MAM
Media Minds: Posterscope South Asia group MD Haresh Nayak talks about 11-year long journey on anniversary
MUMBAI: OOH advertising is probably the starting point of the advertising culture. From hand-drawn paintings to physical and digital installations, this mode of talking to the consumer has evolved in the past many decades. One of the top names functioning in this industry has been Posterscope, from the house of Dentsu Aegis Network, which for more than a decade has been innovating greatly to make OOH marketing more meaningful, relatable, and successful.
On its 11th anniversary, ‘Media Minds’ interacted with Posterscope South Asia group MD Haresh Nayak to delve deeper into the great the company has been doing and also discuss the way ahead.
Nayak shared that the industry has improved greatly in the past decade and the influx of technology has made the OOH players to constantly evolve and innovate. He highlighted that the future is going to be influenced by technology and the agencies will be bringing in some fine innovations in the physical spaces.
He noted that in India there is a great scope for the OOH marketing to grow. He said, “Delhi and Mumbai collectively make up for 50-60 per cent of the OOH industry. But states like Bengaluru, Pune, and Tamil Nadu are going to catch up in the near future.”
Listen to the complete interaction here:
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
