‘OOH is ideal for communicating specific messages’

Tata Teleservices is one of the biggest advertising entities in the OOH domain. The company has rolled out notable innovations in the OOH space to engage with consumers in multifarious ways. Some of these displays have acquired iconic status in recent years, governed by the innovation imperative. Lloyd Mathias, president, corporate, Tata Teleservices, who is also chairman of Media Research Users Council (MRUC), talks about the growth and development of the OOH industry in an interview to network2media’s Rajiv Raghunath & Neha Nagpal. Excerpts:

A senior media professional with vast experience in strategic media planning and buying in India and overseas, Rajul Kulshreshtha, managing director, Kinetic India, has set upon a mission in his role in the OOH domain, to consolidate Kinetic India’s leadership position and to usher in greater transparency and best practices in the industry. Kulshreshtha will draw upon his professional experience of having worked with agencies like Universal McCann and ZenithOptimedia, and other leading companies, in meeting the new challenges. He talks about the opportunities and challenges in the OOH domain in an interview to network2media’s Rajiv Raghunath & Neha Nagpal, Excerpts:

‘A modern, global outlook is perhaps overdue in this domain’

At a time when most business sectors in the country are making strident progress to match the evolving global standards and practices, the Indian OOH industry appears to be slow-paced in its growth and advancement. There is a strong-felt need for a change in the way OOH business is conducted. Praveen Vadhera, country head, 141 Wall Street – OOH, talks about the challenges that confront the industry in an interview to network2media’s Rajiv Raghunath. Excerpts:

Vodafone is credited with some of the most innovative campaigns in the outdoor domain. The brand has not only made an effective use of the medium to take its value propositions to a wide cross-section of consumers, but has also supported social causes like environment protection. Sanjay Warke - CEO, Vodafone Essar Mobile Services Limited, Delhi, talks about the brand’s outdoor experience in an interview to network2media’s Neha Nagpal. Excerpts:

‘Outdoor firms engaged in city infrastructure projects are not focused on the maintenance of the utilities’

Over the last 10 months since assuming the additional duty of regulating the Delhi outdoor industry, B N Singh, OSD--advertisements, Municipal Corporation of Delhi (MCD), has taken bold steps to regulate and standardise the outdoor media in areas that come under the jurisdiction of the civic body. Singh has also directed attention on boosting the MCD’s advertising revenues by placing demands on other civic bodies in the city to share advertising revenues accrued from media properties that reside on lands belonging to the MCD. At the same time, he has come down heavily on unauthorised hoardings, unilaterally and in partnership with the industry bodies. Singh talks about the eventful outdoor experience in an interview to network2media’s Rajiv Raghunath. Excerpts: