The Hindu Business Line : Primesite unveils integrated out-of-home solutions

PRIMESITE unveiled `proactive suite', which will provide holistic Out-of-House (OOH) solutions ranging from traditional outdoors to sophisticated B2C solutions.

Primesite provides integrated solutions for OOH as opposed to bundling of separate products (like outdoors and signages) attempted by certain companies.

The product will consolidate Primesite's position in the Rs 2,200-crore OOH space and give it depth in dealing with verticals in pharmaceuticals, town-planning, mass transit (station, airports), retail space and malls.

Through proactive suite, Primesite is expected to post growth rates in excess of 40 per cent. Primesite has 18 offices all over the country and employs over 90 professionals.

On Monday, Primesite demonstrated its capabilities and presented case studies on the projects done for clients such as Reliance Infocomm, Maruti Udyog Ltd, McDonalds and Madura Garments over the last two years.

Mr Indrajit Sen, President of Primesite, said, "We have been working in the out-of-home communication space for three years. Obviously, we are now targeting growth rates well in excess of our last three years' CAGR of 40 per cent and going by the order book as on date, we should be easily there. The biggest gainers from this are going to be our clients who will now have information, reports, environment scans as well as plans on demand, available online."

Primesite invitee Mr Brent Kennedy, Head of DDB creative Japan, spoke in detail about the role of OOH in today's dynamically changing consumer mindset. He said, "In today's scenario, brands need to communicate with their customers by using the entire spectrum of available communication medium, both conventional as well as non-conventional, and this is where OOH comes into the picture. It gives the brand the edge it needs."

Mr R. Lakshminarayanan, Executive Director of Mudra, of which Primesite is a wholly owned independent profit centre, said, "Primesite is the star in our firmament and we are firmly behind Primesite's growth plans. The way they have carved the path for themselves as well as the record of work they have accomplished already speaks volumes for itself. There is no doubt in our minds that the new proactive suite will be found to be of immense help by clients. Primesite is clearly focused on people and quality of integrated solutions. They constantly strengthen both people and quality through rigorous training programmes, workshops, and interaction with experts. With this focus and the large quantum of work already under their belt, it is hard to imagine any other company in this space beating or even coming close to the deliverables from Primesite."

Max Health Care, a key client of Primesite was represented by Mr Anas Wajid - Manager Marketing. In his presentation he showed how signage as a manifestation of OOH can be an effective tool for branding even in institutions such as hospitals and health centres. He said, "As most people using such places are already traumatised, they need very clear help from signage to enable them to quickly reach their destinations without having to ask directions at each juncture. Apart from fulfilling this basic need, signage is an essential part of branding in the upcoming private healthcare industry."

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Primesite unveils integrated out-of-home solutions