![‘Airport advertising works well for our brand'](https://cdn.magzter.com/OUTDOOR%20ASIA/1578482468/articles/C_QAx7Hv1578574479947/Airport-advertising-works-well-for-our-brand.jpg)
Could you share your thoughts on how OOH fits into your brand’s marketing approach?
Our offering is primarily a commodity product which is now moving on to being an important element of home décor. Hence, organised brands like ours have started to work with the aim of creating a special place in the consumer’s mind. Earlier, this industry followed a very generic mode of communication.
For us, Out-of-Home (OOH) hasn’t been that prominent until now, but since our target audience comprises the Millennials we have started mass marketing to reach out to them. Earlier, the influencers like architects and contractors. played a significant role in promoting the brand. However, now when the consumers have started to choose specific brands, we have also started to reach out to them where the OOH marketing plays a key tactical role.
We follow two different strategies for OOH advertising— first is a tactical pan-India approach designed to support newly-launched stores or experience centres where we inform people about the locations of our showrooms. Such activities are primarily done in the Tier | & Il cities as we get a better response in those markets. And, the second strategy includes airport advertising that commands captive audiences.
We prefer airport advertising over conventional OOH in the metro cities, primarily because our target groups (TGs), i.e. middle and upper middle-class, are travelling and spotted at the airports.
How do you plan your campaigns inside the airports?
This story is from the January 2020 edition of OUTDOOR ASIA.
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This story is from the January 2020 edition of OUTDOOR ASIA.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
![‘Airport advertising works well for our brand'](https://reseuro.magzter.com/100x125/articles/433/400588/C_QAx7Hv1578574479947/crp_Airport-advertising-works-well-for-our-brand.jpg)
‘Airport advertising works well for our brand'
Charu Malhotra Bhatia, Head of Marketing at Somany Ceramics Ltd talks about the brand’s outlook on airport advertising and other aspects of OOH, in an interview to Bhawana Anand.
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‘OOH is the soul of advertising'
Rakesh Sharma, Dy General Manager - Marketing, Bank of Baroda talks about the banking major’s approach to OOH advertising in an interview to Pray Jani.
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'DOOH is giving more brands access to the media'
Jian Tsin Hor, Managing Director, Rapport Malaysia talks about the changing contours of Malaysia’s OOH industry, in an interview to Rajiv Raghunath.
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Moving Walls is taking steps to provide clients with advanced location intelligence and powerful audience targeting capabilities
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Goa OOH - At the threshold of a makeover
Even as the industry has had to tackle the menace of unauthorised business, multiplicity of OOH norms and jurisdictions, there are visible signs of positive change with forward looking administrators wanting to usher in digital OOH media and regulate the business expeditiously
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'Consolidation is key to sustained OOH growth'
Major constituents of the Malaysian OOH industry have embarked on a transformational journey to achieve accelerated business growth
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‘Infra Development, DOOH Will Drive Biz Growth'
Amardeep Singh, Director, Ronak Advertising shares his perspectives on the OOH growth opportunities in the Thane and Navi Mumbai markets
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‘If Our Concessionaires Win, Then We Win'
As the largest Metro network in the country, Delhi Metro Rail Corporation (DMRC) has many firsts to its credit. The Metro network clocks ad revenues in the range of Rs 150 crore per annum and is bullish on increasing the ad revenues through station cobranding and other innovative means. A K Garg, Director (Operations), DMRC talks about the advertising aspects. Edited excerpts:
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Widescale Awareness Is Central To Green Printing Adoption
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Simply Creative
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