Lai Bhaari engages Global Advertisers for OOH promotion


Hoarding in Mumbai- Lai Bhaari - Global Advertisers - OOH Media

OOH Medoa - Mumbai - Lai Bhaari - Outdoor Advertsing - Global Advertisers

Ritesh Deshmukh Starter Lai Bhaari - Outdoor Media Partner Global Advertisers

Bollywood actors are increasingly looking at roles in Marathi films, every passing year. While last year we saw a few Hindi film actors making their Marathi debut, 2014 too, will have its share of introductions to the industry. Lai Bhaari directed by Nishikant Kamat marks Bollywood actor ’s debut in Marathi cinema. He will be seen fighting goons and mouthing dialogues in this action-packed flick. Bollywood heartthrob, Salman Khan will also be seen in a short cameo role in this movie.

To promote the film, Riteish has launched an outdoor campaign in Mumbai. The campaign has been executed by Global Advertisers.

Commenting on this, Sanjeev Gupta, MD, Global Advertisers, said “We understand the market of marathi movie segment, hence our team at Global has selected such areas where the population of marathi speaking people are large.”

A sunshine year for outdoor industry

MUMBAI: Got distracted while driving through the highway? Then blame it on the rise of the hoardings.

What was not an essential part of any advertisers’ marketing plan when the television was on rise has now once again caught everyone’s attention as numerous channels quote premium rates.

“It is an in-your-face advertising. While one can skip and miss an ad on TV, it is very rare that one will miss out a life-size hoarding,” say media observers while adding that it is also the cheapest form.

Metros continue to garner the largest share (in excess of 50 per cent) of the outdoor pie. However, in line with the trend witnessed in the last couple of years, the Tier II and III cities continue to outperform the larger metros. The reason for this is the fact that a large number of campaigns are being projected for Tier II and Tier III audiences. Nonetheless, since the cost of media is lower, the percentage contribution is almost negligible. Regionally, north and west contribute up to 60 per cent of the total advertisement spend in OOH.

Interestingly, billboards are cherry-picked by brands and planners alike as it makes for approximately 55 per cent of the format used by outdoor advertisers 2013. Thirty-four per cent of revenue came from transit mediums.

However, thanks to economic uncertainties and who will come to power, the year 2013 saw muted growth of the Indian outdoor advertising industry. The current story is quite different.

According to the Ficci report of 2014, brand owners spent approximately Rs 19.3 billion in 2013 on OOH which was only five per cent of their total advertisement spends. The projected spends this year is close to Rs 21.2 billion.

The general election gave many advertising agencies reasons to rejoice, especially the ones in the outdoor business. According to a senior media planner from Maxus, political parties on an average had spent 20 per cent of their marketing budget on outdoors.
“Election campaigns came as an additional benefit to us beside our regular business. From the starting of the year, we started receiving bookings for our sites by various national parties. For three months, March, April and May, all our sites were booked. Anticipating this demand, we had expanded our portfolio, much earlier, which included big size hoardings at prominent areas, extensive reach in tier II and tier III cities, unbeatable pricing points and transparent policies,” says Global Advertisers managing director Sanjeev Gupta.

The first half was in favour of political advertising; the other categories which also spent and continue to do so on outdoors are real estate and e-commerce companies that are leaving no stone unturned to woo customers. While there are many low spenders, the categories which slashed their spends drastically are telecom, automobile, consumer electronics and banking, financial services and insurance (BFSI).

According to media experts, though inventories appeared to be completely occupied during election seasons, they are not sure about the revenue numbers. The pricing during a political advertising campaign roll was highly influential and negotiated on the basis of personal relations. Having said, many outdoor players are happy with the start of the business.

The forward trend

Innovation is the key to survive in the competitive business and this is the reason today advertisers want more than just plain vanilla hoardings. They prefer them with illumination, advance public utility structures especially for short duration campaigns. “Flip billboards (flip hoardings) is now becoming a new trend in the advertising industry,” mentions Gupta.

Laqshya Media chief operating officer Atul Srivastav highlights that the two trends, which have recently sprung in the outdoor space, are emergence of vendor based agencies and consolidation of media ownership business.

“Outdoor is moving to become Out-of-Home in true sense of it. The lines are blurring, no longer do we have compartments of 20x40s to qualifying as an outdoor. With mobile, tabs etc seeping in rapidly and with the consumer constantly being on the go, the trend is to create campaigns that engage consumers when they are out of home. Thus, while our age old hoardings remain essential, we approach the medium with an open mind and give integration a lot of importance,” believes  Posterscope Group India managing director Haresh Nayak.

Monsoon, a worry?    
If one goes by what the MET has to say about the monsoon this year then OOH players have little to worry.

Though weak monsoon will affect the economic sentiments, experts believe that the new government will able to handle the situation. Hence, resulting in better spends even in the coming months which will be more than last years.
“We are expecting good sale in monsoon season. Presently, it has brought us clients of resorts, hotels, holiday destinations, tourism, education sector, amusement parks and many more. In our attempt to have full occupancy during the monsoon season, we have introduced various selling concepts in our business such as hoardings on rotation basis, barter plans, mix-media plan, tier I & tier II cities plan and many more,” reveals Gupta.

The industry, overall, now waits for a better festive season which will be followed after the unpredictable monsoons. Currently, many show launches are lined up by the entertainment sector which the outdoor industry is betting high on.

The future is bright like our streets for the OOH sector.

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Global Advertisers scores with Asia’s biggest hoarding

Global Advertisers owns the largest hoarding in Asia, according to the World Records of India – 2014. The text of the citation accompanying the award reads: “We hereby certify that Global Advertisers, an outdoor media solutions company that has been creating benchmarks for quality and innovation for the last 18 years through its big-format hoardings that cover most premium and strategic sites in Mumbai, owns Asia’s largest hoarding.”

Global Advertisers is known for its big-format hoardings with the most number of corridor branding opportunities in the Mumbai Metropolitan Region, which include their premium corridor branding sites at three important points of entry into the city – Sion, Dahisar and Thane.

The record-winning hoarding is front-lit and stands at 120 X140 feet (Total area 16,800 square feet), overlooking the Kalanagar junction in Bandra, Mumbai. The hoarding connects the two important business districts of the city – Fort in South Mumbai and the Bandra-Kurla Complex.

“We went through data from record books across the world, researched records held earlier and also visited the site and measuring the Global’s Largest billboard in Mumbai before confirming the record. I extend my heartiest congratulations to Mr Sanjeev Gupta and Global on this singular achievement,” said Paavan Solanki, founder & President of World Records of India and World’s Amazing Records.

Headquartered in Mumbai, Global’s branches are spread across Tier-I and Tier-II cities of India.

Global offers 360 degree media planning and buying services, and is widely reputed as a product as well as price innovator that has incorporated features like rotation, barter and easy payment plans into its tailor-made offerings for clients across sectors like banking, real estate, IPOs, entertainment, fashion and FMCG.

Global supports efforts by individuals as well as organizations in the fields of education, women’s empowerment and livelihood support. It also provides monetary, food and medical support to orphanages, old age homes and children in municipal schools. Global also organizes free eye and heart checkup camps for all and supports charitable hospitals with medicines and blood donation drives. All events organized by Global Advertisers are free and open to all without exception.

Sanjeev Gupta, MD, Global Advertisers, was understandably ecstatic. “I owe this achievement to the support of my family, my clients, my team at Global and above all to the blessings of my guru Mamtamai Shri Radhe Guru Maa. We are all very happy at receiving the award.”

Global Advertisers rolls out OOH campaign for Charagh Din




MUMBAI:  Charagh Din a mega shirt store that today is one of the few established names in the Indian fashion community has launched its outdoor campaign with Global Advertisers. The campaign targets the HNI segment customer with objectives of increasing footfalls and spreading awareness about Charagh Din, across Mumbai. The message is being communicated through Global’s large size hoardings that have been effectively communicating Charagh Din’s unique collection to their consumers 24X7.

Commenting on the campaign, Sanjeev Gupta, MD, Global Advertisers, said, ‘The impact of the campaign has matched our expectations. We have executed the Charagh Din’s campaign on premium hoardings.Our research team spent time selecting hoardings that helped Charagh Din generate footfalls at the store. Glamorous creatives on the hoardings further enhanced our reach and engaged target consumers more effectively.”

Sanjeev Gupta congratulated BJP MP Manoj Tiwari

From the silver screen to the Lok Sabha, actor turned politician, Mr. Manoj Tiwari successfully surpassed the AAP and INC candidates from the North East Delhi constituency as a BJP candidate.

Congratulating on his phenomenal victory, Sanjeev Gupta, Managing Director, Global Advertisers said “Manoj is very hardworking, determine and extremely talented person. His success speaks volumes for him and I heartily wish him on winning the Lok Sabha seat in North Delhi”.

Mr. Sanjeev greeted him with a bouquet of flowers at hotel Sea Princess, Juhu on 3 June, 2014.
It is noted that Manoj Tiwari defeated Congress leader and AAP from North East Delhi seat and helped BJP for clean sweep for BJP in Delhi by 7-0.

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Global Advertisers wins ‘Customer Engagement Award’

Advertisers, pioneer in the outdoor industry has been bestowed with Customer

Engagement Award for “Excellence in Out-of-Home Effectiveness” during the sparkling function of 2nd Asian Customer Engagement Forum & Awards at ITC Grand Central Hotel, Mumbai .

The award aims to honor the best practices of all the sectors including countries such as India, Sri lanka and GCC countries. “It?s a moment of great pride for us. We are thankful to the jury members who recognized our efforts in bringing innovative solution for the Indian Outdoor Advertising industry said, Sanjeev Gupta, Managing Director, Global Advertisers on winning the award.

The Customer Engagement Team shortlisted the Global Advertisers on executing industry?s first – corridor branding campaigns and creating the Asia’s biggest hoarding i.e. 140 x 120 at Bandra.

Adding to this, Global?s much flexible approach, Client servicing records, 24 x 7 monitoring, adaptability for last minute changes, easy payment agreement, and excellent mix-media plans and after sales services, convinced the jury members of the award. With its two decades of experience, Global understands how to serve the clients in best way by giving excellent services to clients and ensuring great returns for their brand within their budget.

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Inner-wear brands rolls out OOH campaign with Global Advertisers

Gone were the days when you see an undergarment ad only on TV and print media. Today, with increasing style statement and fashion trends, many national and international brands have introduced their inner-wear products in the Indian market. Lux ONN, the premium undergarment brand recognised the benefit of outdoor advertising, engages premier outdoor agency-Global Advertisers for the brand awareness campaign third year in a row. The agency conceptualized, identified the key areas and judiciously selected the media-mix for the campaign of Lux ONN.
Commenting on this campaign, Sanjeev Gupta, Global Advertisers, said “The long association is a testimony of our team efforts in executing the outdoor campaign which not only gives ensured returns on the investment but maximizes brand’s visibility in manifolds. In 2011, Lux ONN was our first client of this sector, they never advertised on outdoor before, so convincing them for an outdoor campaign was our initial challenge, but now they understand the strength of this medium in reaching out to their customers. Today, they are assigning budget for the outdoor campaign from their annual budget for the marketing and promotion. With the support of our research and media planning team, today we have Amul, Jockey, Dollar, Rupa as our clients for many years.”

Cost-effective outdoor campaign, catering to the large group of people and the presence of the Bollywood superstar Shahrukh Khan on the larger than life displays catalyzed the success of this campaign. The team at Global selected big size hoardings; vibrantly lit with uncluttered view have successfully attracted the interest of the potential customers in Mumbai.

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