Construction uptick boosts OOH recovery in Bihar
By Pratima Pareek - December 15, 2020
Media owners reckon business recovery will be faster once Covid19 mass vaccination gets underway
OOH market in Bihar has not gained appreciable momentum post-lockdown but surely has started it’s ‘growth journey’buoyed by the construction sector. Cement and iron rods industries are flourishing in the state as the regional media owners believe that it is only because of back-to-back flow of construction projects. “Because of Covid19, labourers who have returned to Bihar from Gujarat, Delhi, Punjab and Mumbai are not willing to go back. They are satisfied with the wages they are getting here after the mental trauma they faced in the main cities during the pandemic. Therefore, infrastructure work is going in full swing now due to increased supply of labourers,” said one of the regional media owners.
Currently, various cement and iron rod industries’ brand campaigns are running in Bihar. Of which, campaigns of cement brands like UltraTech Cement, ACC and AmbujaCements usually work on long-term basis, i.e. six months to one year. “Construction and allied companies has come up with good budget for OOH media in Bihar,” says Ashish Tandon, Assistant Director, Sri Garima Publicity Pvt Ltd.
Few other brands like Hindustan Unilever Limited and OTT platforms are spending but do not seem to be really focused on outdoor right now. “ALT Balaji and ZEE5 executed their campaigns sometime back. Although they took up a good number of media sites but those were for a short period of time,” Ashish added.
As per the media owners, up to 30% of media sites have been currently occupied in the state with brands mainly usingbillboards as well as wall wraps that are highly cost effective.
According to media owners, the outdoor market was back in action during the festive season. Brands like Kalyan Jewellers, Ashirvad Pipes and others went active on OOH. However, the duration of the campaigns was only 10-15 days, which left the media owners disappointed.
Gaurav Prakash, Director, Pratibha Advertising, said that theoutdoor market picked up pace during Diwali which helped the media owners to sustain but the scenario has changed after that. “The corporates have reduced both: quantity and frequency of campaigns.”
Still, he is hopeful that things will turnaround. “When the news on Covid19 vaccine availability will be out, spending on OOH will kick start as the fear among people to come out will disappear.”