Home » OOH News » Brand marketer Archana Agarwal, formerly with Airtel, joins OAA 2024 Jury

Brand marketer Archana Agarwal, formerly with Airtel, joins OAA 2024 Jury

By Sakshi Sanghavi - May 07, 2024

“OOH is regaining relevance as brands seek to leverage its unique ability to reach consumers in real-world environments,” says Archana Agarwal.

Archana Agarwal, Ex-Airtel, joins the Jury of OOH Advertising Awards (OAA) 2024 contest which is open for entries. The OAA awards function will take place on July 27, at Hilton Garden Inn, Embassy Manyata Business Park, Bengaluru.

With 25 years of professional experience behind her, Archana is an accomplished media professional. Prior to Airtel, she was the Country Media Manager at P&G and has done stints with leading agencies like Group M & McCann-Erickson, working with clients like HUL, Kellogg’s, Bajaj Auto, Coca-Cola and many more. She helped launch brands like Airtel 4G, Olay & Pampers, to name a few. Her work on Gillette & Whisper won international accolades at Cannes & Festival of Media. A strong believer in work life balance, Archana enjoys travelling, eating local food and watching movies.

Sharing her insights on the importance of creativity in the OOH industry, Archana explained, “Creativity in OOH has been improving. We have seen some very good creatives from brands like Oreo, Blinkit, Zomato, to name a few. Unfortunately creativity is restricted to innovations largely. While innovations are important to drive impact, it is equally important to have a powerful creative to drive larger awareness and impact. Innovations due to their costs are often limited to a few sites.”

Speaking about the evolving landscape of Out-of-Home (OOH) advertising, Archana highlights, “While innovations are essential for driving impact, a strong creative drive is equally crucial for maximising awareness and engagement. While creativity has been predominantly associated with innovations, there's a growing need to expand creative boundaries across all aspects of OOH advertising.”

Noting a distinct shift in perceptions towards the medium, Archana remarks that, “Today, OOH is regaining relevance as brands seek to leverage its unique ability to reach consumers in real-world environments. This resurgence positions OOH as a vital component of comprehensive media campaigns, offering unparalleled opportunities for engagement and impact.”

Reflecting on the significance of the OOH Advertising Awards (OAA), Archana says, “I appreciate OAA for its comprehensive approach, which not only recognises outstanding advertising but also fosters awareness and appreciation for the entire OOH ecosystem. OAA stands apart as a pioneer in driving exposure and recognition for the industry, providing a platform for showcasing innovation and creativity.”

As she prepares to take on her role as a distinguished Jury member for OAA 2024, Archana expresses, “I relish the opportunity to explore the latest trends and innovations in OOH advertising, viewing each submission as a window to the limitless possibilities of the medium. I look forward to engaging in spirited debates and gaining new perspectives during the judging process, confident that it will be an enriching experience for all involved.”