“OOH is more than a medium, it’s the pulse of the city”

For Bayer Consumer Health South Asia, Out-of-Home (OOH) has evolved into a powerful bridge between brand purpose and public visibility. With a portfolio that includes category-defining names across wellness, pain relief, and daily nutrition, the company uses OOH to spark conversations, normalise taboos, and engage people in the flow of everyday life. From energising propositions for men’s health to empowering narratives around women’s wellbeing, OOH has become an important medium through which Bayer brings its brand stories into the public space with confidence and relevance.  

OOH as a catalyst for awareness and visibility 

“OOH has been a strong driver of awareness and visibility across our key brands,” Ritu shared. For Supradyn Naturals Ginseng, Bayer’s multivitamin for men, outdoor advertising brought the energetic idea of “Morning wala josh, poore din” to life by meeting the audience in moments of movement and routine. Its high-frequency presence created instant recall during the product’s launch phase. 

For Saridon Woman, OOH became a platform for normalising conversations around menstrual pain. “Seeing it in public spaces made the message feel normal, confident, and empowering, exactly what we wanted,” she said.
By placing the narrative in the public eye, the brand used outdoor media to spark conversation, challenge stigma, and create cultural acceptance. 

The emotional advantage of OOH 

Ritu describes OOH as a medium rooted in lived experience. “OOH is more than a medium, it’s the pulse of the city. It gives brands real-world presence and credibility that digital alone can’t achieve,” she noted.
As people cross busy roads, commute through hubs, or pass neighbourhood centres, outdoor messages become part of the city’s rhythm, shared, visible, and emotionally resonant. 

This collective visibility, she believes, is what helps OOH cut through an increasingly fragmented media environment and complement digital ecosystems with authenticity. 

Budget priorities and strategic integration 

OOH continues to hold a deliberate place in Bayer’s future brand plans.
“OOH is an integral part of our brand campaign planning. Based on our upcoming launches and initiatives, it will continue to receive the right level of investment to deliver impact and complement our integrated media mix,” Ritu said. 

For Bayer, outdoor works most effectively when blended with digital and social media, reinforcing the brand story across touchpoints through both scale and relevance. 

Challenges in a changing landscape 

Even as OOH strengthens its foothold, Ritu highlights the need for continued evolution.
“Measurement and attribution continue to evolve. We’re getting better data, but there’s room for more precision in linking exposure to outcomes,” she shared. 

Consistency in execution quality across cities and markets remains another area calling for collective focus, especially because OOH’s impact is directly tied to its physical presence and visual delivery. 

Sustainability and innovation: the way forward 

Ritu emphasised the growing role of sustainability and tech-led innovation in the future of OOH.  “OOH can be used in many innovative ways, from solar-powered sites that generate energy while displaying content, to recyclable materials, to real-time formats that adapt creatively based on weather, time, or events,” she said. 

For her, the medium reaches its fullest potential when creativity, technology, and environmental consciousness intersect, turning OOH into a living, evolving part of the city.