 It's now time for our second standalone speaking session on role of out-of-home in telling brand stories and our speaker is Mr. Piyush Bajlis, head of marketing Kansai Nehrolak Paints Ltd. Spanning 17 years of consumer marketing experience enriched across sectors, FMCG, automobiles, telecom and single brand retail brand startup. PNL impacting roles delivering exponential growth on brands addressing diverse target audiences including youth that is pre-teens and teens, families working professionals and farming communities across urban and rural geographies, a proud member of teams credited with brand and product launches, new market creation and winnings at Guinness World Records, Abbey's and WoW awards. Ladies and gentlemen, please put your hands together to welcome Mr. Piyush Bajlis. Before that I just have a small announcement actually. There is a car I'm just naming it's DL3C BA241. I request you to please get in touch with the valet. Thank you. I'm repeating DL3C BA241. Thank you. Good afternoon everyone. Thanks for that introduction. I don't know how many people you've met and you've just have gone and met most of my bosses and I hope they had good things to speak about me which you captured. So just to give you a background I represent a paint company. So we are in the business of technically speaking in the business of coatings for surfaces which we popularly refer to as paints and it's a lot about colors. Now this is that part of a talk where you can blatantly do brand plugins. So just bear with me for that. But what are the surfaces that we coat? We do jewelry's. We do furniture. We do white goods. We are enjoying a lion's share in the automobile coating sector, industrial coatings and of course we do coat homes, interiors and exteriors. Now this is an artist's representation of all the surfaces that Neralak coats and it's an installation that we had put up sometime back in Mumbai as part of one of the festivals that we had partnered and I thought that it was a very interesting piece to pull out and create a context with. While yes it does reflect that there is a bit of Neralak in our lives in our homes but it also brings me to the topic which is about out of home and how out of home can help build the brand stories. There was a very interesting panel discussion as I walked in and it was on and there was a lot of conversation around the future and the possibilities and I was so happy to hear that a lot of people are talking about the challenges because that's probably a very important thing to note and be cognizant of when we are embarking on big ambitious journeys. But having said that from a marketing point of view from a brand perspective person who's handling a brand I thought that while there is a lot of messaging around content there is a lot of messaging around what's possible what's not possible let's see if from a brand's perspective what can be spoken about. I'll just bore you with four slides with humongous amount of data. Technically what I'm talking about is that the future there is a lot of proliferation of out of home that we all are talking about. There is a lot of new media which is opening up and everybody is lapping it up. In India we are told that the Fikki report recent report tells us the CAGR which is so positive. I'm so happy to put it up because most of the businesses that are going to drive this I am not partnering them so most of the seeking calls might get diverted elsewhere. But having said that the idea is that when there is growth then obviously there is a lot of potential to even improvise and that's something which excites me personally and excites us as a brand. There was a lot of discussion about the digital billboards and you know the whole geotagging or geofencing and then Wi-Fi enablement all of that is brilliant and that's what technology is probably going to allow us to achieve in the near future. But from my perspective what I see is that there are tech led media opportunities which means that the messages need to be crafted to keep that in mind and to suit these opportunities which are coming in. So again from a brand point of view for a marketer it again throws back a challenge at us in terms of being able to understand this medium and these opportunities and be able to tailor make our content accordingly. So there is this whole give and take, there is this whole symbiosis that needs to happen at both ends and trust me when we meet we get to meet some of you who come down for different interactions pitches or for that matter you know when we are trying to crack a new opportunity or a new idea that is being built we actually learn a lot and the learning actually happens because you and your teams are able to bring to us these solutions which are potentially you know going to amplify our message but out of home from our perspective we always we do believe that outdoors was pass outdoors was in the past most of us most of our careers probably started when outdoors was the only OOH today yeah there was mention that there are seven basically anything which is outside the door is out of home which could mean you know sticking my neck out but which could also mean anything that you do in a village but gets seen anywhere else is out of home right so that's that's that's a broad I would say a definition that one keeps in mind TV remains the big daddy as one of the panelists mentioned but what interests me is that the growing reach of out of home and the growing reach of internet and smartphones there was a very interesting anecdote which was shared about you know people are waiting for the red light and that's so true but the fact of the matter remains that these two mediums out of home and data are talking and they are talking how that's something which is really exciting because these two mediums put together are actually putting actually providing a potent weapon in the hands of all marketeers to actually engage and embrace audiences that's something again which is exciting us a lot going forward okay there was a lot of noise in the past and there was a lot of mentioned which is happening around the potential of DOH there is a lot of as I say a lot of projections in terms of numbers etc there's a lot of money to be made I understand and all of us are into it the point is that how we will be able to take each of these innovations in our stride to really bring alive the brand messages that that we can continue to talk about I spoke about our business which is colors and colors is something which is visible beyond behind colors there's a lot of technology that we also employ and we also kind of do but but the core remains when it comes to consumer interactions it's a lot about colors and a lot about what is happening aesthetically what is happening to the visual appeal of the surfaces or the surroundings so there is a lot of transformation from that sense which happens when you apply a coat of paint somewhere while all of this is happening parallely the brand narratives so to speak of have moved from being preachy to being conversational there's a lot of conversation that is happening and this conversation is actually bedrocked on the need for information there is a lot of information being sought there's a lot of information which we which is being offered which is floating around practically everybody is into conversations but when the information is sought information gets you know there is active searches that are happening people are talking at forums for example this is one of the one of a very rich forum where we are exchanging thoughts and ideas there are interactions happening but there are forced as well platforms that force information on to us TV banners all those you know where it's a one-way communication the takeaway from one from consumers is that it is static it is a hard sell in a lot of cases there's a lot of clutter and in a lot of sense it tests their patience now when when we are talking about information which is driving conversations but there is a aspect of information which is a lot still in the space of being forced there is an opportunity to drive conversations which basically are participative it could be it could spawn from a visual impact created it could be immersive and here basically we believe that OOH or out of home has a role to play in a very big way let's just look at one or two examples that that we have that have been catching catching our eyes if I say participative it's basically action outcome is shared there is a very interesting video which I would like to share with you and then we can talk about it is survival billboard pretty nervous I'm ready the pain is only temporary glory lasts forever you have the power you can vote survival billboard.com for snow this is the start of the true endurance test I like it let us know what you're thinking keep chatting to us on twitch I underestimated the challenge that's it I'm done for an incredible amount of time our contestants have been it was the eight seconds dwell time versus the eight minute dwell time just because of the sheer impact of the activity activity that was happening and I again am a cognizant of the fact the challenges that all the panelists talked about that we in India face it's not lost on us but let's stay inspired by looking at this stuff as well that's the point we also tried something similar in the past and this was in a remote village and again if I look at look go back to the previous video previous activity the the cost impact was actually in the long term when you look at the way Xbox and the Tomb Raider actually raked it in you know it was it was well worth it I'll just play this video and then I'll I'll just share a point of view on that as well. Sarheta is one of the villages behind Rajasthan, Ashwajshata and Ashikshah are the biggest problems here. When we came to Sarheta village the first time it was among the backward villages of Rajasthan. Like when we were kids we used to get pots of paint and we used to splash and have fun they're having that kind of experience which they've never had before thousands of honey they don't the entire village is like a festive kind of atmosphere is out there so you know when you have beautiful walls you don't want to put culture in front of them you just underscores a point in my mind about not necessarily everything will happen in our on the main roads in our beautiful metros but I mean we did this and I think it's got a lot of millions of view views and it's reached a lot that's where you know basically the out of home is kind of met for for us from our context it has met and you know met with digital and kind of become slightly bigger the other piece is the visual impact I am sure all of us know this right this is captured everybody's imagination I think earned marketing is about seven and a half million dollars within the first 12 hours of release it had got some billion impressions on Twitter some 250,000 shares on Instagram or something I mean crazy numbers and it's just one single piece that has been put out there so the power of the idea I think is much more important even in today's world very happy and glad on on behalf of all my fellow marketeers to welcome each and every agency partner to come in have a chat with us about what are the ideas we want to put out there digital technology formats important very important but I think the underlying story really needs to get captured and then of course all of us are together in it so that's that's about visual impact another visual impact which we tried again as an installation there in Bombay and it's got views it's got reach but the best thing about it is that it was all done in a very eco-friendly way which is what our brands call out is and we were able to actually engage people and audience on that platform as a result in fact while there was a visual impact here but there was a lot of participation we ended up having about a 1600 feet long canvas on which the the city of Mumbai the Mumbai cars came and painted their their vision of a beautiful Mumbai I wish I had a picture but I'm I'm afraid I'm not able to get cat get that but but it's a beautiful site and we've been able to get people to come and contribute to creating something which was out of form and talk about it when it comes to visual impact we did something last last year we started it at Mumbai airport whereby we took up one of the belts and again going back to our core area which is to color all of your lives colors and then hence shared cards are very critical for all paint organizations and paint companies so we thought that there was this medium available and and if there is a way of bringing alive our shades proposition through this medium will it be possible of course it took us about good six to eight months of R&D with the agency and the and the and the site owners but at the end of the day the the impact was really nice and and yes it got it did get talked about a lot so it was well worth the time and money spent we come to immersive so in fact the airport activity which we did let me just play a small clip for you and maybe I you know it'll just help establish that immersion that I'm talking about yeah can I have the video a surprise plan to make Diwali the festival of lights even brighter for those who are yet to reach home ladies and gentlemen boys and girls we will be learning soon in Mumbai your luggage will be available on the new colorful bells number three we wish you a very happy and a lot of very Diwali and thank you for flying with him to see my baggage baggy that we are going to take a look at the heart of black band like it would have been like in a key type colorful band time I think I would have done it a little better than the guy that the sub narrow like paint of different different colors that I mean the name of the gift I mean Leila or Baqi passengers come in the water will be both good bhajha lagra hain yeh meri pali flighty aur pala surprise gift mila bhajha lagra hain it's a pleasant surprise that narrow like would think of this it's a very unique way of welcoming people I really was feeling a little sad ki Diwali ke din I'm traveling this is the best surprise that I've got so far I really would like to thank narrow like for this experience this is the first time I'm getting this out of the world experience if anybody can connect is narrow like you have really painted the picture of my life and today I've made my day I wish you you and your entire team a very very happy Diwali such a wonderful gesture I'm surprised to have it here on the airport this is very new to us we thought that somebody that personally they're taking but all are not certain actually everybody is taking that thing but I'm totally I always thought that holy is colorful but thanks to narrow like this Diwali has been very colorful every homecoming rejoice narrow like paints wishes you a very happy and safe Diwali so while yes we had put up the colors and we had put it out and this wasn't a brand plug genuinely I felt that this is worth sharing but the idea was that you know immersion of within with into that moment and catching that moment I myself was surprised to see the kind of expressions we captured candid from all those passengers that that kind of felt nice as well as it kind of gave us that confidence that okay what were we actually giving away we were giving away Diwali sweets Diaz and and we gave an you know a plant but I think that whole surprise element married with that color proposition I think worked and that's another example which which I thought would be interesting to share I'm told that I'm now over running time so I would skip the last video that I have I'll okay so I'll just quickly wrap up basically the idea is that the out of home is a very brilliant platform which can help brands create a bridge with consumers to sense to listen to seek experiences that are immersive that are part participative basically what we are talking about is coming together and creating some exciting conversation stories thanks thank you so much for enlightening us with your words sir and on that note we'll move on to the second panel discussion for the evening the topic is creating all right so I requested please stay back on stage as I request a token of appreciation I now invite Mr. Gautam Bhirani founder and CEO of bar talk India to give away the memento let's have a huge round of applause please ladies and gentlemen thank you sir