‘Creativity is about finding the perfect blend of idea, execution, and context that really speaks to the people’

In the bustling streets of India, Out-of-Home (OOH) advertising stands as a vibrant tapestry of creativity. Rahul Mago, the Creative Head at Coral Media, shares insights with Media4Growth on the realm of OOH creativity, its challenges, and the transformative power it holds.

The Essence of Creativity in OOH

“You know, when I think about creativity in our OOH landscape, it’s beyond innovations and every campaign isn't just about those big, jaw-dropping innovations. Think of creativity in OOH not just as the big, flashy ideas but as the soul of every billboard, bus stop, vehicle wrap, and digital screen you see.” he added, “In India, with our streets buzzing and colours flying everywhere, there's so much room to play with. Sure, not every OOH space in India reflects this level of creativity, but it's not for the lack of trying. It's about finding that perfect blend of idea, execution, and context that really speaks to the people who see it.”

“Innovation is our way of telling a brand's story, allowing brands to connect with consumers in unique ways. Innovation in OOH has evolved significantly over the years, from large cut-outs to anamorphic displays.”

Navigating Challenges and Elevating Creativity

“The biggest challenge is keeping that creative spirit alive when you're juggling budgets, locations, regulations, and trying to connect across India's beautiful but complex cultural landscape. Even with the advent of technology, and in this digital era where everything is superficial, the biggest challenge for any innovation is to stay connected with end consumers.”

Rahul added, “Today, everyone is adopting anamorphic displays, regardless of whether a brand truly needs it or not; it has become a digital race. Since the idea is to create something that not only catches your eye but also touches your heart; sometimes it's about trying and trying until you get that combination just right.” 

“With DOOH, brands can change with the weather, offer dynamic content capabilities, react to current events, or even interact with the audience in real-time. It also integrates data analytics and further enables us to understand audience behaviours and preferences, making campaigns more targeted and impactful. DOOH when used in the right manner, can stand out.” 

The Significance of Recognition and Awards

“Awards are not the end goal but rather milestones that mark our journey towards excellence; because it's not just about the trophy; it's about knowing your work made a splash, that it stood out in the sea of ads out there. It's a powerful affirmation for the team, a reminder of why we pour our hearts into these campaigns. In the context of OOH advertising, where the results of creative efforts are displayed for millions to see, recognition assumes an even greater significance. Awards, especially ones like the OAA, aren't just shiny objects on a shelf, they're a beacon, calling us to raise the bar, to innovate, and to inspire. As I said earlier, winning isn't the goal; it's about being part of a community that celebrates creativity, that pushes us to think bigger, to reach higher.”

In conclusion, Rahul underscores that creativity in OOH is a narrative journey—an exploration of storytelling, connection, and the relentless pursuit of excellence. Every campaign is an opportunity to craft landmarks in people's lives, fostering moments of connection, wonder, and inspiration.

Through his profound insights, Rahul Mago invites us to embark on a journey where creativity transcends boundaries, leaving an indelible mark on the canvas of OOH advertising.