If you have the right creativity, OOH delivers the brand purpose very clearly: Rakesh Kaul

NEONS OOH Conference 2019: Rakesh Kaul, President-Consumer Business & CEO- Evok Retail, HSIL Ltd., delivered the valedictory and jury chair address

RakeshKaul

Rakesh Kaul, President-Consumer Business & CEO- Evok Retail, HSIL Ltd., delivered the valedictory and jury chair address at the NEONS OOH Conference and Awards 2019 held in Delhi on March 8, 2019.

Kaul opened the session stating that marketers and owners of brands need to be much more vigilant and open to OOH. “In the future, OOH is not just going to be a peripheral marketing plan of a marketing manager, but it will be integrated into the original marketing plan. There are so much of clogs on analogue and digital devices today, but OOH is a medium where if you have the right creativity, you can put out the sense of the brand purpose very clearly. It is a medium that marketers use frequently. It makes the product proposition communication active,” he said.

In India, marketers have been taking the OOH medium seriously over the last two years and integrating it not just as a peripheral part of marketing but making it integral as an overall marketing plan. The marketing industry is trying to include new innovative ways to advertise on the medium, he said. “I am happy to see that the OOH industry is getting more organised. The marketing industry and brands need to take a look at this medium much more seriously,” Kaul added.

Kaul also spoke about the jury meet for the NEONS OOH Awards held on February 28. According to him, he was pleasantly surprised with the kind of work he witnessed and the amount of creativity that was put into making those campaigns.

“While the entries had put out the thought process, much of it was about the impact and the kind of numbers they would have delivered while delivering these outdoor promotions. They worked with the brand and agency together and some of these categories were really eye-opening. I call this activation of the brand. It is the conventional mode of communication for a brand to communicate with the consumer.”

“That day at the jury meet, I realised that OOH is a one-glance medium that can bring about the sense of the brand in a very brilliant manner and carries the message to the consumer strongly. Some of the work done by the winners was incredibly brilliant in terms of making the OOH very experiential,” Kaul said.

Kaul said, “We debated a lot. We realised that some of the categories and nominees were gold worthy. Then, there were categories where we felt they were only worthy of bronze. It was a very thorough and integrated process. I want to thank all the jury members who took out time to make it more transparent and democratic. The thought process was well integrated. One of the awardees actually reviewed our points to check our thought process. The top three (winners) were very close to each other. I would like to thank the NEONS and the BW teams for bringing a brilliant process of nominating and finding winners.”

“For me, the biggest learning from the jury process has been realising the kind of brands and agencies this industry is associated with. We marketers and CEOs should look at this medium much more seriously in the future,” concluded Kaul.

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