OOH 40 Under 40: I'm on this jury to learn from the young blood: Jaikishin Chhaproo, ITC

Chhaproo, Head of Media & PR, Personal Care Products Business Division, ITC, one of the members of the jury for e4m OOH 40 Under 40 Awards, talks about the trends and challenges in the OOH sector

e4m by Noel Dsouza
Updated: Feb 12, 2020 1:50 PM

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Jaikishin Chhaproo

The first edition of the e4m OOH 40 Under 40 Awards, to be held on March 12, 2020, at Taj Santacruz, Mumbai, will have an eminent jury panel to select trailblazers of the industry who will be awarded for their contributions to the fast-growing Out-of-Home (OOH) sector of the Media & Entertainment Industry.

One of the eminent members of the jury is Jaikishin Chhaproo, Head of Media & PR, Personal Care Products Business Division, ITC. Here he shares with us the trends and challenges of the OOH sector.

Speaking about his association with the e4m OOH 40 Under 40 event, Chhaproo shared: “I'm happy and excited to be part of the jury for exchange4media OOH 40 Under 40. One reason why I agreed to be part of this jury was to learn from the ‘young blood’. Earlier, one would learn from the seniors, but in this day and age you actually look at the new generations and learn from GenZ and GenY.”

Sharing a few tips for young professionals in the OOH industry, Chhaproo said: “I would like to suggest a couple of things to this entire young breed of professionals from the outdoor industry. Hard work can’t be compromised. Do not get disillusioned by fancy designations. As per Malcolm Gladwell in his book ‘Outliers’, unless you have put in 10,000 hours of practice and dedicated service into any field, you cannot call yourself an expert. When you do the Maths backward, it just means about 4-odd years of dedicated focus and inputs into your domain.”

Talking about OOH agencies and the trends in the sector, Chhaproo said, “OOH has always been chaotic. What is technically missing in this industry is a measurement which is FIR (Frequency, Impact and Reach). The second thing missing is an organized set up. It is still managed by so-called owners and some agencies. This also brings in the third part to the chaos which is undercutting. I genuinely believe that undercutting needs to be addressed. You cannot have a negotiation with just undercutting between two or three different agencies. Let’s go back in time when OOH was the first medium. Compare it with Digital today. The attention span that somebody gets on an asset or inventory is about 3 to 4 seconds. It is technically the amount of time that a person gets monitored as a viewer of content on Facebook or YouTube or TikTok for that matter. The kind of innovation that you see in OOH is fairly different. The kind that normally gets proposed in Outdoor is something jetting out of a hoarding or a bus shelter or you may have some moving parts and that’s about it. Until now, outdoor was a hard-core static medium. I assumed that about 85 to 90 per cent of inventory would still be static.”

On how one could differentiate from Digital that offers geo-targeting, something that used to be the forte of OOH, he said: “When you work on a plan you need to address measurement, reach, impact and geo-targeting. Therefore, measurement becomes critical,” Chhaproo explained.

The question for agencies and outdoor owners is what kind of investment are you making for your employees to gear up and compete in the multimedia scenario. “First, let’s take an example of a conversion the way it happens for an outdoor seller vs a conversation that happens with let’s say a seller of traditional media or Digital. The conversation will always steer towards measurements or efficiencies. With the traditional medium or the digital team, we need to put some numbers and efficiency metrics to the plans that have been submitted to the clients.”

Signing off, Chhaproo wished the very best to all the nominees.

The entry submission link is now live on the website. You can nominate your OOH agency here: https://e4mevents.com/ooh-40-under-40/#judging-criteria

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