Brands
Adidas rolls out 3D billboard for Predator
MUMBAI: Out of home (OOH) agency Posterscope India, from Dentsu Aegis Network, has rolled out a massive OOH campaign to announce the launch of Adidas Predator.
The core objective of the campaign is to build awareness about the launch of this flagship product from the house of Adidas. The one-month-long campaign is aimed at reaching out to people who are enthusiastic about football — both players and fans – across various age groups.
Posterscope has created a campaign using a specially designed 3D face of the brand ambassador Paul Pogba to build impact and efficiency. The plain image was converted into a digital 3D model. While the creative was converted into a 3D file and was used for print production, detailing and painting of the final piece was done by hand.
The innovation showcased 9ft long 3D face of Paul Pogba that protruded 4.5ft on a 20X10 billboard. The innovation helped the brand to stand out and ensure long distance visibility. It is pertinent to note here that this is for the first time in India that a massive 3D face has been placed on a unipole in the OOH space.
Adidas senior manager of omni channel marketing brand communication Sharad Singla says, “As a brand we wanted to make a bold statement, that was also in line with our product relaunch. We identified a powerful execution for outdoor which had an element of innovation, it brought to life the predatory instincts through the Pogba 3D execution on few sites.”
Based on the agency’s deep understanding on the requirement of the brief and with the help of their primary research (OCS), patented analytical tools (OOHZONE) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi for the innovation. Innovation was done on Inner Ring Road at RK Puram towards Dhaula Kuan. The location of the unipole was specifically chosen so that it covers the high volume traffic on Ring Road and is a solitary unit at the required stretch of the road.
This resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn has led to the desired exposure of the brand launch in the Indian market.
Posterscope used large media formats like billboard, bridge panel, unipole to create impact for this multi city campaign.
Posterscope senior business director Aditya Goel adds, “This was a brief where we had to think beyond the work that we had already executed for Adidas in the past. The creative, servicing and operation teams at Posterscope came together to execute a larger-than-life size 3D model. It is something which has not been tried so far in the country in the OOH space.”
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
