OOH as a companion: A perspective by Aman Nanda

Aman writes: A few weeks ago, I travelled to Japan and South Korea — two beautiful countries, but also places where the language, signs, and culture felt completely foreign. The first hour after landing could have been overwhelming: new scripts, unfamiliar sounds, and a maze of stations and streets that didn’t resemble home. 

But it wasn’t. 

Because I wasn’t alone. I was with my companion and friends. 

Travelling with companions changed everything. Instead of feeling anxious or disoriented, I felt curious, comfortable, and even playful. We navigated new subway lines together, laughed at our collective confusion when ordering food, and discovered hidden alleys without hesitation. The presence of trusted people made a strange environment feel less intimidating and more immersive. 

Psychologically, companionship acts as an emotional regulator. In unknown surroundings, our brains are on high alert. But when we are surrounded with familiar faces, that tension eases — freeing up cognitive bandwidth to observe, absorb, and enjoy. Shared experiences are also processed more deeply in memory, because we talk about what we see, point out details to each other, and co-create stories. 

Now think about walking alone through a dark metro corridor or an unfamiliar alley. The instinctive response is caution. But when that same space is lit up with vibrant OOH displays, the environment transforms. Bright visuals, clear messaging, and familiar brands act like companions — guiding your gaze, beautifying the surroundings, and signaling safety. 

That’s exactly what Mumbai Metro Lines 1 and 3 have achieved — the new lifelines of the city. Their vibrant station branding, featuring iconic brands like Fevicol at Marol Naka on Line 1 and HDFC Life at Mahalaxmi on Line 3, has transformed stations into comforting, reassuring environments. Even during late-night services, passengers feel at ease, supported by the presence of trusted brand partners. 

Think about arriving at a foreign airport. What’s often the first thing you see as you walk down the aerobridge? A massive HSBC advertisement on an Aerobridge. That red-and-white logo is more than just branding; it’s a psychological anchor. It whispers, “You’re in a global environment. You’re safe.” That’s OOH as a companion — silently present, reassuring, and familiar. 

What the Amul billboard in East Delhi once was in earlier years is now what the Samsung Toll Plaza Gantry at the DND Flyway has become—an integral, unspoken part of travelers’ daily journeys. While the prominent toll plaza offers a relaxing reassurance that their destination is near, the ever-visible Samsung branding subtly assures commuters that they are on the right path, even without checking the maps on their phones. It feels like a trusted confidante—one whose consistent presence naturally builds confidence throughout the journey. 

The Science Behind Familiarity and Attention 

Our brains are hardwired to seek and respond to familiarity.  Neuroscience research shows that the human brain recognises familiar faces and locations almost instantly. A study in the Journal of Neuroscience found that familiar stimuli are processed in just 170 milliseconds — significantly faster than unfamiliar ones. 

This means that known OOH formats and locations don’t just stand out in high-traffic spaces; they create an immediate visual impact, ensuring stronger engagement and recall. Just as a familiar travel companion eases your journey, familiar OOH presence guides and comforts the viewer in busy, often chaotic urban environments. 

Out-of-home as Your Everyday Travel Companion 

OOH is not a pop-up ad that interrupts your experience, it is like a trusted companion: 

• It comforts you in unfamiliar spaces, turning uncertainty into ease. 

• It anchors your attention through familiarity and location. 

• It amplifies recall, embedding brands into daily journeys. 

• It beautifies and contextualises the physical environment, making it feel safer and more engaging. 

In today’s cluttered economy, the most effective medium isn’t the loudest — it’s the one that travels with you. OOH doesn’t chase your attention; it walks beside you, quietly, consistently, becoming part of your memory map. 

OOH isn’t just a medium. It’s your companion