MAM
#BillboardSpeaks’ objective was to tell people that we missed them: Posterscope’s Haresh Nayak
MUMBAI: “Hey there, Good to see you, it was lonely out there, now that you are back we can talk.”
Did you see this digital billboard while you were on your way to work? If yes, then it was meant to grab your attention. Posterscope never ceases to amaze people with its innovation. Recently, when the government eased the movement of people and business operations in Unlock 1.0, the agency launched an OOH campaign called #BillboardSpeaks. A national campaign rolled out in the green zones of the country was to motivate and welcome people to normalcy.
“The objective of this campaign was to reach out to the people and tell them that we miss them. And being an industry leader, it is our moral responsibility to support the industry by welcoming back the people in the out of home space, obviously with a lot of caution and care and compliance which all the government bodies are putting into play,” shares Posterscope Asia Pacific president Haresh Nayak.
“I think this was a great opportunity for us to also highlight the importance and relevance of out-of-home in everyone’s life. And it is one medium which is free for the eyes, you don’t pay any cable connection charges or internet fees. And also, you can’t ignore an OOH advertisement. The team’s strategy was to bring out the essence and the core of the medium,” Nayak further reveals.
This OOH campaign, which is mainly only on hoardings, has been displayed in sites like Mumbai, Delhi, Chennai, Kolkata and Ahmadabad.
There is no denying that all the businesses across the globe have been badly impacted due to Covid2019. So, what is Posterscope’s strategy to revive the business?
Nayak says that there is a huge dent in everyone’s business and everyone, from clients to media partners has been impacted. “I was lucky I have a great team, and everyone understood their role. Everyone worked on getting our back-end right. Our HR team worked on all the training programs on the back end, content and then the business development team worked on segmenting clients. What are the new options when the lockdown opens up? What are the new innovative solutions we can do because innovating was critical? So, we had to work on innovative solutions for post-Covid2019 signages. We looked at cleaning our databases and sharpening our content. We did a lot of training during the lockdown to sharpen our skills and to uplift our skills,” he shares.
He believes that these strategies have been efficient in helping them out of the situation where few factors are under control. It even ensured that there were no salary cuts or layoffs in the company, he says.
Nayak also reveals that for Posterscope, the overall aim is to cover as much lost ground as possible. “We have lost so many months due to the crises; we want to reach at least where we were last year. We are hopeful,” he concludes.
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
