Vipul Mishra, AVP Marketing, Paytm, joins OAA 2025 jury

Vipul Mishra, AVP Marketing at Paytm, has joined the jury panel for the OOH Advertising Awards (OAA) 2025. With nearly two decades of diverse consumer marketing experience, his insights will be valuable in evaluating this year’s entries.

The OOH Advertising Awards are a key component of the OOH Advertising Convention (OAC) 2025, scheduled for July 18-19, 2025, at The Westin Mumbai Powai Lake. The OAA ceremony, where the industry’s top campaigns will be honored, is set to take place on the evening of July 19, 2025. This 19th edition of OAC will focus on the theme “Mapping a New OOH-scape,” aiming to explore emerging trends and set a forward-looking agenda for the Out-of-Home medium.

Vipul comes with close to two decades of core consumer marketing experience, having worked across five different industries: FMCG, Telecom, Automobile, Fashion Retail, and now the Fintech industry. He began his career with Unilever, where he worked on brands like Knorr and Kissan. He then moved to 3M on the Scotch-Brite brand, focusing on managing and launching home cleaning tools at a pan-India level. He was also associated with Wrigley India as Senior Brand Manager for the Boomer brand. Vipul has worked on various product formats and different consumer categories from kids to moms and has also successfully relaunched brands during his career.

Commenting on his recurring role as a jury member, Vipul shared, “It’s been 4 years that I’ve been part of this award and every time I get to witness many entries which solve brand challenges in innovative and cost effective manner. This gives an insight about being relevant in changing times. I look forward to an exciting time judging the entries.”

Regarding the integration of creativity and AI in campaigns over the past year, Vipul detailed his evaluation approach: “AI and technology has becomes even more important considering that it can bring about dramatic changes in the way we look at creatives and time being spent in churning out the campaigns. I would at the entries from brief or brand challenge perspective and see how the use of tech has solved brand and business parameters. Hence the end result with execution will be keenly seen by me.”

On balancing craft and impact when evaluating entries, Vipul emphasized, “The results are the best test of the success of any campaign. If the campaign has utilised various media available and in the most cost effective manner, the entry will definitely find its way into the final round. The campaign has to be impactful in terms of how creatively a solution has been sought and how effectively it has been deployed and scaled up.”

When asked to describe himself in three words based on his personality and interests, Vipul highlighted: “I’m a person who is driven by creatively finding solutions to business problems in the most cost effective manner bringing about fantastic end results. So 3 words would be creativity, solution oriented and Result driven.”

Highlighting the importance of the OOH Advertising Awards for the industry, Vipul stated, “This award has been a cornerstone for the OOH industry and marketing as a whole. This award stands as a testimony to give the due importance and credit to OOH media and the team engaged across the chain. This award inspires marketers, agencies and partners to equally come forward and exhibit solutions which have actually made an impact to the brand and its recall.”