MAM

Xaxis and Mindshare create first programmatic outdoor airport campaign for Grofers

CSI Mumbai Airport houses new digital out-of-home campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/24/grofers.jpg?itok=MOt6imgF

MUMBAI:  GroupM’s advanced programmatic arm, Xaxis, and global media agency network, Mindshare, have worked with digital out-of-home (DOOH) platform Lemma to launch an industry-first programmatic DOOH campaign at India’s busiest airport, CSI Mumbai for online grocery delivery service Grofers. 

The project combined Xaxis' audience targeting capabilities, Mindshare's strategic media planning, and Lemma’s programmatic DOOH platform to increase visibility of Grofers' Grand Orange Bag Day sale, just as a competing retailer launched its own promotion. 

Starting with CSI Mumbai Airport, the campaign successfully introduced DOOH screens as a new environment for digital display advertising. In addition to the airport, Xaxis activated the campaign announcing the Grand Orange Bag Day sale across Mumbai railway and metro screens to target suburban commuters. The company's data-driven approach to DOOH enabled rich online and offline behavioural insights to be applied to the audiences reached at the Mumbai airport and across the city.

Along with Lemma’s platform, and Mindshare’s media buying, the TimesOOH screens were made available for bidding in real-time. Xaxis activated the programmatic direct campaign via Google’s DV360 demand-side platform. 

The Grofers initiative was scheduled for the same time that a competing retailer was running a promotion, so the online grocer needed Grand Orange Bag Day to stand out during this period of high media noise. 

Grofers director of marketing Ankur Ogra said, “Since Grofers is an online retail store, we try in all our communications to bring our consumers a unique experience that they can relate to better. With this campaign, we wanted to surprise our existing, highly-valued consumers and create brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and that this activity did just that.”

Xaxis India country lead Bharat Khatri commented, “Time and again it has been proven that out-of-home media has a strong influence on consumer action. Our partnership with Mindshare and Lemma on this campaign is an exciting step forward in digital-out-of-home. Xaxis is committed to bridging the gap between the digital and physical worlds by offering advertisers a frictionless integration of strategies in a single platform allowing them to control their audience targeting across channels.”

Mindshare India chief digital officer Vinod Thadani said, “In this campaign, Grofers' data provided the insights to craft the right message and Xaxis’ targeting capabilities allowed the message to be delivered to the right place at the right time. The expansion of digital channels and unified platforms to manage omnichannel ad campaigns help brands reach their customers - both online and offline - more effectively. ” 

Lemma founder and CEO of Gulab Patil added, “This Grofers campaign has established digital out-of-home as a new display environment for digital ads. In time, more integrated campaigns like these will pave the way for programmatic DOOH strategies to transition from a ‘test and learn’ activity to a media plan ‘must-have’.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/zetta.jpg?itok=vK_mcpcX
Zetta Women offer recruitment and Entrepreneurship drive for women and men, to counter the Covid-19 layoffs and salary cuts

Mumbai's very own Diversity & Inclusion consulting venture, Zetta Women, a dedicated a platform for women on a career break, the LGBT Community & the differently-abled people to help them return to the workforce after a career break or job loss has announced a specialized 5 months...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/gemius.jpg?itok=9fQ9KSpb
Gemius Design Studio wins multiple business accounts during lockdown

NEW DELHI: Gemius Design Studio, a Surat-based creative agency, has bagged Nine account mandates amid the Covid2019 pandemic in the past three months i.e. April - June 2020. The agency shall be responsible for amplifying the digital presence of the brands through 360 Marketing and Branding...

MAM Media and Advertising Media Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/kantar.jpg?itok=cnFbtEOX
Cash rules but urban Indian businesses record growth in digital payment: Kantar

NEW DELHI: Going contact-free is gradually becoming the new normal but Indian businesses still have a long way to go. Kantar, world’s leading data, insights and consulting company’s annual report on digital adoption and usage trends in India, ITOPSTM 2019 report indicate that about 42 per cent of...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/pee.jpg?itok=GHw4RyKC
Pee Safe appoints actor and influencer Jacqueline Fernandez as the brand ambassador for Raho Safe products

NEW DELHI: Pee Safe, hygiene and wellness brand has signed on leading actor, influencer, and entrepreneur Jacqueline Fernandez, as the brand ambassador for their Raho Safe range of products. The popular actor will represent the extensive Raho Safe range that is not only high on quality but also...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/sarva.jpg?itok=zkD8HCrE
SARVA makes top-level appointments

NEW DELHI: SARVA, India’s fastest growing yoga-based wellness ecosystem, has brought onboard experts from various domains onto their global advisory board. The advisory team now includes Jen Yu, ex-head of product @Masterclass; Jeniffer Chang, ex digital media, Disney and Mayur Gupta, a marketing...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/dan.jpg?itok=Mg-w1bUD
DAN Consult & MMA launch modern marketing confluence

NEW DELHI: The Covid2019 pandemic has certainly catalysed the Indian media and advertising industry into becoming more digitally equipped. It has also influenced the sector to rethink its marketing approach.

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/jayes.jpg?itok=dJz8xF5S
InMobi Appoints Jayesh Ullattil as GM for India

NEW DELHI: InMobi, the world's leading marketing cloud, announced the appointment of Jayesh Ullattil as vice president and general manager for India.  Ullattil will be a part of the Asia Pacific leadership team led by Vasuta Agarwal and will be based out of Bengaluru. Ullattil will be responsible...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/Moving%20Walls.jpg?itok=H0Ytu86b
Moving Walls And TPS Engage announce global DOOH partnership

NEW DELHI: Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising.  As part of the initial deal, Moving Walls Group’s supply-focussed subsidiary, Location Media Xchange (LMX) will enable...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/vishwanath%20shetty.jpg?itok=0NWI4kMP
Pocket Aces finds growth in brands seeking performance marketing

NEW DELHI: The lockdown saw a double whammy – people stuck at home with an appetite for content and the inability to venture out and satiate that demand. While content creators tried to produce new and interactive content, this also gave an opportunity for brands to engage with online audiences by...

MAM Media and Advertising Digital Agencies

Sign up for our Newsletter

subscribe for latest stories

* indicates required