What role does OOH play in your marketing mix?
OOH is very prominent in the BFSI (Banking, Financial Services and Investment) segment. To show your presence, you have to leverage outdoor media and online presence can never make that impact. A message that is seen in the outdoor will always be instilled in the minds of the consumers. Now electronic media is also coming into the picture that grabs more attention. And when consumers get exposed to the outdoor campaign repeatedly, their inner sense will tell them to go to the bank and see what they have to offer. Hence, to keep your brand in a hygienic position and to get returns on investment, it is very important for a brand to be available in the outdoor advertising space. If | have to explain through an allegory, OOH is the soul of advertising.
What are the key cities that you target for your OOH campaigns?
According to our planning, we cover majority of the cities. However, depending on our product, we essentially target A-class and B-class cities in India. For these cities, if we are advertising in transit media options, around residential areas, where working population is in large proportion, we have a variety of products to offer to them. Bank of Baroda also has offerings for C-class cities. To promote our rural-based products for rural and agricultural development, we also target C-class cities. Coming back to A-class cities, we essentially target large corporates, business houses and other such economic zones.
What formats, according to you, perform best for your OOH campaigns?
| believe, presence on hoardings at key locations in any city is a must during an OOH campaign. Alongside this, there are many innovative options available in malls and cinema. Moreover, a large population of TG is found in malls as well, and for that reason, mall advertising is also a key part of an OOH campaign. With that said, one must a maintain a hygienic presence in the malls. By hygienic, what | mean is, when my brand’s colour palate, the meaning that | give through my creative, the brand’s philosophy, all of these factors must sync together and be maintained in every campaign.
We make sure that the vermilion of our logo is always of the same shade wherever it is used. More than just a location, it is important for a brand to keep regulating their creatives so the consumers can get the idea that it is a happening organisation. Having one creative run for six months or a year will not fetch great returns as having creatives regulated will.
Continue reading your story on the app
Continue reading your story in the magazine
‘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.
‘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.
'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.
Making audience data talk
Moving Walls is taking steps to provide clients with advanced location intelligence and powerful audience targeting capabilities
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
'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
‘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
‘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:
Widescale Awareness Is Central To Green Printing Adoption
Smarth Bansal, DGM, Colorjet shares his thoughts on the factors that will drive wider adoption of green OOH printing solutions in the Indian markets
Diwali Creative Places
UNIQLO OPENS ITS NEWEST STORE AT DLF MALL OF INDIA
Spread over two floors with a total retail space of 17,500 square feet, UNIQLO DLF Mall of India, Noida promises a new shopping experience for the area with its thoughtful designs, high quality and functional products that are made for all. This is the fifth UNIQLO store in Delhi-NCR.
VIRTUAL RETAILING : USING TECHNOLOGY TO TAKE STORES TO THE CONSUMERS
The COVID-19 pandemic has caused a fundamental shift in the way customers shop. They are still wary of stepping out and shopping and so, retailers are investing heavily in technology to take the stores to the consumers. In such a situation, technology has proven to be a boon for retailers…
SHOPPING CENTRES TRANSFORM INTO SMART, OMNICHANNEL PLATFORMS IN THE NEW NORMAL
With a consumer base that is interested in experiential retail and the COVID-19 pandemic which has necessitated the need for digital retail experiences, malls have had to adapt Omnichannel technologies, reshape their strategies, incorporate new features into their business structure, and are now moving towards those technologies and experiences that are digitally more convenient to the consumer stuck at home…
Tablez Brings Spanish Apparel Brand Desigual to India at DLF Avenue Mall
Tablez, a leading retail group, launched the store of its acclaimed Spanish fashion brand, Desigual at DLF Avenue Mall, Delhi in October. The company is all set to activate the expansion plan of the international brand in India.
COVID COMPELS FOOD SERVICE OPERATORS IN MALLS TO THINK OUT OF THE BOX
The fear of exposure to a virus which spreads through contact is still holding back many visitors from eating in a restaurant – be it then a shopping mall food court or a fine dine restaurant. This was obvious in the fact that food courts in shopping malls were deserted in the initial phase of the re-opening. While home deliveries and take-aways picked up after the initial dry phase during Unlock but eating out with family and friends lost its charm…
LIVING ON A HIGH
Developers are leaving no stone unturned to make the rich feel good, while customers are seeking nothing but the best for their 'home' experience
TABLEZ BRINGS SPANISH DESIGUAL TO INDIA
Tablez India expands the international brand’s presence in New Delhi.
It's Back to Business as Malls Reopen to Sizeable Footfalls, Ample Sales
As shopping centres throw their doors open to customers, mall developers are studying consumer reactions and behaviours and mapping what makes a brand tick, apart from following safety and hygiene standards set by the government amid the new normal…
SHOPPING MALLS INTRODUCE ‘CONTACTLESS DINING' TO REVIVE BUSINESS AND FOOTFALLS IN FOOD COURT
With malls operating under specific safety guidelines issued by the government for the past one month now, social distancing has become a key concern for all the food vendors at the food courts – one they are tackling with innovation…
Ready, tech-set, go: Malls' new mantra
As malls roll up their sleeves to get back into the business and safely guidelines become a standard protocol, technology seems to be the big enabler.