAsia, activations will also be implemented.
“It’s always great working with Paddy. He gives me a lot of freedom, which is basically every photographer’s dream. His projects are always strong on idea and challenging and I really enjoyed shooting this one, especially creating that sense of largeness and space, which implies the sheer scale of the outdoor medium,” said Godbole.