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'Put up the sites on time'
By M4G Bureau - January 21, 2014
Surinder Rana, Head -- Corporate Advertising, Shakti Bhog, in a chat with Outdoor Asia tells why the band plans to increase the spend on OOH advertising while sharing the challenges involved in the medium…
Average spend on and approach to OOH
We spent 25% of the entire budget on OOH. We are going to increase the outdoor budget this year considering that the electronic media is becoming costlier. Also, we may do some filler campaigns too, as these kinds of campaigns have become popular these days. We generally take 40-50 sites for each campaign. We have done campaigns for Choco Bite product this year where we concentrated more on formats like unipoles and metro sites. We displayed on more than 100 metro sites for 3 months.
Role of OOH
Shakti Bhog is a market leader in flour in India and we are getting competition from other brands like Aashirwad. We have been rewarded as India's most attractive brand in flour wheat atta category based on a survey conducted in more than 16 cities. The credit for this goes to OOH medium also. In fact we have even increased our sales recently because of OOH .
Comparative performance of OOH
The biggest advantage of OOH medium is that it is a localized medium. A place like Delhi is a cosmopolitan city as all kinds and categories of people come here. So through outdoor you can cater to 95% of the audience. Now we are launching our new product called Shakti Bhog Gold Tea. We will be doing an OOH campaign for this launch later in January or Mid Feb. We are also launching Gold tea in 4-5 states and are entering the cornflakes market too; the product will be launched soon.
Exploring formats
We have tried all kind of properties such as billboards, gantries, and good unipoles. We tried metro properties the first time and it was a good success as it caters to a huge number of travelers and is a big property. I believe the Delhi Metro is far better than the London Tube Rail. But being a FMCG brand, we don't take public utilities.
Strong OOH markets
No other city can be compared to Delhi. Delhi has all kind of formats such as street furniture and others which can be compared with international standards. Even a city like Mumbai is far behind Delhi in terms of OOH. For example, Mumbai's Bus shelters are smaller
than Delhi. Also, wall panels are allowed in Delhi.
Defining innovation
We always believe in doing fresh innovations. For example, recently we did a backlit atta bag on hoarding which people noticed very well. We wanted to innovate on metro properties as well but couldn't because of restrictions. But even there we took backlit star flex which very few people use. Going ahead, we will certainly go for more innovations for our new launches.
Creative approach to campaigns
OOH medium gives the visibility for a few seconds. The idea is to have minimum messaging and maximum reach. Our creative include the product, tagline, the brand ambassador and the rate of the product. We don't like to put in a lot of information and make it
looked cluttered.
Measuring impact
Monitoring is a big task. We ask our vendors to sell images every week because they can't remove and put other sites. Lighting is also a big issue. And to deal with this, we have an internal team which does surprise visits to these sites. I for my part keep changing my travelling routes too and keep checking the sites status. Overall I do feel the advertising standards have been raised.
Role of Specialist Agencies and expectations from them
We always take the sites directly from media owners all over the country and through this we save on cost. But lack of transparency is an issue and has to be sorted out.
Message to Media Owners
There are three utmost important things which are needed: determination, dedication and punctuality. Media owners should put the sites on time and give the images on time.
Factors that will drive OOH spends
I think the conditions of the sites should be improved. Also, media owners should fulfill the work commitment. They shouldn't sell one site and then install the flex on another.
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