Madison Communications has floated an independent outdoor services company called Madison Outdoor Media Services. The company is headed by Anup Jalan.
The company’s client list includes HBO, Coke, Zee, Kinetic, VIP, Delsy, Nokia and Jet Airways. Madison chairman Sam Balsara projects Rs 100 crores of revenue within three years. The company has a staff of 17 with offices in Bombay, Delhi and Bangalore.
According to industry analysts, the Indian outdoor services is valued at about Rs 400-500 crores. Madison’s company will be facing tough competition against global biggies like Ogilvy’s outdoor unit and HTA’s Portland, and the lineup of other overseas brands being brought in by international ad networks.
The two national outdoor contractors in the field are Selvel Vantage and Selvel, though there’s a crowd of players at state and local market levels.