Kerala OOH has a mountain to climb even as the state gets better control of Covid-19 crisis
By Pray Jani - April 22, 2020
The recovery is contingent on the national brands coming back to OOH
The state of Kerala has visibly got the Covod-19 crisis under relative control, leading to the state government lifting many of the curbs on people movement and resumption of business in various districts. The moot question is – will OOH business in the state make a quick recovery now.
Commenting on the emerging situation, Vijay Kumar, CEO, Aiswaria OOH, who is also the President of the Ernakulam Chapter of the Kerala Advertising Industries Association (KAIA), told Media4Growth that the curbs have not been lifted across the state as of now and so the OOH business recovery will take time.
“Even with the lockdown being lifted in 14 districts, we cannot expect the outdoor campaigns to start immediately. 50%-60% of our business comes from national brands, most of them from Mumbai. So, until Mumbai recovers from the crisis, the business situation in Kerala OOH will not improve much,” said Vijay Kumar.
Regional advertisers are also likely to take more time to come back to OOH as they need to put their own businesses back on track. Several year-along advertising deals with regional brands have been called off in the recent times, he cited.
The monsoon season will be another dampener on the business prospects, he added.