Priya Communication powers Guwahati’s DOOH leap

Early signs of a digital makeover of Indian OOH are evident with large format DOOH screens coming up in different cities across the country. Guwahati-headquartered Priya Communication heralds the big leap for DOOH in Assam’s capital city by unveiling two large format assets at vantage locations. The two DOOH screens display creatives welcoming delegates to the G20 events scheduled in Guwahati and Dibrugarh in the period of February to April this year.

The young and dynamic Anoushka Khanna, Director of Priya Communication, tells Media4Growth that the two locations for the DOOH sites had been carefully planned, keeping in view the traffic movement and places of key importance in the proximity of the media sites. “Guwahati, the veritable ‘Gateway to the North East’, is the abode of Maa Kamakhya Temple, one of the oldest Shakti Peeth of India which witnesses major footfall throughout the year. We, at Priya Communication strategically planned to install digital boards along the approach road to the temple that targets not only the local audience but people from across the country who visit the temple,” says Anoushka. 

Elaborating on the potential eyeballs for the DOOH sites, Anoushka says, “We selected a few other vantage locations like the ‘TC Point Juncture Crossing’ situated at the heart of the city, with a daily traffic movement of 3 lakh vehicles, ‘the Dunlop Railway Bridge’ near Jalukbari sees over 4 lakh passing vehicles. Other high traffic locations are Ganeshguri Flyover, Chandmari Flyover, both the Railway Stations at ‘Maligaon’ and ‘Paltan Bazar’ with 1 lakh commuter movement, have also been chosen for our installations.”

Factors that went into the planning for the DOOH installations were visibility of the sites, high footfall, illumination of the areas, demography, and other factors that ensure high RoI for advertising displays on the two screens.

The installation of the two prominent DOOH assets could potentially set the stage for more such assets to be installed. Commenting on this, Anoushka says, “As Guwahati continues to grow at a fast rate and with the advancement of technology, DOOH is expected to change the advertising landscape in the city by bringing more interactivity and flexibility to traditional forms of OOH advertising. The city will see increased demand, improved infrastructure and diversification into experiential advertising.”

“In this context, we at Priya Communication, have always had the first mover strategy – such as the launch and installation of the first Electronic Graphic Animated Moving Board in eastern India. We were also the first agency to locally manufacture and install neon signs on some of the most prestigious government, financial and private building structures,” she points out.

Anoushka says the DOOH screens are cut for national and regional brands in categories like consumer goods, retail, automotive, tech and telecom, food and beverages, and media and entertainment. Apart, government and public service organisations would be able to use these screens to relay messages on public safety, health, and other civic matters.

Priya Communication has plans for taking more strident steps in the DOOH space. “Yes, without a doubt. With a vision to make Guwahati OOH  digital in the coming years and after a strategic evaluation, we have decided to expand our DOOH network by converting most of our traditional boards to digital boards. Eliminating the frequent costs of installation and printing is vital along with the usage of multiple creative communications, the ability of storytelling with sequential creative usage, and the ease of operation and proof of performance are some of the upsides of DOOH,” she explains.