CEO - OOH & Rural
Sanjeev Goyle, CEO - OOH & Rural, IPG Mediabrands is known for his marketing expertise in the industry. A management graduate from S.P. Jain Institute of Management & Research, Mumbai with specialisation in marketing, Sanjeev has worked both in the urban and rural markets holding pan-India responsibility. His rural marketing exposure started 30 years back, handling the OTC market leader Anacin -- the largest selling rural brand in the mid-1980s. Sanjeev has attended short duration executive coaching programmes at both Harvard and Ross Business School, and his work on Mahindra Shaan brand was taught as a case study on innovation in the Harvard MBA Programme.
In conversation with allaboutoutdoor, Goyle speaks at length about the various areas of outdoor advertising and how it has helped brands leverage these spaces uniquely and more.
How do you compare Rapport WW India vis-à-vis Rapport WW globally?
Globally and in India, Rapport is all about 'Rewarding Connections'. This ethos is demonstrated in our relationship with our clients and business and media partners alike. Both global and India operations are very vibrant and focused on providing best solution to our advertisers. We are constantly evolving with the changing consumer and the interplay of technology in consumer's lives.
Are you facing any particular challenges in the Indian OOH scenario?
The Indian Out-Of-Home scenario is challenging as it is very fragmented and lacks standardization of formats. At any given point in time we deal with multiple regulatory scenarios which poses own challenges in execution. Given the Indian ecosystem, the OOH digitization or growth of digital OOH is very slow paced.
The rural OOH scenario is quite disorganized. How long would it take to improve?
Given the length and width of the country, as also of the fact that 65% of Indian population lives in rural India, the last mile reach of the medium in an organized fashion with good quality; OOH formats is certainly a challenge. Obviously, it will be up to the OOH agencies and the media partners to work in the direction of improving both.
Which category, according to you, shows more interest in the OOH sector?
Across markets, formats and tiers, organized retail, consumer services, real estate, mobile handset etc. lead the way in OOH.
Is outdoor strong only in the metros?
No, apart from metros, OOH is also very robust in capital cities, tier 2 and tier 3 markets as well.
What do you think needs to be done to foster the outdoor industry?
Apart from the standardization mentioned above, it is important to have a metric to demonstrate efficacy of the out-of-home medium.
How has technology contributed to the industry?
At Rapport India, we have used integrated technology in the form of mobile intervention for several of our campaigns innovatively. We have also integrated technology in the some of the public-private partnerships that we have done. Therefore it is only on the back of technology we have created more innovations for our clients.
What can we expect from Rapport WW in the coming months?
It's going to be an action packed year for Rapport India most surely. We have started the year with bang and have picked up several awards for our great quality, consumer centric work. And in the coming months one will see more technology led innovative solutions from Rapport India.
Interview by: Aarti Pahwa
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