User talk:Omprakash-Kolkata

OUT OF HOME (OOH) business in India has undergone upheaval changes. The rule of the game is still very much unpredictable and region / market centric. No uniformity in practices and nothing great to talk about on the ideologies of the bodies who are said to be the custodians of the trade. Still this business in India manages to grow in double digits every year. Concessionaires in particular reap rich dividends. In consequence, everyone tries and establishes his / her own sets of rules leaving the industry as a whole at the vagaries of uncertainties. Ask any concessionaire about his / her plan of investments and commitment for the trade.... guess, after a fumble would inevitably come out with some big talks that he / she somehow managed to have an access at some point of time in life which is completely defunct in morality and loyalty.

Those who are unaware of OOH domain in advertising, please note that its all those stuffs you see once out of your door steps and till you get back. It may have a place in your apartment building, perhaps on the lift you use, the car rental you hire for office, the mall you visit frequently or even when using a public transport to reach some destinations. It has a unique reach, cost effectiveness and TG (target group).

Despite of all such merits OOH is mostly under played / under rated in India as a part of any ad campaign due to lack of its research mechanism and data availability substantiating this industry's contribution to a brands's success. OOH industry may jolly well be termed as an unsung HERO doing its job albeit quietly.