Everything works better when it’s outdoor in campaign via Taproot Dentsu India for IOAA

In September 2007, leading Out-Of-Home companies with national or, at least, multi-regional presence came together to form the Indian Outdoor Advertising Association (IOAA), a ‘not-for-profit’ company with limited liability. Since 2007, IOAA has striven continuously to address problems faced by the industry and collectively find solutions that are mutually beneficial.

In August, a campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India met, the campaign highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by the veteran advertising professional and ace photographer, Prashant Godbole, the campaign serves to reinvigorate the outdoor medium.

The campaign was shot in different parts of India like the Rann of Kutch, Wai etc. to bring out the pan-India flavor.

“The idea comes from a simple human behavior of seeking shared experiences when outdoors. A fact abundantly observed across India, where a TV or Radio when kept outdoors always attracts a large gathering of people. That the power of the outdoor medium transcends regular boundaries and does wonders for other mediums too,” said Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu.

“It’s always great working with Paddy. He gives me a lot of freedom, which is basically every photographer’s dream. His projects are always strong on ideas and challenging and I really enjoyed shooting this one, especially creating that sense of largeness and space, which implies the sheer scale of the outdoor medium,” added Prashant Godbole, Photographer.

Noomi Mehta Chairman IOAA commented, “It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers and planners through a very powerful campaign to highlight the strength of the outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way.”

Team Credits –

Indrajit Sen