‘OOH for us, is more of a perception builder’

For SkyBlue Group, a retail brand built around physical experience, outdoor is not about constant visibility. It is about using the medium with intent. 

“We do billboards sometimes for announcements,” says Shailesh Pithadia. “Because people have different belief systems. If you advertise on a hoarding, some people believe you are a good brand.” 

That role of OOH—as a credibility marker—is clear. A hoarding signals scale and presence. But for SkyBlue, that is only one part of the story. 

“I don’t believe in repeating one medium again and again,” he adds. Overusing static formats, according to him, does not deepen engagement. 

This is where the brand’s approach begins to shift. Instead of focusing on fixed formats, the focus is moving towards spaces where people can interact with the brand. 

“In malls, the lobby becomes yours. You arrange it, you create it,” he says. The format changes from something people glance at, to something they step into. 

Airports offer a similar opportunity, with a different context. “If your flight is delayed, come and engage with us. Forget that anxiety.” Here, the brand is not competing for attention—it is occupying time. 

Building on this, SkyBlue is now developing formats that can travel across cities. “We are designing a creative experience—people come, engage, shop, attend workshops. Then we take it from one city to another.” 

This turns outdoor into a moving experience rather than a fixed site. Instead of buying space, the brand creates environments that can be replicated and scaled. 

The choice of malls and airports is deliberate. “With the kind of experience we create, people feel it fits malls and airports,” Pithadia explains, pointing to the higher dwell time and openness to engagement in these spaces. 

For SkyBlue, the distinction within OOH is simple. Hoardings build belief. Experiential formats build connection. 

And as the brand grows, it is the latter that is shaping how outdoor is being reimagined.