“Some of the best things are not measurable”

Out-of-Home advertising has always occupied a unique space in the media landscape: omnipresent yet understated, highly visible yet often undervalued, deeply influential yet difficult to quantify. As brands lean heavily into data-led digital ecosystems, the conversation around OOH tends to get reduced to measurement and ROI—overshadowing its creative and psychological impact. 

This makes Tarun Jha’s perspective particularly timely. As Head of Marketing at JSW Steel, he offers a thoughtful reminder of what OOH truly brings to the table and why its value cannot be boxed into metrics alone. 

For Tarun Jha, one core truth defines the enduring magic of OOH advertising: “Some of the best things are not measurable.” It’s a statement that cuts sharply through today’s metrics-obsessed marketing world, where OOH is constantly expected to match the precision and attribution of digital media. 

But to Tarun, that expectation itself misunderstands the very nature of advertising. The foundation of good communication, he insists, has always involved instinct, intuition, and a creative leap of faith. “Advertising on outdoor media requires the same leap of faith you take when creating any piece of advertising,” he says. “Creativity itself is a leap of faith, you trust your instinct.” 

While numbers matter, he cautions against surrendering entirely to them. “Even in digital, you can’t always trust the data. Bots can inflate impressions. At the end of the day, you still need judgment and gut feel.” 

At its heart, Tarun believes, marketing is a discipline where art leads science, and OOH is one of the purest expressions of that philosophy. 

OOH: A medium close to the customer 

For JSW Steel, OOH isn’t an add-on, it’s a strategic connector to India’s diverse consumer base. 

“Out-of-home is a very important part of our overall media mix,” Tarun explains. From wall paintings to transit media to large-format hoardings across the country, JSW’s outdoor presence mirrors the ubiquity of its product. 

“Steel is everywhere, from bridges and airports to homes in small towns. Our audiences live in B and C towns, and in villages too. So we have to be close to where the customers are. That’s where outdoor media plays a huge role.” 

Two principles define JSW’s OOH strategy: 

• Proximity to growth markets, regions where development and construction are rising.
• Presence in communities the company serves, locations of JSW plants and long-term operations.

This approach is also why JSW invests in beautifying public spaces around its facilities, strengthening visual identity while contributing to community spaces. 

“On a drive from Mumbai to Alibaug or Nasik, the number of OOH sites we have is an indication of how important the medium is for the brand.” 

Why OOH still matters 

OOH’s enduring relevance lies in its ability to create impact, scale, and imagination. 

“The purpose of advertising is creating desirability, and OOH does this better than any other medium,” Tarun says. “It makes the product look grand and desirable. It’s a pure-play medium, it exists solely for advertising.” 

While digital promises targeting, OOH promises presence, big, bold, and impossible to ignore. “We are mobile people. Our lives are defined by mobility. We spend a few hours at home, but most of our day is spent outside. When we’re outdoors, the strongest media we consume is outdoor media.” 

Even idle moments become brand-building moments. “If you’re stuck in traffic, you still have thirty seconds to admire a hoarding. You might even imagine yourself in a product you see. That’s the power of outdoor, it gives people time to dream.” 

For Tarun, this fundamental truth keeps OOH indispensable in any media mix. “You can’t do away with it,” he adds. “Just as print, TV, and digital have their roles, outdoor media remains a critical component in any 360-degree campaign.” 

The road ahead: Aesthetics, regulation & responsibility 

Despite its strengths, Tarun believes the Indian OOH landscape still faces significant challenges beyond major metros. 

“In semi-urban and rural parts of India, a lot of outdoor media remains unregulated and un-aesthetic,” he observes. He calls for a concerted effort from authorities to ensure that OOH blends into, and enhances, cityscapes, much like it does in several European markets. 

“Advertisers don’t always have a choice about where their sites are placed. But when my brand appears in an environment, I want it to look good.” 

Regulation, he stresses, is essential not just for aesthetics but for accountability. 

“If anything goes wrong, it’s the advertiser who faces the brunt, because we are not always in a position to check the veracity of legality and regulation.” 

A Clear wish-list 

Tarun outlines a precise wish-list for the OOH ecosystem: 

Authorities: 

• Ensure regulation, legal compliance, and protect visual aesthetics.

Media Owners: 

• Maintaintransparency and invest in site upkeep. 

“Advertisers trust you. Maintain that trust.” 

Agencies: 

• Push the boundaries of creativity.

“OOH is an endless canvas on which you can paint magic; use it well.” 

With three decades of experience behind him, Tarun holds an unwavering belief in the emotional and imaginative power of OOH. Its influence may not always show up in dashboards, he says, but it shows up in desire, memory, and impact. And that is its enduring strength.