On road to recovery, Delhi OOH owners see festive season as the turning point

OOH players say that to revive the economic dent, agencies are offering discounted packages and are hoping brands will capitalise on the opportunity

e4m by Noel Dsouza
Published: Aug 31, 2020 8:49 AM  | 6 min read

After a four-month-long lull, out of home (OOH) advertising is finally in a revival stage. Having suffered a severe dent in Q1 with zero filings, the sector is now picking up pace with the arrival of the festive season and the markets slowly opening up. Also, the monotony of staying at home is gradually breaking and people are now venturing out for daily errands and other works. Brands too have taken note of the changes and have started coming on board, making OOH owners and agencies breathe a sigh of relief.

In Delhi, just like Mumbai, OOH owners had appealed for a waiver on licence fees  due to the lockdown. They had approached the civic bodies asking for a 100% waiver of fees for April and May. From June, they said, they would pay for the sites that have already been sold to them. However, no decision has been taken in the matter till now. In fact, according to a prominent OOH player, adding to their woes, media owners were being asked to pay rent for sites that have been leased to them by Delhi Transport Corporation.

Meanwhile, hit hard by lockdown, most OOH structures in the city have either been left vacant or have been dismantled. Sources say OOH media in locations like arterial routes, AMS South Extension Road, Ring Road, and Greater Kailash has been dismantled. However, lifting the the spirits of OOH companies in Delhi are brands like Cars 24, Muthoot Finance, Zee TV, Nafed Supermarket, Fleet Ship, and Cadbury that have been seen displaying their ads on billboards and street furniture in Delhi.

As we proceed further in the unlock stage, the footfall on the streets is amplifying, allowing brands to leverage and communicate with the consumers. A recent article in a leading English daily stated that traffic at major metro stretches has increased by double post lockdown in Delhi.

e4m spoke to Delhi OOH players about the on-ground reality of OOH advertising in the capital city, the brands that are helping with the revival, and the measures that need to be taken to amplify growth.

Speaking about how the festive season has made OOH more appealing for brands, Mukesh Gupta, Chairman & Managing Director, Graphisads, says, “Like every festive season, there is an upbeat mood among outdoor advertising media owners and agencies, even though the slowdown due to Covid-19 is not fully gone yet. With ad budgets expected to go down, outdoor media makes more sense for leading advertisers this year because of its cost-effective rates. Overall, there’s a revival in economy and market conditions. Every brand would like to advertise. Based on my discussion with industry leaders, Outdoor figures in a very important position for leading clients as their advertising plan is concerned.”

And like Gupta said, giving a sweet start to the festive season, Mondelez brand Cadbury recently put up its #closerthisrakhi campaign on JCDecaux bus shelters across thde city.

Talking about the growth of brands opting for OOH advertising post lockdown, Gupta said it all depends on the product category. “Normally outdoor advertising occupies 10% of the overall budget of leading brands. I would reckon after the process of unlocking, outdoor advertising might have seen 8 to 10% growth versus other media.”

According to Gautam Bhirani, MD, Eyetalk Media Ventures, “Delhi is the most functional metro at the moment, and has adapted to the new normal. 80% of the restaurants under TagTalk in the city are now operational and have seen steady growth in footfall over the last few weeks. There seems to be a few positives as mobility increases and congregation points like markets, restaurants, and malls open up.  With IPL around the corner, majority media investments will go to TV and OTT. We are hopeful of a turnaround in the second phase of IPL, which is close to Diwali,” adds Bhirani.

Raminder Singh, MD, Glostar believes OOH advertising is an important component. “The synergy of TV, Digital, and OOH is impactful. Therefore, brands shouldn't avoid OOH in their media mix. Also, measurability is improving in the DOOH ecosystem and brands can use this opportunity to avail the rich data available,” he elaborates

Sharing which brands are helping with the revival, Gupta remarked, “As far as the Delhi-NCR market is concerned, right now real estate and electronic media are leading the revival, followed by automobiles, food items, and central and state government schemes and achievements.”

Many prominent brands have opted for JCDecaux’s street furniture in Delhi which speaks for the massive reach that this traditional media can provide brands with. Brands like Zee TV took this opportunity to add an intriguing element on the streets of Delhi by announcing their new shows.

Pramod Bhandula, Executive Chairman, JCDecaux India, sharing his insights, said, “It's on the rise. It is estimated that B and C markets will see more than 50% increase. But main markets are still leaning to catch up."

Commenting on how much the re-opening of malls has helped in the revival, Bhandula remarked, "Malls still have a roadblock due to low consumer sentiments. But the festive season will be the turning point."

 Talking about the brands that are helping OOH bounce back, Bhandula says, "All brands and categories are going to be back. Retail, FMCG, automobile and OTT are the frontrunners."

Sharing his thoughts on how the sector can speed up revival, Gupta  says, “Brands should advertise without hesitation. They should spend more confidently. They will get returns. We are in the background of a slowdown. Returns may be slow but they will be there for sure. If not purchasing through shops, people are ordering through e-commerce outlets. All the media, including leading Print and Electronic players, are offering great discounts. The outdoor industry is also offering discounted packages to attract clients. So, the brands should capitalise on the opportunity.”

Lastly, talking about the potency of DOOH, Gupta shared, “Outdoor media will play an important role. Even though the share of outdoor advertising is just about 10% of the total advertising budget, I reckon brands use outdoor as a reminder of ad campaigns and it lasts for a longer duration.”

“The returns from outdoor advertising are much more. This trend had been there previously and the current market environment will not be different this year. Outdoor will be more effective as rates for outdoor media sites are much lesser this year. Another reason for fast recovery of outdoor media is that this is managed by owners/promoters themselves. They take quick decisions in terms of the rates and packages. On a personal level, we always think that if our clients grow, we will grow. If they get a good response from our services, they will increase their budget for us. Ultimately, we always try to give full value to their money,” he explains.

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Mortein launches Mortein Smart+ with innovation at cinema hall

Mortein initiated an experiment to imitate a mosquito attack on the screen in the PVR theatre with an added audio effect that was heard as buzzing

By exchange4media Staff | Mar 21, 2023 12:56 PM   |   1 min read


Mortein has announced the launch of its new liquid vaporiser Mortein Smart+ through an engaging intervention with consumers at PVR cinema in Ambience Mall Gurugram.

Commenting on the launch, Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt - South Asia said, “Innovation has always been a part of Mortein’s DNA and we work towards serving changing consumer needs by offering superior solutions to ensure family protection from mosquito-borne diseases. The newly launched, scientifically advanced Mortein Smart+ is raising the bar of protection with an enhanced mosquito repellant solution. It has India’s fastest formula and its effect lasts for 2 hours even after being switched off* so it continues to protect our families from mosquitoes for longer. This advancement is another testament to our commitment of always providing consumers expert protection backed by advanced scientific technology, taking us one step closer to our goal of making India malaria-free by 2030.”

Mortein initiated an experiment to imitate a mosquito attack on the screen in the PVR theatre with an added audio effect that was heard as buzzing. The screen then revealed that the theatre hall was protected by new Mortein Smart+. This one-of-a-kind consumer engagement activation reiterated the superior formula used in Mortein Smart+** that is effective in protecting families with its heightened efficacy.

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Bright Outdoor Media’s public issue oversubscribed 1.27 times

The shares of the company will be listed on the BSE SME Platform on March 24

By exchange4media Staff | Mar 20, 2023 3:01 PM   |   1 min read

Bright outdoor

The public issue of Bright Outdoor Media has got an overwhelming response. The Rs 55.48 crore public issue was oversubscribed 1.27 times.

The retail category saw 1.15 times subscription for the public issue while the NII category received bids for 1.39 times of the quote.

The shares of the company will be listed on BSE SME Platform on March 24.

Sharing more details, Yogesh Lakhani, Chairman and Managing Director, Bright Media Outdoor, said: "We want to thank all our investors who have put their trust in our public issue. We are hopeful that after the proposed public issue, we will be able to execute our growth strategy in a manner that creates exponential value for all stakeholders while consistently delivering quality services."

The initial public offering comprises a fresh issue of 38 lakh equity shares of face value Rs 10 each at a price of Rs 146 per share (including a premium of Rs. 136 per equity share) aggregating up to Rs 55.48 crore. The minimum lot size for the application is 1,000 share, which translates into Rs 1.46 lakh per application.

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DSP Mutual Fund launches OOH campaign to create awareness about index funds

The campaign urges investors to start investing in index funds because they are simple, low-cost funds that aim to mirror different indices

By exchange4media Staff | Mar 10, 2023 2:12 PM   |   2 min read


DSP Mutual Fund has launched #LetsIndex, its new Out Of Home campaign #LetsIndex aiming to build awareness for Index Funds. The campaign urges investors to start investing in Index Funds because they are simple, low-cost funds that aim to mirror different indices. 

Index Funds have seen a massive rise in popularity, seeing a growth in AUM of more than 100% each year since the last few years. Investors and MFDs across India are appreciating the many virtues of Index Funds and recognizing how they can complement active funds in investor portfolios, thereby contributing to their growth.  

DSP Mutual Fund’s #LetsIndex OOH campaign is running across 17 cities across India, including the top metros via 1000+ touchpoints. This 3-week campaign includes Billboards, Bus Shelters, Digital Billboards, Transit media and more. 

The OOH campaign is also being supplemented with digital media to build further awareness and drive interested investors to learn about index fundson dspim.com/LetsIndex.

 This initiative continues DSP’s ongoing efforts to build focus on Index Funds and passive investing in general, adding strength to their content library on their YouTube channel as well as their blog. 

Abhik Sanyal, SVP & Head-Consumer Marketing, DSP Investment Managers said, “The simplest answers to difficult questions are often the right ones, as Occam’s Razor postulates. Index Funds seem almost boring in comparison to other categories of mutual funds, ones that generally grab more attention due to their raging but momentary outperformance or underperformance. At DSP, we believe this is exactly why Index Funds should find flavour in every investor’s portfolio, whether you’re a beginner or an experienced investor. They keep things simple, operate unemotionally & without biases and offer the low-cost advantage to investors. Our creative challenge while planning this OOH campaign was to condense the many advantages of index funds into DSP’s OOH lexicon – short, crisp, hard-hitting. I believe our creatives deliver on this front.”

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Bharat calling: Brands on OOH route to reach smaller cities

Hyperlocal engagement, cost-effectiveness and more disposable income are drawing advertisers to opt for outdoor advertising in rural India, say industry heads

By Tanzila Shaikh | Mar 3, 2023 9:02 AM   |   4 min read


Rural India or Bharat is featuring big on the list of brands and to amplify this further most marketers are taking the OOH route. The outdoor advertising sector is seeing steady growth and has the potential to get bigger, show numbers from industry reports.

Industry players share they have reached pre-Covid numbers and they see this getting better in the days to come with more premium spaces being developed in the country’s rural pockets, lending brands more scope of engagement via the OOH routes.

Tier 2, 3 and 4 cities are emerging as new target points and OOH is one of the biggest mediums, especially for regional brands, to catch the attention of consumers.

Haresh Nayak, CEO & Founder, Connect Network Inc, referred to announcements made in the Union “Amrit Kaal” Budget. “The budget stuck to the narrative of a larger economic strategy to boost India’s fortunes in 2047. The biggest positive is the 33% increase in overall CAPEX outlay on infrastructure development, which will take India towards becoming a true global powerhouse and help urbanize the hinterland. The funds announced for creating infrastructure in Tier-2 and Tier-3 cities will go a long way in boosting overall consumer confidence, and also help the OOH industry with modern infrastructure and expand the business in more markets.”

Sharing more on this was Lekshumanan Annamalai, Founder, Coral Media. “Regional brands are investing more as they have tested success with hyperlocal activities and concentrated areas. In terms of value, the proportion would be the same, as our industry is dependent on the real estate of the business (the areas where the OOH structure is situated). The cost of doing a campaign in Mumbai and NCR is equal to doing campaigns around the entire country.”

According to Mangesh Shinde, Co-Founder of OSMO Advertising, “The pandemic has shaped consumer behaviour in multiple ways. With the rising penetration of smartphones and subsequent internet consumption, Bharat unlocked a completely new user base for brands via E-commerce platform. Increasing digital literacy and disposable income in Tier 2,3 & 4 markets have opened up new growth opportunities for several categories.”

“The Indian government has also been aggressive in expanding the road infrastructure and making connectivity easier between a metro town and its nearest hub of Tier 2 & 3 cities. As a result there has been reverse migration of numerous industries from India to Bharat that has generated more local employment resulting in an increase of disposable income. There is also a reverse migration of talent from India to Bharat as it offers better standard of living at much affordable cost of living. This has created a demand for lifestyle and recreational needs providing growth opportunites for industries like E-Commerce, housing, Retail, F&B, Entertainment etc.”

Asked why advertisers are taking an interest in the hinterlands, Rajneesh Bahl, Business Head, Zest Outdoor, said, “It is very simple, your advertising levels are always proportionate to the level of consumption. These regions have started developing and their infrastructures are developing, the BFSI sector has reached far in these regions and they have the capacity to pay. And during the pandemic, a lot of people went back to their hometowns, and with work from home/anywhere being the new norm brands have found a new interest in these regions.”

Earlier in January 2023, the Zomato x Blinkit OOH campaign got the entire nation’s attention. This traditional media campaign was a trending conversation for days and spurred many brands to get on to the bandwagon.

Asked about the future of the OOH industry in rural areas, Annamalai said it is surely growing but will take a little while to catch up with the urban business. “It is certain that tier 2-3 cities are going to grow big. After Covid, the maximum disposable income is in these towns due to the WFH model. However, it will take time to match top cities like Mumbai and NCR because of the absolute pricing. Also, considering cities like Hyderabad, Bangalore and Chennai still don’t have much infrastructure for the OOH industry, it will be a slow growth.”

Like other mediums, the OOH medium is turning to digital. Speaking on innovations in the industry, Shinde said, “OOH is one the leading mediums where innovations make high decibel noise. Technology integration in a brand-suitable context yields positive results. Recently we executed a 3D Anamorphic Installation campaign for Renault inside malls in Mumbai, Gurgaon and Bengaluru, which provided an immersive feature experience of Kiger. We have also successfully integrated OOH and digital for omnichannel communication of HP Spectre Laptop.”

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Delhi-Mumbai expressway: A fast-track OOH route for brands  

The 1,386-km long expressway gives brands the benefit of achieving total market coverage and reaching a wider audience in a short span

By Shantanu David | Feb 27, 2023 9:07 AM   |   4 min read


Hailed as India’s landmark infrastructure project, the Delhi-Mumbai expressway seems to have put the OOH sector on fast drive. The longest expressway in India stretches up to 1,386 kilometres and cuts the travel distance between Mumbai and Delhi to 12 hours from the present nearly 24 hours.

The expressway is expected to be completed by January 2024, with work happening at multiple points along its routes. PM Narendra Modi inaugurated the Sohna to Dausa stretch earlier this month, which is likely to reduce the distance from Gurgaon to Jaipur to only two hours.

Brands across the spectrum – travel, food and automotive – are set to go for OOH and DOOH contextual and regional advertising given that it’s easy to catch a viewer’s attention when they’re travelling especially on such a long highway.

Confirming the potential, Tanvi Bosmia, Associate Account Director, Brand Experience, SoCheers, says given the distance, travel time and states it will traverse, the expressway will help brands attain a total market coverage and reach a wider audience within a short span of time.

Mitesh Kothari, Co-founder and CCO, White Rivers Media, is also expecting exponential growth in OOH marketing this year overall as more and more offices have completely reopened and travel has resumed after the long pandemic fear and restrictions.

"With the new Delhi-Mumbai Expressway, people are going to feel even more upbeat and motivated to travel for both leisure and work. It’s a golden moment for brands to go strong with strategic OOH advertising and unlock tremendous growth possibilities," he says.

A report by AdEx India predicts a CAGR of 11.5% for the OOH advertising industry in India between 2020 and 2025. Additionally, a Nielsen study showed that OOH advertising can increase brand awareness by up to 54%.

Vikas Kumar Mangla, Founder and CEO, Digital ROI, says that targeted messaging is essential for brands to connect with their intended audience. 

He cited Airtel's DOOH campaign in 2019 targeting truck drivers as an example. In the campaign, digital billboards displayed information about Airtel's mobile data plans, and entertainment options such as movies and songs that truck drivers could stream on their mobile devices.

“Location-based targeting can also help brands maximize their advertising efforts. Cafe Coffee Day (CCD) had previously launched an OOH campaign targeting travelers on their way to hill stations. CCD strategically placed billboards along highways that lead to popular hill stations, such as Shimla and Manali. The billboards displayed messages promoting CCD as a perfect pit-stop for travelers to relax and refresh themselves on their journey,” says Mangla.

The Delhi-Mumbai highway traverses six states - Delhi, Haryana, Rajasthan, Madhya Pradesh, Gujarat, and Maharashtra - connecting major cities such as Kota, Indore, Jaipur, Bhopal, Vadodara, and Surat, and is expected to see a high volume of traffic, ranging from business to pleasure excursions.

 “Considering a brand will be seen on every corner of the route this will eventually help in high impact visibility thereby, building better brand awareness and recall,” says Bosmia, adding, “The brands will have to be simple, impactful and catchy. This, indeed, is one of the best opportunities for brands across geographies to capitalize their target audience.”

Satya Satapathy, Founder, Creation Infoways, points out that brands can also utilize dOOH advertising to create more dynamic and personalized experiences for consumers. “By using technologies such as facial recognition or mobile device tracking, they can deliver targeted messages and promotions to individuals based on their demographics, behaviour, or interests. This can be especially effective in attracting local consumers or promoting nearby retail locations,” he says.

For instance, brands can place large billboards, digital displays or even interactive installations along the highway to grab the attention of drivers and passengers. By creating visually compelling and engaging content, they can capture the interest of their target audience and leave a lasting impression.

"The advanced programmatic capabilities also equip DOOH to deliver a more engaging experience. Depending on the brand call, we can analyse and devise the best-suited plan to maximally make use of this opportunity," adds Kothari.

“That being said, it's important for brands to consider the safety and regulatory aspects of OOH/dOOH advertising on highways. They need to ensure that their advertisements don't distract drivers or cause any accidents,” says Satapathy, adding that they also need to comply with local laws and regulations regarding the placement, size, and content of their ads.

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Laqshya Media Group forays into UAE & Gulf

Elie Hankash is the head of its Dubai office

By exchange4media Staff | Feb 20, 2023 2:44 PM   |   2 min read

Elie Hankash

Laqshya Media Group (LMG), a leading  communications group in India, strengthens its presence in the UAE and Gulf region with the expansion of its agency business and the appointment of Elie Hankash as Head of its Dubai office. This move marks a significant milestone in LMG's growth and reinforces its commitment to providing its clients with top-notch services in the region. 

Elie has joined LMG as General Manager – UAE & Gulf and will be based at the Dubai office. He will report to Mr. Atul Shrivastava, Group CEO of Laqshya Media Group. Elie brings a wealth of experience, having worked in the advertising and media industry for 35 years. He was previously Regional Buying Director at MCN Group for 15 years and has held senior positions at Leo Burnett, Y&R, McCann Erickson, and Memac Ogilvy. He holds a bachelor’s degree in Marketing and Management from Memphis, TN, USA. 

On this occasion, Atul Shrivastava said, “We couldn't be more excited to welcome Elie to the Laqshya Media Group family! His extensive background in related fields is a game changer as we grow our presence in the UAE and Gulf region. Our expertise and experience make us confident that clients will warmly receive our tech-focused and innovative approach to out-of-home media and partners alike.” 

“I am eager to bring my skill set to Laqshya and help drive the company’s growth in the UAE and Gulf region. We believe that the Middle East region is an important market for us, and we are committed to building strong relationships with clients and partners in the region,” said Elie Hankash. 

The new Dubai office will serve as a hub for Laqshya Media Group's operations in the UAE and Gulf region, offering a full range of services, including out-of-home media planning, buying, digital solutions, and experiential marketing. The company's extensive portfolio of assets, combined with its cutting-edge technology and innovative approach, positions it as a leading player in the out-of-home media market. LMG's move into the UAE and Gulf region is part of its wider strategy to expand globally and offer its services to clients worldwide. Laqshya is already executing a number of campaigns in global markets through its alliance with some of the leading OOH agencies in Europe and the USA.

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First for OOH: Bright Outdoor Media IPO from March 14-17

The company seeks to enter the DOOH space and position the company in the ‘minds of people, Chief Managing Director Dr. Yogesh Lakhani told e4m

By Tanzila Shaikh | Feb 17, 2023 9:17 AM   |   1 min read


Bright Outdoor Media is all set to launch its IPO from March 14-17. This will be the first time an OOH company will be going for an IPO. 

In an exclusive chat with e4m, Dr. Yogesh Lakhani, Chief Managing Director, Bright Outdoor Media, said, “We have been in this business since 1980. We want to introduce the company and position it in the minds of people. We want to expand the business since OOH is also going with the digital wave and digital hoarding is costly. We want to enter into DOOH and we want to be a part of that journey.”

“Currently we have been funded by banks. This will be a landmark movement. We want to convert 100 hoardings of Mumbai into DOOH. The investment will be currently in India but we have plans to go abroad as well.”

According to Lakhani, building a DOOH needs an investment of Rs 1.5 to 2 crore. The company is going to dilute 25% stakes with this IPO, he said. 

The initial public offering will comprise a fresh issue of 38,00,000 equity shares of face value Rs 10 each at a price of Rs 146 per share (including a premium of Rs 136 per equity share) aggregating upto Rs 5,548 lakh. Minimum lot size for the application is 1,000 shares, which translates into Rs 1.46 lakh per application.

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