116 August 2018
OAA 2018
Shalini Kumar, AVP — Partnerships & Innovation, STAR TV
“A lot of entries were received this time which shows lot of work has been done and
good to know that people are investing time in OOH to move beyond the hygiene
outdoor to an impactful outdoor campaign. I think we have moved from outdoor
to an engaged outdoor campaign; the next thing should be to look at how to add
digital. OOH is a localised medium and we have been adding activation to OOH
which is again localised. If we really want impact, it will happen through digital.”Karan Khanna, Brand Marketing + Sports & Sponsorship
Specialist, YES Bank“It was a good set of high quality entries. The rules and guidelines were pretty
rigorous. A lot of effort and knowledge has gone into creating this kind of a process.
My message to the industry is, use technology to bring more transparency so that
buyers also know that what they are getting for the money spent. Keep on with
innovations but don’t do it for sake of it -- keep your target audience and brand/
campaign objective in the mind.”Anand Dubey, Head — Marketing, Mahindra & Mahindra
Financial Services“The entries judged were interesting and satisfying. One thing came out very clearly
that agencies and brands have started understanding the relevancy of where to
enter and in which categories to enter work. Relevant entries were brought to the
table and it was interesting to debate on picking the best of the lot. The process
was neat and transparent as no hitch was faced by the jury. Also, it was evident
that there are more green initiatives taken by printers and agencies. There is a
mind-shift to do things meant for the betterment of society.”Kumar Gaurav, Brand Head, Edelweiss Tokio Life Insurance
“Some of the entries were really nice compare to last year; that’s the evolution. I
would like to mention that some entries this year were very different because they
were product and consumer centric so they kept the whole product/feature at the
centre. A lot of times innovations are done for the sake of it but in this case some
of the innovations were very relevant and there were many things to learn from
the experience. On a larger plane, the industry needs to use more technology and
more data.”