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‘When you look up at a hoarding, you actually look up to the brand’

By N Jayalakshmi - April 04, 2022

Large format outdoor advertising is one of the most celebrated uses of advertising space to create stature and impact for a brand, says Shubhranshu Singh, Vice President – Marketing, Domestic and IB, Tata Motors, CVBU, in an exclusive conversation with Outdoor Asia/Media4Growth on the role of OOH as a marketing medium.

Shubhranshu Singh, VP – Marketing, Domestic & IB,<br>Tata Motors, CVBUOverall, what has been your approach to OOH advertising in terms of the formats and audience engagement? How has it served the marketing objectives in the past?

My belief is that OOH has been one of the most consistent and thriving mediums for expression of brands. I see Outdoor as more than just a medium of advertising, because not only does it add to the overall impact, it can also be used to generate newsiness, and relate to issues that are important to society and do it topically too. Amul is  a classic example. It has done it so brilliantly in India that it adds to the overall halo and salience of the brand. Large format outdoor advertising is one of the most celebrated uses of advertising space to create stature and impact for a brand. When you look up at a hoarding, you actually, literally, look up to the brand.

At Tata Motors Ltd (TML), we have used OOH as a means of engaging relevant audiences such as first time users (FTUs), fleet owners and consumers at large. In our small commercial vehicle portfolio where we have pioneering brands such as Ace, Intra and Yodha, we have deployed OOH advertising as a means to market development.

What factors do you consider in your choice of OOH as a marketing medium?

The prime focus in on brand awareness and impact in OOH. This is because there is very low ad avoidance in this medium. We are also looking at our buses as canvas for innovative forms of advertising for our sister brands and partners.

Factors: We look at how wide we need to cast our net and how frequently those places are visited by people. The other key factors are in terms of the demographics - who are these people, what is their purchasing power, etc. Using technology and geofencing, smart use of non PI data and other proxy data, we can sharpen the delivery of advertising messages to the right intended audiences.

As we transition from a challenging period of lockdowns and restrictions towards a post pandemic stage, what role do you see OOH playing as a marketing and advertising medium? Do you plan to explore newer options in the OOH space?

People have been locked in for way too long and there is a natural inclination to travel, venture out and explore more. So, I see that not only will digital continue playing a pivotal role in our advertising – which took on a very important role during the lockdown when everybody was confined, OOH will also become important as people will be more receptive towards the outdoors and as they seek out different experiences. We just have to ensure we continue innovating with different formats. People have so much content on tap that the novelty factor seems to be the only thing that can get us the desired impact.

Read the full detailed interview in the April 2022 edition of Outdoor Asia magazine.

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