The Future is here. . .
In these unprecedented times, the human race and indeed we the people of India have experienced a whole gamut of emotions over the last 45 days, from denial, to fear, frustration and sorrow, from pain to being thankful, and now the inherent trait of the human race – resilience.
We the people of India and our representatives have not only surprised the world but even ourselves. At every step, the wonderful demonstration of efficiency and empathy by our frontline warriors – medical staff, police personnel, government officials at all levels, to the common man – have ensured that the instructions from the authorities are followed to the T.
We have crossed the major milestones in flying colours, i.e., by containing the outbreak. Studies show that but for the nationwide lockdown, an estimated 2.5 million people would have been infected by May 17. We have demonstrated that when the moment arrives our country puts on the highest value on the life of each and every citizen. The Government has thus given us the best chance to overcome this huge challenge, and it is now upon us to win the battle out there in the Big New World.
Looking ahead, there are several dilemmas to deal with. Do we stay safe through isolation or step out to work? How do we ensure the safety of the maximum with lockdowns and yet improve the health of the national economy? All these days we were protected by the ‘Lakshman Rekha’. And now when we need to cross the ‘Lakshman Rekha’, how do we stay protected and yet function efficiently?
The human race has to stay alive and healthy, consume and create demand, and get the economic engine roaring back again. Therefore, the frontline warrior mantle has to be donned by different sets of people, day in and day out in the Big New World – Outside of Home.
To this new normal I welcome the brands (the backbone of any economy) and the OOH – Out of Home — warriors to stand up and play their respective roles in tandem to first keep the human race safe and second to get the economy alive and kicking.
Out-of-Home: As the nomenclature suggests, this is where both the challenge and the solution are going to meet day in and day out. Every step outside-home is going to be a new normal for each of us, and there are new habits that we need to inculcate immediately and sustain for a long time to come. So, what better than OOH to keep reminding and guiding us at every step from home to work and back about how to stay safe and thrive in the wake of the new normal.
It is now the responsibility of the brands and OOH to ensure that every person stepping out of home protects himself and others by wearing a mask and observing the right etiquettes and personal hygiene, more so when people are using the public transport.
Before we look at the various touchpoints across Out-of-Home which requires continuous supervision and communication, let’s look at a Forbes story based on a study from Neuro Marketing magazine “Neuro-Insights”.
The brands we can see are involving themselves in various ways to help Government and thus the people to combat and survive this virus, and that’s exactly what people expect from a brand too.
Now, let us together assist the people to embrace the New Normal: Outside-Of-Home through Out-Of-Home.
The OOH touchpoints include:
- 1. Public transit points & transit media
- 2. Major traffic points – vehicular & pedestrian
- 3. Public touchpoints – Malls/parks/cinemas, etc.
- 4. SEZ – IT parks
The respective authorities and corporations are putting down the guidelines for each of those locations. But continuous monitoring and regulation of people movement at those touchpoints are going to pose significant challenges.
We as OOH media partners are strategically located at all those touchpoints, to communicate to the people the specific Do’s & Don’ts as per the guidelines. OOH is currently equipped through DOOH and static OOH to monitor, regulate, analyse and communicate all the guidelines to the people and relay the data back to the regulators.
We are looking at an unprecedented opportunity to be the lead media, not only to communicate but protect the people and the wheels of Economy…
Let’s Go Forth!