'Railway media ensures maximum consumer connect for advertising brands'

Srishti Communications has a dominant presence in the southern markets. Do you think that advertising brands are adequately leveraging the OOH opportunities in the southern markets? What steps are needed to bring more brands into the OOH fold?

From the cost as well as visibility angles, OOH advertising is certainly beneficial to the advertising brands. There is ample scope for OOH industry to penetrate deeper into the southern markets. For this, the stage governments should give the industry a business-friendly policy environment. Currently, there are too many unorganised and illegal hoardings put up in different cities that are eating into the business of legal sites. Well-drafted and easily enforceable OOH guidelines from the concerned authorities on OOH media display will bring in greater transparency and the industry can be properly regulated. Innovation is also key to bringing more brands into the OOH fold.

You have established a deep footprint in the railway media space. Tell us, what gives you a headstart in this area?

Railways function as the lifeline of the country. People from different segments of society like students, employees, entrepreneurs, businessmen, decision making authorities, and other travel by trains. Crores of passengers are ferried by the Indian Railways daily. Hence advertisements on the railway media provide the maximum reach to a wide cross-section of society. Further, this is a hassle-free space where you pay the license fee and display your advertisements without any external interference.
   
You are now foraying into the northern market. What kind of groundwork was needed to explore new markets?

Having established ourselves in the South, we were looking for the right opportunities to spread our wings in the North. We were waiting for the right type of media and location and we visited many locations to check their feasibility. We had enquiries from our clients to execute all India campaign. This also prompted us to map different media in different locations. And, when the Delhi Railway station tender came up, we participated and won the contract.

Are you looking at any other OOH opportunities, particularly in the transit media space, such as, airport media, road transport media, etc.?

Why not? Transport media is a legal media and can give reasonable returns on the investment. We are on the lookout for the right type of media which will be cost effective as well as remunerative  

What is your assessment of outdoor policies in India? What regulatory steps will make it easier for the OOH industry to do business better?

A uniform policy with suitable guidelines from the enforcing authorities as well as easy compliance by the media agencies will go a long way in bringing in transparency and accountability for the players in the OOH industry. As is the case in the Railways, policy guidelines can be issued by the respective state Governments, local bodies to ensure there is regulation of the industry.  This will ensure better compliance and increased revenues for the Government and other stakeholders.