Regional brands writ large on Aurangabad OOH canvas

The city of Aurangabad in Maharashtra is seeing robust OOH advertising, powered by regional brands, and with the participation of select national brands. A drive through the streets of the city showed the strong presence of regional brands like Jovees Herbal, Vitoba Herbal Toothpaste, IIB, RCC, Sakaar, Eeken, Vikram Tea, and AK Physics on the large formats. Also, visible were larger brands like Vicco Toothpaste, SBI, Nissan, Ather, and Croma.

Aurangabad, with a population of 1.2 million (Census 2011), is seeing faster industrial growth, in areas like manufacturing, biotechnology, pharmaceuticals and automobiles, etc. The industrial growth is contributing to income and employment growth in the city, that in turn has a positive impact on the consumer market, as well as brand advertising.

While OOH markets like these are not often beeping on the radar of major media buyers and advertisers, the media operators would also do well to improve the quality of media presentation and make the attempt to highlight the distinct advantage that OOH offers to brands seeking to connect with the consumers in Aurangabad.

The city is surrounded by the industrial areas of Chikhalthana, Shendra, and Waluj. Automotive majors like BMW, Audi India, Skoda Auto and Goodyear Tire and Rubber Company have their units in Aurangabad.