Quiz any outdoor veteran on the future of outdoor in India and one of the main trends he'll point out is the increasing, innovative use of digital screens.
As part of an innovation in outdoor advertising, Samsung India Electronics, the home appliances and mobile handsets manufacturer, has installed a 16 mm high-definition LED screen at Srinivaspuri in Delhi.
The innovation has been conceptualised and executed by the company's creative agency, Cheil Worldwide, and outdoor agency, Platinum Outdoor, which is part of Madison Outdoor Group.
The spokesperson for Samsung India, Ruchika Batra, says, "The digital screen is highly impactful as compared to a static hoarding. Currently, this screen, installed at Srinivaspuri, is displaying content for Samsung LEDs and touch-screen handsets."
She adds, "We, at Samsung, are increasing thrust on more and more interactive displays through out-of-home mediums like digital screens and in-shop displays."
Gour Gupta, chief operating officer, Platinum Outdoor, says, "Samsung sets very high benchmarks in the OOH space around the world; and we wanted to do something clutter-breaking and visually appealing in India too. A lot of research and development went into the production and also getting the necessary approvals. This 16 mm LED has a far superior clarity and intensity. MIC Electronics Hyderabad and Pioneer have partnered us in this venture and we hope to replicate this."
Alok Aggarwal, COO India, Cheil Worldwide, says, "Outdoor media worldwide is evolving towards digital screens. The fact remains that digital screens cast more impact on the minds of consumers. Further, digital screens allow easy display change, besides displaying various messages for different products."
On whether similar screens will be installed in other metros, Aggarwal adds that they are open to the idea, but this depends on getting permissions, as it is difficult to get clearance from the authorities for such mediums.