Praveen Kumar Vadhera to deliver Expert Talk at NEONS OOH Conference

At the 10th edition of e4m NEONS OOH Conference, Vadhera, Head of Publicis In-Motion, South Asia will share insights on ‘OOH Advertising: Moving Beyond Awareness’

e4m by Noel Dsouza
Updated: Feb 25, 2020 6:02 PM
Praveen Kumar Vadhera

The 10th edition of e4m NEONS OOH Conference will witness Praveen Kumar Vadhera, Head of Publicis In-Motion, South Asia, giving an Expert Talk on ‘OOH Advertising: Moving Beyond Awareness’. 

Vadhera has been a part of the advertising industry for about 25 years. He started off in the OOH industry with PrimeSite Mudra way back in 1989. Since then, Vadhera has been working extensively in Out-of-Home space, and in businesses related to advertising and retail. Vadhera’s last big assignment before joining Publicis was with Bates where he was heading the largest OOH agency in the WPP network.

Having worked with almost every big brand in the OOH space, Vadhera has clients like P&G, Colgate Palmolive, Reebok, Fiat, Samsung, Unilever and Star Network to his credit.

Vadhera says at one point in Bates he was handling telecom brands - Vodafone, Idea Cellular and Virgin mobile - at the same time. From Airtel to Vodafone or Tata Docomo he has worked with them all.

At the beginning of this month, Publicis merged its two existing agencies -- Arc Worldwide, Solutions, and Ecosys OOH -- to create ‘Publicis In-Motion’ with Vadhera heading it.

Sharing his thoughts on the idea behind Publicis In-Motion, Vadhera said, “We are looking at a large chunk of the audience which is constantly mobile (moving audience). Apart from the sleeping hours and the weekends you spend the majority of the time on the road in various forms. There are certain forms of commonality among these audiences we are talking about. The idea is to look at their journey in an integrated fashion - starting from OOH which is generally an awareness creating medium down to triggering action and purchase. It becomes an ideal platform to integrate mobility and digital into it. If the core intent is to get people to act that action could be on mobile or offline. So, we want to exist in both domains. We will weave into that brand experiences which will create triggers for consumers to act.”

Vadhera further said: “The client base of Publicis In-Motion will be shared with Publicis the foundation where we started it. The Publicis Group has above 700 clients, so it is a good leverage point. There are a few good brands that are also outside the group who we will be appealing too. But the focus is to integrate the offerings with the group’s existing clients. This is an area that existed in Publicis but did not come across as an integrated service. The idea is to put it across to the clients that there is another integrated aspect of the Publicis offerings.”

Vadhera feels that the OOH industry in India is optimally using technology. He states: “One of the biggest advantages of technology is to be able to create connections at various levels especially in OOH. Technology gives you the ability to customize and talk to each individual consumer separately.”

Talking about ‘Moving Beyond Awareness’ Vadhera remarks, “OOH is one medium that can actually generate real brand experience and give you an impetus to actually convert awareness into purchases immediately.”

The NEONS OOH Conference & Awards 2020 is all set to provide a platform for all OOH stakeholders to deliberate upon the new growth avenues and collaborate to make the industry bigger and reach the desired growth goals.

The conference will be held on March 12 and 13, 2020, at Taj Santacruz, Mumbai, which will be followed by an awards ceremony where OOH industry leaders will be felicitated.

Watch this space for more updates on e4m NEONS OOH Conference & Awards 2020:

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