‘Digital OOH can definitely engage consumers’

FMCG is a highly competitive business sector. Which are your target markets and audiences, and what are the key facets of your brand communication strategy?

South has always been our focus markets. Our brand is a premium cookie brand in the market and we most definitely talk to those seeking quality and richness. Our communication strategy is to bring out the brand’s intrinsic value proposition which is about giving consumers more - more of ingredients, more of richness and more of taste. To communicate this, we have introduced our friendly quirky mascot, UBU, who ensures that our cookies are filled with more ingredients making them absolutely delicious.

Most FMCG brands enjoy a strong presence in the OOH space. How do you ensure that your brand garners maximum eyeballs through OOH advertising?

Outdoor is a great medium to get people's attention, retain brand recall and prompt them to make a purchase decision. To garner eyeballs, you need to find where your consumers are most of the time, when and where they make the decision and their preferred purchase destination. Each brand has its own parameters. Being an FMCG brand, outdoor is best near residential, entertainment zones and shopping areas as that is when people buy your product most of the time. This is what we looked at as well -- be it hoardings, median signages or buses. 

What are your preferred OOH formats for advertising?

Each city/town has its own formats that work. Anything large or static will most definitely capture people's attention. For instance, buses work in places where the branding opportunity is huge and when the bus is maintained well. This also helps as it is constantly moving without leaving a blind spot. In some places hoardings really help - the sheer size of it and the right location can really help. And signages help where the traffic is slow. 

What is your experience like working with OOH specialist agencies and media owning firms? Would you suggest any changes in the way OOH advertising is planned and executed in Indian markets?

It has been good so far. The only change would be to introduce technology that can make use of satellites to track your brand presence (as we go predominantly on trust) and number of views.

Do you think that digital OOH will make OOH advertising more engaging? Would you consider spending more monies on OOH advertising if more DOOH formats are available?

Digital OOH can for sure engage a consumer. It can make people act, react and interact. You can make people take an action immediately rather than just putting a thought in their heads. This would most definitely help a lot of brands if the technology can deliver what a marketer wants.

For an FMCG brand it can mostly create an impact. This can only be considered based on the requirements - to engage people and make them remember your brand with or without an offer.

What were the key takeaways from your recent OOH campaigns?

It has most definitely helped us gain eyeballs.