'OOH should highlight value-added services'

Approach to OOH

We as a brand would like to follow some micro or granular ways of advertising in East. Bangalore being our headquarters, we are hugely present in the airport in terms of branding and also in Mumbai being the financial epicentre we have presence in West but the other two zones will pick up in a few years' time in terms of visibility.

Role of OOH in the overall marketing plans

Every year, the budget increases and we go for institutional campaigns. Internally, these are decisions taken as per the requirement. We have plans to invest in outdoor and we would like to explore the interior and virgin markets and it is really important to create awareness in the market through such media.

We cannot ignore the impact of media like TV, but outdoor certainly plays a very strategic role in the media mix. We are in fact thinking of rolling out a campaign, when we launch our credit card.

We as an organisation believe that if you do good work then that gets paid off and that is the highest form of advertisement one can do.

Preferred formats

Hoardings are good to give information about a new service or may be small information like opening of a branch and such. People recollect and remember from the outdoor campaigns.

Approach to OOH campaign creative

The value added services should be highlighted in any campaign. In ING Vysya our value added offering is asset management.

The creative of any outdoor essentially should be developed depending upon the respective TG. For example, we feel that the same art work cannot be put up for attracting the mass in metro cities and people living in the outskirts. If it is a liability account then it cannot be the same.

Defining innovation in the context of OOH advertising

Innovations might help, but for a sector like banking it is a process and unlike FMCG the loyalty cannot shift based on an innovation. It is the service in the market which builds a brand in this sector. Reaching out to more number of people with good and reliable service is the ultimate way to reach the audience.

Role of and expectations from OOH specialist agencies

They should bear in mind that the attitude towards servicing emerging private banks will have to be different from the age-old nationalised banks.

Factors that would drive higher OOH spends

The metro cities have really become saturated in terms of investment. OOH will surely play a great role in the interior markets. In those areas people give respect to what they see, thus it will help the brand to influence the audience. I feel that if we invest in opening ATM's that will provide out-of-home visibility continuously with a rendered service to the customers, then that would be much more beneficial for the bank rather than maintaining two-three large format hoardings.  As a whole OOH should highlight the value added services.