Laqshya Media, one of the largest OOH agencies in India, has won one of the biggest outdoor advertising contracts in Dubai. Laqshya, through its fully owned subsidiary, Right Angle Media, has signed a contract with Road and Transport, Dubai to build 500 bus shelters in Emirates of Dubai.
As part of the work, Laqshya Media would be making an effort to beautify the bus shelters by giving them a modern and contemporary touch. Though the company didn’t disclose the financial details of the partnership, the agency revealed that the contract period was for 10 years.
Elucidating the reason for emerging as the winner, Satish Singh, COO, Laqshya Media, said, “The main factor being the innovativeness of the design as well as the uniqueness of the concept. Also, the commitment shown by us in convincing the authorities of our ability and sincerity in handling the project in its entirety helped us in bagging this contract.”
As to when the work on the project would commence, Singh said, “The prototype is nearly ready and once the same is approved, we shall be rolling out the production and the implementation / installation will commence by the fourth quarter of 2006.”
The task before Laqshya Media (Right Angle Media) would be to lend a designer look to the bus queue shelters across the city of Dubai. The design that has been conceived by Right Angle Media is called ‘The Crescent’. The agency will make an attempt to give a modern look to the bus queue shelters as the company feels that it will synchronise with the fast growing Dubai’s urban landscape.
The bus queue shelters, which will be made of stainless steel, will be air-conditioned in many places and will be well lit from inside. Besides, there will be detailed offline bus information system on the back panel for passengers to see. Apart from that, every shelter will have separated waste collection bins.
The beautification process of Dubai will obviously come at a cost. The total investment by the agency in this project is estimated to be in the region of Rs 250 crore.
Sharing his thought on the challenges in terms of executing the project, Singh said, “We have used our expertise and skillsets in designing as well as sourcing out the production elements. The key challenge will be in implementation as well as ensuring a systematic rollout and maintenance of units. As it is the first foray in the international market on a project of this size and magnitude, we would be looking to ensure the smooth functioning of this entire project.”
“We would also like to make a positive impression in the international markets of the quality of work that an Indian company is capable of,” he further said.
As far as the agency’s future plans for the international market are concerned, Singh said, “We plan to foray initially in the Gulf Cooperation Council countries as well as the South-East Asian countries and Sri Lanka and Pakistan. Later on, we would be looking at other markets depending on their potential.”