'Need digital alternatives'
By M4G Bureau - October 29, 2013
Bharath Ganapathi, General Manager, Corporate - The Hindu on why more alternatives need to be explored in the OOH medium.
Spend on OOH in TN
In Tamil Nadu because of the restrictions there is not much of an option. We use whatever is available.
Key markets in the state
Chennai. Coimbatore, Madurai, Trichy, Salem, Tirunelveli, Vellore, Pondicherry are our key markets.
Preferred formats which work better in this state
TV, Radio works better for us. Social Media is a good platform too. And then, of course we use our own brand The Hindu which gives us great reach.
Formats really depend on the campaign objective. So there is no set format for this.
Comparing OOH in ROTN OOH with other states
The choices are limited here and hence Print and TV deliver better.
Exploring new formats
Audience engagement on social platforms is a regular activity for the brand. Otherwise there are a lot BTL activities that we undertake.
Factors that would drive OOH spend
I would like more Digital initiatives in OOH to increase the possibilities for of innovations. But then, given the cost, it become prohibitive to use the media sometimes. So that is a concern. However in other states OOH becomes an integral part as TV and Print don't deliver as much there.