“OOH allows us to meet consumers in their physical journey”

For over six decades, H & R Johnson (India) has been at the forefront of innovation in tiles and surface solutions. As consumer behaviour and media ecosystems evolve, the brand continues to rely on Out-of-Home (OOH) advertising as a powerful medium that brings its design stories to life at scale. For a category centred on aesthetics, finish, and visual appeal, OOH provides the immersive, real-world canvas needed to influence recall and consideration. 

In conversation with Media4Growth, Girish Ahuja, Head of Marketing at H & R Johnson (India), explains why OOH remains integral to the brand’s communication ecosystem and how the medium is evolving in impact and relevance. 

OOH as a driver of synergy and awareness 

For Girish, OOH’s strength lies in how effectively it reinforces communication across touchpoints. “We use OOH to amplify our brand communication, to build awareness and visibility by reinforcing other channels and creating synergy,” he says. “It doesn’t operate in isolation but complements our TV, digital, and in-store efforts. Together, these create a multi-touch journey that helps improve brand equity and consideration.” 

He adds that the medium allows the brand to target with precision. “It helps us reach audiences in specific markets with customized messaging, which is important for a brand like ours that has both national visibility and regional depth.” 

A medium that meets consumers where they are 

OOH offers more than exposure, it creates presence in the consumer’s everyday rhythm. “OOH helps us place the brand within the consumer’s physical journey,” Girish explains. “It allows you to meet people in-situ, when they commute, move about, shop, wait at transit points, walk through malls, or drive to work.” 

For H & R Johnson, this contextual presence enables stronger visual storytelling. “It delivers a huge visual scale and impact. Outdoor advertising offers large formats and bold canvases that allow us to showcase our designs and aesthetics in a very tangible way. Especially for a category like ours, tiles, the ability to bring design to life at such scale is invaluable.” 

OOH budgets on the rise 

Girish confirms that investment in OOH is set to grow. “Yes, the budgets for OOH will continue to rise,” he says. “There are multiple factors driving this, the rise of digital OOH and programmatic buying, improved measurement and data capability, and the urbanisation and smart city developments that have opened up premium OOH inventory.” 

He notes that evolving consumer behaviour is also shaping this change. “We’re seeing digital fatigue and ad avoidance on other platforms. OOH, on the other hand, offers a more trusted, impactful, and visually engaging experience.” 

Persistent challenges in the ecosystem 

Even as the medium advances, operational and structural challenges persist. “The challenges we face, and this applies to most brands, include limited message time and complexity, high cost competition for prime sites, and targeting and measurement limitations,” Girish says. 

He points to additional barriers that complicate execution. “Fragmentation, regulatory issues, and vendor diversity also make execution more complex, especially in emerging markets.” 

Location relevance, he adds, remains critical. “The effectiveness of a campaign is tied closely to the environment and location. A great creative or placement in the wrong context can dilute the message.” 

A call for accountability and consistency 

For OOH to realise its full potential, Girish emphasises the need for a more cohesive and reliable ecosystem. “Given the recent issues of site collapses, there’s an increased need for improved site safety and legitimacy,” he says. “Authorities must emphasize structural integrity and stricter compliance.” 

Measurement standardisation is another priority. “Standard metrics, a common currency for audience measurement, and improved transparency will help the medium evolve faster,” he notes. Operational consistency matters too. “Reliable installation, timely delivery, maintenance, and lighting upkeep can make a significant difference in campaign performance.” 

Evolving with purpose 

OOH, Girish believes, is not an old medium adapting to change  it is a modern medium enhanced by technology and data. “OOH continues to evolve,” he reflects. “As technology, data, and creativity converge, it’s becoming an even more strategic part of the marketing mix. It allows brands like ours to connect meaningfully with consumers not just where they live, but where they move.” 

In essence, OOH remains future-ready because it delivers what no digital-only platform can: real-world presence, immersive scale, and a lasting impression.