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Category: Out Of Home

  • Blinkit hits Bengaluru’s IPL nerve with cheeky outdoor campaign blitz

    Blinkit hits Bengaluru’s IPL nerve with cheeky outdoor campaign blitz

    MUMBAI: Blinkit has rolled out a tongue-in-cheek outdoor campaign across Bengaluru, perfectly timed with the city’s obsession of the season—IPL cricket.

    In a partnership with OOH agency The Local Talk, Blinkit plastered the Garden City with snappy one-liners that cleverly fuse cricket jargon with its 10-minute delivery promise. From traffic-heavy junctions to tech park corridors, the campaign has turned the streets into Blinkit’s playground of puns.

    While most brands swing for sixes during IPL season, Blinkit chose to charm fans with a straight drive through humour and cultural relevance. The creatives score on both wit and timing, echoing the brand’s penchant for being at the right place, at the right time, with the right tone.

    “At The Local Talk, we believe in creating campaigns that not only deliver visibility but also spark conversations. With Blinkit’s witty take on cricket during the IPL season, we’ve been able to bring humour and relevance together across Bengaluru’s busiest spots. It’s been exciting to execute a campaign that truly connects with the city’s cricket-loving spirit”, said The Local Talk director Anil Soni.

    This cheeky outdoor campaign is just the latest example of Blinkit’s agile brand marketing playbook, capitalising on pop culture and cricket fever to stay top of mind. Known for its meme game and fast-footed digital content, the brand has now found a sweet spot between billboards and banter.

    Blinkit continues to evolve beyond just a delivery platform, leaning hard into moments that matter to its user base. In Bengaluru, where cricket is nothing short of a religion, the brand didn’t just hit the ball out of the park—it delivered it in 10 minutes flat.

  • Defender storms India’s streets with Laqshya’s OOH campaign built on grit, gear, and grand visuals

    Defender storms India’s streets with Laqshya’s OOH campaign built on grit, gear, and grand visuals

    MUMBAI: India’s city skylines have just found a new icon to stare at—and it’s not made of glass and steel. Jaguar Land Rover India, in collaboration with Laqshya Media Group, has launched a sweeping out-of-home (OOH) campaign to introduce the new Defender, painting a bold visual narrative across urban India.

    Titled the ‘Defender – Portal Campaign’, the effort unfolded in two visually arresting phases. The first set the scene with snow-capped peaks—featuring the Defender hurtling through frozen terrain with the calm of a seasoned explorer.

    Phase two flipped the scene entirely: desert dunes, golden and blazing, where the SUV charged forward with grit and grandeur.

    The campaign targeted premium high-footfall zones including malls, arterial highways, and airport corridors, capturing the eyeballs of luxury-inclined urban dwellers. Whether at a bustling junction or an upscale district, the Defender made its mark with placements too audacious to ignore.

    But this wasn’t just a car ad—it was cinematic storytelling at scale.

    One visual depicted the SUV bursting from a brutalist concrete portal into alpine wilderness, alive with icy momentum. Another creative threw it into the desert, every grain of sand kicked up with purpose. A standout frame combined a close-up of goggled eyes with the gleam of the Defender’s headlamp—blurring the line between human and machine.

    “With the new Defender, we didn’t just want to create another OOH campaign—we wanted to engineer a spectacle that mirrors the vehicle’s unstoppable spirit. From snow-clad peaks to sun-baked sands, we designed every touchpoint to make people feel the thrill of adventure and the power of possibility. This campaign isn’t just about seeing the Defender; it’s about experiencing what it means to be truly unmissable”, said Laqshya Media Group CSO Yuvrraj Agarwaal.

    The Defender’s OOH rollout may have traversed just a few cities, but its ambition roared across geographies. By combining tight location targeting with layered visual storytelling, Laqshya and JLR have turned each site into a portal of power and performance—reminding viewers that great adventures begin on the streets they walk.

     

  • Signpost India’s profits fall; revenue grows sharply

    Signpost India’s profits fall; revenue grows sharply

    MUMBAI: Signpost India’s shareholders will have mixed feelings after the Mumbai-based advertising agency delivered a tale of two halves for the year ended March 31st, 2025. Whilst revenue from operations climbed a respectable 17 per cent to Rs 453.2 crore, net profit took a detour in the wrong direction, falling 23 per cent to Rs 33.7 crore from Rs 44 crore the previous year—suggesting this signpost may need recalibrating.

    The numbers paint a picture of growth without the corresponding profit punch. Total income, including other revenues, reached Rs 458.4 crore, up from Rs 395.5 crore the previous year. However, the company’s profit margins compressed, with costs rising faster than revenues—a classic case of losing one’s way despite knowing the destination.

    Managing director Shailesh Ashtekar and his team appear to have hit some speed bumps in their cost management. Total expenses surged 25 per cent to Rs 413 crore, outpacing the revenue growth. Employee benefit expenses climbed to Rs 42.7 crore from Rs 33.5 crore, reflecting both expansion and India’s competitive talent market—though the returns on this investment remain to be seen.

    The balance sheet still shows a company with solid foundations. Total assets grew to Rs 555 crore from Rs 475.6 crore, whilst shareholders’ equity reached Rs 223.4 crore. Cash and equivalents stood at Rs 22.2 crore, providing reasonable liquidity though down from previous levels.

    In a curious show of optimism despite the profit decline, the board has recommended maintaining a dividend of Rs 0.50 per share—a gesture that suggests confidence in weathering current headwinds. With earnings per share falling to Rs 6.34 from Rs 8.24 the previous year, Signpost will need to find its bearings quickly to restore investor confidence.

    The advertising industry’s fortunes often mirror broader economic sentiment, and whilst Signpost’s revenue growth suggests Indian businesses are still spending on marketing, the margin compression indicates fiercer competition and rising costs. For a company whose business revolves around pointing others in the right direction, Signpost India appears to have lost its way somewhat—though management clearly believes this detour is temporary.

  • Bright Outdoor outdoes itself in FY25

    Bright Outdoor outdoes itself in FY25

    MUMBAI: The lights are definitely on and someone’s at home at Bright Outdoor Media. India’s first listed out-of-home advertising firm has delivered a corker of a year, with total income soaring 19 per cent to Rs 128 crore and net profit jumping nearly 19 per cent to Rs 19 crore in the fiscal year ending March 2025.

    The numbers tell a gleaming story. Earnings per share climbed to Rs 13.11 from Rs 11.45, whilst EBITDA expanded a healthy 18 per cent to Rs 27 crore. The second half proved particularly bright, with income surging 22 per cent half-on-half to Rs 70 crore—suggesting the company’s momentum is accelerating rather than dimming.

    For a firm that started life in 1980 flogging billboard space, Bright Outdoor has certainly illuminated its path to prosperity. The Mumbai-based outfit now commands over 400 hoardings nationwide, including a hefty chunk of the city’s 85 large digital LED displays. That’s no small feat in a market where prime real estate comes at a premium and visibility is everything.

    The company’s recent coups read like a property developer’s wishlist. Bright Outdoor has bagged exclusive advertising rights for the entire Navi Mumbai Metro Line 1—a decade-long deal covering 85,000 square feet of prime eyeball territory. Not content with underground domination, it also secured a seven-year contract with Western Railways, adding another 17,555 square feet of high-visibility real estate to its empire.

    Chairman & managing director Yogesh Lakhani is clearly more than pleased with the results. His company has been on a billboard-buying spree, unveiling 13 new LED displays across Mumbai’s most coveted spots—from the Goregaon flyover to the Eastern Express Highway. The digital expansion adds 12,569 square feet of advertising space to Bright’s already impressive portfolio.

    Shareholders have reason to smile beyond the robust financials. The board has recommended a five per cent dividend (Rs 0.50 per share) and proposed a generous 1:2 bonus issue—one free share for every two held. It’s a clear signal that management believes the good times will keep rolling.

    The outdoor advertising market has been riding high on India’s economic growth and urbanisation boom. Digital displays, in particular, have become the new battleground as advertisers seek more dynamic, targeted campaigns. Bright Outdoor’s focus on high-traffic transit corridors and tech-savvy solutions appears to be paying dividends—quite literally.

    From cinema slides to full train wraps, the company’s diverse offerings have attracted over 5,000 corporate clients and facilitated campaigns for more than 200,000 movies, TV shows and events. Its claim to fame includes being the first globally to install solar panels on hoardings, supplying electricity back to Indian Railways—proof that being green can indeed mean more greenbacks.

    Trading on the BSE SME platform since March 2023, Bright Outdoor has certainly lived up to its billing as a “game changer” in the IPO landscape. With urban India’s appetite for advertising showing no signs of dimming, this billboard baron looks set to keep the lights on—and the profits flowing.

  • Out-of-home still rules the streets as brands chase the last unskippable medium

    Out-of-home still rules the streets as brands chase the last unskippable medium

    MUMBAI: At Goafest 2025, the session ‘Ignite The Attention – The Last Unskippable Medium’ spotlighted the enduring impact of out-of-home (OOH) advertising. The panel, moderated by Indian Outdoor Advertising Association (IOAA) CEO Praveen K Vadhera brought together industry heavyweights who argued that while screens can be skipped, billboards can’t be scrolled past.

    Adani Group head of corporate branding Ajay Kakar opened the discussion by cutting through the jargon. “Stop dividing media into digital and non-digital”, he said. “What matters is strategy for the consumer, not the medium”. Kakar called on the industry to steer clients, not just serve briefs, and stressed that OOH creatives must be original—not borrowed from print. “The idea is what truly matters—it must create impact”.

    Times Innovative Media (Times OOH) CEO Shekhar Narayanaswami defined the category in plain terms: “OOH is the experience of stepping out”. He described the medium as a counter to screen fatigue, offering unavoidable visibility. He added that combining physical ads with social media can amplify brand recall.

    Adonmo MD Sandeep Bommireddi reframed digital as a horizontal shift across all media. “Integration, not isolation”, he urged. OOH, he argued, is already evolving into smarter formats through tech overlays and data targeting. “Choose media based on your audience—not out of habit”.

    Platinum Communications and Madison Retail Paradigm CEO Dipankar Sanyal emphasised that “gut instinct is no longer king”. Today’s OOH is data-rich, performance-tracked, and measurable. “We now speak in the language of impressions and outcomes”.

    Karukrit Advertising VP Promita Saha brought the consumer lens into focus. “The consumer comes before the canvas”, she said, advocating for OOH stories that adapt to cultural moments. “Melas and local events are missed opportunities when we reuse print assets. The environment deserves its own narrative”.

    Together, the panellists agreed that OOH is more than a medium—it’s a mindset. One that blends tech, culture, creativity and commerce in an unskippable format.

  • Sapphire Media tunes into Big FM 92.7 with a Rs 261 crore takeover

    Sapphire Media tunes into Big FM 92.7 with a Rs 261 crore takeover

    MUMBAI: Sapphire Media Ltd has officially acquired the debt-ridden Reliance Broadcast Network Ltd (RBNL), which owns Big FM 92.7, following a successful bid of Rs 261 crore during the Corporate Insolvency Resolution Process (CIRP). With 58 stations and a reach across 1,200 towns and 50,000+ villages, Big FM is one of India’s largest radio networks.

    The acquisition comes after Sapphire Media, promoted by Kaithal-based entrepreneur Sahil Mangla and media professional-turned-entrepreneur Aditya Vashistha, received all necessary regulatory approvals, including a green light from the ministry of information & broadcasting. The company promptly cleared dues to the committee of creditors (CoC) as per the approved resolution plan.

    The saga reached its crescendo on  23 December  2024, when the National Company Law Appellate Tribunal (NCLAT) dismissed petitions from rival bidders and upheld the National Company Law Tribunal’s (NCLT’s) 6 May 2024, decision in favour of Sapphire Media. Rivals like Radio Orange and others had contested the resolution, but Sapphire’s bid, which secured 88.97 per cent of CoC votes, emerged victorious.

    Big FM, known for its rich legacy and a massive listener base of 340 million, will now undergo a wave of innovation under Sapphire Media’s stewardship. The group, which already boasts a vast outdoor advertising network and recently launched the Hindi news channel India Daily 24×7, plans to inject fresh energy into the radio brand, blending its heritage with cutting-edge content creation.

    “We are thrilled to welcome Big FM into the Sapphire Media family. This acquisition aligns with our vision of becoming a leader in digital content creation and broadcasting,” the company stated.

    The CIRP against RBNL was flagged off on 24 February 2023, following a petition by IDBI Trusteeship Services, the financial creditor. Six resolution plans were submitted, but Sapphire’s bid struck the winning note.

  • Tribes and Xiaomi light up Chennai skies with 3D billboard for Xiaomi 15 Ultra’s bold reveal

    Tribes and Xiaomi light up Chennai skies with 3D billboard for Xiaomi 15 Ultra’s bold reveal

    MUMBAI: Billboards aren’t what they used to be-at least not in Chennai. On 12 May 2025, Tribes Communication and Xiaomi India teamed up to deliver a 3D billboard experience that left commuters in Alandur doing double takes. The campaign, designed to launch the Xiaomi 15 Ultra, brought the device’s modular photography kit to life in mid-air, piece by piece.

    Co-engineered with Leica, the Xiaomi 15 Ultra has positioned itself as a precision tool for mobile photography. But instead of another digital drop or influencer tease, the brand chose to hit the streets-literally-with a physical spectacle that reimagined how smartphone storytelling unfolds in the real world.

    The billboard used spatial layering and animated mechanics to simulate the Gour Guptaproduct assembling itself-lens by lens, module by module—directly above a major Chennai intersection.

    “At Tribes, we believe in turning brand stories into unforgettable experiences. With Xiaomi, we didn’t just showcase a product — we created a street-level spectacle. Together, we pushed the boundaries of outdoor engagement, capturing attention and sparking conversations”, said Tribes Communication MD & chairman Gour Gupta.

    Placed in one of Chennai’s busiest corridors, the campaign offered a rare offline pause amid digital clutter. According to Xiaomi India’s associate director of brand marketing, Ritij Khurana, the goal was not just to display the phone but to start a conversation about the future of mobile photography.

    “With the Xiaomi 15 Ultra, our vision was to reimagine what smartphone photography could feel like in everyday life. By placing it in familiar, everyday environments – like a morning commute, we’re not just showcasing a product, but hoping to start a quiet conversation about what the future of mobile imaging can look like,” Khurana said.

    The campaign sets a benchmark in India’s OOH advertising landscape, merging motion design and consumer engagement into an experience you don’t scroll past—you look up to.

  • Crown Rice turns Delhi’s daily traffic into a billboard of basmati-powered bliss

    Crown Rice turns Delhi’s daily traffic into a billboard of basmati-powered bliss

    MUMBAI: In Delhi, it’s not just the traffic that’s bumper-to-bumper—so are the eyes glued to Crown Rice’s new out-of-home (OOH) campaign. Unveiled across the capital’s busiest stretches, the basmati giant’s latest ad blitz has served up emotion, nostalgia and hunger in equal measure, all under the heartwarming banner of ‘Khushiyon Ka Khazana’.

    From bustling roundabouts to metro hotspots, DRRK Foods’ flagship brand is now smiling down on thousands with visuals that scream flavour, family and festivity.

    “At Crown Rice, we believe that food is at the heart of every happy moment, whether it’s a festive feast or a simple family dinner. With our ‘Khushiyon Ka Khazana’ campaign, we’re celebrating those everyday moments of togetherness that begin with a wholesome plate of basmati rice. This campaign is our way of reaching out to families and being a part of their special moments, and very soon, we are planning to extend this initiative to other regions of north India,” said DRRK Foods joint MD Vikram Marwaha.

    While other FMCG brands try to shout louder, Crown Rice has taken a more poetic route—stirring hearts with aroma-led memories and dinnertime nostalgia. In a city where the average red light lasts longer than most Netflix reels, Crown’s billboard strategy is banking on meaningful glances turning into memorable mealtimes.

    The campaign also underscores DRRK Foods’ larger ambitions in metro markets, aiming to boost brand affinity and visibility in the cluttered consumer landscape. And judging by the current chatter, it’s already doing just that.

    So, next time you’re stuck in Delhi traffic, don’t be surprised if you catch yourself craving rice, not road rage.

  • Statiq powers up local EV push across Chandigarh, Kerala, and Bengaluru

    Statiq powers up local EV push across Chandigarh, Kerala, and Bengaluru

    MUMBAI: Statiq, has unveiled a dynamic hyperlocal campaign across Chandigarh, Kerala, and Bengaluru. This city-focused initiative is designed to strengthen local engagement, boost app usage, and enhance Statiq’s presence as India’s most accessible and trusted EV charging solution.

    With over 8,000 chargers across the country, Statiq continues to expand its infrastructure and simplify EV access through its unified app. This new campaign blends on-ground activations, digital promotions, regional influencer content, and mass media outreach to create a city-specific impact that resonates with local EV users.

    Statiq founder & CEO Akshit Bansal said, “EV adoption in India is no longer restricted to Tier-one metros. Real change is happening at the hyperlocal level in residential neighbourhoods, on highways, and in community hubs. With this campaign, we want to build lasting relationships with our users by being visible, trustworthy, and accessible at every touchpoint. Chandigarh, Kerala, and Bengaluru are just the beginning we’re excited to take this momentum to more cities in the coming months.”

    Kerala and Bengaluru alone now host over 400 and 600 public Statiq chargers, respectively. The campaign highlights these figures through targeted local storytelling and incentivises new app users with promo codes KRL200, CHD150, and BLR100 offering wallet credits for first-time downloads.

    To connect with varied audiences, Statiq is working with regional influencers to deliver city-specific EV stories in local languages. The campaign also includes print and radio tie-ups to reach non-digital audiences, particularly first-time EV adopters.

    App-based notifications, Whatsapp broadcasts, and real-time digital ads on platforms like Meta and Google are being used to reach lapsed users and create visibility. Additionally, community activations and physical stalls are showcasing the app’s ease of use and seamless charger access.

    This campaign follows Statiq’s recent ‘One Country, One App, All EV Chargers’ initiative, aimed at consolidating India’s fragmented charging landscape into a single, user-friendly experience.

    By weaving together technology, regional relevance, and user-first design, Statiq is further accelerating India’s journey towards sustainable and inclusive mobility one city at a time.
     

  • Media maverick Shashi Sinha launches Omark, aiming to revolutionise luxury OOH

    Media maverick Shashi Sinha launches Omark, aiming to revolutionise luxury OOH

    MUMBAI: Shashi Sinha, a seasoned media heavyweight with a CV longer than a cricket pitch, has launched his own venture, Omark Media Solutions Pvt Ltd after a whirlwind stint at Laqshya Media Group and Adani Airport Holdings. He’s promising to shake up the out-of-home (OOH) advertising game, focusing on “premium, precision-driven” ad placements for luxury brands.

    Sinha’s has had stints at giants like Bennett Coleman and Co. Ltd. (Times Group), DNA, and Kagiso Media. He’s a man who’s seen it all, from print to radio to digital, and now he’s bringing that wealth of experience to his own show.

    His latest gig at Laqshya Media Group saw him as chief business officer, overseeing media and advertising at Cochin and Noida International Airports. Before that, he spent nearly four years at Adani Airport Holdings, where he honed his skills in everything from sales presentations to strategic planning.

    But it’s his time at Laqshya Hyderabad Airport Media that really stands out. He took a loss-making venture and turned it into a profit machine, earning himself a reputation as a turnaround wizard. “Having got an embattled business… as CEO in April 2015, [I] have driven this loss making business into a profitable one,” he boasts on his Linkedin profile.

    Now, with Omark, he’s aiming to create a “unique space for premium brands to thrive.” He’s talking about harnessing technology and passion to craft ad placements that are as exclusive as a Savile Row suit.
    Whether Omark will live up to the hype remains to be seen. But one thing’s for sure: Sinha’s got the experience and the swagger to make a splash in the luxury OOH market.