‘OOH is appropriate for tactical campaigns’: Dhimant Bakshi, Joint CEO, Imagicaaworld Entertainment ltd

Imagicaa, a theme-based entertainment park is live & active with its marketing promotional activities, once again, to announce the resumption of its theme park post lockdown. The OOH medium has played a key role in making the announcement along with the digital medium. Highlighting the essence of OOH medium, exclusively to Media4Growth, Dhimant Bakshi, Joint CEO, Imagicaaworld Entertainment shared, “Since we are a colorful brand, OOH helps us with attractive imagery and it works better for us than other mediums”.

The campaign has been launched in Mumbai and adjoining areas with a strong support of outdoor media partners by way of payment flexibility and extensions because of our long-term association with them.

The brand has long-term plans to roll out marketing initiatives, touching upon key aspects, like Imagicaa is a happy and safe place. “We will have to communicate about our initiatives to make the difference in the mindsets of people and of course to stay alive and relevant amongst our audience”, comments Bakshi. And he claims that OOH will be an essential part of the campaign as more people are expected to turnout on roads, especially with vaccination in place eradicating fear from mindsets of audience. 

However, prior to that, Bakshi expects the OOH medium to adorn interactive and digitized mode. “I feel that OOH should look to blend with digital formats; interactive formats are already available in New York, Korea and other places. I think there is a need for the same in India as well”, sums up Bakshi.