‘Less is more, when it comes to OOH’

What role does OOH advertising play for Central? Elaborate the equation Central brand has with the medium.

Central as a brand always triggers audience response. Consumers are able to easily recognise our brand -- it not only connects emotionally with the audiences but also carries a fashion image that appeals to the millennials who consume their favourite brands available at our stores across the country. OOH advertising acts as a catalyst in this process and highlights the newest offerings at our stores including our new fashion departmental store in Kolkata.

How is outdoor making a difference to Central in terms of impact, reach and brand positioning?

Outdoor advertising helps create top of the mind brand recall among our customers and patrons. We clock close to 5 crore customer walk-ins a year at our stores across the country. We believe the outdoor impact cannot be measured and we do not opt for outdoor advertising to measure anything. The brand is loved by customers across the country and they enjoy seeing our brand at major city junctions. We definitely don’t want to sell dozens of handsets by buying 500 sites. Our OOH advertising connects consumers with the latest offerings available at our stores.

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