OOH Speak

GM on the OOH in­no­va­tion lane

Outdoor Asia - - Contents - As told to Sus­mita Das

Each form of com­mu­ni­ca­tion has its own set of chal­lenges, ad­van­tages and disad­van­tages. For ex­am­ple in Chen­nai, our de­ci­sions to move to the air­port was es­sen­tially be­cause of the fact that we were not able to reach our tar­get au­di­ences through hoard­ings, so we wanted to get the eye balls with the best avail­able op­tion. We are at present en­dors­ing our newly launched Chevro­let En­joy at all ma­jor air­ports in sev­eral cities.

Lead­ing au­to­mo­bile man­u­fac­turer GM In­dia uti­lizes the out­door ad­ver­tis­ing medium reg­u­larly for its pro­mo­tions and new prod­uct launches. While the com­pany pri­mar­ily uses tra­di­tional me­dia for­mats such as hoard­ings, they re­cently ex­per­i­mented with in­no­va­tive OOH for­mats such as es­ca­la­tor brand­ing. To get a deeper glance at GM In­dia’s in­no­va­tions in OOH and mar­ket­ing strate­gies, Out­door Asia chats up with Ga­gan­deep Singh, Re­gional Sales Man­ager - South In­dia at Gen­eral Mo­tors In­dia. Could you elab­o­rate on the equa­tion GM has with the OOH medium?

As soon as we launch a prod­uct, we make sure that we are present in all the ma­jor cities with hoard­ings at a cor­po­rate level. We also have a lot of dealer-led out­door ad­ver­tis­ing ini­tia­tives in smaller cities and high­ways. How­ever, in cities like Chen­nai where we don’t have an op­tion of putting hoard­ings, we reach the tar­get au­di­ence through dis­plays and ac­ti­va­tions like es­ca­la­tor brand­ing in­side malls for ex­am­ple. We have car­ried our en­dorse­ment cam­paigns at malls in cities be­sides Chen­nai, cities like Cochin, Hyderabad, Vishakha­p­at­nam, Vi­jayawada and Ban­ga­lore.

With the con­straints in static main hoard­ing in Chen­nai, what kind of newer in­no­va­tions and newer for­mats were you look­ing at?

Es­ca­la­tor brand­ing is nor­mally not much com­mon in the auto trade; so I would say that was in­no­va­tive from the auto per­spec­tive. In or­der to reach out to the tar­get au­di­ence we had also ven­tured into mul­ti­plexes where we had show­cased some run­ning in lo­cal lan­guages.

What is your per­spec­tive on ad­ver­tis­ing in air­ports?

Each form of com­mu­ni­ca­tion has its own set of chal­lenges, ad­van­tages and disad­van­tages. For ex­am­ple in Chen­nai, our de­ci­sions to move to the air­port was es­sen­tially be­cause of the fact that we were not able to reach our tar­get au­di­ences through hoard­ings, so we wanted to get the eye balls with the best avail­able op­tion. We are at present en­dors­ing our newly launched Chevro­let En­joy at all ma­jor air­ports in sev­eral cities.

What are the cri­te­ria for choos­ing a par­tic­u­lar site or a for­mat?

One is the in­ter­est and the tar­get au­di­ence. I have no­ticed that de­pend­ing on the area, hoard­ings re­ceive the right eye balls. For ex­am­ple, the hoard­ings at Sankey Road, Ban­ga­lore are amongst the most pop­u­lar sites in the city, there­fore we are also present at the site with our hoard­ing. I would say that avail­abil­ity is the sec­ond cri­te­ria be­cause many hoard­ing man­u­fac­tures and com­pa­nies de­sire for JRRG KRDUGLQJ VLWHV, ZKLFK DW WLPHV EHFRPHV GLI­fiFXOW EXW ZKHQHYHU ZH JHW D EHVW fiW, ZH RSW for it.

What are the chal­lenges you have to face with re­gard to OOH?

The big­gest chal­lenge is avail­abil­ity; the prime sites are mostly oc­cu­pied for a longer du­ra­tion of time. Sec­ond, to some ex­tent, would be cost; cer­tain hoard­ings are get­ting more ex­pen­sive. On a high­way we can get a good hoard­ing for Rs 40,000-50,000 per month whereas a prime site in Ban­ga­lore would cost ap­prox­i­mately Rs 4-5 lakh per month which makes a lot of dif­fer­ence. Again I would add, this en­tire out­door in­dus­try is still a lot un­or­ga­nized and there are a lot of smaller spa­ces which at times gen­er­ate a chal­leng­ing en­vi­ron­ment.

Are you look­ing at dig­i­tal cam­paigns in the fu­ture?

We have huge in­vest­ments for the web and, we have some­thing called the ZIPIT pro­gram which we have been run­ning in GM In­dia. We have some mo­bile hoard­ings and LED’S in cer­tain cities but we don’t have too much of LED op­tions avail­able right now, so it’s more of hoard­ings. In Hyderabad we had this op­tion of go­ing dig­i­tal in cer­tain malls, so we have cho­sen this op­tion as it’s much more clear and ca­pa­ble of at­tract­ing the masses

Ga­gan­deep Singh (L), Re­gional Sales Man­ager South In­dia, ZLWK $QLO 0HKURWUD, &KLHI )LQDQFLDO 2IfiFHU, GHQHUDO 0RWRUV

In­dia at the Launch of Chevro­let

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