MAM
Report on Shemaroo

How Broadcoasters' LED screens are lighting up the Mumbai coastline

The OOH advertising platform claims to have the only LED screens on waters in India.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/04/06/zen_digital.jpg?itok=q8Hoy0YH

MUMBAI: What started as a seed of an idea to explore India’s vast coastline as a marketing medium led to a whole new and unique concept of having LED hoardings over water. Launched in 2017, Zen Digital Media is an Indian start-up co-founded by Sanjay Raval and Payal Raval and Broadcoasters is one of its first products to go live this month.

The novel OOH set-up uses a customised, self-propelled vessel to carry high resolution LED screens with auto-brightness sensors along India’s coastal areas as an advertising platform, showcasing various formats of eye-catching static and video content. 

While the start-up had the first-mover advantage in the segment, it did bring its fair share of challenges too. Right from designing the vessel according to the specifications mandated by the Indian Register of Shipping and customising it to support the weight of huge LED screens, combining high-tech tools with mobility while taking into account the wind pressure – the team had the whole thing planned down to a tee.

“A lot of effort has gone into creating this kind of infrastructure. What we have done is make a platform that is very future tech-ready in terms of new technologies like VR, AR at our back end and infrastructure. So tomorrow if any gaming or tech companies want to take over the platform to screen gaming finales or have people interact with the screen, we will be ready for that too,” Zen Digital Media head of marketing Varun Ramrakhyani told Indiantelevision.com.

Though capital-intensive and cost-heavy, Ramrakhyani believes the platform is different enough to warrant a new category in itself, and not be compared to other out-of-home (OOH) advertising media. “We are essentially broadcasters who can relay anything we want on our space, in addition to operating on the coast, hence the name Broadcoasters,” he quipped.

The first Broadcoaster vessel was launched and anchored at Mumbai’s Bandra Worli Sealink promenade on 15 March. The next launch is scheduled across the beautiful coastline of Juhu-Versova Beach this month. It is a cyclical industry which can only operate in the ocean for eight months – between October and May – in a year, as they have to be out of the waters during the monsoon.

 “While there have been a few global precedents of having LEDs on water, we have opened up the platform to a lot of participants in a lot of different ways,” said Ramrakhyani. “It is new-age storytelling where brands can flex their creative muscles, play around with light, animation, VFX special effects, and long-form videos. The Brihanmumbai Municipal Corporation (BMC), Mumbai police and ASCI (Advertising Standards Council of India) are already participating and using the platform to educate people and relay their messages very creatively.”

For the Juhu launch, the team has selected a five-kilometre stretch wherein the vessel will keep plying to and fro. The second vessel is accordingly designed to carry dual screens while moving from point A to point B and back, all while using heavy animation, VFX, and full-length videos.

Zen Digital also plans to use the screens to highlight important events and achievements, such as an Olympics victory for India or an ISRO launch. “So, the entire idea is to engage, entice, educate and excite the audience in a way that has never been done before,” he remarked.

Several brands such as Amul, MG Hector, Skoda, Tata Motors, Volvo, Mercedes, Kotak, HSBC, Amazon Prime, and non-government bodies such as ASCI are already on board. The start-up has also tied up with five-star properties along Juhu beach to conduct full-scale events.

Its second initiative, ‘Beach and You’ is modelled along the lines of “Equal Streets” of Bombay, wherein it will showcase content which people coming to the beach can make use of, like Zumba or yoga. This will be executed with the help of tie-ups with health and fitness companies to air fitness sessions.

But what of the profitability and feasibility aspects of this hitherto unexplored segment in India?

“No capital-intensive business can be profitable from day one. We believe it will take its own sweet time to give returns. The traditional industry is very RoI-centric, and everything has to be measured. But creativity is very subjective and cannot be measured. Brands that want to test the market with creativity come to us,” summed up Ramrakhyani.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184606_800_x_800_pixel.jpg?itok=MO9TLLgH
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_180357_800_x_800_pixel.jpg?itok=BPjnjcNd
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_154336_800_x_800_pixel.jpg?itok=4A3m_9bG
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_141011_800_x_800_pixel.jpg?itok=v5IYG5Pw
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_122706_800_x_800_pixel.jpg?itok=_OeOE9Xu
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121747_800_x_800_pixel.jpg?itok=7bpC6hhH
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121445_800_x_800_pixel.jpg?itok=tvkVk6Ji
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_120612_800_x_800_pixel.jpg?itok=bzQ7V9X3
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/television_boardroom-800.jpg?itok=An3_PSHn
'Enormous opportunity': Brands upbeat about TV advertising in 2021

MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required