IGNITE THE ATTENTION – The Last Unskippable Medium

Goafest is the premier festival for advertisers, marketers, and media professionals in India, held annually in the vibrant setting of Goa. Celebrated over three days, this iconic event is a grand celebration of creativity and innovation, spotlighting the finest work in advertising and media from across India and South Asia. Hosted by the Advertising Agencies Association of India (AAAI) in collaboration with The Advertising Club, Goafest features inspiring keynote sessions, insightful panel discussions, prestigious award ceremonies, and unmatched networking opportunities.

 In 2025, the festival will unfold at the luxurious Taj Cidade de Goa, offering a perfect blend of business, creativity, and coastal charm

And on Day 2, under the sunny Goan skies and the luxurious backdrop of Taj Cidade de Goa, one session lit up the minds of marketers and advertisers like a giant LED billboard. The panel discussion titled “IGNITE THE ATTENTION – The Last Unskippable Medium” was a masterclass in all things OOH (Out-of-Home) and no, we’re not just talking about hoardings and bus shelters.

Moderated by Praveen K Vadhera, CEO of the Indian Outdoor Advertising Association (IOAA), the session featured industry heavyweights: Shekhar Narayanaswami, Ajay Kakar, Sandeep Bommireddi, Promita Saha, and Dipankar Sanyal each bringing in big brains and bold perspectives.

The session initiated with Ajay Kakar, who brought razor-sharp clarity to the conversation. According to him, the true power of outdoor advertising lies in its ability to cut through the clutter. Unlike the endless barrage of digital ads we skip and scroll, OOH delivers impact without interruption. Ajay urged the industry to stop dividing media into “digital” and “non-digital” boxes. “It’s time,” he insisted, “to move from medium strategy to consumer strategy.” For him, the brilliance of an idea should transcend the channel. OOH, when used right, can be as immersive, influential, and data-driven as any other format.

Moderator Praveen K Vadhera, CEO of the Indian Outdoor Advertising Association (IOAA), chimed in with a timely reminder: OOH needs to be seen not as just physical inventory, but as experience spaces. He guided the session with insightful nudges that kept the energy dynamic and directional.

Ajay doubled down on the need for originality. Too often, he pointed out, OOH creatives are just stretched versions of print ads. But that’s not what the medium deserves. “OOH requires its own creative language,” he stressed. “We must stop simply executing briefs and start leading clients toward what really creates impact.” His message was crystal clear—agencies need to become idea leaders, not just service providers.

Supporting this vision, Praveen added that OOH is front and center now, not just filler space. For campaigns to shine in this format, they must be crafted, not copy-pasted.

Next, Shekhar Narayanaswami dove into the core of what makes OOH so unique: its real-world presence. “The experience starts the moment you step outside,” he said. Unlike screens, you can’t swipe past a billboard. In an age of digital fatigue, that physical permanence becomes a superpower. But Shekhar also highlighted the need for digital amplification—combining OOH with social media activations to boost brand recall and engagement. His view: traditional doesn’t mean outdated—it just needs to be integrated smartly.

As the session deepened, Praveen skillfully kept the discussion flowing, drawing attention to the fact that the future of OOH isn’t isolated—it’s interconnected. Integration, not separation, is the way forward.

Sandeep Bommireddi picked up the baton to talk about this intersection of tech and outdoor. For him, digital isn’t a vertical channel anymore—it’s a horizontal transformation cutting across all media. Even OOH is undergoing a digital revolution. “The question is no longer ‘Is it digital?’ but ‘How do we make it smarter?’” he pointed out. Integration, personalization, and contextual relevance are now redefining how outdoor campaigns are planned and executed.

Praveen echoed the sentiment by emphasizing the importance of data, performance, and precision in today’s media landscape. OOH may be physical, but it’s now powered by digital intelligence.

That segued perfectly into Dipankar Sanyal’s insights. Gone are the days when gut feeling drove campaign decisions—today, it’s all about data, impressions, and measurable ROI. Metrics matter, and OOH is now being evaluated with the same rigour as online formats. He emphasized that effectiveness is no longer just a creative conversation—it’s a strategic one, backed by dashboards and deliverables.

Praveen reiterated that creativity must evolve to match the expectations of a data-literate world. OOH may have its roots in tradition, but its future lies in performance-led storytelling.

Dipankar wrapped up the discussion by stating that OOH needs to be seen as a stage—one where each campaign earns the spotlight through a blend of data, creativity, and consumer relevance. “Performance,” he concluded, “is the new poster.”

Final Takeaway?

OOH isn’t just back it never left. It’s just smarter, bolder, and far more powerful now.

In a world overwhelmed by screens, scrolls, and skippable seconds, the OOH format stands tall as a bold storyteller one that integrates seamlessly with digital, thrives on creative originality, and speaks fluently in the language of data. If this panel at Goafest 2025 taught us anything, it’s that outdoor isn’t the medium of the past it’s the attention magnet of the future.

So next time you pass a billboard don’t just glance. That might just be your most unforgettable brand moment of the day.