'A state with huge potential'

Approach to OOH in Karnataka

Karnataka is a very niche market with mixed population. Perhaps, people from all states constitute it. I would say outdoors in this part of the country seems to be pretty organized with less clutter and there are more innovations, especially in cities like Bangalore and Mangalore.

OOH budget for Karnataka

Percentage in terms of numbers is difficult to ascertain, but it is on par with other states. We actually concentrate more on our premium brand ONN for outdoors in Karnataka as the development in the state and the literacy level is high.

Other key markets in the state

We are strongly present in markets like Belgaum, Hubli, Mangalore, Chitradurga, Hospet and Tumkur. But Bangalore is always the hub.

Preferred formats in this region

For Bangalore, we prefer large format bill boards with innovations with neon lights and landmark porticos. Full bus wrapping with high quality media also gives an edge to our outdoor campaigns.

 For smaller cities, conventional billboards and building wraps serve the purpose. Building wraps on the highways across the state are also a very strong medium in making the brand presence felt.

Clutter and other challenges in Bangalore

Even though Bangalore is cluttered, the outdoor actually decorates the city. For the brand to be identified, innovations with neon and Led on big format billboards serve the purpose.

Bangalore is expensive for outdoors and hence the landmark signage's are the best alternate available to fit into the budget.

Comparative performance of OOH in rest of Karnataka

OOH works well in rest of Karnataka because of the availability of space and lesser competition. Even, the prices are reasonable across formats there. The only problem you have in smaller towns is the slow pace of work. Regular follow-ups with strict monitoring system is needed to keep your campaign in the proper pace and time.

Exploring new formats and innovations in the state

 It excites us in sharing that we are on the process of trying building wraps with neon lights in the cities of Bangalore and Mangalore, which if implemented statically as per the model, would surely take the outdoor industry in the state by storm.

Factors that will drive higher OOH spends in Bangalore/Karnataka

Karnataka is a market with huge potential and demand. Segments like education and IT are well advanced here. People here are aware, technology driven and yield higher outputs. Our premium brand ONN, which was launched a year ago, is very well received all over the state. We are now on the verge of knitting a strong thread of our retail and sales network and we are very optimistic about it.

Message to media owners

The media owners in the state of Karnataka are doing exceptionally well. Our message to them:

'Keep up the good work and come up with new media at regular intervals keeping the price competitive, while looking at the current market condition of outdoors in our country'.