Brand marketer Archana Aggarwal, formerly with Airtel, joins OAA 2024 Jury

Speaking about the evolving landscape of Out-of-Home (OOH) advertising, Archana highlights,  “While innovations are essential for driving impact, a strong creative drive is equally crucial for maximising awareness and engagement. While creativity has been predominantly associated with innovations, there’s a growing need to expand creative boundaries across all aspects of OOH advertising.”

Noting a distinct shift in perceptions towards the medium, Archana remarks that, “Today, OOH is regaining relevance as brands seek to leverage its unique ability to reach consumers in real-world environments. This resurgence positions OOH as a vital component of comprehensive media campaigns, offering unparalleled opportunities for engagement and impact.”

Reflecting on the significance of the OOH Advertising Awards (OAA), Archana says, “I appreciate OAA for its comprehensive approach, which not only recognises outstanding advertising but also fosters awareness and appreciation for the entire OOH ecosystem. OAA stands apart as a pioneer in driving exposure and recognition for the industry, providing a platform for showcasing innovation and creativity.”

As she prepares to take on her role as a distinguished Jury member for OAA 2024, Archana expresses, “I relish the opportunity to explore the latest trends and innovations in OOH advertising, viewing each submission as a window to the limitless possibilities of the medium. I look forward to engaging in spirited debates and gaining new perspectives during the judging process, confident that it will be an enriching experience for all involved.”