‘Our DOOH network is the finest in terms of quality, aesthetics’

Origins is one of very few media owning firms in India to create large format DOOH media. What were the typical challenges that you faced in developing large format DOOH media, and how did you deal with the regulatory norms that are seen to restrict use of DOOH media in the outdoor?

Challenges! Well, every single step to create the DOOH network was a challenge; also, as we were creating India’s first true DOOH network, we have had to take care of typical Indian conditions like extreme weather at different point of year, power situation, bandwidth backbone issues, structural safety, service support, IT support and many more different basic and complex challenges. We strictly wanted it to be fail safe and very high on quality and performance, matching global standards.

It’s not that we didn’t have any trouble or have to go through failures; we in fact have had to go through a fair share of failures with our initial installations but after almost two years of evaluation and R&D on structure, hardware (read LED Screen), power/power back up, operating platform, IT/advance IT, aesthetics etc. and perfect and precise integration of all of these, we were finally able to establish a true DOOH network, a first in India.

Today our DOOH network is the finest in terms of quality, performance, aesthetics with the best scheduling, monitoring and reporting system.

On government part we were lucky to be operating in a market wherein local government policies allow DOOH and the norms are simpler with no or least restrictions on them.

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