Friday, October 24, 2008
Friday, December 07, 2007
Awards..Singapore Outdoor Advertising Awards 2007
Type of Awards
Bronze Category
R11 Regional - Ambient/Guerilla (Campaign)
Title Airtel Client/Product Airtel/Airtel SongCatcher
Agency Portland India (Reshmy, Prakash)
Finalist
Category R1 Regional –
Large Billboard
Title Kingfisher Airlines Client/Product Media -
Agency Portland India (Reshmy, Prakash)
Finalist
Category
R1 Regional – Ambient / Guerilla (Single Item / Event )
Title HDFC Standard Life Client/Product Media -
Agency Portland India (Reshmy)
Monday, July 23, 2007
Tuesday, July 10, 2007
Tuesday, July 03, 2007
Media Coverage
SONGCATCHER OUTDOOR ADVERTISING FEB-MAR 07
SONGCATCHER JAN 07 BRAND REPORTER
THANK YOU MUMBAI OUTDOOR ADVERTISING APR 07
KAUN BANEGA CROREPATI FEB - JUN 07 - EXCHANGE4MEDIA.COM
AIRTEL BLACKBERRY -OUTDOOR ADVERTISING FEB-MAR 07
KINGFISHER AIRLINES - WE MADE THEM CHANGE - HT SUNDAY
Talk your way to West Indies
Team India was out.
But the ball kept rotating at Mahim Causeway.
The giant 3 dimensional stumps with the rotating ball was indeed a sight for sore eyes bringing alive the magic of cricket once again.
Talk Your Way to West Indies was Airtel's recent campaign weaved around the World Cup.
Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 25 Mar 07
Start Date: 25 Mar 07
Thank You Mumbai
The campaign had live demonstrators flutterring balloons and festival lights flickered away on a replica of the Gateway of India.
Airtel was voted as the best cellular service in Mumbai city by a recent survey conducted by Telecom Regulatory Authority of India (TRAI). And this called for a celebration.
The Client & the Agency went beyond a mere static appeal by transforming the Mahim Causeway space into a live stage. A gigantic festively adorned Gateway of India in the background bonded the brand with the city. Red balloons fluttered in the skyscape and two huge cut outs of the model were placed in such a way as to cater to both morning and evening traffic. The Agency's activation team also pitched in with a live balloon
show to further catch the passer by's attention.
Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 7 Mar 07
Thursday, May 10, 2007
Sky Battles on the Ground
A JUXTAPOSITION OF 2 ARCH RIVALS ...
AND...JET CHANGES ITS CREATIVE....ON 20TH APRIL 07
AND...JET CHANGES ITS CREATIVE....ON 20TH APRIL 07
KINGFISHER COMES UP WITH A CHEEKY COUNTER COPY ON 21 APR 11.30 AM !
JET GETS ON THE DEFENSIVE MODE & CHANGES ITS CREATIVE ON 23 APR 07
KINGFISHER CONTINUES THE CHASE..
Portland Team: Reshmy Warrier & Prakash Upadhyaya
Survey: 70 nos.
Respondent Profile: 18-35 Years, From Outside the Ad Industry, Resident of Mumbai
•72% of respondents / 50 people have heard of the billboard war before the survey.
•The most common source has been via Mail Forward (66.6%)
•41% believed that the Advertising Rocked! While around 29% felt it was not in the right spirit. Another 12% found it unethical and 12% found it to be funny.
•57% of the Respondents / 40 people did not believe that KFA had made JA change
•93 % of the Respondents / 65 people found Outdoor Advertising as an effective Medium
Express Yourself !
Airtel was the official partner of Kaun Banega Crorepati. The brand therefore saw a blend of interests when its brand ambassador, Shah Rukh Khan was given the opportunity to host this popular show. Portland India came up with this Double sided Display to show case the balance between Airtel & Airtel’s brand ambassador’s association with the television show. Shah Rukh's one hand held the Crorepati coin and the other held the Airtel mobile. The Crorepati coin rotated adding on to the captivating power of the display. The creative was also adapted on to hoardings with some modifications as part of the Airtel Kaun Banega Crorepati campaign.Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 25 Jan 07
Airtel announced the launch of ‘Airtel SongCatcher’ – India’s first instant music on mobile. This innovative service completely transformed the way mobile users could download songs of their choice. Airtel wanted to showcase the Songcatcher in a realistic sense. Portland India found this opportunity by transforming the display space to a loudspeaker pole with a young guy perched to catch the music. The Agency innovatively painted the back of the cut out on either side with the colour black. This gave it a shadow effect in the day and it merged with the background at night. As a massive ‘3d-like’ Cut out on a Loudspeaker Pole, this Catcher not only caught his song but also the attention of those who traveled past.
Start Date: 25 Jan 07
Airtel announced the launch of ‘Airtel SongCatcher’ – India’s first instant music on mobile. This innovative service completely transformed the way mobile users could download songs of their choice. Airtel wanted to showcase the Songcatcher in a realistic sense. Portland India found this opportunity by transforming the display space to a loudspeaker pole with a young guy perched to catch the music. The Agency innovatively painted the back of the cut out on either side with the colour black. This gave it a shadow effect in the day and it merged with the background at night. As a massive ‘3d-like’ Cut out on a Loudspeaker Pole, this Catcher not only caught his song but also the attention of those who traveled past. Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 21 Dec 06 
Smart Sleek Small Stylish is the tag line of the new Blackberry Pearl by Airtel. Being the first to launch this new phone, Airtel wanted the launch of this model to be anything but Small. A true to life looking mammoth two-faced Back lit replica model of the Blackberry phone surfaced on Mahim Causeway Mumbai. It was 18 feet in height and weighed 70 kilos. The Agency (Portland) managed to rotate the piece 360 degrees round the clock.
Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 14 Feb 07
Smart Sleek Small Stylish is the tag line of the new Blackberry Pearl by Airtel. Being the first to launch this new phone, Airtel wanted the launch of this model to be anything but Small. A true to life looking mammoth two-faced Back lit replica model of the Blackberry phone surfaced on Mahim Causeway Mumbai. It was 18 feet in height and weighed 70 kilos. The Agency (Portland) managed to rotate the piece 360 degrees round the clock.Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 14 Feb 07
Monday, October 09, 2006
Major Obstacles to Creative Thinking- soflow
--“Fear is often a boulder in the way of creative thinking. In fact, it is not just the fear of ridicule that is the boulder; but 'unproductive thinking' that perhaps comes in the way of good ideas. There are those who think themselves and their thoughts 'above' the rest; and there are those little creative men out there who get killed out in the stampede to rise to the top. These men often proclaim to deaf ears that ‘this was after all my idea’. Perhaps communication comes in the way of creative thinking, or perhaps mankind itself does not want a good idea to get across since that would in some way surpass the average ideas and stand out amongst the average ideas. But what if this good idea is my idea? Human mentality comes in the way of creative thinking not just fear because even the brave are sometimes trampled by the merciless honchos.”
Indian Outdoor Advertising « Dream On !
Indian Outdoor Advertising « Dream On !
Because Vision is Complicated Enough !! from Rajat Gupta's wordpress..
Reshmy Warrier - September 1, 2006
I happen to be working as a planner in the field of outdoor advertising in
India (on the agency side). And it is interesting to note what people outside
the industry think of the same. Yes it is a very dynamic medium and is at its
disorganized best in India. In fact if we were to list down brands launched
via outdoors alone, you just might end up countin’ in fingers.
However that is where the whole game gets interesting. India is still
beginning to open its eyes to the possibilities via outdoor media. There is
tremendous opportunity to do some good work.And of course to get noticed. With
or without a celebrity. The idea is to get the strategy right. What we need in
turn are clients who are willing to take chances and prepared to look at
outdoors from an unconventional perspective. From a planning perspective, the
strategy is less about the creative on display but more about where the
customer is likely to be and what or where he is likely to look.
It would help if we look at some award winning ideas from abroad to see the
direction that this media is taking. One good site I can refer you to is
http://www.adrants.com/medium/outdoor. Outdoor as a medium is targetted at
people who are time crunched, who do not want a plethora of information but
just the bit to remind them / make them aware that Abc brand exists. We all
remember billboards, kiosks and bus shelters whether we like them or not.
We cannot shut our eyes to this medium since today each one of us is On the
Move. And who said outdoor is not interactive?
Outdoor media is looking up. Technology and Creativity may step up the pace
but Strategy at the end of the day is going to make the difference. Strategy
in turn includes a whole host of activities like deciding the media mix, the
markets, the distribution, the type of media, the nature of TG and so on. It
is true that celebrities help. But some of the most creative outdoor ads like
Samsung (True to Life - Rapeler), Nike (mall escalator), Red FM Interactive
Hoarding promo etc. never involved a celebrity.
As regards measurement, yes we are nowhere compared to say print and TV. But
pls refer to the below article…
THE MUDDLE IN MEDIA RESEARCH
Media consumption measurement is another area of concern for marketers. On an
average, mainline advertising accounts for around 40 per cent of most mass
marketers’ marketing budget. It was around Rs 14,000 crore in 2005.
Measurement of media habits is important because brands communicate with
consumers mainly through media vehicles. Besides, the return on investment in
advertising has to be accounted for. “Even if I manage to spot my target
group, how do I ensure whether my message is reaching them and more
importantly, prompting them to buy my product?” asks Vikas Gupta, Vice
President, Marketing, Coca-Cola India. “What we have today is anecdotal data
rather than hard facts,” he adds.
Capturing media consumption has become too complicated today, thanks to the
proliferation of cable and satellite channels (around 200 against 50 till five
years ago), radio stations, print and wireless media. Increased choice has
fragmented mass audience and there are no tools to capture new trends.
Although the TRP-oriented research by Television Audience Measurement (TAM)
remains the most commonly used currency to measure TV viewership, concerns
have repeatedly been raised about its small panel size (4,800 households). As
for the print medium, National Readership Survey and Indian Readership Survey
are the yardsticks. Although they do an extensive job, industry remains
divided over their authenticity. Says Madhabi-Puri Buch, Senior GM & Country
Head, Customer Delivery, Products and Technology, ICICI Bank: “The media
measurement infrastructure in the market is too weak to capture reality and
generate worthwhile consumer insight.”
regards
reshmywarrier@yahoo.com
16. Reshmy - September 6, 2006
Adding on, Outdoor is Interactive..To clarify, Outdoor Advertising has the
possibility of being interactive like any other media. In fact the future of
every advertising media is in consolidation, convergence, consistency and
synergy. Let us not single out Outdoors.
Many of the insurance/ financial services / telecom companies for instance
have an sms no. attached to its hoardings. And the Red FM campaign tied up
radio with outdoor. Hoarding dekho, phone karo aur inaam lelo.These
initiatives in turn help in measuring the reachability of outdoors, bring a
thread of synergy into different media and also help in breaking convention.
Bottomline remains that
A beautiful model is far from the truth in devising Outdoor strategy. Of
course a hoarding has to be attractive.But fact remains that Strategy and
Planning in outdoors is beyond that and involves far more issues / methods
just like any other media. And the same differs from location to location and
TG to TG.
Outdoor advertising is definitely not a dull medium. The measurability in
short term is done via brand track by some, but the long term results can be
well vouched for by the telecom majors. 50% + of their spends go into
Outdoors.
Because Vision is Complicated Enough !! from Rajat Gupta's wordpress..
Reshmy Warrier - September 1, 2006
I happen to be working as a planner in the field of outdoor advertising in
India (on the agency side). And it is interesting to note what people outside
the industry think of the same. Yes it is a very dynamic medium and is at its
disorganized best in India. In fact if we were to list down brands launched
via outdoors alone, you just might end up countin’ in fingers.
However that is where the whole game gets interesting. India is still
beginning to open its eyes to the possibilities via outdoor media. There is
tremendous opportunity to do some good work.And of course to get noticed. With
or without a celebrity. The idea is to get the strategy right. What we need in
turn are clients who are willing to take chances and prepared to look at
outdoors from an unconventional perspective. From a planning perspective, the
strategy is less about the creative on display but more about where the
customer is likely to be and what or where he is likely to look.
It would help if we look at some award winning ideas from abroad to see the
direction that this media is taking. One good site I can refer you to is
http://www.adrants.com/medium/outdoor. Outdoor as a medium is targetted at
people who are time crunched, who do not want a plethora of information but
just the bit to remind them / make them aware that Abc brand exists. We all
remember billboards, kiosks and bus shelters whether we like them or not.
We cannot shut our eyes to this medium since today each one of us is On the
Move. And who said outdoor is not interactive?
Outdoor media is looking up. Technology and Creativity may step up the pace
but Strategy at the end of the day is going to make the difference. Strategy
in turn includes a whole host of activities like deciding the media mix, the
markets, the distribution, the type of media, the nature of TG and so on. It
is true that celebrities help. But some of the most creative outdoor ads like
Samsung (True to Life - Rapeler), Nike (mall escalator), Red FM Interactive
Hoarding promo etc. never involved a celebrity.
As regards measurement, yes we are nowhere compared to say print and TV. But
pls refer to the below article…
THE MUDDLE IN MEDIA RESEARCH
Media consumption measurement is another area of concern for marketers. On an
average, mainline advertising accounts for around 40 per cent of most mass
marketers’ marketing budget. It was around Rs 14,000 crore in 2005.
Measurement of media habits is important because brands communicate with
consumers mainly through media vehicles. Besides, the return on investment in
advertising has to be accounted for. “Even if I manage to spot my target
group, how do I ensure whether my message is reaching them and more
importantly, prompting them to buy my product?” asks Vikas Gupta, Vice
President, Marketing, Coca-Cola India. “What we have today is anecdotal data
rather than hard facts,” he adds.
Capturing media consumption has become too complicated today, thanks to the
proliferation of cable and satellite channels (around 200 against 50 till five
years ago), radio stations, print and wireless media. Increased choice has
fragmented mass audience and there are no tools to capture new trends.
Although the TRP-oriented research by Television Audience Measurement (TAM)
remains the most commonly used currency to measure TV viewership, concerns
have repeatedly been raised about its small panel size (4,800 households). As
for the print medium, National Readership Survey and Indian Readership Survey
are the yardsticks. Although they do an extensive job, industry remains
divided over their authenticity. Says Madhabi-Puri Buch, Senior GM & Country
Head, Customer Delivery, Products and Technology, ICICI Bank: “The media
measurement infrastructure in the market is too weak to capture reality and
generate worthwhile consumer insight.”
regards
reshmywarrier@yahoo.com
16. Reshmy - September 6, 2006
Adding on, Outdoor is Interactive..To clarify, Outdoor Advertising has the
possibility of being interactive like any other media. In fact the future of
every advertising media is in consolidation, convergence, consistency and
synergy. Let us not single out Outdoors.
Many of the insurance/ financial services / telecom companies for instance
have an sms no. attached to its hoardings. And the Red FM campaign tied up
radio with outdoor. Hoarding dekho, phone karo aur inaam lelo.These
initiatives in turn help in measuring the reachability of outdoors, bring a
thread of synergy into different media and also help in breaking convention.
Bottomline remains that
A beautiful model is far from the truth in devising Outdoor strategy. Of
course a hoarding has to be attractive.But fact remains that Strategy and
Planning in outdoors is beyond that and involves far more issues / methods
just like any other media. And the same differs from location to location and
TG to TG.
Outdoor advertising is definitely not a dull medium. The measurability in
short term is done via brand track by some, but the long term results can be
well vouched for by the telecom majors. 50% + of their spends go into
Outdoors.
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