Spot on!
I thoroughly enjoyed reading Rajasrshi Bhattacharjee's article 'Building the perfect property' in the latest issue of Business Standard. In the article, Ramanujam Sridhar of brand-comm rightly recognises that 'The property you are trying to create needs to be close to your core proposition'.
Several brand campaigns fall flat because they fail to keep this simple insight in mind. I know this is true from my 16 years in outdoor media solutions business.
I hope to see a similar article on the art and skill on using outdoor media to build a brand in my favourite media publication.
Thank you for doing such a great job.
Sanjeev Gupta
MD, Global Advertisers
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