Khanna Gems to bank on conventional OOH

Social distancing norms will likely reduce consumer attention on media at airports, malls, Metro networks: Aaradhya Khanna, CMO, Khanna Gems

As the restrictions ease on people movement, brands are hopeful of rebuilding the connect with consumers through media and advertising. Khanna Gems is one such company that is looking to reinforce its consumer connect. Aaradhya Khanna, Chief Marketing Officer, Khanna Gems, said: “We expect our turnover to increase by 20% post lockdown since the level of anxiety among people will increase and so will the demand for Astrological Gemstones. Our media spend will also increase in proportion to the expected increase in turnover”.

While Aaradhya is assessing the marketing channels to be used for the brand communications, in regard to OOH advertising, he sees value in opting for conventional outdoor media. “Post lockdown, OOH ads on Metro media and at malls will be of no use because social distancing norms will keep people’s attention away from the media at those locations. However, conventional OOH ads will be beneficial.” The brand also plans to reduce its airport media spends.