OOH delivers in myriad ways, says Sagnik Ghosh

Speaking on the theme'How OOH works for my brand - a case study of Axis Bank' on day 2 of the Outdoor Advertising Convention that was held in Mumbai during July 24-26, Sagnik Ghosh, Senior Vice President & Head Marketing, Axis Bank, said that OOH is central to the bank's branding and communication strategy.

The bank is physically present in more than 1,000 locations, having about 2,500 branches across the country and the second largest ATM network. He clarified that every media has a role and purpose, and indeed digital can give good leads cost effectively.

Sagnik said that OOH helps the bank in salience building, customer engagement, lead generation and hyperlocal targeting.

Sagnik cited a few case studies to demonstrate how OOH worked for Axis Bank. Referring to a'Going Rural' initiative, he said the bank created'Smart Walls' where wall paintings were done. Initially, Ghosh was apprehensive whether the brand identity would be translated onto the walls but he found that the wall painting were very well done and the brand colours and message were satisfactorily captured. This was done to encourage loans in rural areas, especially in Punjab. And they were splendidly planned and executed by both Mudra Max and Milestone, he said.

In another initiative on'aching Parents via Kids', Sagnik explained that the idea was to use the social awareness initiatives by creating a campaign using the OOH mediums near schools  targeting children to  - Go Green, Save Water, Save Life. They were encouraged to submit their entries to the nearest branch of AXIS Bank. And yes, this would mean the parents walking in with their children to showcase their kids' talent and for them to be encouraged. Without doubt this was a sure way for us to begin our engagement with the parent and substantial leads were generated in the process. Impact and awareness were the key element that ensured the success of the campaign, he said.

For Axis priority banking - OOH played a great part in creating a high decibel campaign. Premium lounges were done up for customers.

He advised that while OOH is not measurable currently, in the times to come - if advertising innovates on the medium with QR Code and other manifestations - it will help the growth of the medium.