Sounak Bhowmick, Brand Marketing Lead, USDC Global, joins OAA 2024 Jury

OOH Advertising Awards brings on board Sounak Bhowmick, Brand Marketing Lead, USDC Global as a part of the Jury. OOH Advertising Awards (OAA) 2024 is now open for entries with  27 sub categories. The OAA 2024 metals will be awarded to the winners on July 27, at a special award function which will be held at Hilton Garden Inn, Embassy Manyata Business Park, Bengaluru. 

Sounak has 15 years of experience in end-to-end integrated marketing communication with a strong track record of accomplishments. Passionate about building consumer-obsessed brands & scalable businesses that are profitable & have meaning for the consumers. 

Since 2007, Sounak has been establishing/launching brands in Media, Sports Retail, Fashion Retail, Luxury Retail, Wellness/Fitness, E commerce & Start-up ecosystem (B2B, B2C, D2C). 

Highlighting his insights on the importance of creativity in the OOH industry, Sounak explains, “The Indian Out-of-Home (OOH) advertising industry has witnessed significant growth and innovation in recent years, driven by technological advancements, changing consumer behaviours, and evolving market dynamics. Four things which have kept this live and kicking in my opinion are: technological integration, contextual and location-based advertising (more tactical), Augmented Reality (AR) and Virtual Reality (VR), and hyperlocal and community-focused advertising.”

Answering the question by Media4Growth on whether creativity is receiving the recognition it deserves in OOH advertising, he says, “Absolutely yes – the kind of ideas and pitches we come across nowadays is mind boggling. I remember back in the day we were making a media mix for PUMA’s IGNITE shoe launch and the agency came up with a plan for branding “airport conveyor belt” and tagging it with Forever Faster (brand tagline) – while ensuring the bags on those belts landed faster than the others.” 

Commenting on the  distinct changes in how OOH is perceived or incorporated into brand media planning strategies, Sounak says, “Yes, there have been distinct changes in how OOH advertising is perceived and incorporated into brand media planning strategies in recent years. Here are some notable shifts according to me:

1. Increased Strategic Importance
2. Data-driven Approach
3. Programmatic Buying.”

“These changes reflect a shift towards a more strategic, data-driven, and integrated approach to OOH advertising, aligning it with modern marketing practices and consumer expectations.”

Sharing his perspective on OAA and its effectiveness in highlighting exemplary works within the Indian OOH industry, Sounak remarks, “The OOH Advertising Awards (OAA) plays a vital role in promoting and recognising exemplary work within the Indian OOH advertising industry. Here's my perspective on the effectiveness of OAA in highlighting outstanding OOH campaigns and creative endeavours:

1. Industry Recognition and Awards
2. Knowledge Sharing and Best Practices
3. Industry Advocacy and Representation
4. Networking and Collaboration

“Overall, I feel OAA plays a crucial role in celebrating creativity, fostering innovation, and setting benchmarks for excellence in the Indian OOH industry, contributing to its growth and evolution.”

Sharing his excitement as a jury member, Sounak shared “As a distinguished OAA Jury member, there are several aspects that I would be most eager to observe, discuss, and evaluate during the judging process of the Outdoor Advertising Awards:

1. Creativity and Innovation
2. Contextual Relevance and Audience Engagement
3. Measurable Impact and Effectiveness
4. Sustainability and Social Responsibility (good examples)”