Brands should tap the TG of this emerging region: Rajeeb Bhattacharya

Talking about'What brings brands to OOH in the east? An analytical view of eastern OOH markets” at the East Talks OOH conference in Kolkata, Rajeeb Bhattacharya, AVP, Kinetic Worldwide highlighted various factors that make eastern India a great marketing destination for brands.
 
He stated that with the eastern part of India, which comprises of 12 states like West Bengal, Odisha, Bihar, Jharkhand, Assam and other North Eastern states, brands have great opportunity to tap these markets as most of the states in this region are growing at a very rapid pace. For example, Meghalaya is growing at the rate of 9.7% and Arunachal Pradesh is growing with GSDP of 14.9% . Also it has to be noted that West Bengal is the 5th most developed state in terms of GDP, and Odisha has been given the title of smart city. Also in his presentation he pointed out that generally Bihar, Madhya Pradesh, Odisha, Rajasthan and UP together are referred to as'BIMAROU' states which means they are diseased and thus growth is hindered. But Rajeeb highlighted the latest statistics which points out that these places are expected to grow by 55% within 2020.  
 
He harped on the varied festivities that are celebrated across this vast zone like Durga Puja in West Bengal, Rath Yatra in Odisha, Chath Puja in Bihar and Bihu in Assam, which gets huge crowds and any brand cannot miss this opportunity to connect with their respective TG.
 
Bhattacharya further talks about the various innovations and impactful campaigns both in traditional format and those involving technology which has shaped up the entire OOH landscape of this zone. He also stressed on Kolkata having the largest number of backlit media, the presence of skilled fabricators and artists available in Kolkata who help in creating successful innovative media campaigns in outdoor for the zone.