Innovations key to OOH success, say bankers

The'Banking on OOH' session at the Outdoor Advertising Convention was addressed by Rajat Mehta, President & Country Head- Brand, Digital & Retail Marketing, YES Bank, Jasneet Bachal, Senior VP - Group Marketing, Kotak Mahindra Bank, and Anand Dubey, VP Marketing, IndusInd Bank.
 
In his presentation, Rajat underscored that OOH should look to integrate with other mediums and in particular the digital space to support and strengthen banks' OOH communication.

Anand spoke about how growth of transit infrastructure is contributing to the growth of OOH. He cited the example of how IndusInd Bank has branded a Rapid Metro station in Gurgaon - as IndusInd Bank Cybercity Station.

He elaborated how the bank customised the station media to make it relevant with the bank's imagery. So much so that commuters are seen to take time off to follow the bank's communications there.

He also spoke about the Five Ps relevant to OOH: Pace, Passion, Perception, Presentation and Precision. He stressed that all partners need to work in unison to realise these goals.

Jasneet touched upon how OOH enables banks to customise and localise their messaging. She referred to the'Kona Kona Kotak' campaign to drive home the message.

The session was moderated by Rajiv Raghunath, Managing Editor of Outdoor Asia.