We look for customised OOH solutions: Bidyut Nath, Head, Marketing & Comm -- India & Asia, Dollar Industries
By Pray Jani - February 12, 2020
‘Transit media is a powerful vehicle to connect with rural markets’
Bidyut Nath, Head of Marketing & Communications -- India & Asia, Dollar Industries, took the stage at the 2nd edition of Transit Media Talks held in Mumbai on February 6 to discuss the scope of transit media in delivering the TG. He was categorial in stating that any campaign is fruitful only when it drives the RoI.
Bidyut pointed out that the purchasing power of rural India is increasing that transit media is a powerful vehicle to carry the brand messages to them. According to him, people in the rural areas do not enjoy easy access to cinema and other entertainment centres and so they divert their spends more on FMCG products. That’s an opportunity for various brands to tap into those markets.
Throwing light on transit media in the urban areas, Bidyut said, “People engage with advertisements differently during different times of the day. Commuters are in a rush in the morning but more relaxed in the evening, and for this reason, most of this engagement happens in the evening. The only constant in this journey is the transit medium.”
Adding to that, he says that every product needs a unique selling strategy as people behave in different ways while purchasing different products.
Bidyut said that his brand would expect customised media solutions from OOH, and highlighted the need for value adds in the offerings.