‘OOH delivers physical presence & brand authority in a way digital cannot replicate’

Sujata Appliances has long been a high-visibility advertiser in the OOH space, using a wide mix of formats, from bus wraps to large-format hoardings, to strengthen its presence across India’s cities. For a brand built on performance, longevity and trust, outdoor media offers a physicality and permanence that aligns naturally with its identity. 

As Fagun Mittal puts it, “With attention spans shrinking and consumption of traditional media like print, TV and even ad-supported OTT diminishing, OOH remains one of the few unavoidable public touchpoints. It delivers physical presence and brand authority in a way digital cannot replicate. When someone sees a Sujata hoarding in their city, it reinforces that we are an established and trusted name.” 

Targeted demography & brand narrative 

Sujata’s OOH planning is built around a clear understanding of who the brand serves. “At Sujata, we target households who expect meaningful performance and long-term durability, not just aesthetics,” says Fagun. While the brand’s strongest foothold remains in upper middle–income homes, Tier 2 and Tier 3 markets are becoming increasingly influential. 

“These consumers value machines that deliver without compromise. Our narrative centres on engineering integrity: reliability you live with, year after year,” he notes, a positioning that OOH helps reinforce through consistent, high-impact physical visibility. 

What OOH uniquely delivers 

For Sujata, OOH is more than supplementary reach; it plays a distinct, irreplaceable role in affirming credibility. 

Fagun reiterates, “OOH remains one of the few unavoidable public touchpoints. It delivers physical presence and brand authority in a way digital cannot replicate.” At a time when digital ad clutter and declining attention spans challenge marketers across industries, he believes OOH continues to anchor real-world trust. 

Campaign objectives & media selection 

Speaking about the brand’s recent OOH campaign, Fagun shares: “The main goal was to strengthen brand recall and presence across our key markets. We wanted OOH to work hand-in-hand with our broader multi-channel push, creating a strong 360-degree visibility approach.” 

With strategic placements rather than volume-driven buys, the campaign focused on precision. “We selected formats with high dwell time and unsurpassed share-of-voice in appliance-buying corridors. The focus was precision placement, ensuring each site mattered rather than chasing sheer quantity,” he adds. 

This underscores OOH’s enduring strength, its ability to map geography and context more locally and meaningfully than most media. 

Measurement & transparency: key areas to address 

Even as Sujata invests strongly in OOH, Fagun points out gaps that still need solving industry-wide. “The medium still lacks standardisation and transparency. Every city follows its own process, and site mapping isn’t consistent across agencies.” 

But the biggest concern today is understanding the overlap between online and offline reach. “The biggest blind spot now is audience overlap, understanding how many people who see our digital ads are also passing by our hoardings. Without that data, it’s hard to measure real incremental reach and plan budgets more efficiently,” he explains. 

Approach to OOH investment 

On budget allocation, Fagun is very clear that OOH cannot be treated with a blanket approach. “Our OOH allocation is market-specific and objective-driven. There is no blanket target. We increase OOH spend when data clarity and context justify it. Visibility for visibility’s sake does not fit our ROI discipline. The aim is strategic investment, not vanity presence.” 

Fagun’s perspective underscores a reality many marketers are rediscovering: OOH’s value lies not only in visibility, but in the credibility and permanence it brings to a brand’s physical presence. As Sujata continues to strengthen its foothold across evolving consumer markets, the brand’s disciplined, insight-led approach shows how OOH can deliver both impact and intention—when used with precision and purpose. 

In an era driven by attention scarcity and digital clutter, Sujata’s philosophy is clear: invest where the brand truly lives in consumers’ daily journeys. And for Fagun Mittal, that’s exactly where OOH proves its worth.