Considered to be one of the veterans of the Out of Home Industry in India, Pramod Bhandula is the Executive Chairman of JCDecaux India. He has a strong experience of 35 years in the Out of Home segment. Prior to joining JCDecaux, he was working with Selvel Media Services India as the Chief Operating officer. He has been instrumental in making changes in the Out of Home Industry in the country. Under his dynamic & visionary leadership, JCDecaux launched the Indian subsidiary.
In this conversation with allaboutoutdoor, Bhandula talks about JCDecaux's works in India, the OOH industry in India, and more.
Excerpts from the interview are as follows:
Looking back 12 years ago when you started in India, what was the scene for then how brands were using the airport environments to reach customers?
Until the time we introduced international formats like scrolling MUPIs, light boxes, Totems, digital screens, special builds, airport advertising in 2008 in India was conventional just as outdoor billboards and cheap quality light boxes in the country. Along with these advanced formats, the launch of the first designer billboard on the approach road of Bengaluru International Airport changed the airport advertising facet. Giving brands a grand opportunity to advertise, it has also been a visual treat for the air travelers passing through it. It was then the first showcase at any airport, industry was benefited and same was copied and incorporated at other airports.
In terms of selling the airport to advertisers as a channel, do you frame it like any other media channel? You work out the audience segments and demographics, psychographics and behavioral profile of people within airports? How much detail do you have on that stuff?
Advertising at airport requires a set of data like TRP, audience segments and profiling to help brands cater the right audience. It is a science which can be determined easily as it is a controlled environment. We provide brands with extensive details to design their strategies to address the right group of spectators effectively.
What has been the growth in branded experiential type activities?
Branded experiential type activities have grown phenomenally, these activities have scored higher engagement along with brand recognition/recall.
What advice do you have for brands targeting airport audiences?
Airport is the perfect platform to target audience for brand image and communication. With passengers having their own leisure time, brands can innovate in ways more than one to get them engaged. Choosing different media assets, digital and static at different locations at the airport along with experiential campaigns can be benefitting. Change of creatives or adding innovation in long term campaigns is a great way of targeting receptive audience at the airport.
What are the international development oriented projects that can be successfully replicated for the Indian market, both from the city development as well as outdoor advertising angles?
We can work out on three key areas – uniformity, controlled numbers and exclusivity, this will not only help enhance the cityscape but our outdoor media will also become more credible.
How is the company leveraging the knowledge and expertise gained through international experiences to drive the business and growth in a fragmented and difficult market like India?
India is vast, fragmented and multicultural, our local approach is working well to understand the market and deploy effective solutions based our worldwide experience various markets .
What do you think is the impact of advertising on the street?
It is one medium that leaves behind its imprints for a longer time. Undoubtedly effective and gets faster engagement of the onlookers. Calling it larger than life won’t be wrong with its widespread reach and frequency.
Tell me about trends. What will be the media for advertising in the cities in the future?
Uniform and digital formats are going to be an invincible future trend.
What can we expect from JCDecaux in the coming years?
Our team is constantly working on rolling out of the box ideas!
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