"OOH is the most multifaceted medium"

As predicted by many media reports last year and this year, telecom has been instrumental in spearheading the growth and fate of OOH advertising in India. If a few mobile phone brands have used OOH as the most creative and effective medium, we can’t skip the name of Gionee. From using LED battery bars to denote the long battery life of the phone to showcasing the effectiveness of selfie lights – each positioning was tried, tested and succeeded on billboard space by this Chinese smartphone manufacturer. Outdoor Asia chats up with Nomit Joshi, Assistant General Manager – Marketing, Gionee India.

In your total ad spends, where does OOH stand? How do you justify the spend?

See, right now, we are spending some 20%-25% of our total spend on OOH. The percentage is substantial because we are not using OOH as reminder medium like many other brands. For launching all our important campaigns, we regarded OOH as the primary media vehicle to reach out to maximum TG and to create a unique proposition. We focused on the visibility in high footfall locations and hotspots. Going forward, we will have a more strategic outlook towards it, sizing down our percentage to 15%. We will settle down for big sized media and premium image building through OOH. We are counting big on airports and mall branding.

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