Feedback

Sumit Sehgal

Sumit Sehgal

CMO

COMIO

“The entries were of high standard, and well drafted and presented. I particularly liked the transparency maintained in the entire judging process. As regards the business, it would be good for the industry to provide robust data to their respective clients, and also come up with more improved media monitoring systems. There is a strong case for OOH metrics to be put in place.”

Ashish Morone

Ashish Morone

Sr. VP & Head Marketing Communication

HDFC Bank

“We saw quite a few interesting entries. At the pace that India is adopting technology, we are seeing a lot more innovations and interesting work happening, so hopefully the way we have done Cannes this year, a lot of our outdoor innovations should have representations in international forums. I think the future is good with the kind of work I have seen. Overall, I think we should push the industry to do more innovations but the critical part is not to look at the innovation for the sake of innovations; there has to be some relevance in terms of categories operating from, and if that works then I think we will have amazing output.”

Rajneesh Chawla

Rajneesh Chawla

Group Head- Marketing & Communications

Indiabulls Group

“All the entries were really good, creative & innovative in their own space. To the industry, I would say, please continue to innovate. Static displays beyond a point become obsolete and turn out to be a blind spot. We have to continue to innovate and launch more 360-degree campaigns and see if we can create more engagements with the end consumer.”

 

Shalini Kumar

Shalini Kumar

AVP - Partnerships and 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.”

 

Kumar Gaurav

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.”

Pramod Patil

Pramod Patil

AVP – Group Marketing

Kotak Mahindra Bank

“The entire process was very transparent. Some of the best, intelligent and credible marketers were part of the Jury. I judged a few categories that I generally don’t interact with and I realised that those are important categories -- like printer of the year or media owner of the year categories. A key takeaway is that when you are buying, evaluate the smaller options because there are smaller vendors who have the right media but because they don’t have scale, we miss-judge them but they have the right media and ready to work with you. So, look out for them specifically, especially the regional ones.” 

Kaushik Prasad

Kaushik Prasad

General Manager, Consumer Marketing

Ford India

“I think the quality of entries has been pretty good this year. They seemed to be a lot more structured. I was particularly impressed by the work where the advertisers have tried to get two mediums to talk to each other, drive consumer engagement with the brand & product being very core to the idea. I think the organisers have been strict with the rules and guidelines as they are driving the agenda of transparency, getting only those campaigns on board which have seen light of the day, something which is very important for the marketing & advertising fraternity. I think it is important that the industry embraces new technologies.”

 

Jiveshdeep Singh Sandhu

Jiveshdeep Singh Sandhu

Dy GM — Marketing

Nissan Motor India

“I see that the overall quality of entries in the OAA contest has gone up this year. The entries are supported by information on the impact of the campaigns. I was happy to see classic innovations comes through, using the media very effectively. I must add that the organisers of the contest have raised the benchmark standards, even at the expense of revenues, which is truly commendable. I thought the entries had given us good food for thought.”

 

Anand Dubey

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.”

 

Lloyd Mathias

Lloyd Mathias

Chairman

OAA 2018 Jury

“It has been a fairly productive engagement. We went through the entries on our individual iPads and had discussions helping crystalise our thoughts. The jury members came from a good spectrum such as automotive, consumer durables, mobile phones, etc., and that brought many perspectives into play which really helped enrich the judging process.  To the organisers I would say, keep up the good work because outdoor is a powerful medium and outdoor happens very close to point of purchase and it gives a quick credibility. And with this whole sharing economy where people are interacting so aggressively, outdoor is  a great medium that can influence the buying and purchasing behavior quite significantly.”

 

Karan Khanna

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.” 

 

Karan Shroff

Karan Shroff

Head of Marketing

Xiaomi India

“The processes were pretty clear and smooth; very well formulated and our time was valued which is a good thing. I think the industry is moving a lot towards digital now and we should see more entries in future from a digital standpoint. The entrants in the contest were given adequate time to make their presentation and that helped the Jury’s decision making.”

 

Shardah Uniyal

Shardah Uniyal

Global Head — Branding & Communications, Birla Cellulos

Aditya Birla Group

“The entries had a lot of detailing in each of them across multiple heads. The process followed was fabulous.  The process was commendable & hats-off to the organisers. It really brought the level of the award selection process to a high order. All the participants have done a great job. I think it is a learning process. Looking ahead, the OOH agencies have to understand the needs and objectives of the brands at a much deeper level and all innovations and planning done should be filtered with those brand objectives in mind. The more they work towards it, the better will be the output.”

 

Rohit Markanday

Rohit Markanday

Trade Marketing Head

Adani Wilmar

“This is a very nice platform for the agencies and media owners to showcase their work. Some of the entries were really good and at some point of time, it was difficult for us to decide which entry to select and not. I really appreciate the process of judging. My message to the industry would be that to treat each client separately. I am representing FMCG, so don’t sell me sites that are relevant for car brands. And when you pitch to the client, just read about the consumer behaviour toward that product.”

 

Madhu S Dutta

Madhu S Dutta

Head of Marketing & Digital Social Media

Raymond

“The entire process of judging is high-tech and the categorisation of entries was easy to comprehend. The interesting thing was that people who have worked on it came to present and there was an interaction and that’s a very accurate way of judging. In general, I feel that as an advertiser, it is good to be prudent; there should clarification on the outcome expected from the medium. If an advertiser isn’t clear about this, then the agency would grapple with it.” 

Deepak Saluja

Deepak Saluja

Executive VP — Head Branding Marketing, Channel Loyalty and Investor Education

UTI AMC

“I must congratulate the organisers for the tremendous work they put in. As a process, it is pretty robust as I have been associated in past too as a juror. The industry needs to constantly push itself to set new standards. Please understand that the client is not looking at single dimensional approach. OOH is fairly wide spectrum in its own definition and you need to really address it from the consumer perspective and then identify the touchpoints. Expand the scope of OOH; don’t restrict it to outdoor sites and build in elements that could go beyond just site visibility to engagement.”

 

Dhiraj Soni

Dhiraj Soni

Head — Consumer Marketing, Printing & Personal Systems

HP

“I was quite amazed with the quality of entries across categories. Each of the entries had a story to tell and impacting on a broader level. The rules & guidelines for the contest were pretty fair but for the Jury, they can be made more directional, helping one to coming to conclusions more easily. Broadly speaking, marketers do face a challenge in attributing ROI with regard to OOH campaigns. Isolated use of OOH for more geo-targeted campaigns might be an answer to how effective a campaign can. In a 360-degree campaign, the impact can’t be attributed to a particular media.”

Swapnesh Kaushal

Swapnesh Kaushal

VP

Reliance Retail

“The rules and guidelines were pretty fine. In fact, the overall process was methodical and professional. From the evaluation perspective, they are very scientific. My message to the industry is: data sharing between clients and agencies is one area which can improve. I understand, there is some confidentiality involved but there are ways & means to deal with it.  When that happens, the effectiveness of the campaign on which money is being invested will improve substantially.” 

Manu Seth

Manu Seth

Country Head — India & South Asia

Fresco India

“I have been associated with this journey for a long time. I see that the quality of entries has improved. The evaluation process is getting better with each edition. Like others, the international entries have been of good. The OOH industry is generally viewed as unorganised industry but this platform renders transparency and authenticity to the medium. Looking ahead, the way everything is changing towards experiential, it remains to be seen how well OOH communicates and connects with an end consumer.”

 

Allen Eric

Allen Eric

GM — Marketing

Emami India

“It was interesting to see how a whole gamut of advertising brands have leveraged the OOH media to connect with their consumers. The different innovations that one got to see and assess were a learning experience. The judging process was indeed robust, allowing the Jury members to assert their individual views and yet come up with a collective point. The FMCG entries were interesting but I believe the OOH media can be leveraged more effectively. Somewhere along, OOH as an industry needs to market itself a little better and work a little closer with the clients, especially in the FMCG sector.” 

Binda Dey

Binda Dey

Head Marketing

Red Chillies Entertainment

“There were some really quality entries. It was a rigorous process, we enjoyed listening through and questioning them. The process was very well structured. It was designed in a way that no one could interfere with it; we had an opportunity to judge individually and none of the Jury members could influence the others, which is very important. We have to think about OOH, Activation and Digital more collectively; we can’t think of it in silos. Firstly, the planning needs to be done 360 degree, if you are thinking of a TV plan then how OOH can help along with it. Also, it is good to have a very clear call to action with it because measurability has been an issue with OOH.” 

Dhiraj Kapoor

Dhiraj Kapoor

Head — BTL Marketing

Intex Technology India

“I must congratulate the participants; they have done a thorough homework. This is the set of guidelines which everybody should follow because they are actually of an international standard. OOH must do a lot more and that will help the industry gain a larger share of ad spends.”

 

Priyanka Joshi

Priyanka Joshi

Brand Manager

Prince Pipes & Fittings

“It was a pleasure being a part of the judging. It was really tough for us to select the winners from the entries. I think the rules were flawless which made the job easier. I can see that the OOH industry is rapidly evolving and the kind of innovations offered by this industry is a lot more attractive compared to that of other mediums.”

 

Indrajit Sen

Indrajit Sen

Executive Director

IOAA

I attended Outdoor Advertising Awards judging session, all three rounds, as an observer to witness the judging process. The judges were by far some of the best professionals from various categories of the industry who use OOH medium, therefore the question of bias doesn’t enter into the whole matter at all. Secondly, in none of the entries, there was any evidence of its representatives who entered it; also when the people came for their presentations, there was never a disclosure of their company’s identities. The entire process was conducted without any bias and of course the final entries go directly to EY representatives who were part of the process through out. In spite of attending all sessions, I haven’t got any hint of the winners; it is a completely transparent judging process and the results are entirely being controlled by EY. Hence, I don’t see any room for improvement. If some changes happen next year to raise the bar then it would be welcome. Currently the way they are conducted, I would say it is the best processes for judging a competition in our line of work that I have come across till date.

 

Pramod Bhandula

Pramod Bhandula

Vice Chairman

IOAA

"This is the best judging process I have come cross till date which is very robust and transparent in nature. The process has been judged by some of best professionals which gave valuable insights throughout the judging. I can’t think of any improvement as of now. "

Girish Upadhyay

Girish Upadhyay

Head — Media Planning, Digital & Research

TATA Motors

“It has been a great experience. I can say from seeing the entries that OOH industry is evolving in terms of technology and innovations. Also, I think we need to move forward in terms of measurement. There were interesting innovations.”

 

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