Unlike digital or print, OOH gives you a unique one-to-one interaction

Saket Agarwal, General Manager of Brand and Marketing at D’Decor, shares how brands are creatively utilising out-of-home (OOH) advertising during festive seasons to capture consumer attention. “Festivals present a unique opportunity to connect emotionally with consumers, and brands today are experimenting more than ever to claim their share of the wallet,” says Saket. 

Experiential campaigns have become a crucial trend, particularly during festivals like Durga Puja and Navratri, where brands can interact directly with consumers. Saket explains, “Unlike digital or print, OOH gives you a unique one-to-one interaction with consumers in real time,” allowing for more personal and memorable brand engagements. 

The use of technology in OOH has also expanded, with dynamic formats such as anamorphic 3D billboards and QR code-enabled hoardings. These innovations are making outdoor campaigns more interactive, helping brands to engage consumers beyond static visuals. However, Saket notes, “While innovation is essential to cutting through the clutter, brands need to evaluate whether the ROI justifies these expenses.” 

Competition for prime locations and rising costs during festivals are additional challenges. Saket is also looking forward to the full development of programmatic digital out-of-home (DOOH) in India, which would allow brands to target specific audiences more effectively. “I’m waiting for the day when programmatic DOOH can be fully leveraged in India. It would help brands like D’Decor avoid unnecessary ad wastage,” he concludes.