Let’s limit the number of hoardings a city can have: Parag Desai

In his address at the Gujarat Talks OOH Conference on the theme “In what ways can OOH influence consumer behavior and preferences in the FMCG Space,” Parag Desai, Executive Director – Sales and Marketing, Wagh Bakri Tea Group, focused on how crucial it is to make an impact in the cluttered OOH space of today. “Despite the fact that more than Rs 100 crores are spent on OOH advertising in India every year, making an impact is a challenge and more so for the FMCG category since it’s an essential category and doesn’t come under luxury consumables.” He said: “Let’s put a number to the minimum number of hoardings a city can have”.

However, to make an impact he suggested creative use of OOH space in terms of what works where. “Our communication in regional language does extremely good in central Mumbai whereas in western Mumbai, it doesn’t. Brand marketers should understand these little nuances and act accordingly,” Desai asserted.