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Durga Puja: It’s celebration time for OOH players in West Bengal

Durga Puja has traditionally been a good season for the OOH industry in Kolkata and rest of West Bengal. Every year, brands of all hues make their presence felt by using permanent and temporary outdoor media options available in the region to connect with a large number of out-of-home audience.

Brands such as PC Chandra, Essar Steel, Asian Paints, Emami, Coca Cola and Captain TMT splurge on OOH during this time, contributing about 30 per cent of the annual earnings of OOH industry in the state, say industry experts.

According to Charanjeet Singh Arora, Co-Ceo, Kinetic India, during Durga Puja, West Bengal becomes a priority market for most of the retail brands.

“Majority of the eastern part of India is in a celebratory mood during this time and everyone is out shopping for the festival. Hence, any kind of OOH placement provides a great deal of mileage and visibility. It also helps add to the numbers in terms of brand recall and increased sales. Thus, it is safe to estimate that the OOH industry witnesses a substantial amount of spends during this period,” shares Arora.

Rohit Chopra, COO, Times OOH, says the festive period in India is considered to be auspicious for making high involvement purchases across categories, especially gold and real estate. It also witnesses high sales activity in the retail and consumer durables, thereby making these three months crucial for companies in these sectors to gain double digit growths, he explains.

Arora points out that a lot of retail, FMCG and jewellery brands use OOH. “More often, large retail brands such as …Click here to read the full story