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Home » Viewpoints » “We are open to formats that break the clutter”

“We are open to formats that break the clutter”

By Ria Banerjee - July 23, 2018

Dollar Industries Limited, a key player in the innerwear segment, has established itself as an easy recall brand on the OOH canvas over the years. Krishan Kumar Gupta, Director, Dollar Industries Limited talks about how OOH media has become a key platform for the brand’s visibility in the non-metros.

Please elaborate on the strategy of your recent campaign?

Developing integrated campaigns is increasingly gaining prominence today. OOH media formats are essential to this mix as they give us longevity in terms of visibility. Since OOH is a mass market medium, it is best suited for brand messages and support campaigns.

How has your experience been with OOH specialist agencies or media-owning firms? Would you suggest any changes in the way OOH advertising is planned and executed in the Indian markets?

OOH industry has come a long way and with the advent of new technologies and digitization, the formats are evolving. One can also see a new wave of unique brand experiences for customers. However, in Tier I, II and III markets, most brands advertise largely through traditional media to increase their brand salience. These markets still have a long way to go in terms of infrastructure that can support OOH formats.

What makes Akshay Kumar the best choice for your brand? How do you think brand ambassadors work in OOH advertising in general and your brand in particular?

Our association with Akshay Kumar has been a long and fruitful one. Our audience gravitates towards Akshay for multitude of reasons – his style and attitude, commitment towards fitness and his maturity over the years have transferred on to the flagship brand – BigBoss. He is truly an embodiment of ‘BigBoss’.

The brand ambassador is meant to get more eyeballs for the brand. The hosiery product being a low involvement product, the only way to engage the customer is to have a renowned face. It definitely works for the top brands in this category and it worked for us as well.

What changes do you anticipate in OOH space?

We see a huge potential for improvement in OOH formats in rural areas. Unlike metros where OOH scenario has seen a sea change, rural areas are yet to evolve from the humble non-lit boards to well-structured hoardings.

Do you see OOH as a strong medium to connect with consumers in non-metro cities?

Yes, certainly OOH is a very relevant media to reach out to consumers in non-metro cities today. Our OOH campaigns in the past have proven the effectiveness of this medium to us.

As OOH becomes multi-faceted with dynamic transit media and activations, is there any scope for more compelling brand storytelling?

It is not the format that tells the story, rather it is about how you utilise the storytelling on the format. Today, OOH allows that kind of creative disruption to capture audience’s attention. Coupled with digital technology, brands now are able to provide exciting and new experiences to their audiences. However, having said that, I do believe less is more! If you develop a creative that looks great on OOH formats, it is enough to grab the audience attention.

How do you infuse creativity in your outdoor communication? Please elaborate with some examples.

In the outdoor communication, we choose the occasion very carefully and have themes in sync with the occasions. For instance, during Durga Puja, we would have Akshay carrying the traditional dhak so that he connects better with the local populace. Apart from doing conventional hoardings, we also use cut-outs so that it stands out in a larger than life format.

Do you think digital OOH will make Outdoor more engaging? Do you see yourself investing in DOOH?

We are open to new ideas and new formats that break free from the stereotypical clutter. However, DOOH is subject to certain limitations in India owing regulations. Although moving images can be effective in certain locations, these are prohibited in OOH space. However, it is important that brands have access to feasible formats that assure them of better exposure, good visibility and higher reach to make it worth the investment.

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