Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners

We will continue acquisition-led strategy in India: Havas Chairman and CEO Yannick Bolloré

Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles

Meta’s policy shift could spark 30% surge in RMG ad spending in India

Digital Entertainment Summit 2025 to debut in Delhi as India stakes its claim on the future of global media

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

The Brihanmumbai Municipal Corporation (BMC) is expected to resume granting permissions for new hoardings across the city after the monsoon, according to Bright Outdoor Media Limited. The Out of Home industry had been in a state of flux following the Ghatkopar hoarding collapse that claimed 17 lives last year. 

BMC had put a pause on all new hoarding approvals in the wake of the tragic incident. The green light for new hoardings has been stalled for nearly a year. Now, with the monsoon approaching and a revised advertising policy in the works, Bright Outdoor Media Limited during the earnings call indicated a revival of the permit process is on the horizon.

During the earnings call, Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Limited stated, "BMC has stopped the permission since the last 1 year. The permission for LED has started and the permission for hoardings has been stopped since the last 1 year. It is going to start soon after the rain. So, the new hoardings that will come, we buy hoardings from them and do trading. And we also do permitting." 

Despite the pause in new hoarding permissions, Bright's margins have consistently increased. “Clients are coming in daily. Thousands of buildings are being constructed, and our hoardings continue to deliver 24x7 visibility,” said Lakhani. “Even with the rise of social media, traditional outdoor media holds unmatched scale — especially when TV channels launch new shows or movies.”

<a href="https://www.storyboard18.com/advertising/year-after-ghatkopar-hoarding-collapse-ioaa-pushes-self-regulation-policy-for-ooh-industry-67523.htm">Read More: Year after Ghatkopar hoarding collapse, IOAA pushes self-regulation policy for OOH industry</a>

When asked if there will be an increase in number of hoardings after BMC initiates to permit new hoardings in the city, Lakhani said, "Maximum hoardings will increase by 1,000-2,000. Earlier, 3,500 hoardings were in Mumbai. Later, when metro came, most of the hoardings were removed. Today, BMC has 1,000-1,200 hoardings. 1,000-1,200 hoardings are in railway and other areas. Now after getting the permission it will increase." 

Bright Outdoor Media is projecting a 40–45% revenue growth in the current fiscal year, backed by rising digital adoption, infrastructure developments, and upcoming BMC elections. For FY25, the company reported a revenue of ₹126 crore, up 18.8% year-on-year. EBITDA stood at ₹26 crore, reflecting a margin of 20%, while PAT rose to ₹19 crore — a YoY growth of 18.9%.

Abhishek Sharma, Vice President of Bright Outdoor Media during the earnings call said, “We are looking ahead for a good festive season altogether. And, of course, like I said, BMC election and other things which are lined up is going to give us a good, ROI for the kind of investment that we have made in. The last year was the year for investment, was the year of investment for us. I think this year we are going to realize a lot of it from the kind of investment we have made.” 

Bright Outdoor Media is also diversifying into the digital and integrated media ecosystem. Starting July 5, the company will roll out a new 10-member team, featuring veterans with 25+ years of experience across print, radio, events, PR, cinema, malls, and celebrity management. The digital expansion is expected to contribute 20–25% additional revenue growth.

The Brihanmumbai Municipal Corporation (BMC) generated ₹234.783 crore from advertisement and hoarding fees in 2024-25, compared to ₹157.8492 crore in 2023-24, marking a 48.74 percent increase in revenue from BMC's license department.

Chanda Jadhav, Deputy Commissioner (Special) of the BMC, had told Storyboard18, “BMC’s advertising policy is currently in progress. We are awaiting the submission of the Bhosale Committee report, which will inform our next steps.”

The May 2024 tragedy has amplified public and industry calls for stricter oversight in the OOH sector. Complicating regulation efforts, there are eight different authorities in Mumbai responsible for granting hoarding permissions, including the BMC, Railways, Mumbai Metropolitan Region Development Authority (MMRDA), BEST, among others. This fragmented system has made it difficult to monitor illegal sites and conduct regular inspections of authorized ones.

BMC officials indicated they are awaiting the final report from former Allahabad High Court Chief Justice Dilip Bhosale, who was appointed by the Maharashtra state government to lead the inquiry into the hoarding collapse. They aim to integrate key recommendations from this report into their forthcoming advertising policy.

<a href="https://www.storyboard18.com/how-it-works/bmcs-advertisement-revenue-soars-48-74-reaches-rs-235-crore-55654.htm">Read More: BMC's advertisement revenue soars 48.74%, reaches Rs 235 crore</a>

<a href="https://www.storyboard18.com/brand-makers/mumbais-digital-outdoor-ads-clutter-activists-stakeholders-raise-concerns-54006.htm">Read More: Mumbai’s digital outdoor ads clutter: Activists, stakeholders raise concerns</a>

After year-long pause, BMC set to greenlight new hoardings: Bright Outdoor Media

As global advertising expenditure surpasses $1.1 trillion in 2025, traditional formats like television and print continue to lose ground, making way for digital-first and data-driven media channels, according to WPP Media’s 'Mid-Year Global Advertising Forecast'. 

Global television advertising— including both traditional and streaming formats— is projected to grow just 1.0% to $162.5 billion in 2025. While this signals a modest recovery, it masks a more significant transformation beneath the surface.

Streaming TV, which accounts for $41.8 billion of the total, is growing rapidly and is expected to reach $71.9 billion by 2030. In contrast, traditional linear TV continues to stagnate or decline in most major markets, suffering from audience fragmentation and the rise of on-demand content.

Print Advertising Continues Its Freefall

Print remains the hardest-hit medium, with global ad spend in this segment forecast to decline 3.1% to $45.5 billion in 2025. This follows years of consistent contraction, as advertisers move away from newspapers and magazines in favor of digital platforms that offer better targeting, measurement, and ROI.


Read more:<a href="https://www.storyboard18.com/advertising/india-adex-to-rise-8-4-to-21-3-billion-in-2025-even-as-global-growth-slows-to-6-wpp-media-69775.htm"> India adex to rise 8.4% to $21.3 billion in 2025, even as global growth slows to 6%: WPP Media</a>


Even legacy media players with strong brand equity are struggling to hold onto ad dollars, especially as younger demographics increasingly consume news and entertainment online. While traditional media will still command a share of the global ad wallet, its influence and investment appeal are steadily being eclipsed by formats that deliver on data, flexibility, and audience precision

OOH Remains Resilient Thanks to Digital Transformation

Despite the flat growth for both TV and print, out-of-home (OOH) advertising is one of the few traditional formats showing resilience. The global OOH market is expected to remain steady at $52 billion in 2025, with digital OOH (DOOH) accounting for a significant 41% of that spend, the report said.

Advertisers are investing more in DOOH due to its ability to blend mass reach with digital capabilities like dynamic creatives and real-time targeting. This makes DOOH particularly effective in high-traffic urban areas and during large-scale events.

Meanwhile, audio advertising is expected to remain flat at $26.5 billion. The growth in streaming audio formats—like podcasts and digital radio—is being offset by a -1.7% decline in terrestrial (AM/FM) radio. Audio continues to be a valued medium for its immersive and intimate engagement, but overall investment is not expected to grow significantly in the short term.

The latest projections signal a clear reordering of media priorities in the global advertising landscape. As print continues to decline, and TV’s growth slows, advertisers are accelerating their shift toward digital video, streaming platforms, and dynamic outdoor formats.

Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media

The Chandigarh Municipal Corporation (MC) is now rethinking its strategy to monetize advertisements on over 340 public toilets across the city after three rounds of tendering with no takers. As per the media reports, the civic body, which had hoped to generate over Rs 6 crore annually through the initiative, is now considering breaking the tender into smaller clusters to widen participation and attract more bidders.

So far, the MC’s insistence on awarding the rights to a single firm, under rigid eligibility norms geared towards large players, has resulted in zero bids. According to officials, this one-size-fits-all approach has effectively shut out smaller firms and local agencies that might otherwise be interested.

In a bid to reverse the dry run, MC is likely to amend the tender structure by dividing the project into multiple packages, with each covering a specific number of toilets. This modular approach could make the opportunity more accessible to a wider pool of advertisers and agencies. Once the revised proposal is cleared internally, the tender will be floated again.

The initiative was first approved in the House meeting in February 2025 as part of a broader plan to tap into new revenue streams amid the MC’s ongoing financial stress.

Read More: <a href="https://www.storyboard18.com/brand-marketing/preity-zinta-moves-court-against-punjab-kings-co-owners-over-disputed-meeting-67045.htm">Preity Zinta moves court against Punjab Kings co-owners over disputed meeting</a>

Congress councillor Gurpreet Singh welcomed the rethink, saying the original tender left “little room for competition” and failed to consider smaller players. “If the MC truly wants to earn revenue, it must make the process more inclusive and competitive,” he added.

Municipal Commissioner Amit Kumar said that the tender process is under review. 

Read More: <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-spotifys-spreadbeats-hit-all-the-right-notes-66971.htm">Global Ads Spotlight: Here's how Spotify's 'Spreadbeats' hit all the right notes</a>

Chandigarh MC mulls overhaul of ad tender norms to unlock revenue from public toilets

Navi Mumbai International Airport Limited (NMIAL) has already sold 70% of its out-of-home (OOH) advertising inventory to brands, months ahead of its anticipated operational launch in June 2025. The airport is expected to become a major hub, and brands are already locking in premium spots to gain early visibility.

Sources reveal that the airport’s management has been working directly with brands over an extended period, bypassing traditional OOH agencies. This direct engagement strategy has allowed brands to negotiate long-term deals for high-impact visibility at the airport.

Set to begin commercial operations in June 2025, NMIAL will see low-cost carriers leading the charge with around 30 weekly domestic flights initially. A senior OOH industry professional noted, “More than 70% of the available advertising inventory has been sold. Premium watchmakers, fragrance companies, and luxury brands have already secured their positions.”

An insider added, “It’s notable that brands are choosing to deal directly with the airport’s internal sales teams. As a result, OOH agencies are scrambling to find available spots.”

The growing interest in airport advertising comes at a time when air travel in India is on the rise. According to credit rating agency ICRA, domestic air passenger traffic reached 79.3 million during the first half of FY25, reflecting a 5.3% year-over-year increase. International traffic posted even stronger growth at 16.2%. ICRA expects the trend to continue, with international passenger numbers projected to hit 34–36 million for the full fiscal year, a 15–20% increase over FY24.

Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Ltd., emphasized the appeal of the new airport: “Brands are rushing to secure visibility at Navi Mumbai Airport, which is expected to see massive foot traffic. Passengers visiting the airport will likely post pictures and videos that could go viral, offering valuable organic exposure.”

Praveen Vadhera, CEO of the Indian Outdoor Advertising Association, echoed this sentiment, saying, “Seeing brands invest in airport advertising well before launch shows the strength of OOH, especially in key locations. It’s a clear sign that companies recognize the power of being first to market in high-traffic public spaces.”

Meanwhile, similar momentum is building at Noida International Airport, also known as Jewar Airport. Roughly 50–60% of its OOH inventory has already been booked. The initial phase will see about 30 flights operating - 25 for domestic routes and three for international destinations - alongside two dedicated cargo flights.

Once completed, Jewar Airport is expected to be Asia’s largest and the fourth-largest globally, greatly enhancing connectivity in India’s National Capital Region (NCR). This scale and reach are further attracting advertisers eager to establish their presence in what could become one of the busiest airports in the world.

Navi Mumbai airport sells 70% of ad space before opening; Jewar follows close behind

A Fevicol hoarding at Bandra Reclamation junction was taken down on Saturday following objections from Western Railway, which claimed the advertisement depicted Mumbai’s local trains in a derogatory and misleading way.

The hoarding, managed by the Maharashtra State Road Development Corporation (MSRDC), featured an image from an earlier era, showing overcrowded trains with passengers hanging from the footboard. Railway authorities argued the ad unfairly capitalized on an outdated stereotype for commercial purposes.

Vineet Abhishek, CPRO, Western Railway confirmed the development to Storyboard18. Railways is undergoing an unprecedented transformation. Railway officials stated that the misrepresentation or negative portrayal is completely unacceptable and they have strongly objected to the ad and requested an immediate recall.

Western Railway further highlighted improvements made over the past decade, including modern rakes, a shift from DC to AC systems, the introduction of air-conditioned locals, and infrastructure upgrades aimed at enhancing passenger safety and comfort. With over 70 lakh commuters traveling daily, officials said such portrayals undermine the massive progress achieved.

A formal complaint has also been filed with the MSRDC, the site owner. As per the reports, Pidilite Industries, which owns Fevicol, confirmed that the hoarding would be removed by Saturday.



Fevicol hoarding taken down after Western Railway objects to 'Derogatory' portrayal of Mumbai locals

Bright Outdoor Media has officially secured exclusive rights for ten years to transform the Navi Mumbai Metro Line 1 into a dynamic advertising platform. The company will revamp metro stations, pillars, and viaducts, turning them into vibrant canvases for brand promotions. As part of this initiative, Bright Outdoor will also enhance the infrastructure at the metro stations, further improving the overall experience for commuters. 

The Navi Mumbai Metro Line 1 runs between Belapur Terminus and Pendhar, encompassing eleven strategically located stations. The OOH agency has acquired advertising space spanning approximately 85,000 square feet, ensuring extensive brand visibility in one of India’s fastest-growing urban centers.

Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Limited, confirmed this strategic move and emphasized the company’s commitment to innovation in outdoor advertising. He stated, "This fresh approach has opened up new, engaging ways for brands to connect with people on the move. Every project we undertake not only meets but exceeds expectations, as we blend innovative ideas with cutting-edge digital LED technology to create unforgettable visual experiences."

Bright Outdoor has continuously evolved in the OOH sector by exploring innovative branding formats. According to Lakhani, the company has ventured into multiple new advertising avenues, including lift branding, bus shelters, cinema branding, passenger and metro train branding, and even air-conditioned (AC) bus branding. These creative solutions have helped Bright Outdoor maintain a competitive edge in the fast-changing advertising landscape.

Looking ahead, Bright Outdoor is making significant investments in upgrading infrastructure along the Navi Mumbai Metro line to attract more advertisers. Lakhani expressed optimism about future opportunities, stating, "With the Navi Mumbai International Airport set to open to the public, we anticipate substantial growth in business from outdoor advertising on metro stations in Navi Mumbai. This expansion will provide brands with an even greater reach to commuters and travellers."

In addition to the Navi Mumbai Metro project, Bright Outdoor achieved a major milestone in 2024 by securing the Western Railways Advertising Tender. The company took charge of 11 high-profile locations, including Kandivali ROB, Goregaon ROB, and Mrinal Tai Gore Flyover. These sites now feature four state-of-the-art LED displays and seven static hoardings, which will remain operational for the next seven years.

Bright Outdoor continues to expand its digital network with the installation of 12 modern digital LED displays and numerous static billboards. The company now boasts an impressive network of 419 displays covering 386,000 square feet, reinforcing its status as a leader in outdoor advertising.

Lakhani further said, "The year 2024 was particularly successful for Bright Outdoor, as the company executed over 550 advertising campaigns across various sectors, including finance, media, and entertainment. Notably, the company played a crucial role in promoting over 50 blockbuster films, including "Singham Again," "Pushpa 2: The Rule," "Bhool Bhulaiyaa 3," and "Kalki 2898."

Bright Outdoor acquires exclusive OOH media rights for Navi Mumbai Metro 1

Mumbai's lifeline, the railway route from Churchgate to Virar, offers significant advertising opportunities. According to a Right to Information (RTI) response, Western Railway has earned ₹219 crore from advertisements over the past five years. The Mumbai division of Western Railway hosts 127 hoardings, but challenges persist regarding alignment on multiple fronts.

The RTI data (a copy of which is with Storyboard18) reveals that advertising revenue for Western Railway surged from ₹11.47 crore in 2020-21 to ₹70.69 crore in 2023-24. As of January 2024-25, the revenue stands at ₹64.69 crore.

Churchgate is the costliest station for advertisers, with table space priced at ₹40,000 per day, while LCD/LED display ads at stations cost ₹14,655. Rates are significantly lower at stations beyond Nandurbar.

An industry source from the Out-of-Home (OOH) advertising sector commented, "Spending dipped after the Ghatkopar incident. In fact, metro station advertisements had a greater impact than those in local railways. We prioritize visibility, such as web releases or films, so costs will continue to rise."

Advertising Revenue from Railways Over the Last Five Years: (As per RTI response)
2020-21: ₹11.47 crore
2021-22: ₹16.32 crore
2022-23: ₹55.40 crore
2023-24: ₹70.69 crore
2024 (Till Jan 2025): ₹64.69 crore

Railway data highlights that Chhatrapati Shivaji Maharaj Terminus (CSMT) and Churchgate are the busiest suburban stations. In August, daily commuter footfall at CSMT and Churchgate reached 569,000 and 432,000, respectively. Other high-traffic stations include Thane, Kalyan, Panvel, Borivali, Virar, and Bhayander, each recording an average daily footfall of over 200,000.

Storyboard18 also spoke to local OOH agencies in Vasai, who expressed strong opposition to external regulatory interference. One agency representative stated, "We were never included in the regulatory process. Why should we allow an outside agency or federation into our domain? They will face unprecedented resistance."

Interestingly, both media agencies and OOH advertisers continue to secure prime advertising spaces, sometimes through legal means and sometimes by turning a blind eye to regulations.

Experts believe OOH advertising on railway networks will grow by 20 percent. With growth from local MSME sectors. 

The significant increase from ₹11.47 crore in 2020-21 to ₹70.69 crore in 2023-24 underscores the growing interest in railway advertising, fueled by the ever-expanding commuter base. However, challenges persist. The lack of standardized regulations and the ongoing tussle between local agencies and regulatory bodies pose hurdles to streamlined advertising practices. Many agencies, particularly in areas like Vasai, strongly resist outside involvement, leading to a fragmented and often unregulated marketplace.

Mumbai’s railway advertising boom: ₹219 crore earned in five years: EXCLUSIVE

On Tuesday, the Mumbai Civic Chief presented the budget for 2025-2026. India's richest civic body announced that it will soon introduce advertising policy for the city. Following the collapse of a hoarding in Ghatkopar in May 2024, which resulted in 17 deaths and 74 injuries, the BMC released the Draft Policy for Outdoor Advertisements, 2024, in August and sought public feedback.

Regarded as the largest budget to date, the BMC presented a budget of ₹74,427 crore for the 2025-26 fiscal year. Maharashtra's Deputy Chief Minister, Eknath Shinde, praised the Brihanmumbai Municipal Corporation (BMC) budget on Tuesday, calling it a relief for Mumbaikars and a signal of the beginning of 'Global Mumbai.'

Bhushan Gagrani, Municipal Commissioner in his speech said, "Mumbai City attracts large number of tourists for its cosmopolitan nature and heritage status. Hence, it is proposed to decongest the skyline with a new hoarding policy."

Gagrani continued, "Accordingly, draft for new advertisement guidelines under section 328/328A is published. Suggestions and objections have been received regarding the same. Advertisement guidelines will be declared shortly."

Gagrani further mentioned that, "Existing Advertisement Boards, Sky Signs in Mumbai have been digitised for beautification project as recommended by the State Government. BMC owned sites and other identified locations have been offered to advertisers for advertising purposes through e-Tender/Auction, aimed at enhancing revenue generation through rent, property tax and advertisement fees."

The Mumbai Traffic Police Department, responsible for issuing No Objection Certificates (NOCs) for the installation of out-of-home (OOH) hoardings in the city, has suspended all new proposals until the Brihanmumbai Municipal Corporation (BMC) finalizes its Guidelines for the Display of Outdoor Advertisements, 2024.

Several stakeholders, including citizen groups, have expressed concerns regarding the BMC's draft advertising policy. MSRDC and Railways had also strongly opposed BMC's draft policy. 

To create comprehensive guidelines for outdoor advertising in Mumbai, the BMC had formed a committee that includes experts from IIT-B, environmental specialists, and law enforcement officials. The BMC requested that the Indian Institute of Technology-Bombay nominate two experts to assist with policy development. For environmental guidance, the BMC has consulted Rakesh Kumar, the former director of the National Environmental Engineering Research Institute (NEERI).

Entertainment tax and fees

In accordance with the amendment to Maharashtra Entertainment Duty Act through Maharashtra Act No. XLII dated 29th May 2017, the responsibility for collecting Entertainment Tax/Fees, previously levied by the “State Government”, has been entrusted to the “Local Authorities”.

This change has been effective from 1st July 2017. As per the provisions of this amendment, the Municipal Commissioner of BMC has been duly empowered to collect Entertainment Tax/Fees within the jurisdiction of its municipal body. 

The Government of Maharashtra, under sub-section (3) of section 6 of The Maharashtra Entertainments Duty Act (I of 1923), has extended the exemption from entertainment duty under section 3 of the Act from 16th September 2017 to 30th September 2026, as previously granted by Revenue and Forest Department.

Gagrani said, "The levy of Entertainment Tax/Fees will be implemented as per the amendments after exemption period. It is essential for the State Government to issue a notification formalising the collection of Entertainment Tax/Fees by BMC. Vigorous follow up will be done in this regard with the State Government."

Advertisement policy will decongest skyline, to be declared shortly: BMC Chief

The Brihanmumbai Municipal Corporation (BMC) generated ₹234.783 crore from advertisement and hoarding fees in 2024-25, compared to ₹157.8492 crore in 2023-24, marking a 48.74 percent increase in revenue from BMC's license department. Mumbai Civic Chief, Bhushan Gagrani highlighted that the ₹74,427 crore budget estimate presented for the fiscal year 2025-26 is the biggest BMC budget to date and it reflects the demands and expectations of Mumbaikars.

In the fiscal year (FY) 2024-25, revenue from BMC's License Department was estimated at ₹324.49 crore, which has been revised to ₹260 crore, reflecting a decline of 19.87%, or ₹64.49 crore. The budget estimate for revenue from the License Department for FY 2025-26 is proposed at ₹362 crore.

According to the revenue disclosed in the 2024-25 budget, BMC generated ₹30 crore from license fees for illuminated advertisement boards/hoardings (skysigns) on BMC land through e-auction/tender (registered persons). In 2024-25, BMC collected ₹190 crore in hoarding fees, compared to ₹109.9559 crore in 2023-24.

Advertising hoarding fees from MMRDA and MSRDC sites generated ₹1.65 crore in 2024-25, compared to ₹56.79 lakh in 2022-23.

BMC collected ₹42 crore in license fees for advertisements via glow/neon signboards in 2024-25, with a proposed revenue of ₹77 crore for 2025-26. This is a sharp increase from ₹59.5206 crore collected in 2023-24.

Furthermore, BMC collected ₹1.1 crore in advertising hoarding fees from registered persons in 2024-25, compared to ₹5.2922 crore in 2023-24. In 2024-25, BMC earned ₹3.3 lakh in advertisement hoarding fees by renting its properties, compared to ₹3.32 lakh in 2023-24. The proposed revenue for 2025-26 is ₹1.1 crore.

The city's overall civic budget estimate for FY 2025-26 is proposed at ₹74,427.41 crore, which exceeds the budget estimates of 2024-25 i.e. ₹65,180.79 crore, by 14.19 percent. 

Interestingly, BMC Chief Bhushan Gagrani during his budget presentation announced that BMC will soon announce the advertisement policy. The policy aims to decongest Mumbai's skyline. Following the collapse of a hoarding in Ghatkopar in May 2024, which resulted in 17 deaths and 74 injuries, the BMC released the Draft Policy for Outdoor Advertisements, 2024, in August and sought public feedback.

BMC's advertisement revenue soars 48.74%, reaches Rs 235 crore

Interpublic Group's OOH arm, Rapport retained the Hindustan Unilever Limited's (HUL) Rs 200 crore OOH media account. Sources close to the development said, Publicis and GroupM participated in the pitch. 

Storyboard18 on December 17 had reported about HUL re-evaluating its OOH media account. According to sources, HUL's OOH media spends is about Rs 200 crore for pan India campaigns. "HUL had invited only global agencies for the pitch due to their strict audit processes. GroupM, IPG and Publicis participated in the pitch."

Sources close to the development said that the pitch was finalized with IPG's Rapport and GroupM being shortlisted by HUL. Rapport later retained the brand's OOH Media mandate. HUL was evaluating multiple aspects including the roadmap for the ongoing year.

The total advertising revenue in 2024 is expected to reach Rs 1.2 trillion ($14.6 billion) from Rs 1.1 trillion ($13.1 billion), as per the latest Magna Global Advertising Forecast report. The revenue is estimated to increase by 16% to reach Rs 34 billion ($402 million), DOOH's share to total OOH is at six percent, growing at a compound annual growth rate of 33% and the share of DOOH would be approximately 11% by 2028.

As per the report, OOH (Out-of-Home) media is on a growth trajectory and is expected to cross 2019 levels in 2024. Traditional, transit and DOOH (Digital Out-of-Home) have shown incremental revenues. The government’s push on infrastructure and urbanisation is an expected boost for OOH inventory, especially premium formats.