MPG India launches OOH agency ‘Active’

MPG India, the media arm of Havas Media, has launched Active, an out-of-home (OOH) media service agency, through a joint venture with Skyline Outdoor Media.

MPG Active will offer outdoor, rural and retail activation services. The business is being pegged at around Rs 40 crore annually beginning a start with Radico and VLCC, stated a company release. Active will also get business through independent pitches. Ankur Rastogi will be the managing director of the new entity.

Anita Nayyar (pictured), CEO, Havas Media India, said, “OOH and activation today play a major role in building media strategies for brands and it was important for Havas Media to be in this space. For a while, we have been evaluating the right partners who would bring that distinctive edge to the media solutions for our clients. Being a late entrant, the best solution was to launch the expertise with an expert and that’s exactly what we did. Its best to get into a running train than to wait for a new route, hence, the decision to go with Skyline outdoor. We are convinced that together we will be able to provide most compelling media solutions to our clients.” 

Rastogi said, "With the consumers spending more & more time outside home, OOH advertising formats have become the most important information dissemination medium. The spends from brand owners are experiencing a new high each day. At Active, our objective is to provide distinctive services in the areas of planning, buying and audit. We plan to capture the market with our creative approach to OOH complimented by innovations through technology integration and research."