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OOH Interviews

Manju Yagnik

Vice Chairperson | 27 Jun 2013

Increase in creative content and better technology is required for better impact of outdoor advertising. Thus, the drawback of absence of sound and motion, that limit the target audience for the hoarding, can be done away with. Another difficulty in using outdoor advertising is lack of clearly stated norms for display of hoardings. These norms should be specified so that multiple hoardings are not placed at the same time in the same location. This may dilute the impact of the various hoardings placed in that area.

Manju Yagnik has been associated with the Nahar Group for over two decades. Her core expertise lies in project planning, product development and marketing strategies. Yagnik is also recognised as an industry icon for her thought leadership. In the capacity of a Co-Chairperson of the Exhibition Committee at MCHI (Maharashtra Chamber of Housing Industry), she shoulders the responsibility of offering a common platform for developers and home seekers. She attributes the Group’s success to a culture that believes in incessant betterment across functions.

In conversation with exchange4media's Priyanka Nair, Yagnik speaks at length about how Nahar Group has used OOH advertising in an interesting manner in its communication plans, her views on the outdoor advertising industry and more...

Q. The OOH industry is labelled as unstructured. Please share your opinion. Where does outdoor fit in your media plans?

The economic growth in the country has influenced growth in several sectors. The real estate sector has also witnessed considerable development during this period. Media is another sector that has experienced a boost during this period. Outdoor advertising is one of the many sectors that has grown rapidly after economic growth.

The out-of-home advertising (outdoor advertising) companies are under one banner – Indian Outdoor Advertising Association. The Association works to protect the rights and benefits of the companies that are part of this industry. Many Indian outdoor advertising companies today have tie-ups with foreign companies. All these factors justify that the industry follows a disciplined outlook.

Outdoor advertising is a very important part of our media plan. About 25-30 per cent of our advertising budget is directed towards outdoor advertising. We feel outdoor advertising suits the modern lifestyle, which demands quick and attractive output, very well. Hoardings at prime locations can attract maximum attention from travellers.

Q. Do you think that above innovation, smart planning should be the ground rule while designing an outdoor campaign?

In outdoor advertising, innovation and smart planning are basics while designing an outdoor campaign. In case of outdoor advertising, the amount of time available to attract the attention of a passerby is limited. In that limited time, the content on the hoarding should be colourful and attractive to grab and retain attention for the maximum time limit available.

Q. What are the changes that you would want to see in the outdoor industry that will lead to brands retaining their trust in this medium of communication?

Increase in creative content and better technology is required for better impact of outdoor advertising. Thus, the drawback of absence of sound and motion, that limit the target audience for the hoarding, can be done away with. Another difficulty in using outdoor advertising is lack of clearly stated norms for display of hoardings. These norms should be specified so that multiple hoardings are not placed at the same time in the same location. This may dilute the impact of the various hoardings placed in that area.

Q. What are the five elements that you would want to see incorporated in an outdoor campaign that you roll out for your brand?

The five elements that we would like to see in an outdoor campaign are:
• Excellent creative content
• Improved technology that supports sound and motion model
• Weather friendly
• Less costly
• Ability to provide maximum details of the product

Q. You recently ran a month-long campaign. How did it help in your brand building exercise?

The month-long brand campaign greatly impacted our brand building exercise. The campaign was for our flagship project, Nahar’s Amrit Shakti, a super premium township spread across an area of 125 acres. The brand campaign included major platforms of publicity such as print, radio and OOH advertising. Also, the campaign was designed uniquely by placing the residents of the township as brand ambassadors for the project. Due to the extensive campaign carried out rigorously in all these media, we were able to create wide awareness about the brand and the super premium project.

This was positively reflected in the sales of the apartments after the campaign took off. It has helped us regain the recall capability of the brand among the masses and has also helped us secure a position among developers providing super premium apartments. It has also helped us achieve the identity of being one of the major developers to have a super premium township project in the suburbs of Chandivali near Powai.

Q. What is the common idea that you have tried to maintain in all your campaigns?

All our modes of advertisement carried a common concept, which highlighted the experience of the residents staying at Nahar’s Amrit Shakti. The residents spoke about their rich lifestyle at Nahar’s Amrit Shakti in all media, including radio, print and out of home advertising.

Q. What percentage of your marketing spends is allocated to OOH?

We have allocated roughly 25-30 per cent of the marketing budget to OOH.

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