How OOH delivers for Medimix: Local & focused

Soap is one product category, where the brand that feels most familiar often wins. For Medimix, that is the logic behind its outdoor presence in Gujarat, a priority market within the brand’s hyperlocal growth strategy. 

For Rupa Murudkar, VP Marketing at Cholayil, OOH is the medium that keeps the brand present, while the consumer goes about the day. It works alongside television, digital and retail, carrying one consistent message through the journeys people make every day. “Sustained visibility and strong brand recall are important to secure a place in the consumer’s purchase basket,” Rupa says. Well-placed outdoor, particularly around residential neighbourhoods, high-footfall areas and relevant retail catchments, builds the familiarity and consideration that tip a choice at the shelf. 

Speaking local, on and off the hoarding 

Visibility alone, however, is not the ambition. The larger goal is a deeper connection with the regional consumers, and Medimix pursues it through regional language communication, culturally relevant messaging and its association with Kinjal Rajpriya. 

A familiar regional personality, Rupa believes, makes communication more relatable and more persuasive. OOH is where that belief becomes visible on the street, through Gujarati copy, a face consumers recognise and locations chosen with care. “OOH can make our brand proposition more locally resonant,” she points out. Its job within the wider plan is to convert broad media awareness into stronger market presence, and in turn into preference and purchase consideration. 

Ahmedabad: one city, many routines 

Within Gujarat, Ahmedabad is a pivotal centre for the brand’s ambition to grow its share of the consumer’s purchase basket. The city offers a way into consumers’ daily routines, shopping journeys and cultural occasions. The approach here is deliberately cohesive. Rather than scatter placements, Medimix aims to build a connected presence across relevant consumer catchments, with each site contributing to the larger campaign objective. 

Asking more of every campaign 

Speaking about the brand’s ask from outdoor, Rupa mentions focused deliverables. Awareness still matters, but marketers increasingly look at whether OOH can strengthen consideration, communicate a differentiated product benefit, and support retail activation in priority catchments. 

Also, the brief changes with the task. A launch calls for concentrated visibility that establishes the proposition quickly. An established portfolio benefits from sustained reinforcement that builds preference and encourages repeat purchase. Cultural and festive occasions add another opening, when consumer engagement and shopping activity are at their height. 

Quality of exposure over size of site 

When Medimix evaluates outdoor in Gujarat, visibility is the starting point rather than the finish line. The brand weighs audience fit, location, frequency, sightlines, clutter and proximity to purchase, backed by clear and compelling creative. 

Measurement, in her view, must follow the objective, whether that is incremental reach, brand recall, consideration or local business impact. “A premium location must justify its investment through its contribution to the broader marketing strategy,” as she says. 

Rules that let ideas travel 

As a brand, Medimix is receptive to newer formats, larger sites and DOOH, but investment follows a set of fundamentals: regulatory compliance, operational reliability and campaign continuity. Valid permissions, adherence to structural safety standards and assured site availability are prerequisites, as Rupa points out.  

Uncertainty, she says, can affect both the scale and timing of spending, especially when OOH is integrated with other media. A transparent approval framework, supported by verifiable documentation and clear partner accountability, would let brands plan with confidence and make room for innovation. 

Navratri, Commonwealth Games and the case for planning early 

Big moments, in Rupa’s view, deserve a coordinated strategy rather than a rush of boards. Ahmedabad’s role as host of the 2030 Commonwealth Games offers a significant platform to connect with audiences through sport, regional pride and shared experiences. 

Any investment from Medimix would be guided by alignment between the occasion, the brand proposition and consumer relevance. Strategically selected sites, supported by regional storytelling, digital amplification and retail activation, can carry engagement across the entire consumer journey. Cultural occasions such as Navratri offer similar scope to deepen the bond with Gujarati consumers. “The priority is to plan early, establish a credible role for the brand and translate heightened attention into sustained consideration,” Rupa explains. 

What Gujarat’s OOH needs next 

Looking ahead, Rupa’s wish list begins with transparency, consistent execution standards and credible measurement. Brands want clear information on inventory, regulatory approvals, pricing and audience reach, along with reliable maintenance, verified proof of display and robust DOOH reporting, as she shares. 

She also hopes for more strategic proposals from the industry, built around consumer journeys and priority retail catchments, with a clearly defined role for each location. “The ability to demonstrate how quality exposure contributes to campaign outcomes will be critical to attracting sustained investment and encouraging innovation,” Rupa sums up.