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'Digital innovation needs attention'

By M4G Bureau - December 09, 2013

Anand Poddar, Head - Outdoor Advertising, Lux Industries Ltd, on what can take the OOH medium forward in the state of West Bengal.

Spend on OOH in WB

The outdoor spend in West Bengal has increased immensely over the past few years, given the potential of the rural individual, and also given the evolving consumers.

Key markets

Lux is present in each and every corner of West Bengal. Our dedicated team of sales staff and a closely knit retail network ensures that we remain a leader in the category.

Preferred formats

Landmark portico's, building wraps, back lit signage's and conventional Bill boards work perfectly here.

Comparing OOH in rest of W Bengal with other states and the challenges

OOH is an integral part of advertising. And it works best in rural areas because of its cost effectiveness, lesser competition and ability to grab eyeballs. Being awarded as ASIA'S MOST PROMISING BRAND - 2013 and MASTER BRAND - 2013 adds one more feather to our cap -- outdoor advertising plays a very important role especially in rural areas.

There were challenges during the initial stages when we started marketing our product 15 years ago in West Bengal. And today we thank the people of West Bengal for accepting us and believing in our commitments.

Exploring new formats

Kolkata is actually very cluttered. Still, LED signage's, back-lit cut-outs, landmark portico's and back-lit street billboards have helped us immensely in marketing our products. With the slow but steady awareness of digital displays growing in Kolkata, we surely have plans to explore them in future.

Factors that would drive OOH spends in the state

In our case, we hardly face any statutory issues. But I do believe that innovation in the digital format can bring revolution to outdoor and needs the biggest attention and intervention of the outdoor industry today.

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