‘Lighting, cut-out innovations continuously improving’

Innovators ad fabricators are far better today equipped to enhance the quality of any OOH campaign. And, their involvement in campaign planning is also increasing. Stating this, Kripashankar Ramnaresh Patel, Founder and Proprietor, Addition Outdoor, says, “Earlier, agencies would assign concepts that were impossible to execute. All that has changed now, as agencies run their ideas by us before pitching to the clients. Our involvement in the planning stage has helped the agency as well as ourselves in bringing out quality campaigns.”

On OOH lighting, Kripashankar says, “About a decade ago, we had only limited options when it came to lighting. Perhaps only two or three colours were available for display, and their formats were also quite limited. Today, we have LED neon lights, and LED strips that offer limitless possibilities for innovations on traditional formats.”

The idea of movable cut-outs on large OOH formats never gets old, and when executed with perfection, it can not only draw the right kind of attention, but also have the potential of becoming a viral content over the internet. Motorised cut-outs are a big part of OOH innovations space and in recent years, it has become all the more prominent. However, the installation of this innovation is just as difficult as it is effective. That said, Kripashankar shares insights about the newer machinery that is available in the market for movable cut-outs. While they are lightweight and easy to install, their notable advantage is that they can be customised as per the requirements. Essentially, alongside a to-and-fro movement, they can have a variety of options for movements on traditional formats. These developments have proven very helpful in offering flexibility to the innovations.