Pearl Media, the media venture of CCL Ltd, has forayed into the OOH space in partnership with AdImpact for marketing airtime on the latter’s networks of LCD screens across various commercial establishments.
Pearl Media, which was recently taken over by current CEO, Sanjay Reddy, has been primarily involved in marketing airtime on programmes across the Sun Network. Speaking on the initiative, Reddy said that the market was dynamic and it was essential to grow, and OOH was the new mantra.
Reddy further said, “The need to catch people’s attention outside of home is greater than ever before. A lot of brands are going the extra mile to break through a clutter of advertising and create an impact. And LCD screens provide that opening.”
AdImpact has recently forayed into the multiplex vertical by installing its LCD screens across multiplexes of Inox nationwide. They also have their network of LCD screens installed in the ground floor elevator lobbies of various commercial and residential buildings in Mumbai. “We want to remain completely focused on the growth of our footprint and have Pearl Media sell airtime on our continuously increasing network of screens,” said Vibhav Parikh, Founder MD and CEO, AdImpact.
Debjyoti Tah, GM, AdImpact, said that their screens had been installed at strategic locations, which had a high concentration of SEC A+ and AB audience. “The Indian media industry is going through a transition phase, new media are emerging to catch the right TG at the right place,” said Vineet Gupta, National Sales Head, Pearl Media.
Revealing some of the future plans of the association, Reddy said, “As this OOH space is in the indoor level, we will venture into the outdoors with digital signages and LED screens in the coming months.”