Wednesday, 26 April 2023, Bengaluru, India
The most popular method of advertising is the digital out-of-home (DOOH) advertising method, and more brands are coming in to take advantage of this advertising method. The use of technology is done to make sure the impact of the advertisement is higher. Brands create awareness amongst people using the DOOH advertising method, and it is very useful.
“Your brand is what people say about you when you’re not in the room.”-Jeff Bezos
Though digital means of advertisement are getting popular now, it was not the case in the past. Brands used to rely on traditional methods of advertising. The most charming of all was the ‘ads-on-wheel’ method of out-of-home advertising. Somehow, the brands connect with the traditional approach of advertisement.
Brands like Flipkart, Uber, and Zepto have taken a notable interest in this method of advertisement. While Uber collaborated with famous Indian Comic Aakash Gupta for their ‘ads-on-wheel’ advertisement campaign, FairPlay took over the Mumbai Metro trains for their advertising campaigns.
Uber uses Aakash’s comic punchlines mimicking their brand; and puts them at the back of an auto-rickshaw. Understanding how many times people see the back of auto-rickshaws, Uber pulled a clever way to advertise the brand and create awareness about the transport business.
Ameya Velankar, Head of Marketing for India & South Asia, Uber, has given some insights about the brand’s ad campaign in collaboration with Aakash Gupta.
He said, “Uber has always been anything but conventional. Our intent behind the #UberAutoArt campaign was to go beyond traditional mediums, to become a part of conversations, and, eventually, a part of India’s cultural zeitgeist. Alternate mediums can help in building long-term brand salience and drive preference. As a brand, we stand by people who constantly challenge the status quo in the relentless pursuit of their dreams. We wanted to reimagine the daily commute of these individuals by adding a dose of delight to their everyday travel.”
“We chose three incredibly popular standup artists – Aakash Gupta, Prashashti Singh, and Aashish Solanki– who helped in infusing their brand of humour to create quirky quotes to be put up on autos. Humour, fueled by memes, has become the voice of a nation, and comedians have become the new lifestyle influencers, leading to instant relatability and a deeper connection with the audience,” Ameya Velankar added.
Velankar further added that the role of advertising should be to maximize the brand’s reach, build awareness for the brand, and generate demand. “As a brand, our marketing approach has always been content and insight-led. Content that personifies our brand values. Our quotes behind autos don’t carry any CTA – they are purely to drive positivity amongst our resilient aspirers,” he further added about the campaign.
Similar to Uber, brands like Zepto are also using out-of-home methods to advertise the brand and create awareness. Anant Rastogi, Associate Director-Brand Marketing, Zepto, believes that various OOH advertising methods like ‘lift advertising’ and ‘gate advertising’ are also popular methods for brands. Ameya couldn’t deny but agree with the comment.
“With advances in technology, the scope for groundbreaking outdoor advertising concepts, especially immersive ones that leverage ambiance, will continue to grow,” said Rastogi of Zepto.
Although advertising is one of the most important things for a brand, people should not forget that what comes after advertising should also speak in richness and quality.
Source – Exchange4media
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