Media Planning Group (MPG) India, the media arm of Havas Media, has launched Active, an out-of-home (OOH) media service agency, through a joint venture with Skyline Outdoor Media Pvt. Ltd. MPG Active will offer services in the domain of Outdoor, Rural and Retail activation.
The move forms part of MPG India’s aggressive plans to consolidate its position in the fast growing Rs 1,800-crore+ OOH market. MPG Active would have a captive base of MPG’s OOH business which will be provided the services in one of the fastest growing medium. The business is being pegged at around 40 crore annually beginning a good start with Radico and VLCC. In addition to this, Active will also procure business through independent pitches.
Says Anita Nayyar, CEO, Havas Media India ,” OOH and activation today play a major role in building media strategies for brands and it was important for Havas Media to be in this space. For a while, we have been evaluating the right partners who would bring that distinctive edge to the media solutions for our clients.
Being a late entrant, the best solution was to launch the expertise with an expert and that’s exactly what we did. Its best to get into a running train than to wait for a new route… Hence, the decision to go with Skyline outdoor. We are convinced that together we will be able to provide most compelling media solutions to our clients.”
This initiative is being spearheaded by Ankur Rastogi, who will serve as the Managing Director of Active. Speaking on the occasion, he said, “With the consumers spending more & more time outside home, OOH advertising formats have become the most important information dissemination medium. The spends from brand owners are experiencing a new high each day. At Active, our objective is to provide distinctive services in the areas of planning, buying and audit.” Rastogi is also the founder and Chief strategist of India’s first portal on OOH advertising called allaboutoutdoor.com. He further Added, “We plan to capture the market with our creative approach to OOH complimented by innovations though technology integration and research.”
Skyline Outdoor Media PVt Ltd also has the expertise of Mr. Raminder Singh and Kamal Kumar, both advisors in the company and bring together a decade of rich experience in the OOH space. Raminder Singh is the proud owner of Greenline, the pioneers in launching the concept of Green Delhi in the environment space. Mr. Kamal Kumar also owns diverse and innovative OOH assets and was the first one to introduce solar bus shelters.
This combination will be a true winner in providing integrated OOH approach in planning and buying of outdoor media.
MPG Active will commence operations with 6 full service locations being Delhi (Corporate Office), Mumbai, Bangalore, Kolkata, Chennai and Hyderabad. “We have identified a pool of talent is getting on board and ready to roll.