‘In a world ruled by fleeting digital impressions, OOH offers permanence & stature’

For Skipper Pipes, a brand built on the pillars of safety, trust, and reliability, Out-of-Home (OOH) advertising has long served as a critical lever in shaping brand recall across India’s evolving market landscape. With a growing footprint in both urban and semi-urban India, the company views OOH not as a supplementary channel but as a core brand-building medium, one that reinforces credibility at scale. 

OOH as a driver of visibility and connection 

“OOH has played a pivotal role in strengthening Skipper Pipes’ brand visibility and recall across both urban and semi-urban markets,” said Anirban Paul Chowdhury. “As a brand rooted in trust and quality, we have leveraged OOH to build familiarity and connect emotionally with diverse audiences, ranging from end consumers to influencers and trade partners.” 

Skipper’s campaigns, anchored in the message India’s Safest Pipes, have consistently translated this promise into high-impact visibility. “Its physical presence, scale, and consistency across key geographies have helped us reinforce our brand positioning and message in a way that’s both memorable and credible. OOH has also complemented our digital and retail efforts by driving awareness and top-of-mind recall at the point of decision,” he added. 

For the brand, OOH acts as a bridge, delivering mass reach as well as targeted local relevance, making the medium uniquely suited for categories where trust drives adoption. 

A trust-building medium in an era of digital noise 

In an environment where consumers are increasingly exposed to fragmented digital interactions, Anirban sees OOH as a counterbalance, a medium that delivers solidity and stature. “OOH delivers tangibility and trust. In a world dominated by fleeting digital impressions, OOH offers permanence and stature,” he shared.

“It allows a brand to own spaces in the real world, roads, junctions, and landmarks, creating both visibility and legitimacy. It also connects seamlessly with audiences across socio-economic segments, often in moments of daily routine, which makes the message more relatable and enduring.” 

For a category like building materials, where credibility drives purchase, this physicality becomes especially valuable. 

Steady rise in OOH investments 

Skipper Pipes already allocates a substantial portion of its media investments to outdoor, and this commitment is set to grow further. “We already spend a substantial amount of our marketing budget on OOH. However, we see our OOH investments growing steadily by around 10–15% year-on-year,” Anirban said. 

With expanding infrastructure, rising tier-2 and tier-3 consumption, and innovations such as DOOH and ambient installations, the medium is becoming both more creative and more measurable. “For a category like ours, which thrives on visibility and dealer confidence, OOH continues to be an indispensable part of our integrated media mix,” he added. 

Challenges signalling the need for industry evolution 

Despite its strengths, Anirban highlighted the need for industry-wide improvements. “The biggest challenge remains measurement and standardization. While digital offers granular metrics, OOH still lacks a unified performance yardstick that can quantify impact beyond visibility,” he said. 

He also pointed to aesthetic inconsistencies and infrastructural issues: “Media clutter and inconsistent quality standards across markets, especially in the East region and smaller towns, can dilute brand aesthetics. Timely maintenance and compliance with civic norms are also crucial, as they directly affect how the brand is perceived in the public eye.” 

For Skipper Pipes, which places high value on trust and consistency, such roadblocks underline the need for greater professionalism and quality control across the OOH ecosystem. 

A wish list for a better, stronger OOH future 

Anirban envisions an ecosystem marked by transparency, innovation, and sustainability.
“From media owners: greater transparency, real-time inventory data, and focus on upkeep of sites. From agencies: integrated planning tools that connect OOH exposure to business outcomes, bridging offline visibility with digital analytics. From municipal authorities: streamlined permissions and support for innovative, sustainable formats like solar-lit billboards or water-conservation themed installations.” 

He added, “We’d love to see the OOH industry evolve into a more data-driven, sustainable, and aesthetically unified ecosystem, one that reflects the dynamism of new-age India.” 

OOH: A medium of credibility, connection, and permanence 

For Skipper Pipes, OOH remains more than a channel for awareness, it is a statement of credibility in a category built on trust. As the brand expands its presence across India’s rapidly growing markets, its continued reliance on OOH reinforces a broader truth:
In a fast-moving digital world, real-world presence still commands unmatched power.