‘OOH creativity encompasses effective communication, emotional impact, visual appeal & integration with the environment’

Rupesh Salvi, Sr. Creative Director, RapportWW shares his viewpoint on the creativity quotient of OOH advertising

OOH provides great scope for creativity, and yet the OOH landscape in India does not see a high level of creativity everywhere. In your view, is creativity essentially about innovations or does it apply to every campaign that is launched?

OOH creativity isn't just about innovation; it encompasses effective communication, emotional impact, visual appeal, and integration with the environment. While innovation is vital, creativity also involves conveying the brand message effectively, evoking emotions, captivating visually, and blending seamlessly with the surroundings.

What are the typical challenges that you see when handling the creative side of campaigns, and how do you raise the creative quotient of campaigns?

Understanding the target audience deeply is crucial in enhancing the creative side of campaigns. Thorough audience research, including demographic analysis and consumer behaviour understanding, provides valuable insights to tailor the creative approach, ensuring it resonates with the intended audience.

How much does recognition of creativity matter for the team, and in that context, tell us how awards win matter, such as, winning OAA awards?

Recognition of creativity through awards is more than just validation; it boosts team morale, motivates creativity, and attracts top talent to the agency. Awards like OAA signify industry excellence, impress clients, and create networking opportunities, fostering growth and collaboration within the industry. Winning awards not only validates the agency's capabilities but also enhances its reputation and opens doors to new opportunities.