Address specific needs of high-end brands, say luxury brand custodians & experts

Day 2 of OAC 2014 commenced with an engaging panel discussion focusing on how luxury brands can leverage OOH medium for a domineering presence. The session was moderated by Anant Rangaswami, Editor, Storyboard, CNBC, TV18, and addressed by Ruchita Sharma, Head Marketing Operations & Communications, Swarovski India, Arun Marc D'Silva, Managing Director, Retail Interface, and Arif Saleem Padiath, Senior Business Manager - Zoya, Titan Company Limited.

Padiath opened the discussion by providing his company's perspective of OOH advertising. "With the Indian market growing at a rate of 18% CAGR, research shows that 49 per cent of jewellery purchase is discretionary for the HNIs. The two approaches which we take for Zoya are (i) using OOH as a tactical channel, and (ii) ensuring that it works as a contributor to our brand objective.”

On what outdoor media can deliver for luxury brands, he stated the following:

• With its enormous size and colour, a larger than life effect can be created for the advertising brand

• The products look glamorous and create a desire among consumer to own it

• Bedazzle consumers with fantastic visuals

• Acts as a reminder media near Point-of-Purchase zones (close to all the locations were the store is situated)

Arif also said, "It is difficult to miss a billboard if targeted locations are chosen, though there are a lot of challenges to be overcome. As the TG for luxury brands is a niche segment, and OOH acts as a reminder media and very short content is generally put up, the depth of the message goes away.  As OOH is a mass media factors like wastage and over exposure are also key concerns for high-end brands.”

D'Silva said the industry needs to customize solutions for luxury brands. These brands seemingly prefer magazines over other media for advertising. Talking about luxury brands, he said, they have a targeted audience, relatively complex profile, and high expectations from media.
He said that OOH players need to understand the particular communication needs of luxury brands and strategise accordingly. High-end brands need more options where technology and location marry each other.

Sharma opined that "one needs to know the ambience, environment and quality needed for these brands to work. The hygiene of the media need to be maintained.”

The panel also said that the industry will have to make more investments in its media in order to attract high-end brands.
D'Silva suggested that "an integrated marketing approach is to be taken to understand where the business is going and attention is to be given on the detailing of the brand while planning an OOH initiative.” He added that the decisions for most of these luxury goods are taken overseas.