The Indian Outdoor Advertising Association’s (IOAA) campaign to highlight the ‘Power of Outdoors’, first unveiled in August 2015, went live on OOH sites in Bengaluru last week, with plans to go live this week in Mumbai and NCR. The campaign has been conceptualised by Taproot India with photography by Prashant Godbole.
The OOH campaign uses unused billboard inventory to underline the power of the medium, with the lead copy: “Everything works better when it’s outdoor”.
The visuals have been shot across India to give it a pan-India flavour, informed an agency statement. While one creative depicts a group of men on a desert listening to radio together (above), another captures a motley bunch of enthusiasts by the bay cheering what seems like a match on TV.
The other creatives in the campaign are as under:
“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,” said Santosh Padhi, CCO and co-founder, Taproot Dentsu.
Godbole added, “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.”
Noomi Mehta, chairman, IOAA, said, “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 capitalised on this insight. So it was imperative for us to reach out to advertisers and 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.”
An on-ground activation leg leading with the same creative idea is being planned.
IOAA: Vasant Jante, Noomi Mehta, Indrajit Sen
Agency: Taproot Dentsu
Chief creative officers and co-founders: Santosh Padhi, Agnello Dias
Photographer: Prashant Godbole
Team: Mayuresh Dubashi, Rakesh Shirke, Milind Palav