‘Data and transparency remain top on the brand wish-list’

For Paragon, one of India’s most widely consumed footwear brands, Out-of-Home (OOH) advertising has long been more than just a visibility medium, it is a direct bridge to its core consumer, someone constantly on the move, travelling through the city’s everyday rhythms. With a TG deeply rooted in middle- and lower-income groups and high daily mobility, OOH naturally aligns with how and where the brand meets its audience. Shawn Chandy, Chief Marketing Officer, Paragon, shares why OOH remains central to their marketing and what challenges and expectations shape its future. 

OOH as a critical touchpoint for Paragon’s audience 

“OOH is crucial for our category and an extremely relevant medium for our TG who are always on the move,” Shawn said. “The Paragon core consumer base includes the middle and lower income groups, who travel mainly by public transport, local buses, trains, etc. Hence their exposure to OOH is quite high, and this becomes a critical media touchpoint for our campaigns.” 

This deep alignment between commuter behaviour and brand placement makes outdoor a natural fit for Paragon’s scale-led communication and everyday visibility needs. 

The unmatched impact of OOH 

Shawn underscores how OOH continues to deliver something other mediums struggle to match. “OOH has the ability to deliver impact unlike most other mediums. The presence of a larger-than-life OOH or DOOH creative can drive recall like no other medium can and can create virality,” he explained. 

In categories where physical presence directly influences trust, this scale helps the brand build emotional and cognitive recall across diverse markets. 

OOH spends on the rise 

Reflecting broader industry momentum, Paragon has increased its OOH spends significantly. “I think brands are definitely increasing their OOH investments, especially in the realm of innovation. At Paragon, we have increased our spending on OOH significantly over the years,” Shawn noted. 

The growing role of DOOH and technology-driven formats is further accelerating this shift, enabling richer storytelling and more dynamic executions. 

The challenge of quality inventory 

Even with the medium’s effectiveness, Shawn highlighted persistent supply-side challenges. “The biggest challenge is the availability of quality media at the right time and cost. In many markets, it is a case of too many advertisers chasing few options, which drives up the price for those properties,” he shared. 

He added, “Many large metros have limited OOH options, which makes it challenging for advertisers to create both impact and frequency. To some extent, DOOH is solving the inventory issue, but it will be a while before we can have enough of these properties to tackle this challenge.” 

This scarcity of premium inventory remains a major friction point for brands seeking scale and consistency. 

The advertiser wish-list: transparency & data 

When asked about what brands most want from the ecosystem, Shawn was clear: “One point that is always on the wish list of any advertiser is availability of consumer data and transparency of execution. The industry is working on several solutions to address this, but more initiatives are needed in this area,” he said. 

His view reflects an industry-wide call for measurement, verified reporting, and clearer performance indicators, essentials for OOH to compete with digital’s accountability. 

For Paragon, OOH remains one of the most effective ways to connect with consumers on the move, delivering reach, relevance, and memorable brand presence. As the medium evolves through digitisation and innovation, Shawn Chandy emphasises that its future strength will depend on how effectively the ecosystem addresses transparency, quality, and data-driven planning.