With OAC 2012 Dis­rupt the Sta­tus Quo!

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The col­lec­tive par­tic­i­pa­tion of the in­dus­try and the sin­cer­ity OOH folks have put into this event makes it what it is to­day. This year OAC 2012 has Times OOH & Milestone Brand­com as the two Ti­tle spon­sors. Shar­ing his views on OOH as a plat­form and what made him as­so­ciate with it Sun­der Hem­ra­jani, Manag­ing Direc­tor, Times OOH & The Ti­tle Spon­sor of the event says, “Over the years OAC has grown to be a se­ri­ous plat­form for the OOH in­dus­try, wherein var­ied ideas, cur­rent is­sues get dis­cussed and it is this ex­change of thoughts that ef­fec­tively drives changes in the OOH in­dus­try. TIMES OOH be­ing a se­ri­ous player finds it apt to as­so­ciate w i th a plat­form like OAC.” Echo­ing Sun­der’s thoughts and shar­ing his rea­sons Nabendu Bhattacharyya, Founder & Manag­ing Direc­tor, Milestone Brand­com says, ““OAC is the only plat­form in In­dia where del­e­gates and speak­ers from na­tional and in­ter­na­tional mar­kets par­tic­i­pate and dis­cuss the burn­ing is­sues and chal­lenges fac­ing the OOH medium to­day. As a leader of the in­dus­try and as the youngest and fastest grow­ing spe­cial­ist agency we thought it would be an apt fo­rum for us to be as­so­ci­ated with and con­trib­ute as stake holder. It is a sup­port we wanted to pro­vide to this no­ble cause of bring­ing the stake­hold­ers to­gether un­der a com­mon plat­form at the event.” Along with the zest­ful sup­port, OAC 2012 also has a game chang­ing theme. This year OAC will fo­cus on the much re­quired sys­tem­atic corrections in the In­dian OOH Ad­ver­tis­ing In­dus­try. ‘Dis­rupt the Sta­tus Quo’ is the theme OAC 2012 is fash­ioned around this year. The theme is an at­tempt to har­bor a re­newed fo­cus on is­sues that con­tinue to be ob­sta­cles for the medium and ab­stain it to achieve its true po­ten­tial as a com­mu­ni­ca­tion ve­hi­cle. Ex­plain­ing more on this front Vas­ant Jante, Pro­ject Direc­tor, OAC says, “Over the past cou­ple of decades the in­dus­try has made a re­mark­able trans­for­ma­tion from be­ing just a re­minder medium to be­com­ing a vi­tal ele­ment in any suc­cess­ful com­mu­ni­ca­tions pro­gram. But even as the in­dus­try con­tin­ues to break new grounds there are per­sist­ing sys­temic is­sues that se­ri­ously im­pede the rate of growth. Patchy reg­u­la­tion, for ex­am­ple, has al­ways been and con­tin­ues to be ac­knowl­edged as one of the most sig­nif­i­cant de­ter­rents of progress in the in­dus­try. This year the ef­fort is to go be­yond just ac­knowl­edg­ing a prob­lem and ex­plor­ing pos­si­bil­i­ties and op­tions that are avail­able to the in­dus­try and to dis­rupt years of sta­tus quo.” So the is­sues that will take a cen­ter stage at OAC 2012 and will be dis­rupted to gain a paradigm shift will in­clude reg­u­la­tions, lack of a uni­form met­ric, the pric­ing im­bal­ance, the mer­ce­nary com­pe­ti­tion, and over­all dis­in­cen­tives for in­no­va­tions and vig­or­ous growth. All th­ese dis­cus­sions will be en­abled by the col­lec­tive par­tic­i­pa­tion of all con­stituents form­ing the larger whole OOH in­dus­try of In­dia. While the con­ven­tion will Dis­rupt re­al­i­ties and look at defin­ing some new ones, there will be the Expo which will host a small but ex­clu­sive and in­no­va­tive col­lec­tion of prod­ucts, so­lu­tions and ser­vices tar­geted at the needs of the OOH com­mu­nity to­day. The two day event will cul­mi­nate in the Out­door Ad­ver­tis­ing Awards, the most com­pre­hen­sive awards event ex­clu­sively for the OOH com­mu­nity in the coun­try.

So be prepared for two days of dis­rupt­ing the sta­tus quo

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