Why did you choose India?
Technically I didn't. The opportunity presented itself and I have been working here for more than a year.
How are you finding it?
I consider myself to be well-travelled. However, I have never experienced a country that is as chaotic and disorganised as India.
What's the media environment like?
India is a challenging market, as the outdoor sector is considerably less evolved than the UK. Outdoor is fragmented and there is little centralised control, which makes the job of a planner considerably harder, particularly when you are planning on a national scale. Research and accountability are still grey areas, although thanks to the recent launch of the Indian Outdoor Survey in Mumbai, we are able to give our clients verified coverage and frequency figures - a first for the Indian market.
How proactive are media agencies?
If you are not forward-thinking and proactive, then you will miss out on potential out-of-home business. Although the majority of clients are aligned with mainstream agencies, the outdoor business is often put out for pitch. It is not a reactive industry.
How developed is digital media?
Digital is nascent in terms of online. The outdoor digital LCD screen network is established, but I question the effectiveness of some of the locations.
Culture and social scene?
Mumbai has plenty of bars and clubs, but the social side of the industry is very low-key compared to the UK.
Main differences in media?
Out-of-home is the last media channel to be considered, as it is often planned one or two weeks prior to the campaign going live. This can be frustrating as it means there is little scope for integration or development of ideas alongside the main media strategy. Possibly as a result of this, clients are cost-driven, rather than value-driven.
One thing we can learn from India?
I have learnt patience.
Be the first to comment