Crayons Advertising to hot up OOH battle

Delhi based Crayons Advertising has set up Crayons OOH ' a specialised OOH division of the parent company. An ex-Grey professional, Gurjit Singh, is going to head Crayons' newly formed business body and ensure profitable expansion of Crayons OOH in Delhi-NCR and later explore other lucrative markets.

Crayons Advertising is credited with OOH campaigns for the Shiela Dixit government in Delhi and Fortis Healthcare in Delhi-NCR. It used 12,000 hoardings during the UPA government's national election campaign.

The agency will benefit tremendously by MCD's new outdoor advertising policy that will be brought into effect after a recent ruling by Supreme Court allowed for immediate implementation of the same. According to this policy, only large-sized billboards would be permitted and they will have to be installed at a significant distance away from traffic junctions and intersections. Supreme Court had put a ban on all hoardings about 12 years ago.

The agency currently has three important accounts ' Fortis Healthcare, BSNL and IREO (real estate company). The Fortis account alone is rumoured to be close to INR 10 crore. Crayons Advertising, for now, does not have any plans to purchase media properties.