We need to engage the audience through content: Praveen Kumar Vadhera, Publicis in-Motion

At the tenth edition of e4m NEONS OOH Conference & Awards, Vadhera, Head, Publicis in-Motion gave an expert talk on why OOH advertisers need to push the envelope of imagination

e4m by exchange4media Staff
Updated: Mar 13, 2020 8:33 AM
Praveen Kumar Vadhera

At the tenth edition of the NEONS OOH Awards and Conference, Praveen Kumar Vadhera, Head, Publicis in-Motion gave an expert talk on OOH Advertising – Moving Beyond Awareness. It was an interactive session where Vadhera chose to engage with the audience by showcasing a few of the case studies done on the OOH medium.

He started off the session by saying, “When I first heard about the topic, I thought 'beyond awareness' is kind of existential from a philosopher's point of view. But from the outdoor industry point of view, it is an existential question. Because we have not reached a point where we can engage with the audience. Moving beyond awareness means that you are able to engage the audience.”

Later in the session, Vadhera spoke about DOOH in India, which continues to have static and run-of-the-mill content without exploiting the possibilities that technology offers."So, we are nowhere even close to moving beyond awareness till the time, we start looking at this medium as a medium with content, which can engage," he emphasised. 

He showcased two examples of Nike Hypercourt campaign, which became a talking point globally. Nike, Google and BBH Singapore had partnered for a remarkable online/offline project called Nike Hyper Court, which brought digital content to beautifully painted physical basketball courts, in the Philippines.

Vadhera pointed out: “We are limited by our imagination. With the level of technology today, available we are still stuck in a 40:20 and refusal to go beyond that. Crux is that we are limited by our imagination or lack of imagination. So, unless and until we actually are able to leverage, we won’t be able to achieve it.”

Going forward, he showcased another case study of Nike, where the sportswear brand constructed a pop-up arena track in the middle of Manila, calling it the "world's first LED running track."

Taking reference from the case study, Vadhera said, “To move beyond awareness, we need to ideate and engage the audience through content. We need to break our moulds and start using imagination. If we don’t apply that, OOH in this country will not move beyond imagination,” he concluded.

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