The future of OOH is about being more interactive and experiential: Ketan Lakhani

Lakhani, Director of Orienta Cine Advertising, speaks about how his agency has expanded to 15 branches across the country and the trends & challenges in the OOH industry

e4m by Noel Dsouza
Updated: Jan 29, 2020 12:17 PM

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Ketan Lakhani

The Advertising agency Orienta Cine Advertising began its journey in 1967, with founder Balwant Rai Lakhani setting up the first office in Masjid Bunder, Mumbai and thus, set down the foundation of the company.

Orienta started off with only 3 people in tow. Balwant’s radical vision was enough to lead the company ahead. The team and Balwant's son Ketan Lakhani then took the legacy forward. They helped the company to slowly branch out from a single screen advertising to a larger than life promotional platform like outdoors, mall branding, brand promotions, activations, digital signages and much more.

Ketan Lakhani, Director, Orienta Cine Advertising Pvt. Ltd. shared that over the years, their team grew from 3 members to 15 branches across India. “Our ideas grew bigger, our services got better. Today, Orienta is not only a strong player in outdoor and mall advertising, but it has also stepped into digital media to stay abreast of the digitization of the nation”, remarked Lakhani.

Telling us more about the work the agency is curating in the Programmatic DOOH space, Lakhani commented that Programmatic DOOH is the need of the hour and it’s the future. "We are talking with two clients on this and would be coming up with great news in the coming months".

“Technology always changes the whole era, there was a time when radio replaced the newspaper, then TV replaced radios, now OTT platforms are attracting more and more traffic, which has led to a great marketing expenditure need for them to be visible with zero clutter”, explained Lakhani about the sector of brands that are spending more on OOH according to the agencies clientele.

DOOH is the need of the hour and there isn’t any way around it. It has become a medium that clients can leverage from as they will garner on-site data of their consumers and will also be able to integrate campaigns with mediums like mobile.

The five trends according to Lakhani that will drive the OOH industry forward is technology scalability, impactful storytelling, media mix integration, a reliable monitoring mechanism, and an innovative approach.

Explaining the challenges OOH players face, Lakhani stated, “To provide a strong medium to measure the impact and reach is something we all need to ponder on and develop in order to provide our clients with a more reliable ROI.”

Lastly, sharing about his outlook for the year 2020 Lakhani signed off saying, “We feel digital is not the future anymore, it is the present and the future is about becoming more and more interactive, experiential, and taking over the consumer’s mind space.”

Orienta has worked on clutter-breaking and impactful campaigns with brands like Google Neighbourly, Lakme, Bajaj Pulsar, OPPO, BYJU’s, AXE Apollo and Netflix’s show Bard of Blood to name a few.

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