Footprints nationwide: Shawn Chandy, CMO on Paragon’s OOH Journey

Paragon Footwear is harnessing the power of out-of-home (OOH) advertising to connect with communities across India while reinforcing its national brand presence. According to Shawn Chandy, CMO of Paragon, OOH has become a pivotal medium, allowing the brand to expand nationwide while remaining agile in diverse regional markets. “OOH supports our national campaign by helping us focus on local markets based on our distribution, allowing us to build a recognizable brand identity while engaging with specific communities directly,” says Shawn. 

OOH: A pillar of Paragon’s national strategy 

For Paragon, OOH advertising plays a vital role in creating regional relevance within a consistent national brand framework. Shawn emphasises that OOH’s flexibility allows Paragon to adapt its messaging to local nuances. “We customise our communication for regional preferences to maintain relevance with our audience,” he explains. This approach allows Paragon to target specific communities effectively, supporting its broader national campaign. 

Why OOH is prioritised for local campaigns 

Paragon prioritises OOH over other channels for local campaigns because of its ability to reach hyperlocal audiences, its strong connection with the brand’s target demographic, and its potential for customised messaging. “OOH’s localised reach and affinity with our target audience make it an impactful channel for brand engagement,” says Shawn. This approach helps Paragon strengthen connections with local communities by tailoring its message to local tastes. 

Measuring long-term impact 

Rather than focusing solely on short-term visibility, Paragon assesses the long-term impact of its OOH campaigns through regular consumer research and by tracking foot traffic to its nearby stores. “We look at consumer insights over time to understand how OOH reinforces brand loyalty and recognition,” Shawn notes. This data-driven strategy allows Paragon to gauge how OOH influences consumer behaviour and supports overall brand equity. 

Standing out with creative strategies 

In competitive local markets, Paragon employs creative strategies such as 3D cutouts and digital OOH to ensure its messaging stands out. “In high-traffic locations, we’ve used creative executions like 3D cutouts to make our visuals more impactful,” Shawn explains. By combining creative novelty with strategic ad placements, Paragon enhances its visibility and makes a lasting impression on local audiences.