Goldee Patnaik, CMO and VP, itel India joins OAA 2024 Jury
By Sakshi Sanghavi - May 02, 2024
“OAA is a great platform and place for the OOH fraternity to express themselves and also be a part of the learning curve,” says Goldee
Goldee Patnaik, CMO & Vice President, India Communications & Marketing Head - itel India, joins the panel of distinguished jury for the upcoming OOH Advertising Awards (OAA) 2024.
Goldee comes with over 2 decades of rich experience in driving Brand, Marketing and Corporate Communication functions leading critical roles for Telenor India, Bharti Airtel India, Reliance
Communications, and Times of India. He has spent important stints with top notch communication agency firms like Perfect Relations, Clea PR providing advisory to brands like Godfrey Phillips India for their brands Red & White, Four Square, Ashok Leyland, etc. Currently itel Mobile leads the mission of democratising technology making it accessibleand affordable for Bharat.
Sharing his view on creativity in OOH advertising, Goldee told Media4Growth that “OOH advertising in India has become dynamic and engaging over the last few years targeting consumers more effectively using technology innovations and also being able to measure the effectiveness aptly. Billboards are in a makeover mode – more colourful, catchy slogans, Digital OOH in high traffic touch points offer dynamic content delivery, interactive installations through AR or gamified advertisements. Street arts and murals also becoming popular each day to create high impact emotional connect, Transit campaigns and data driven analytics are making this whole experience amazing and measurable. This is a testimony to the fact that creativity is surely getting recognition and more brands are coming out openly to express themselves to the consumers effectively.”
Talking about how changes in the OOH industry impact brand planning strategies, Goldee says, “OOH is becoming more targeted, brands are finding high traffic locations, and understanding audience demographics for maximising impact. Even dynamic content delivery is making brands update messaging in real time basis factors like time, weather conditions. This enhances audience engagement. Localised and contextual campaigns are also gaining momentum for brands to ensure relevance and resonance with diverse audiences across diff regions. Even partnerships and collaborations with local agencies and outdoor partners, technology providers are increasing to execute innovative campaigns and amplify their reach. Partnerships with influencers, artists and community organisations add authenticity and credibility to OOH initiatives.”
On how the OAA highlights exemplary work in the OOH industry, Goldee remarks that, “OAA has been doing a fabulous job of bringing together all the best works done by brands, creative houses and agency partners into one platform for discussions and showcasing. This also gives a chance for recognition as many times good works don’t get highlighted nor get the accolades it deserve. This fosters cross learnings of best works done by the brands and also fuels the will to do and plan something different. OAA has been successful in identifying such creative campaigns, thoughts – getting them judged by industry experts and also recognising the great work done by or for brands in alarger forum.
“As a jury member, I would value the consumer insights or situational insights taken by brands or creators/agencies to design or think of the campaign. Insights are extremely important for framing creative thoughts and actions – so this would be key to creative ideation,” explains Goldee.
He adds that innovation has to be planned keeping in view the format for which it is planned, and whether the storytelling has been sharp or not w.r.t. engaging consumers. He also points to the importance of tracking RoI and using measurement metrics for the campaigns.
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