“OOH Expo is extremely important and invaluable in terms of what it can do for the industry”

Sharing his views on why the OOH industry in the country today needs a platform like  the OOH Expo, to be held in Mumbai on March 14-15, 2022, Noomi Mehta, Chairman, IOAA and Chairman of The Board - Selvel One Group, says, “I think the OOH Expo is a great platform because the outdoor industry will get a chance to see all the different solutions available to them under one single roof - the entire gamut of what is happening in signage, materials, technology, etc. And I guess it works both ways, because the suppliers who display their wares will also get to meet so many potential buyers under one roof. I don't think any other opportunity like this exists in the country, so this is obviously much needed and much appreciated.”

Talking further about how important it is to actually see a variety of solutions that exist in the market, he adds, “We do read or hear about all the new solutions and technologies that are available, but to actually see them live is another thing. It helps put things in perspective. So this sort of an expo is extremely important. It's in fact invaluable in terms of what it can do for the industry, because this is the point from which the industry can take off. It is a point from where ideas can emerge, germinate and find expression.”

He adds, summing it up very lucidly, “Often it's not just the technology, but a combination of technologies that actually gives the cutting edge. So all these things go together to form the ultimate expression of what a client wants and what a media owner provides. For us to try and imagine using different technologies is just a theoretical exercise. It is only when we see them, that it automatically clicks and we realize what we can do with them.”