MAM
Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool
MUMBAI: Posterscope India, the out of home division of Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter.
The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.
Commenting on the launch Haresh Nayak, Managing Director Posterscope India, said, “The only gap in India’s OOH scenario is the lack of neutral, credible and standardized data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions. Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”
Subhashish Trivedi, Vice President – media buying Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”
MAM
Birla Opus unveils IPL campaign with 10 cricketers
3 films in 4 languages showcase 16-year warranty and 99 plus stain protection as stars echo “Main Bhi…”
MUMBAI: Birla Opus has just painted the perfect IPL boundary and this time the whole team is on the same canvas. The forward-looking paint brand has launched a high-impact, multi-language campaign for IPL 2026 that cleverly taps into India’s cricket fever. In a first-of-its-kind execution, it brings together 10 prominent IPL cricketers across three films in four languages, turning everyday tournament rituals into relatable moments that celebrate belief and optimism.
The cricketers Shivam Dube, Varun Chakravarthy, Axar Patel, Rajat Patidar, Washington Sundar, Nitesh Kumar Reddy, Ashutosh Sharma, Dhruv Jurel, Avesh Khan and Nehal Wadhera feature in light-hearted stories built around net practice, photoshoots and travel. Each film playfully captures a moment of scepticism about paint performance, followed by a collective, unscripted “Main Bhi…” from the players, hands raised in agreement. The narrative seamlessly highlights Birla Opus’s key innovations: 16-year warranty for exterior emulsion paints, scratch-resistant wood paints, and 99 plus stain protection for interior paints.
Birla Opus Paints head of marketing Inderpreet Singh said the campaign reflects the passion of cricket fans across regions and languages. “IPL is one of India’s biggest cultural unifiers. This year we wanted to bring our best-in-class features to life in a contextually relevant manner,” he noted.
Leo South Asia, chief creative officer, Sachin Kamble added, “‘Main Bhi’ is a simple but powerful expression of belief. By bringing together some of the biggest voices from this year’s IPL, we have turned an individual endorsement into a collective voice of validation.”
With its fresh, engaging storytelling and star power, Birla Opus has turned a paint campaign into a nationwide conversation. As the IPL season heats up, the brand is proving that the best way to stand out is to paint a picture everyone can relate to, one where trust, performance and a shared “Main Bhi…” moment come together in perfect harmony.
