A new trend has been adopted in the advertising circles. Advertisers are using a new technique to reach their target audience and create brand awareness. They are using bunches of hoarding to create greater visibility and larger presence for their brands.

Many advertisers are using the cluster technique to leverage the maximum from a single brand message. Few advertisers have used two or three adjacent billboards in prime locations of Mumbai city to give out a single brand message. Some have used one for the punch line and the other for the visuals. The larger than life image is created and the scale of the advertisement campaign is portrayed by such cluster hoardings.

A cluster of six billboards is used to communicate the release of the Oscar winning film Slumdog Millionaire near the Mumbai’s slum, where the parts of the film was shot. Busy locations and traffic signals where the traffic slows considerably are the most preferred locations for cluster hoardings.

According to KPMG report, outdoor advertising was worth Rs 16 billion in 2008, that is a growth of over 14% in 2007. The outdoor advertisement occupancy has been dropped by 40% in Mumbai and 20% in other cities due to recession. Advertisers are under tremendous pressure to create more brand mileage for less spends. The idea behind this strategy is to garner more eyeballs and create a bigger impact n a short span of time.