e4m OOH Conference: Industry leaders to discuss the impact of localisation in modern OOH

The 8th edition of the e4m OOH Conference 2026 will be held on April 22 in Mumbai, bringing together key voices from the out-of-home (OOH) advertising ecosystem along with leaders from the marketing and business community. The conference aims to explore how OOH is evolving in response to changing consumer behaviour, data-led strategies and regional nuances.

One of the key panel discussions at the conference will revolve around the topic ‘Speaking the city’s language: Localisation in modern OOH’. The panel will examine how brands are increasingly moving away from uniform messaging to more localised communication that resonates with specific audiences across cities and regions.

The speakers will highlight why local context often performs better than a one-size-fits-all approach, especially in a diverse market like India. During the panel discussion, they will also explore how brands can maintain consistency in identity while adapting campaigns to suit regional preferences, cultural nuances, and language differences.

e4m OOH Conference 2026 to chart the future of out-of-home advertising.

The panellists include Shwetal Basu, Sr. Vice President & Head - Brand & Marketing, Polycab; Pratik Ghate, General Manager - Media & Events, Bajaj Auto; Amit Bhojani, General Manager - Marketing and Brand Experience, Oberoi Realty; Rajeeb Dash, Head of Department, Sales and Marketing, Adani Realty; Piyush Sethia, Marketing Head, Atomberg and Himanshu Pandey, Founder & CEO, Segumento. The panel will be moderated by Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions.

The session will further shine light into the role of data in driving localisation strategies, including how insights can help tailor campaigns more effectively. The panellists are also expected to discuss methods for measuring the impact of localised OOH campaigns, offering a clearer understanding of effectiveness and return on investment in this evolving space.