Day II of OAC 2013 witnessed the launch of the'Innovation Handbook for Out of Home' called Vade Mecum, an initiative by Times OOH.  The handbook was inaugurated by Lloyd Mathias, Founder-Director of GreenBeen Ventures in the presence of Sunder Hemrajani, MD - Times OOH and Vasant Jante- Owner and Publisher–VJ Media Works Pvt. Ltd.

Speaking at the occasion, Sunder Hemrajani said, "Client wants greater value for their investments and this has to be ensured by the media owners and agencies. The focus should be on demand generation. This book is about different innovations giving examples about the process one should follow while creating such different concepts.” To engage the readers, the handbook comes with 3D glasses to experience the real feel of the innovations created by the brands.