Ishan Raina-backed out-of-home television media company, OOH Media has recently launched a new on-screen property called ‘OOH Cares’. OOH Media will now dedicate scheduled airtime for social causes and public service messages.
This is not the first time OOH Media is doing its bit for CSR (Corporate Social Responsibility). Previously, it had tied up with the Salaam Bombay Foundation for the ‘Quit Tobacco Movement.’ It had also tied up with CPAA’s (Cancer Patients Aid Association) fundraising art exhibition. At the MAM Film Making contest on 101 NGOs, OOH Media was responsible for the Flash59 contest.
This time though, OOH Media is planning to implement ‘OOH Cares’ on a larger scale, where it will focus on ‘Going Green – The OOH Way.’ This initiative will act as a ‘green guide’ for Indian consumers, and will help them in their everyday lives. For instance, messages on avoiding food wastage may be displayed in a restaurant, while messages on how to save water would be displayed outside residential societies.
Ishan Raina, CEO, OOH Media says, “We are not looking at this initiative as a new form of revenue as it is a public service medium. We only charge corporates who are involved in the venture.” He adds, “We approach the agencies and let them use our platform to showcase their creative talent.”
Ashutosh Parekh, national content head, OOH Media says, “We, at OOH Media, are constantly trying to add value to the community and the society with our content. Our new campaign, ‘Keep your city safe, Keep India safe’ talks about safety and security – two major crises that India is facing right now. We didn’t want to approach this concept in a preachy way, nor by issuing warnings; we are approaching it in a gentle way.”
CSR is no longer restricted to big corporates. It is now being implemented at the local level, which is where agencies like OOH Media step in with an aim to make a difference to society.