Outdoor Advertising Convention (OAC) 2014 hosted an interesting and unique contest for the young OOH professionals wherein young OOH professionals attending the conventions were divided into five groups called Emerald, Sapphire, Turquoise, Ruby and Topaz for a contest on media planning. The young professionals had individually entered their names for the contest.

The teams were called upon to prepare individual OOH media plans for the brand Sensodyne Toothpaste based on a brief given by Bhavana Mittal, Head of Media, Indian Sub-continent, CBS Global Media, GSK.

The participants were given a half day of Day II to make their presentations and the result was declared at the end of the Convention, before the Outdoor Advertising Awards function. The media plans were judged by a jury that had as members Bhavana Mittal, Raj Mohanty, Vice President, Kinetic Worldwide India, Siddharth Subramaniam, Principle Manager - Media, ITC Foods, Aashish Rai, GM - Marketing, Idea Cellular Ltd, Gaurav Suri, Executive VP & Head Marketing, UTI AMC Ltd, and Lokesh Kumar, Business Director, IKON.   



All the teams were given ten minutes to present their ideas in the presence of the jury. The teams tried to highlight the proposition of the brand which is'sensitivity' and made the planning so that the trial customers become regular users of the brand and thereby increase the market share of the product with the help of a concrete media planning with sharp focus on OOH advertising. The teams suggested that the brand needs to use various outdoor formats, innovations, and activations at places like malls and multiplexes and thereby increase the engagement with the TG.  

Finally, team Sapphire won the contest for proposing the best media plan for Sensodyne and special mentions were given for the plans suggested by team Ruby and Topaz.

While announcing the winner Mittal opined, "By observing the initiatives taken by the teams for the contest it seems that the future of the OOH industry is in the safe hands.”

Emerald
Niharika Mahatme	Kinetic
Nisha Singh	Milestone Brandcom
Srikant Kanchi	Interspace Communications Pvt. Ltd.
Priti Deshmukh	Street Talk Connect Pvt. Ltd.
Nitin Jain	Jaguar Services Pvt. Ltd.

Sapphire
Amrita Shinde	Interspace Communications Pvt. Ltd.
Binny Jain	Posterscope Group
Shivam Gupta	Transit Advertising Pvt. Ltd.
Supriti Misra	Street Talk Connect Pvt. Ltd.
Arjan Singh	Shoppers Stop Ltd.

 

Turquoise
Priyank Khandal	Interspace Communications Pvt. Ltd.
Nitesh Kumar Jha	Transit Advertising Pvt. Ltd.
Rishsabh Bhatia	Transit Advertising Pvt. Ltd.
Akshay Chhibbar	Street Talk Connect Pvt. Ltd.

 

Ruby
Ritu Taneja	Milestone Brandcomm
Anurag Tiwari	Transit Advertising Pvt. Ltd.
Kamal Singh	MOMS Outdoor Media Solutions Pvt. Ltd.
Harshil Shah	Crossword Bookstores Ltd.
Aparna Singh	Kinetic
Niyank Zaveri	Street Talk Connect Pvt. Ltd.

 

Topaz
Nidhi Kavle	Milestone Brandcomm
Madan Kumar	Shoppers Stop Ltd.
Jayanta Nath	Outreach Advertising Pvt. Ltd.
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