OOH Advertising Agencies Follow New Local Strategy

Out of Home (OOH) ecosystem has taken a massive hit due to the pandemic. Advertising has become the most challenging field as they had to find innovative and new ways to reach their customers in these tough times. Most OOH advertisement agencies are stepping up their game to appeal to a wider audience.

They are planning in such a way that they appeal to the local market sooner and in an effective way. They are advertising their brands along with safety measures. They not only educate their audience about their new products but also spread awareness regarding this pandemic. Various brands have launched new ideas and advertisements during this lockdown and also have mixed feelings about the current OOH platforms.

Atul Shrivastava, CEO of Laqshya Media Group, “The #S campaign has been conceptualized by Laqshya Media Group, as part of BharatPe’s ‘Ek Bharat Ek QR’ campaign. It was aimed to spread awareness of social distancing and the use of hand sanitizers. ‘#S’ stands for staying safe during COVID. The campaign, carried out in Delhi/NCR, encouraged shopkeepers and customers to be cautious and stay safe during the Unlock 3.0 phase by following precautionary measures like sanitizing hand and wearing masks. A structure of #S in the Indian tri-color with sanitizer dispensers attached to it was created for the campaign. They were installed outside vulnerable points like ATM, shopping complexes, markets, milk booths, and local Kirana stores. Shopkeepers, customers, and security personnel were encouraged to sanitize their hands, to keep themselves and their loved ones safe. These installations were put up in a total of 35 market areas in and around Delhi/NCR. Free masks were also distributed at all these locations.”

Vritti Media, a pioneer in transit promotions in small towns and rural areas has launched two campaigns. One for a detergent brand named Fena where they marketed the brand directly to the users in the residential area in Noida, Lucknow, Kanpur, and Ghaziabad. The other was for crop insurance for farmers. “For this, we did van brand activations of 35 vans. The idea was to drive awareness and educate farmers on crop insurance for Agricultural Insurance Corporation in rural markets of Rajasthan. This activation was done all through May and June 2020. With social distancing, we tried to educate the rural consumers about insurance claims,” said the founder and Director, Rajesh Radhakrishnan.