Srikanth Ramachandran, the founder of Moving Walls, has been recognized for his groundbreaking work in the advertising industry, utilizing technology to drive positive change and foster impactful connections. In an exclusive interview with MARKETECH APAC, he shared his insights and experiences in guiding the company and leading the Moving Hearts initiative, which focuses on leveraging programmatic DOOH technology to support charitable causes in Southeast Asia.
The Evolving Landscape of Advertising
Moving Walls, an adtech company, has been collaborating with out-of-home media owners to provide sophisticated enterprise solutions. Ramachandran and his team discerned that OOH media holds potential beyond commercial advertising – it can serve as a compelling instrument for championing social and humanitarian causes.
This realization culminated in the establishment of ‘Moving Hearts’, an initiative designed to utilize OOH media to raise awareness for charitable organizations and their campaigns. By facilitating the coupling of these organizations with available OOH media slots, Moving Walls is capable of amplifying their message and reaching a broader audience.
Amplifying Social Causes
Since its inception, the Moving Hearts initiative has extended its reach across Southeast Asia, providing support for numerous campaigns related to youth networks, breast cancer awareness, dementia care, mental health, UNICEF fundraising, and children’s charities. Ramachandran and his team have been deeply involved in these campaigns, and he conveyed how each cause has profoundly resonated with him and his team.
Challenges and Achievements
Although the initiative has been successful, it has not been devoid of challenges. Engaging media partners and aligning causes with willing stakeholders has proven to be a multifaceted endeavor. Nevertheless, through unwavering dedication and diligence, Moving Hearts has been able to achieve 3 billion impressions, execute 8 campaigns, and operate in five markets within the past six months.
Gazing into the Future
Looking forward, Ramachandran aims not only to raise awareness for social causes but also to implement best practices for OOH media owners to mitigate their carbon footprint. He posits that organizations exhibiting high ESG performance are poised to attain superior financial results, and Moving Hearts is committed to addressing all three pillars of ESG – environmental, social, and governance.
A Decade of Accomplishments
Reflecting on the past decade at the helm of Moving Walls, Ramachandran articulated that his most significant achievement lies not in external accolades, but in the evolution and trajectory of the company. He has cherished the milestones and triumphs along the way, and he perceives the Moving Hearts platform as an opportunity to apply his expertise for the advancement of the company and the causes it champions.
In summary, the endeavours undertaken by Moving Walls and Srikanth Ramachandran epitomize the potential of technology to drive positive change and advocate for meaningful causes. Through the strategic utilization of OOH media and technology, they are effecting tangible change in the world.
This article is featured under MARKETECH APAC’s content series ‘Milestones’, which honours the diverse milestones and accomplishments of industry leaders throughout the Asia-Pacific region. For a deeper understanding of the future of CX innovation, we invite you to explore Infobip’s ‘Revolutionizing Customer Experience through the Power of Conversational Commerce’ report.
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