Managing Director | 09 Sep 2010
“We believe that we are not competing against anyone. We believe in excellence and not petty competition. Our biggest USP is that we are the only full fledged accredited agency and outdoor media owners in Delhi NCR. It is because of this reason that the clients choose us over other players since we provide practically all solutions. And since we won outdoor media properties, we give better rates and services to our own clients.”
A well known personality in media and advertising circles of India, Mr. Mukesh Gupta, is the main inspiration behind the growth of Graphisads. At a very young age he promoted his own outdoor advertising company, which had revolutionised the concept of outdoor advertising. He enjoys good rapport in political circles and in music and cinema world. He has high credibility in the industry because of his business ethics. Due to his role in making outdoor media stand up against all odds, Mr. Mukesh Gupta has been the General Secretary of Delhi Outdoor Advertisers Association for the last 12 years.
Established in 1966, Graphisads Group has evolved itself as a conglomeration of several industries to add value to the nation via its advertising, ordnance, chemical & real estate divisions. Graphisads started as an Advertising company in 1966 & has been ranked as the top 50 Ad agencies in the country.
Q. Since the inception of Graphisads how has the journey been so far?
Graphisads was established in 1966 and it was instituted in 1984. Earlier it was owned by another group and we took over in 1997. We have been in the advertising business since 1978 and started Rashtriya Advertising. Later we created a family division and we took over Graphisads and Rashtriya advertising went to my brother. After we took over the company we ventured into outdoor as well and started acquiring contracts from railways and other undertakings.
Q. What are the various solutions that Graphisads provides?
In Delhi NCR we have a lot of media. Here we have unipoles, railway and flyover panels. Recently we have created flag-signs in market places, which are backlit and illuminated. The latest solution that we have started providing is street furniture for Common Wealth Games. This is a huge contract that we have won from the Delhi Government. This is for all the stadiums’ connecting roads where we will place police booths, vending kiosks, trash cans, benches, toilets, etc. will be installed with the help of the latest technology. These will be entirely made of steel and will be of international standards. This is going to be a Build, Operate, Transfer (BOT) project. Under this project all the facilities that will be installed will be by our investments and against that we will have the advertising rights for all the furniture installed. As opposed to news doing rounds of money being swindled in the name of Common Wealth Games, we are making the investments here.
Q. What are the technological advances that the OOH industry is witnessing today? What are the main trends?
There have been metamorphic changes that have been brought about since we started the Outdoor division in 1997. In those days we had hoardings on rooftops. These were made of mainly angle iron and girders. These were covered in tin boards and were hand painted. They were average to below-average, but there was nothing else available. This was later replaced by flex and digital printing. After flex’s introduction the whole media witnessed an overhaul. Another marked change was that earlier our total business was direct with the client. Big agencies like O&M and Lintas earlier never got into outdoors; no one liked doing business in this space since it was extremely unorganised. However over the past few years they realised that the media is economical and very effective and in huge demand by the clients, and O&M started an outdoor division. They integrated the media owners and bundled services into a one stop solution for outdoors media, including creatives and supervision. After such big players laid the foundation of professionalism in outdoor business- it began to be taken seriously and grew with leaps and bounds.
Q. What was Graphisads revenue in 2009? What are the projected figures for 2010?
In 2009, we had a turnover of Rs. 75 Crores and in financial year 2010-11 we are hopeful and working towards crossing Rs. 100 Crores.
Q. Who are your competitors and what is your USP?
We believe that we are not competing against anyone. We believe in excellence and not petty competition. Our biggest USP is that we are the only full fledged accredited agency and outdoor media owners in Delhi NCR. It is because of this reason that the clients choose us over other players since we provide practically all solutions. And since we won outdoor media properties, we give better rates and services to our own clients.
Q. What are your views on digital’s in OOH? What is its future in India?
Digital will take a lot of time to mature properly in a market like India mainly because it is a very costly affair. It has tremendous potential but since it will take a long time to establish one cannot do a cost-benefit analysis and determine its worth. The system that we have in place in India to take permission and grants for just about anything along with the legal loopholes- will delay digital’s maturity in India.
Q. Could you name a few innovations that you have done in the past for your clients?
We get designs from agencies and basis that we do our innovations. Not too long ago we did a very big campaign for Nimbooz where we designed very different hoardings for the client.
Q. Typically what percentage of the advertising budget is allocated to OOH? How is slated to grow in the next five years?
Typically ten per cent is reserved nowadays for OOH from a company’s advertising budget. And this has grown exponentially in the past 5-10 years. Earlier it was barely two per cent of the whole budget. Following this trend in the next five years it is slated to reach about 25 per cent of the entire budget. But then again it is dependent on which industry we are talking about. It is the maximum in the FMCG industry followed by TV channels.