‘OOH turns ideas into landmarks’

What excites you most about OOH as a medium? 

OOH should be entertainment. It’s the only medium that lives in the real world, where reputations are built. You can’t skip it, mute it, or scroll past it. When a brand shows up in a city, it signals confidence. 

I love OOH because it turns ideas into landmarks. 

How closely do you engage with OOH as part of the work that you do? 

It’s central to what I do. I create OOH concepts for celebrities, brands, and companies who want presence, not just impressions. OOH is where their influence becomes physical. It’s where personal brands and corporate brands step into the public arena. 

If you had to list the key reason why brands should leverage OOH’s place in the cityscape, what would it be?  

The key reason is that cities create status. When celebrities, brands, or companies appear in iconic locations, it builds authority and legitimacy instantly. OOH delivers fame and trust at the same time. 

It’s not just reach, it’s reputation.  

Do you also think OOH is best placed to bring brands closer to audiences? 

Yes, because it shares physical space with people. 

Digital builds clicks. OOH builds presence, and when done right, it earns visibility instead of just buying it. 

And presence creates emotional proximity, especially for celebrities and personal brands who rely on visibility as currency. 

You write a lot about OOH and city cultures. Can you share some best examples of OOH integrated with city culture? 

The best OOH feels native to the city or location- OOH work that reflects local humo,  installations that respond to weather or events, campaigns that celebrate neighborhoods instead of overpowering them. 

When OOH feels like it belongs, that’s when it wins.  

What would it take for media owners and other stakeholders to ensure OOH is well integrated with a city space?  

Media owners must prioritize aesthetics and sustainability, because we are working the real world. We don’t want this to start looking like our online world – cluttered and full of annoying ads. They need to think like designers, not just operators or real estate brokers.   

• Need of the hour: 

• Cleaner structures  

• Better architecture  

• More flexibility for creative executions  

• And real collaboration with brands and creators. 

Advertisers need to invest in bold, long-term brand building, while governments should treat premium OOH as part of urban identity, not visual clutter. When all three align, OOH becomes civic storytelling. 

OOH should elevate a space, not just occupy it. OOH should make our living environment more fun, better or more interesting. If it doesn’t, it’s just expensive wallpaper that has no added value. 

How do you think AI will shape OOH? 

AI will make OOH more contextual and responsive. 

It will be about dynamic messaging, hyperlocal customization, smarter placement, all powered by data but expressed creatively. 

The future isn’t louder billboards. It’s smarter, more culturally aware ones.  OOH will stay human and I believe AI will just make it sharper.