‘Transparency, accountability will greatly determine brand choice of media’

Ram Jalan, Co-Founder & Consultant of digital marketing business DINTW expects national brands to take cautious steps in the choice of media, with particular attention being directed on trustworthiness and transparency in the dealings in order to maintain their brand reputation. In the case of OOH, brands will look to select only legal outdoor sites and also seek higher accountability from the media firms, he says.

Ram, whose business is consulting with different categories of brands for redesigning their business strategies in sync with the modified consumers’ sentiments and market conditions, adds: “It is certain that old times aren’t coming back because of the behavioural shift taking place in consumers. TV consumption is going higher, digital & OTT consumption are at a peak and mediums like radio and OOH are facing a hit. Having said that, the brands will focus much more on their communications strategy and make the media choices.”