‘Footfalls at supermarkets not stirring advertising interest’

Aninda Banerjee, MD, Enkon OOH says that brands are loathe to launch branding initiatives at supermarkets in these times

In the face of the total lockdown across the country, OOH advertising has come to a grinding halt nearly everywhere, even in certain indoor environments like supermarkets where audiences are there.

Aninda Banerjee, MD of Enkon OOH -- that holds advertising rights at METRO Cash & Carry and Spencer’s outlets in multiple cities -- told Media4Growth that while the firm has received briefs from a few advertising clients, none has translated into business in the wake of the lockdown. As there only a few supermarkets that are open to consumers, brands are reticent to undertake advertising on a limited scale. Besides, several restrictions have been imposed on the operations of supermarkets, that add to the reservation of clients with respect to advertising in those locations.

Even if an advertisement requirement did come through, execution of the campaign on conventional formats would have been a challenge, stated Aninda. Managing the same on DOOH formats would be a lot easier though.

Enkon, which also holds ad rights at various malls and corporate complexes, is closely watching the lead-up to the eventual re-opening of malls, cineplexes and other public places once the virus crisis abates.