It's now time for our second standalone speaking session on roll-off out-of-home in telling brand story stories And our speaker is Mr. Piyush Bajlus, head of marketing, Kansai Nerulac 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 forming 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 Bajlus Before that, I just have a small announcement actually there is a car. I'm just naming its DL 3C BA 241 I request you to please get in touch with the valley. Thank you. I'm repeating DL 3C BA 241. 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 it's a lot about colors Now this is that part of a talk where you can you know blatantly do brand plugins So just bear me bear with me for that But what are the core surfaces that we quote 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 representation of all the surfaces that narrow lac 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 And create a context with While yes, it does reflect that there is a bit of narrow lac in our lives in our homes But it also brings me to the topic which 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 you know, 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 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 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 excites me personally and excites us as a brand there was a lot of discussion about the digital billboards and You know the whole geo tagging or geo fencing and then Wi-Fi enablement all of that is brilliant and And that's what technology is probably gonna 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 from a again from a 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 there is this whole Given take there is a this whole symbiosis that needs to happen at both ends and Trust me when 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 gonna amplify our message but out of home from our perspective. We always we do believe that Outdoors was passed outdoors was in the past most of us most of our careers probably started when outdoors was the only OH today Yeah, there was mentioned 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 smart phones 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 to 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 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 Bedrock 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 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 this 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 Let us know what you're thinking keep chatting to us on Twitch from genuine fatigue at this point I underestimated the challenge. That's it. I'm done Just knows how they're managing it. I'm gonna call it quits here They have been up there for an incredible amount of time Our contestants have been through the element. I was the eight seconds Duel 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 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 Sir Heta Rajasthan's Pichre hui gao me say a Swachhata or a Shikha, yeah, he's upset. It's a mess. Yeah, I'm when we came to Sarita village the first time It was among the backward villages of Rajasthan Galiya, you can do it. What's up? Karni? Yeah, Narnia's up Karni. Yeah, I'm Rosemarra. He's in the key. Fosebhar poor or bear on home Who's me agar run? Yeah, yeah, you should in and hero may Roshni kakaam career Nerolaak or neem Rana group ki a Koshish Sir Heta go a kind of a new Deneke like when we were kids we used to get parts of paint and we used to splash and have fun They're having that kind of experience which they've never had before The logo key chair over a lucky abhasi Nagar Is that a say on the go? Rangbiranger over the missing day. It's me. Look up. I'm sorry. Oh, my god Meade a key Maksad Sarhita Koshwatch Sundar or Khushan Vananika Do I live as a model agar a kid Jagger Jagger a cheese up I will be a chappan for a Each Janan Dolan a product supple saath leke Badlaa Blanika I'm a is he got the youth to Lakerke pura ka pura a color key If there is a colour in the village, then tourists will come to our village. People will get a house every day. The whole village looks good. It will be very happy, it will be very happy. The entire village is like a festive kind of an atmosphere is out there. Everyone is enjoying it and they won't care if something is happening in our village. Narolak has specially used the paint. It is very safe from the health point of view. You know when you have beautiful walls, you don't want to put kachcha in front of them. It will be the first village that will be colourful. It is like a starry sea. It can be protected all over the country like a wave. For 7 days, more than 850 houses, 2 schools, and unaccountable smiles, changed lives, changed country. Just underscores a point in my mind about how a story can be made from somewhere. How to take it forward, I can find a way out. Not necessarily everything will happen on the main roads, in our beautiful metros. But we did this and I think it's got a lot of millions of views. Views and it's reached a lot. That's where basically the out of home is kind of met for us, from our context. It has met with digital and kind of become slightly bigger. Hi. The other piece is the visual impact. I am sure all of us know this. This has captured everybody's imagination. I think earned marketing is about 7.5 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. Crazy numbers. It's just one single piece that has been put out there. The power of the idea, I think, is much more important, even in today's world, very happy and glad on behalf of all my fellow marketeers to welcome each and every agency partner to come and 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 about visual impact. Another visual impact which we tried again as an installation. They are 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 city of Mumbai, the Mumbai cars came and painted their vision of a beautiful Mumbai. I wish I had a picture, but I'm afraid I'm not able to get that. 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 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, shade cards are very critical for all paint organizations and paint companies. So we thought that there was this medium available. 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 site owners. But at the end of the day, the impact was really nice. And yes, 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 it'll just help establish that immersion that I'm talking about. 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 landing soon in Mumbai. Your luggage will be available on the new colorful belts number three. We wish you a very happy and a round of Bheri Diwali. And thank you for flying with Indigo. If you look at it from this side, it looks like a black band on every side. But on one side, it looks colorful. If you look at it from the side, it looks like a Delhi band. If you look at it from the side, it looks like a different color of Nehrolac paint. It had a gift in my name. I took it and met the rest of the passengers. And they were also very happy. It feels really good. It was my first flight and I got the first surprise gift. It feels really good. It's a pleasant surprise that Nehrolac would think of this. It's a very unique way of welcoming people. I really was feeling a little sad that on Diwali, I'm traveling. This is the best surprise that I've got so far. I really would like to thank Nehrolac for this experience. This is the first time I'm getting this out of the world experience. If anybody can connect with Nehrolac, you have really painted the picture of my life. And today you are made by day. I wish you and your entire team a very, very happy Diwali. It is such a wonderful gesture. I'm surprised to have it here on the airport. This is very new to us. We thought that somebody was personally taking it. But all of us didn't. Everybody is taking it. Madam told me to take it. I don't understand my name. I always thought that holy is colourful. But thanks to Nehrolac, this Diwali has been very colourful. Every homecoming be joyous. Nehrolac paints wishes you a very happy and safe Diwali. So, while yes, we had put up the colours and we had put it out. And this wasn't a grand plug. Generally, 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 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 we gave a plant. But I think that whole surprise element married with that colour proposition, I think worked. And that's another example, which I thought would be interesting to share. I'm told that I'm now overrunning 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 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 request you to 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.