Laqshya Media, one of the largest OOH agencies in India, is already geared up for a milestone. The agency is stepping into its tenth year in January 2007. Though the date is nearly a year away, the agency is already in a celebratory mood. Formed in January 1997, Laqshya Media has come a long way and has established a firm foothold in the out of home sector by servicing OOH media requirements of a plethora of blue chip clients as well as creating a portfolio of premium outdoor media properties across the country.
Going down memory lane, Satish Singh, COO, Laqshya Media, said, “The journey so far has been a long road of gaining knowledge about the industry, the inevitable pit falls and the thrill of successes. The relationships that have been fostered and continuous responsibility of furthering the trust that our clients place in our abilities, continuously competing with ourselves to provide better strategic and path breaking solutions to our clients, keeping abreast with the latest research and other developments in the OOH media sphere, both within the country and across the globe.”
Singh further said, “The joy of excelling in our endeavours to repay the faith and trust that our clients place in our abilities and the continuous evolution of the industry which has become extremely dynamic as well as the unstinting support that our clients as well as our associates have provided to us even when we were novices in this field. The journey has been further sweetened by the kind of people who have been working with us and the extent of their commitment and dedication to the growth of the organisation as a whole.”
Some of the clients with whom the agency currently works with include Zee Group, HDFC Bank, SBI Mutual Fund, Philips Lighting, UB Breweries, and Shoppers’ Stop, among others.
Some of the significant developments of the agency were its entry in the Middle East last year. Outdoor Media Integrated (OMI), its agency division, has bagged several big accounts in past six months, including the Videocon Group, Airtel (Mumbai) and DNA.
The agency also has a media ownership division called Laqshya Outdoors. Its events and promotions division is called 3D, while Signergy is its retail solutions division. Besides, it also has an outdoor media mapping and planning tool called PROMPT.
Every company has to go through its share of problems initially and so did Laqshya Media. Recalling some of them, Singh, said, “The teething problems were more to do with gaining the trust of both the clients as well as the media owners in terms of our ability to be able to plan and execute campaigns pan India. The key to overcoming these issues have been the ability of the people within the organization to take up challenges and overcome them with solutions and dedicated hard work.”
Sharing the growth that the agency has envisaged for itself in the future, Singh said, “We have set ourselves an extremely daunting, but in the light of the current situation, where we have achieved a growth of over 100 per cent (over our last years billings) achievable task of cornering about 50 per cent of the outdoor media spends in the country. We hope to achieve this challenge by growing at the current levels. We would like to be seen as the fastest growing as well as the most respected and preferred OOH media agency in the country.”
“The current emphasis on updating our research as well as acquiring additional knowledge and data to make our solutions more robust will be a cutting edge in our quest to achieve our objectives,” added Singh.