Category: MAM

  • OOH To skyrocket its growth with technical innovation

    OOH To skyrocket its growth with technical innovation

    MUMBAI: Out-of-home (OOH) advertising, also known as outdoor advertising, refers to billboards, signage, or other highly visual, highly impactful media displayed in public spaces people walk past and drive by every day. It also represents one of the biggest opportunities for advertisers to connect with their target audience outside the crowded context of their personal devices.

    As the advertising landscape continues to evolve, OOH advertising will undoubtedly continue to play a crucial role in reaching and engaging audiences around the world. For brands looking to make a bold statement and connect with consumers in meaningful ways, OOH advertising is an investment worth making.  

    A major trend is the rise of Digital OOH, which grew by 12-15 per cent in 2024, especially in large cities due to technological advancements.  In January this year I went to Time Square in New York where I came across a 3D LED screen. I was influenced by it and wanted to bring to India the technologies adopted for this purpose. Bright should be the first to introduce cutting-edge technology in the country.  

    However, 70 per cent of these screens are smaller formats in locations like malls, transit areas and corporate hubs. DOOH’s growth is expected to accelerate in 2025, with more on-road and ambient screens. Currently, DOOH holds 10 per cent of the OOH market, and while programmatic advertising is still in its early stages, it remains innovation-driven enhancing the scope for media quality and visibility.

    OOH advertisement fulfilling the consumers’ desire for non- interruption spiked growth in high-footfall locations like airports, malls, and metro stations in 2024. Air travel is expected to rise by seven to ten per cent in 2025, non-metro airports are also gaining traction with advertisers.  

    The digital OOH landscape in malls is expanding rapidly, especially with luxury and beauty brands leveraging this space to connect with their audience. Additionally, the growing metro network presents exciting branding opportunities through station naming rights, as well as static and digital advertisements. I truly believe that the scope of OOH advertising is immense, catering to a wide range of industries—from real estate to entertainment. At Bright Outdoor Media, we have established ourselves as a leader in outdoor advertising, recognised for our extensive network, innovative approach, and strong client relationships. Our commitment to excellence has made us a trusted brand in the OOH industry.

    In 2025, the OOH industry is poised for continued growth, with an emphasis on digital and tech innovations, increased infrastructure, and more consumer mobility. The OOH advertising revenue grew from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024, marking a robust 12 per cent year-on-year increase.

    It is this triple barrel growth in Digital OOH, Airports and Regular Outdoor that has resulted in a growth of 13 per cent in 2023 and 12 per cent in 2024. Another significant growth factor was the Parliamentary Elections with all political parties utilising this medium for campaigns.

    In terms of categories, real estate showed a remarkable growth of as high as 28 per cent, contributing over Rs 1,000 crore in 2024 up from Rs 789 crore in 2023.  

    When the demand for OOH is on the rise, a significant drop has been observed in terms of TV advertisers, with the numbers shrinking from 11,100 in 2023 to 8,650 in 2024.  

    It is expected in 2025 TV will increase by Rs 2,000 crore, growing at six per cent in 2025, bringing the total to Rs 36,520 crore. However, its share of the total ad spend is likely to decline further, settling at 30 per cent, keeping it as the second-largest medium after Digital.

    For the last five years the overall Radio industry has more or less remained constant at 2 per cent, though having dropped from Rs 2,260 crore to Rs 1,270 crore.  The digital radio replacing the old model is the lookout for consumers integrating innovation and outlook. Radio advertising compared to the OOH fails to make any impact due to its major limitation to video.  

    Print’s overall share in the Total Adex will gradually decline. From a 19 per cent share in 2024, Print’s contribution is expected to drop slightly to 18 per cent in 2025. This reduction reflects the broader trend of digital media increasing at a rapid pace.

    With increased disposable income of Rs 1 lakh crore among middle-class consumers, brands are likely to benefit and invest more readily in marketing and advertising. The union budget enhances consumer spending, promoting digital innovation and supporting the growth of MSMEs and startups. This shows an immense growth projected in India in the coming years.

  • NP Digital India secures content marketing mandate for Kotak Securities

    NP Digital India secures content marketing mandate for Kotak Securities

    MUMBAI: In a move that strengthens its position in the digital marketing space, NP Digital India has won the content marketing mandate for Kotak Securities, one of India’s most trusted brokerage firms. The collaboration is set to elevate Kotak Securities’ off-site content marketing efforts, ensuring wider reach and improved search visibility.

    By deploying a data-driven and strategic content marketing approach, NP Digital India will work to amplify Kotak Securities’ digital presence. The goal? Making Kotak Securities the go-to authority in capital markets by distributing optimised, high-impact content that resonates with a larger, more relevant audience.

    NP Digital India MD Rubeena Singh expressed excitement about the partnership, “We are thrilled to collaborate with Kotak Securities in strengthening their content marketing strategy. Our expertise lies in crafting performance-driven content solutions that not only improve visibility but also drive meaningful engagement. This partnership reflects our commitment to delivering impactful digital strategies that contribute to business growth.”

    As competition in the financial services sector intensifies, a robust content marketing strategy is no longer optional—it’s essential. NP Digital India will leverage its expertise in SEO-driven content marketing, audience insights, and digital storytelling to position Kotak Securities as a thought leader in capital markets.

    This win cements NP Digital India’s growing reputation as a trusted partner for brands seeking innovative, results-oriented digital marketing solutions. With a blend of creativity, data, and performance, NP Digital India continues to push the boundaries of digital marketing, redefining industry standards in India and beyond.

  • The fall of VFX titans: Technicolor to follow Rhythm & Hues’ tragic path?

    The fall of VFX titans: Technicolor to follow Rhythm & Hues’ tragic path?

    MUMBAI: A decade and two years after the dramatic collapse of Oscar-winning studio Rhythm & Hues, history appears to be repeating itself as Technicolor faces imminent shutdown, highlighting the persistent vulnerabilities in the global visual effects industry.

    The parallels are striking. Like Rhythm & Hues, which ironically filed for bankruptcy just weeks before winning an Academy Award for Life of Pi  in 2013, Technicolor’s potential closure comes despite its stellar creative achievements, including work on blockbusters like The Lion King and The Jungle Book.

    Both cases expose a fundamental flaw in the VFX industry’s business model: studios maintaining expensive executive operations in Western markets while relying on lower-paid artists in outsourcing hubs like India. This structure, which prioritised top-heavy management over sustainable artist compensation, has proven unsustainable twice over.

    Technicolor’s recent mismanagement compounds these structural issues. The company’s third-quarter 2023 results tell a devastating story: revenue declines of over 45 per cent across its creative divisions, masked by corporate buzzwords about “transformation journeys.”
    Technicolor's WARN noice

    The appointment of an interim chief executive from the car rental industry, rather than someone with media expertise, echoes the kind of decision-making that plagued Rhythm & Hues in its final days.

    “The industry hasn’t learned from its past,” notes one veteran VFX artist who witnessed both collapses. “When Rhythm & Hues fell, we said ‘never again,’ but here we are, watching another giant stumble under the weight of mismanagement and unsustainable business practices.”

    Technicolor, the Paris-headquartered company has begun issuing Worker Adjustment and Retraining Notification (WARN) notices to its US employees, alerting them of potential mass layoffs and closure. The shutdown would affect thousands of visual effects artists across the company’s  global operations in the US, UK, Canada, and India..

    “Technicolor has been facing severe financial challenges,” states the WARN notice obtained by us at indiantelevision.com “Despite exhaustive efforts — including restructuring initiatives, discussions with potential investors, and exploring acquisition opportunities — we have been unable to secure a viable path forward.”

    The issuance of WARN notices to US employees, signalling potential closure by 24 February, eerily mirrors the sudden unravelling of Rhythm & Hues. Then, as now, thousands of artists across global studios face uncertain futures, while ongoing projects hang in limbo.

    This second major collapse in a decade raises serious questions about the sustainability of the VFX industry’s current model. Despite the increasing demand for visual effects in film and television, the businesses creating these spectacles continue to struggle with profitability, suggesting that fundamental reform may be necessary for the industry’s survival. 

    The content creation industry needs to understand, creating realistic visuals costs, and the cheques – probably much fatter than given out now –  need to be kept aside for those bringing  realism to green-screen shot sequences. These days, VFX is the real hero of most action filled films; without it most films would fall flat and seem uninteresting. While onscreen talent walks away with tens of hundreds of millions of the box office collections, the VFX folks who labour on a film for  a  couple of years —  after putting in millions of dollars for software licences and hardware –  end up with as much or even less than what the onscreen talent does in terms of profits. 

    What makes Technicolor’s potential demise particularly troubling is that it comes despite the lessons of Rhythm & Hues’ collapse. The company’s aggressive merger strategy and failure to maintain operational efficiency – evidenced by missed EBITDA targets and withdrawn financial outlooks – suggest that even recent history’s harsh lessons went unheeded.

    As employees in seven US states prepare for possible closure, submitting direct deposit details for final paycheques, the industry faces a moment of reckoning. The question remains: how many giants must fall before the visual effects industry finds a sustainable path forward?

    The development also  raises concerns about the global AVGC-XR (Animation, Visual Effects, Gaming and Extended Reality) industry, particularly in markets like India where both animation and visual effects sectors are reportedly struggling despite official optimism. 

    Industry observers await Monday’s developments as Technicolor continues last-minute efforts to keep its doors open, while the future of thousands of visual effects artists hangs in the balance.

  • Tanmay Prusty gets marketing charge at Crompton Greaves

    Tanmay Prusty gets marketing charge at Crompton Greaves

    MUMBAI: Crompton Greaves Consumer Electricals Ltd has appointed Tanmay Prusty as chief marketing officer, effective 24 February 2025. The appointment was approved by the board of directors following a recommendation from the nomination and remuneration committee.

    Tanmay, who holds a bachelor’s degree in electronics engineering from NIT Jamshedpur and an MBA from XLRI Jamshedpur, brings extensive marketing experience from his tenure at leading Indian firms. He previously served as business unit head at Capital Foods, a Tata Consumer Products company, where he managed a Rs 800 crore portfolio comprising brands such as Ching’s Secret and Smith and Jones.

    His career spans roles at prominent organisations including Tata Consumer Products, Amazon, Reckitt Benckiser, and ITC, where he worked with established brands like Tata Tea, Dettol, and Fiama Di Wills across food, personal care, and consumer electronics segments.

    At Capital Foods, Tanmay played a crucial role in the post-acquisition integration with Tata Consumer Products, demonstrating strong capabilities in business operations and stakeholder management.

  • Divine confluence: inside Megha Tata’s spiritual odyssey at the Maha Kumbh

    Divine confluence: inside Megha Tata’s spiritual odyssey at the Maha Kumbh

    MUMBAI:  It’s been around  a year  since media industry veteran Megha Tata – who has led channels such as Turner International,  HBO, Bloomberg TV, Discovery – has held a steady job. It’s been by choice. After slogging it out from 1992 when she was an executive with Sunday Mail, and then for more than a decade with Star India, she believes she deserves the rest. She has been happy lending her services to corporate India as a financial adviser and an independent director.

    Her husband Ariez is in total agreement with her choices. An entrepreneur, he too has decided to slow down on the blistering work front and, along with Megha, they have been exploring themselves individually, each other and the world. 

    Normally seen in suits and sarees, these days Megha appears to be more comfortable in jeans, boots, salwar kameez’  and a backpack as she lives out every senior executive’s dream – to have  a complete balanced life, rather than being  caught on the treadmill of corporate achievement alone. 

    Megha and Ariez have been gathering mileage – both on flights and on Indian  roads. It’s been motorcycle rides to nearby towns of Mumbai as she unwinds the years of tension of corporate meetings and targets from her sinews. Meditation, discourses from Sadhguru of the Isha foundation is what have been keeping both of them occupied apart from their freelance assignments.

    So when Megha and Ariez decided to get to Maha Kumbh, like many of her other exploratory journeys, she had no idea what she was getting into, though the duo  had planned out everything. What she discovered was that it was far more than a religious gathering – it was a masterclass in spiritual immersion, logistical precision, and the harmonious blend of ancient traditions with modern conveniences.

    The secret to Tata’s seamless experience lay in strategic choices that might seem counterintuitive to luxury travelers. Eschewing traditional comforts, she and her husband opted for motorcycle taxis over cars, transforming potential logistical nightmares into smooth spiritual passages. 

    “There was a method in the madness,” Tata reflects, describing how these agile two-wheeled vessels became their chariots through the sea of humanity.

    The decision to travel light – carrying only backpacks – proved equally crucial. Where others might have struggled with unwieldy suitcases, Tata and her husband found freedom in minimalism. This mobility allowed them to weave through the crowds with ease, their motorcycle taxis navigating paths where cars would have stood helplessly gridlocked.

    Their accommodation at Royal Kumbh, managed by The Secret Camp, offered a striking contrast to their minimalist transit strategy. “It was a beautifully organised setup,” Tata shares, describing their tent positioned along the Ganga’s sacred banks. This thoughtfully curated space provided not just luxury, but a serene sanctuary for reflection between spiritual immersions.

    The location proved strategic, offering easy access to the heart of the Kumbh while maintaining a peaceful distance from the most crowded areas. The blend of comfort and spirituality allowed them to fully absorb the profound energies of the gathering without being overwhelmed by its scale.

    naga baba
    What makes Tata’s journey particularly compelling is its transcendence of religious boundaries. Her husband’s Parsi heritage adds a fascinating dimension to their shared spiritual quest.

    “For us, this journey was not about religion but about experiencing the energy and being part of a once-in-a-lifetime event,” she explains, highlighting how the Kumbh’s spiritual magnetism crosses all denominational lines.

    Their experiences ranged from witnessing the dramatic presence of Naga Babas to finding kinship among fellow Isha Meditators.

    “It was incredible to witness people from all walks of life, rich or poor, from every background united in devotion,” Tata recalls.

    The sacred dip in the Ganga became a powerful symbol of unity, where the waters “seemed to embrace everyone, symbolising inclusivity and faith at its purest.”

    In an interesting contemporary twist, Tata acknowledges social media’s role in amplifying the Kumbh’s reach. Rather than viewing this digital dimension as a distraction, she sees it as a bridge making this ancient gathering accessible to a global audience. “While some may see it as a double-edged sword,” she notes, “it has undeniably helped bring attention to the event.”

    With an estimated 40-50 crore visitors, the event’s smooth operation stands as a testament to administrative efficiency. The Uttar Pradesh government and police force orchestrated what Tata describes as “organised chaos,” creating an environment where spiritual seeking could flourish unimpeded by logistical concerns.
    For Tata, who has been on a spiritual path for over a decade, the Kumbh experience served to deepen her existing practice.
     

    royalkumbh

    “The experience strengthened my faith in spirituality and reaffirmed my connection to this path,” she reflects. Even as her daughters remained distant – one in Bangalore, another in the United States – the journey became an intensely personal chapter in her spiritual evolution.

    As the Maha Kumbh approaches its conclusion on 26  February, Tata’s experience stands as both inspiration and practical guide for future pilgrims. Her journey illuminates how this ancient gathering has evolved to meet contemporary needs while preserving its spiritual essence. In navigating the delicate balance between comfort and authenticity, tradition and modernity, Tata’s story offers valuable insights for anyone drawn to this extraordinary confluence of faith, humanity, and divine energy.

    Her parting advice to potential visitors encapsulates the wisdom gained and can be applied to our daily lives as well. As she says, plan thoughtfully, travel light, embrace the unexpected, and remain open to the transformative power of the journey (to the Maha Kumbh or)  of your life. In doing so, you  too might discover, as she did, that both the Maha Kumbh and your daily experiences offer a far lot more –they  provide a gateway to profound spiritual awakening.

  • Elan Group appoints Shah Rukh Khan as brand ambassador

    Elan Group appoints Shah Rukh Khan as brand ambassador

    MUMBAI : In a landmark move set to redefine India’s luxury real estate sector, Gurugram based Elan Group has announced the appointment of Indian cinema icon Shah Rukh Khan (SRK) as its brand ambassador.

    Renowned for its architectural excellence and innovation, Elan Group is a dominant force in ultra-luxury real estate. With this collaboration, the brand is poised to reach new heights, pushing the boundaries of opulence and grandeur.  

    Under the leadership of Rakesh Kapoor, Ravish Kapoor, and Akash Kapoor, Elan Group has developed 15 iconic projects across residential, commercial, and mixed-use spaces. The brand is not only transforming skylines but also setting new benchmarks in design, exclusivity, and prestige.

    SRK, celebrated for his global influence and trailblazing career, shares Elan’s vision of excellence and ambition. His partnership with the company is more than just an endorsement it represents a shared commitment to innovation, perfection, and success.

    Expressing his excitement, SRK stated, “Greatness belongs to those who dare to push limits. Elan Group embodies that fearless spirit, and I’m thrilled to be part of this journey.”

    Elan Group director, Akash added, “We are honoured to welcome SRK to the Elan family. At Elan, we don’t just create projects we build icons. His unmatched presence and relentless pursuit of perfection mirror our philosophy and vision.”

    With this alliance, Elan Group and SRK are set to shape the future of luxury living in India.

  • Standard Chartered India ropes in P.D. Singh as new CEO from April 2025

    Standard Chartered India ropes in P.D. Singh as new CEO from April 2025

    MUMBAI: Standard Chartered has announced the appointment of P.D. Singh as its chief executive officer (CEO) for India, effective 1 April 2025. Singh will succeed Zarin Daruwala, who is set to retire on 31 March 2025, after an illustrious tenure at the helm.

    Bringing nearly 30 years of experience in banking and finance, Singh holds a double MBA alongside an engineering degree. His career spans leadership and coverage roles across top European and American banks, making him a formidable force in the industry.

    Before joining Standard Chartered, Singh served as CEO of JP Morgan Chase Bank NA India. Prior to that, he spent a decade at HSBC, where he held multiple leadership roles in corporate and commercial banking.

    With deep industry knowledge and a track record of steering financial institutions to success, Singh’s leadership is expected to drive innovation, strengthen client relationships, and accelerate Standard Chartered’s growth in India. His global exposure positions him well to navigate the evolving financial landscape while ensuring continuity and stability.

    As Daruwala prepares to retire, Standard Chartered acknowledges her significant contributions to the bank’s success in India. Under her leadership, the bank witnessed remarkable expansion and innovation, solidifying its position in a competitive market.

    Singh’s appointment signals a bold step towards the future, reinforcing Standard Chartered’s commitment to leadership in India’s dynamic banking sector.

  • FICCI MEBC south kicks off with star power

    FICCI MEBC south kicks off with star power

    MUMBAI: Tamil Nadu’s media and entertainment industry took centre stage as deputy chief minister Udhayanidhi Stalin and cinematic legend Kamal Haasan inaugurated the FICCI MEBC South Conclave in Chennai. The two-day event, aimed at exploring the evolution of films, television, OTT, gaming, and digital media, saw an array of industry stalwarts mapping out the future of India’s creative economy.

    Stalin unveiled plans for a state-of-the-art film city in Chennai spanning 152 acres. The ambitious project will feature cutting-edge post-production studios, animation and VFX facilities, virtual production tech, LED walls, and even a five-star hotel for industry professionals.

    Further honouring Kalaignar’s (M. Karunanidhi) vision, Stalin announced that 90 acres near Kelambakkam, previously allocated for industry housing, would now be reinstated for its original purpose following a revised government order.

    A highlight of the event was Haasan’s appointment as chairman of the FICCI Media and Entertainment Committee, south. Speaking at the conclave, Haasan emphasised the need for progressive regulations that integrate, rather than hinder, emerging technologies in cinema.

    “Indian cinema is our cultural ambassador, and we need a long-term vision for it. Both state and central governments must frame policies that encourage technology adoption without stifling existing markets,” said Haasan. He also urged the Tamil Nadu government to reform entertainment tax policies, ensuring greater ease of doing business for filmmakers.

    The conclave featured key insights from JioStar chairman of FICCI media and entertainment committee and CEO – entertainment Kevin Vaz, who celebrated south Indian cinema’s meteoric rise from regional to global prominence, thanks to blockbusters like RRR and KGF-2.

    “With digital media’s rapid expansion, India is an ‘AND’ market where TV and digital will continue to coexist. The industry is primed for a global breakthrough,” Vaz stated.

    The event will feature workshops, masterclasses, and exhibitions on key industry trends, including the global rise of Indian cinema, OTT and television’s transformation, and AI-driven innovations in broadcasting and music. With gaming, animation, and VFX booming, discussions will also focus on regulatory policies shaping the sector. PlayNext – Developer’s Day will spotlight India’s growing esports and interactive entertainment industry, reinforcing its leadership in AVGC-XR.  

    The inaugural session saw participation from Meta India’s Sandhya Devanathan, Warner Bros. Discovery’s Arjun Nohwar, FICCI Tamil Nadu State Council’s G.S.K. Velu, and a stellar line-up of media executives including Ashish Pherwani, Sanjay A. Wadhwa, Ankur Vaish, Krishnan Kutty, Ravikant Sabnavis, Munjal Shroff, Vaibhav Chavan, Jakes Bejoy, and Bejoy Arputharaj.

  • Upendra Gadre joins Veedol as group CFO, strengthening financial leadership

    Upendra Gadre joins Veedol as group CFO, strengthening financial leadership

    MUMBAI: Veedol, a brand with a 100-year legacy in oils and lubricants, has appointed Upendra Gadre as its group chief financial officer (CFO). This strategic move reinforces the company’s commitment to financial excellence as it gears up for its next phase of growth.

    With a track record of financial stewardship and strategic decision-making, Gadre is set to play a pivotal role in Veedol’s global operations. His appointment marks a significant milestone, reflecting the company’s focus on innovation, expansion, and operational efficiency in an evolving market.

    Announcing his new role, Gadre shared his enthusiasm via Linkedin saying, “I’m happy to share that I’m starting a new position as Group Chief Financial Officer at Veedol!”

    With over three decades in corporate finance, strategic planning, and digital transformation, Gadre has spearheaded financial operations at leading firms like Deepak Fertilizers, Tata Autocomp, and DGP Hinoday. At Veedol, he brings his expertise in profitability management, cost optimisation, and financial restructuring. As industries transition toward sustainability and digitalisation, his leadership will be instrumental in guiding Veedol’s financial strategy and operational agility.

  • Adfactors PR expands capital market team with senior appointments

    Adfactors PR expands capital market team with senior appointments

    MUMBAI : Adfactors PR has reinforced its Capital Market Communications Group (CMCG) with the appointment of five senior professionals. The move is aimed at enhancing the firm’s capabilities to meet the evolving needs of clients in India’s dynamic capital markets.

    The five new appointees by CMCG Adfactors PR are senior vice president Ajaya Sharma, senior vice president Prosenjit Ghosh, group head, capital markets Anisha Jain, and vice president Lalit Jaisingh bring extensive experience from diverse fields, including media, public relations, credit rating, research, investment banking, and consulting Himanshu Sharma. Their collective expertise is expected to add depth and strategic insight to the firm’s market communication initiatives.

    Adfactors PR CEO & head Nijay N Nair remarked, “We are strengthening our Capital Market Communications Group as part of our continuous efforts to expand our expertise and reach. This is essential to effectively meeting the diverse and intricate demands of our clients in India’s ever-evolving capital market environment.”

    Adfactors PR co-founder & managing director Madan Bahal further stated, “As the country’s leading public relations firm, we see it as our duty to anticipate and adapt to the evolving needs of corporate India. Our long-term vision ensures that we remain relevant in supporting the dynamic Indian capital market and the broader economy.”

    Times Network (ET Now and ET Now Swadesh) former senior editor and markets & anchor Ajaya, Crisil former director, key account management & business development Acuité Ratings & Research and former group chief business officer Ghosh, Ernst & Young former director & M&A Himanshu, ET Now former senior news anchor, deputy editor, & head of research Jain, Concept Public Relations former senior vice president & team lead Jaisingh.

    With these appointments, Adfactors PR continues to strengthen its leadership in financial communications, reinforcing its commitment to delivering cutting-edge solutions in an ever-evolving market landscape.