Outdoor advertising is often seen as the “background noise” of city life—billboards and posters that people glance at but rarely remember. But Heineken dared to challenge that assumption with its Out-Of-Home Matches campaign, turning over 3,500 billboards across 13 cities into live screens broadcasting UEFA Women’s Champions League (UWCL) matches. This revolutionary use of outdoor media didn’t just promote a brand—it made women’s football impossible to ignore.

From Static Billboards to Live Sports Arenas on the Streets

Traditionally, out-of-home (OOH) advertising relies on static images and catchy slogans. But Heineken saw an opportunity to break free from the ordinary by:

• Turning high-traffic billboards into giant live screens.
• Broadcasting real-time women’s football matches where people naturally gather.
• Creating an unexpected, captivating spectacle that grabbed attention in the busiest urban areas.
• By blending the immediacy of video with the broad reach of outdoor advertising, Heineken gave city streets the thrill of live sports — no TV or internet required.

Tackling the Gender Gap: A Campaign with Purpose

Women’s football has long been overshadowed in the sports world, struggling for visibility and recognition. Heineken’s campaign confronted this head-on by:

• Putting women’s football front and center on massive public screens.
• Using an innovative format to reach an audience that traditional media had often missed.
• Sparking conversations about gender equality in sports in a way that felt natural and exciting.

This was more than just advertising — it was a cultural moment that elevated women’s football from niche interest to mainstream spectacle.

The Impact: Millions Reached, Millions Inspired

The campaign wasn’t just creative; it was wildly successful:

• Over 25 million people directly experienced the live broadcasts in their cities.
• It generated a staggering R$ 52 million in earned media, showing how much buzz it created organically.
• It proved that combining video with outdoor media can revolutionize audience engagement.

Heineken’s bold approach turned a traditional channel into a powerful platform for change and entertainment.

What Marketers Can Learn from Heineken’s Bold Move

This campaign offers key insights for brands ready to shake up their marketing:

• Innovate with formats: Live video on billboards isn’t just eye-catching—it’s unforgettable.
• Connect with culture: Tie campaigns to popular events and social movements to deepen impact.
• Champion social causes authentically: Real support resonates more than gimmicks.
• Harness earned media: A brilliant idea can turn a campaign into a viral phenomenon.
• Think multi-channel: Integrate OOH with digital and TV for maximum reach.

Final Thoughts: Outdoor Advertising’s Exciting Future

Heineken’s Out-Of-Home Matches campaign shattered the idea that billboards are just passive ads. By transforming them into live entertainment hubs, Heineken didn’t just promote a product — it created a cultural movement, gave women’s football the spotlight it deserves, and redefined what outdoor advertising can be.

For marketers hunting for fresh inspiration, this campaign is proof that creativity and purpose together can transform even the most traditional channels into unforgettable experiences.

Credits
Advertising Agency: LePub
Brand: Heineken
Agency Network: LePub
Holding Company: Publicis Groupe
Media Agency: Jcdecaux
Media Agency: NEOOH

This campaign is about:
Heineken Out-Of-Home Matches Campaign, Outdoor Advertising Innovation, Live Billboard Advertising, Women’s Football Marketing, UEFA Women’s Champions League, Creative OOH Campaign, Gender Gap In Football, OOH Advertising, OOH Campaigns, Sports Marketing Campaign, Innovative Advertising Ideas.

The Jeep® brand grille is one of the most distinctive icons in the automotive industry, recognized instantly by adventurous spirits from across the globe. Inspired by this simple icon, which consists of two circles and seven lines (OIIIIIIIO), the Jeep brand and Publicis Groupe Middle East have discovered an entire world living inside of it.

By simply cropping into the grille from different angles, the shapes and negative spaces began to resemble elements from nature. Lines became trees; circles became moons and arches became icebergs.

“The more it was explored, the more discoveries we made – squirrel holes, mountain rocks, bat caves and more are all hidden within our icon, waiting to be discovered by our community of adventurers. Using only the Jeep brand’s iconic grille, Publicis Middle East has found a way of telling stories about the countless places that a Jeep brand vehicle enables you to explore in the wild,” explains Melhem Najm, Chief Marketing Officer at Stellantis, Middle East & Africa.

Tuki Ghiassi, Executive Creative Director at Publicis Middle East, says, “What started as a simple print idea became a new visual language that was unique to the Jeep brand – adaptable to the natural habitats of any market around the world. No other automotive brand has a connection to nature like the Jeep brand. Hence, it was very rewarding to create a piece of communication that was authentic and highly relevant to Jeep’s mission to become the most sustainable automotive brand by 2030.”

‘Nature is in our nature’ lives across print media, while graphic branding features in Jeep brand showrooms across the United Arab Emirates. These tactical placements transport Jeep brand vehicles from urban showroom environments to where they belong – the wild – reminding showroom visitors that their next unforgettable adventure into the great outdoors is only one Jeep brand journey away.

‘Nature is in our nature’ follows the recent launch of another graphic print campaign created by Publicis Groupe Middle East, which is also inspired by the Jeep brand grille. It features a new design language made up of the Jeep brand grille’s distinctive dots and dashes called’ The Call of Adventure‘.

‘Nature is in our nature’ is now running in the United Arab Emirates and will roll out in other Jeep brand markets globally in 2022.

Credits
Client: Jeep® (Stellantis)
Campaign: Nature is in our nature
Agency: Publicis Groupe Middle East

Tags: Automotive Campaigns, Middle East, Print, Design, Automotive, Creative Ads

The business win comes after a multi-agency pitch and Leo Burnett India’s Mumbai office will be leading the account along with the Indigo Consulting team. The appointment will see the agencies responsible for integrated communications work, spanning brand strategy, creative, social and digital services. On its part, Indigo Consulting will help Reliance Fresh with its brand affinity, to bring it to consumers’ consideration by leveraging select digital and social platforms.

Speaking about the announcement Damodar Mall, Chief Executive Officer – Grocery Retail said, “We are happy to have Leo Burnett join us in the journey of Reliance Fresh – our retail format with the highest mindshare. In its current phase of positive growth and expansion, it was important for us to have the right partner in crafting the brand’s creative language and identity. Going forward, with the renowned Leo Burnett team, we are sure Reliance Fresh’s expression will scale new heights.”

Speaking about the win Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett said, “Reliance Fresh is one of the fastest-growing brands in their category and is well on its way to modernize and transform the way India does its grocery shopping. We are excited to be a part of this journey with the brand and are committed to building a strong narrative that will help embed the brand deeper into the local markets.”

Rakesh Hinduja, COO West, Leo Burnett, further adds, “We are very excited to welcome Reliance Fresh onboard. To crack a complex category like retail, you need Wave 3 solutions and we are glad that team Reliance was on board with our thinking and we are looking forward to creating some differentiated work for them.”

Rajesh Ghatge, CEO, Indigo Consulting, said, “It is safe to say that a vast majority of consumers discover, engage and transact with a retail brand on digital. Digital not only will help in driving the brand narrative but will also empower the consumer by making this narrative hyper contextual and hyper-relevant to their need states. The category of fresh, frequent and regular shopping provides us opportunities to leverage data and serve the relevant and targeted communication to the brand’s consumers. We are excited to work on creating a seamless and channel-agnostic solution for Reliance Fresh at scale.

Tags:
Advertising Agency, Agency News, Brand News, Digital Mandate, Creative Mandate

Tags:
Publicis Groupe, public relations, Publicis Communications India, Publicis Media, Equal Pay, KPMG, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Brand News, Publicis Equal Pay, Publicis All Equal, cross-dressing

With fun digital films and a high decibel media campaign on Facebook and Hotstar, the brand managed to kick off with a bang!

Brocode No.1

Brocode No.2

Brocode No.3

About HalaPlay:
Founded in 2017, HalaPlay was started by BITS Pilani alumni with the first product in the fantasy sports segment focused on casual and serious sports fans. The platform currently covers kabaddi leagues, football, and cricket, and is looking to venture into other sports.

Tags:
Facebook, Hotstar, Hardik Pandya, Krunal Pandya, media campaign, HalaPlay TV, L&K Saatchi and Saatchi, Publicis Groupe, integrated communications agency, strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning, BITS Pilani, kabaddi league, football, cricket, fantasy cricket platform, Bro Code campaign, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns, digital campaign

Indian tourism sector is growing at 7- 8% annually but ironically our country is the 4th most vacation deprived nation in the world. Indians are still very reluctant and subject to procrastination when it comes to taking a Holiday.

To fillip travel and holiday bookings, Thomas Cook India has launched the ‘Grand India Holiday Sale’ (GIHS) campaign again this year.

While GIHS offers unmatched deals on vacation packages, the films encourage us to take a break from our all-important work lives, and that the world (read workplace) will not collapse if we really went on a holiday.

Created by Law & Kenneth Saatchi & Saatchi, the films are produced by Spotlight Films and directed by Amit Satyaveer Singh. The campaign will run primarily on digital – YouTube and Facebook supported with print and outdoor.

Speaking about the campaign, Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, and Thomas Cook India said, “The new films are a fun/quirky take on vacation deprived Indians and showcase our Thomas Cook Grand India Holiday Sale as the first step in encouraging people to think holidays with a slew of great offers/deals. The thinning of the divide between work and personal lives is an unfortunate reality today, which is why it’s important to just take-off once on a while and the good news is that we’ve begun to see more people doing this nowadays.”

Debarjyo Nandi, Sr. Vice President – Law & Kenneth Saatchi & Saatchi added, “Skipping or postponing holidays for work is a self-prophesized importance barometer. How many times have we thought or said something similar. Fact is we even believe it. We all see ourselves in these characters. That is what makes the films effective and entertaining.”

Credits:
Brand: Thomas Cook
Campaign: Grand India Holiday Sale
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Amol Dahanukar, Mayuresh Wagle, Pravin Margaj, Kanchan Kesari , Manvi Mahendru
Account Management: Debarjyo Nandi, Chandni Butta , Sohil Kothari
Agency Producer: Vijay Vigamal, Sudhindra Mishra

Director: Amit Satyaveer Singh
Production House: Spotlights
Production Team: Vishal Gala, Gauri Daswani, Raj Rambhia

DOP: Lawrence Dcunha
Music Composer: Anand Bajpai

About Law & Kenneth Saatchi & Saatchi: Law & Kenneth Saatchi & Saatchi, part of Publicis Groupe – the 3rd largest communications group in the world, is an integrated communications agency headquartered in Mumbai with offices in Delhi & Kolkata. With over 360 employees, L&K Saatchi & Saatchi is a full-service communications agency that specialises in strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning etc. The agency manages an expansive repertoire of clients like P&G, Renault, Dabur, Hero Motocorp, Emirates, Godrej, Jockey, Reliance, HSBC, Thomas Cook, Idea Cellular, Kalyan Jewellers, Kent, Exide Life Insurance and Tuborg, to name a few. For more information, please visit: http://lksaatchi.com/

About Thomas Cook India:
Thomas Cook (India) Ltd. is the leading integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Insurance, Visa & Passport services and E-Business.

This Article is related to:
Law & Kenneth Saatchi & Saatchi, Thomas Cook, digital campaign, Grand India Holiday Sale, Indian tourism, travel, holiday bookings, vacation packages, digital marketing, brand campaigns, latest TVC’s, Holiday Offers

Pepperfry.com, India’s No.1 Furniture and Home marketplace have launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualized by Law & Kenneth Saatchi & Saatchi.

The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops not only for themselves but also to gift to loved ones, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.

But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc. Pepperfry understands this situation that Indian consumers face in the period leading up to Diwali and has come up with the Happy Diwali Sale, which has been crafted to enable the consumer to buy furniture on Pepperfry while getting the maximum value for their money. The Happy Diwali Sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.

Celebrate Diwali with up to 55% off on Furniture, Decor, Lamps, Furnishings & more only at
Happy Furniture To You!

The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sales helps them to fulfill their aspirations by providing value. This is embodied in the film as “iss Diwali ummeidon ko badhne dijiye”. (This Diwali Let your Aspirations Soar).

The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul & and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple are faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.

The campaign will be promoted across a bouquet of English Entertainment, Movies, English Infotainment, and select Hindi HD/SD channels/properties. It will be supported by Outdoor and Radio in key cities. The total outlay for the campaign is Rs. 15 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.

Rahul Nangia, Jt.National Creative Director, Law & Kenneth Saatchi & Saatchi said, “While we had to talk about discounts for Diwali, we wanted to retain the flavour of what we’ve done for the brand historically”.

Commenting on the new campaign Kashyap Vadapalli – CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfill their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”

Credits-
Agency: Law & Kenneth Saatchi & Saatchi
Agency Website: http://lksaatchi.com/
Creative Team: Rahul Nangia, Sreekumar PV, Mayuresh Wagle, Amol Dahanukar, Pravin Margaj
Account Management: Debarjyo Nandi, Himali Shetye
Agency Producer: Vijay Vigamal
Production House: Elements
Director: Vivek Daschaudhary
Executive producer: Sandeep Singh Bedi & Sandeep Patil
Producer: Barkha Sawhney
Music: Amar Mangrulkar
DOP: Siddharth Diwan

The article related to:
Law & Kenneth Saatchi & Saatchi, Publicis Groupe, L&K, strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning, Furniture, Decor, Lamps, Furnishings, Pepperfry, Diwali campaign, Diwali Sale, Pepperfry TVC, marketing campaign

The Publicis Groupe has always strived to help their clients constantly stay ahead of the game. In the late 50s Publicis Groupe founder Marcel Bleustein-Blanchet started the Drugstore near Arc de Triomphe in Paris to bring multiple brands physically under one roof, with the express idea of getting ‘consumers to experience brands and for brands to get to experiment with them in return. Today, we invoke our founder’s vision to bring this concept of disruptive innovation thinking & prototyping to our clients and help them ‘thrive at scale’.

Drugstore India is an innovation facility that fosters relationships between large companies and early stage startups for mutual benefit. This innovation thinking will be mentored by the best of minds across Publicis Groupe companies such as L&K | Saatchi & Saatchi, Publicis India, Leo-Burnett, MSLGROUP and Razorfish. True to the spirit of today’s startup ecosystem, where collaboration matters more than competition, the idea for a platform such as Drugstore is just right & timely.

The idea of the Drugstore is fundamentally based on the spirit of identifying and harnessing these innovations & innovators and bridging the gap between needs and resources.

Drugstore India will collaborate with leading players in the Indian startup ecosystem like Zone Startups amongst others to bring some of the proven and agile innovation programs such as Minibar, Meet the Makers, Demo Days, Supper Club, Rapid Prototyping & Incubator Accelerator to capitalize on inventions and have radical outcomes in the process, products and services.

Besides helping our successful client brands stay successful, Drugstore will add strategic marketing value to the emerging startup fraternity through both physical & cloud based access to brand building resources across the Publicis Groupe and by collaborating with them to help them acquire scale expertise and by mentoring and immersing them on turning any business into a successful brand.

Publicis Groupe has successfully launched the Drugstore in London, Sydney, Johannesburg and Zurich and the first Drugstore edition in Asia is now officially starting in India and will be based in Mumbai.

The Drugstore India team will be led by Anil K. Nair (CEO, Digital L&K | Saatchi & Saatchi) along with a core team comprising of Sreeraman Thiagarajan (Publicis), Parth Nagar & Aarti Samant (L&K Saatchi & Saatchi), Sanju Menon (Leo-Burnett), Suryasen Kundu (MSL Group), & Swapnil Puranik (Razorfish) and under the overall mentorship of Praveen Kenneth, Chairman & Managing Director, L&K Saatchi & Saatchi.

India, 7 June 2016 – Publicis One, the global communications enterprise that unites all of Publicis Groupe agency brands’ capabilities and expertise under one roof, today announced its partnership with MSLGROUP in the Philippines via its brand, Arc, one of the leading integrated communications agencies locally. As the flagship strategic communications and engagement consultancy of Publicis Groupe, MSLGROUP is the largest brand and reputation advisory network in Asia and Europe.
Effective immediately, Arc Philippines‘s PR discipline is now part of the MSLGROUP network and will operate under the MSLGROUP brand. In the Philippines, MSLGROUP is a part of Publicis One.
With a best-in-class team, expertise in public relations and in-depth digital capabilities, Arc’s PR offering is known for its comprehensive integrated communication solutions for clients and brands in the Philippines. Since its establishment in 2006, Arc’s PR work has been trusted and retained by many multinational and local companies in the Philippines. With forward-looking strategies and unbound creativity, Arc’s joint work with the Leo Burnett Group in the Philippines has received extensive recognition from international, regional and local award programs. In 2015, P&G Ariel‘Aid Couture’ Campaign was the most awarded campaign in the AME Awards for World’s Best Advertising & Marketing Effectiveness (New York).

The MSLGROUP Philippines team will be led by communication veteran Orly Ramas under the guidance of Glenn Osaki, President Asia, MSLGROUP. Ramas will continue to report to Raymond Arrastia, Chief Executive Officer at Publicis One in the Philippines.

“MSLGROUP is a transformative agency with a leading footprint in Asia. Joining forces with MSLGROUP will allow us to tap into the network’s regional and global resources and groundbreaking planning methodology to help enhance Publicis One’s capabilities in the Philiipines. Together with MSLGROUP, we will continue to delight our clients with insight-driven, integrated campaigns that deliver accountable business results,” said Raymond Arrastia, Chief Executive Officer, Publicis One Philippines.
“The Philippines is a fast-growing and important Asian market. Our best-in-class team, ability to deliver sharp local insights, and strong integrated communication offering allows MSLGROUP to serve regional and global clients in a powerful way. This is an important moment for MSLGROUP

in Asia–not only have we achieved significant organic growth in every market since last year, we have rapidly expanded our network this year. With a comprehensive presence in the Philippines, we are now in a strong position to address our clients’ growing interests throughout the Asian continent,” said Glenn Osaki, President, Asia, MSLGROUP.
Said Guillaume Herbette, CEO of MSLGROUP, “MSLGROUP is committed to having one of the world’s most robust PR and engagement networks. Since January, we have acquired Venus Communications in Vietnam, rebranded the Arc PR offering in Sri Lanka as MSLGROUP and gained Quadrant MSLGROUP in Nigeria through an equity partnership that Publicis Groupe took in its parent company, the Trokya Group. All of these agencies are among the best in their market.”

About MSLGROUP

MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to experiential marketing and events. With more than 3,000 people across close to 100 offices worldwide, MSLGROUP is also the largest PR network in Europe, fast-growing China and India. The group offers strategic planning and counsel, insight-guided thinking and big, compelling ideas – followed by thorough execution.

About Publicis One

Publicis One is a global communications enterprise that brings together Publicis Groupe’s agency capabilities and expertise under one roof. Built with clients’ interest at the center, Publicis One recognizes the simultaneous need for specialization and integration in marketing today. Led by Jarek Ziebinski, Global CEO, Publicis One operates across Publicis Groupe’s four Solutions: Publicis Communications (Publicis Worldwide with MSLGROUP, Leo Burnett, Saatchi & Saatchi and BBH), Publicis Media (Starcom, Zenith, Mediavest | Spark, Optimedia | Blue 449), Publicis.Sapient (SapientNitro, DigitasLBi, Razorfish, Sapient Consulting) and Publicis Health (Digitas Health, Publicis LifeBrands, Saatchi & Saatchi Wellness). The Publicis One operation, with more than 8,000 employees in 50 countries, is spread across Latin America, Europe, Middle East, Africa and Asia. We are united behind Publicis Groupe’s ambition to deliver on the value of “The Power of One” to clients.