MAM
Television looks ‘Outdoors’
There’s no escaping now, everywhere you go it follows, across buses, trains, kiosks and more. Striving to use every possible object within its reach to grab eyeballs. Such is the impact of outdoor advertising!
It is estimated that currently, the outdoor space availability in metros is ‘zero.’ With festivity around the corner, television channels are beefing up their programming and the most opportunistic way to utilize advertising appears to be via this medium.
The outdoor business is estimated to be growing at 20 per cent and the size of the organized industry alone has been pegged at Rs 11 – 12 billion by industry experts. These figures are proof that advertisers’ dependence on outdoor has significantly increased.
The biggest players this year among television channels are the ususal suspects Sony, Star and Zee. The average spends among these channels is estimated to be close to Rs 700 – 800 million annually on outdoor advertising. 30 per cent of these spends are dedicated to the festive rush spanning September – December, says Star Sight CEO Sanjay Shah.
Bright director Yogesh Lakhani opines that spends usually go up by 15 – 20 per cent during the festive period. Jhalak Dikhla Ja got the ball rolling for Sony but now Kaajal and Extraaa Innings from the same stable are straddling Mumbai city. It is believed that more than 50 per cent of Sony’s spends in launching properties is dedicated to out of home.
Star has followed suit with its three big launches Antariksh and yet to be launched Paraya Dhan and Sathi Re. Naach Baliye was also given this life-size value during its launch period.
 In pictures: Different mediums used in Outdoor |
Zee went all the way with Betiyann and is planning to use outdoor to build the buzz for the Sa Re Ga Ma finale on 28 October, as well as the newly launched youth block Klub. Zee alone is estimated to spend about 15 to 20 million on each property.
In addition to these big players, other contenders currently in the outdoor space include Disney Channel with its latest local offering Vicky Aur Vetaal and Tata Sky’s DTH platform battling it out with Dish TV. Primesite head GM West Aneil Deepak remarks that channels usually adopt a dual strategy, whereby 30 – 40 per cent of their spends go to permanent sites on an annualized basis, however in promoting certain properties they will increase their spends depending upon its significance.
Outdoor is consistently used by channels as it not only acts as a reminder medium but it also gets people to sample a new show. Ogilvy Activation country head – Landscapes and Signscapes Nabendu Bhattacharyya opines, “Outdoor builds quick awareness and is the most cost efficient option. It is beneficial because it can be city specific and have a customized plan by which campaigns can run from 7 days to months.”
Though the outdoor industry falls short of a common currency measure, individual specialists with the likes of Star, Sony Entertainment, Zee TV, Times Now and Sahara that use outdoor all the year round, have their own proprietary tools to derive accountability from the medium.
Besides TV, the biggest spender this year are from the Telecom sector says Aaren Initiative president Vivek Lakhwara. Reliance and Airtel have a pan Indian presence, adds Shah. “Normal medium vacancy level of 20 per cent during the year becomes zero during September to December as brands like telecom, finance, press, automobiles, radio are also fighting to grab the available spots,” says Bhattacharyya.
Going beyond billboards and bus shelters out of home as a category is fast expanding into areas like retail and entertainment. With emerging technology like LED screens, interactive facia at malls, backlit air blimps and large building wraps, Bhattacharyya forsees, “Airport advertising will take on a much greater significance with clients. Technology driven platforms like bluecasting will see the emergence of different options available to advertisers which will add to the array of the outdoor armament.”
The future is bright! On a rather optimistic note, Bhattacharyya predicts that this year will prove to be a watershed year for the outdoor advertising industry. “The area of consolidation both from a buyer and the concessionaire’s perspective, is around the corner. It has happened the world over and India will prove to be no different. The outdoor specialists will control about 75 to 80 per cent of the entire outdoor market in India in two years time and consolidation amongst them will also happen very quickly. Alliances and mergers will take place, media groups will broaden their services, bandwidth will be built in order to deliver efficiencies and scale, and the big buyers will only get bigger.”
He also sees foreign investors and large media groups waiting for an opportunity to lunge into the Indian market. He says, “The big daddies like Viacom, Clear Channel and Decaux know it’s a profitable business to get into. They are just hoping and crossing their fingers that tighter legislation and better regularities come into play, for them to invest long term in India.”
Of course, one such biggie has already made a quiet landing on Indian shores. News Outdoor India (NOI), the local arm of News Corp’s OOH subsidiary News Outdoor Group (NOG) and headed by a former senior executive of Star India Sumantra ‘Sumo’ Dutta, has been operating in the country for the last six months.
MAM
Effie turns 25 and still means business
Nestle, Leo India and McCann lead a landmark night in Mumbai.
MUMBAI: If ideas are currency, the Effies are where they are audited and this year, the balance sheet looked impressive. The Advertising Club India marked the 25th edition of the Effie India Awards 2025 with a glittering ceremony at Taj Lands’ End, Mumbai, bringing together more than 1,000 professionals from advertising, marketing, media, research, PR and communications. Presented by News18 India and News18 Marathi, and powered by CNN News18 and CNBC TV18, the milestone edition was as much a celebration of legacy as it was a reminder of where Indian marketing stands today sharper, more accountable and relentlessly focused on results.
At the centre of the night’s honours was Nestle India Ltd, which was adjudged Effie Client of the Year, recognising sustained commitment to impactful, effectiveness-led marketing. Leo India was named Effie Agency of the Year, reflecting consistent performance across categories and a strong portfolio of results-driven campaigns.
Speaking at the Effie, McCann India CEO and The Advertising Club president Dheeraj Sinha said, “As we celebrate 25 glorious years of the Effie India Awards, we are not just marking a milestone, we are honouring a legacy of effectiveness that has shaped Indian marketing. Over the past quarter century, Effie has become the gold standard for results-driven creativity, championing ideas that deliver real business impact. This landmark edition reflects the extraordinary evolution of our industry and the power of creativity. Congratulations to all the winners. Here’s to the next chapter of impactful storytelling and transformative growth.”
The coveted Grand Effie went to McCann, Gurugram, for Nestle India Ltd’s campaign “Maggi, Why save the best for the last?”. The campaign stood out for turning a familiar consumer insight into a commercially powerful narrative, demonstrating how cultural relevance, when aligned with business objectives, can deliver both emotional connection and measurable growth.
“The Effie India Awards have evolved into one of the most credible and respected platforms for marketing effectiveness in the country. What truly stands out this year is the scale and diversity of participation – from leading networks to independent agencies and new-age specialists, all demonstrating a shared commitment to effectiveness. It is encouraging to see stakeholders attach deeper strategic value to the Effies, viewing it as a benchmark of real business impact”, added Effie India Awards chairperson and The Advertising Club founder and The Horologists president Mitrajit Bhattacharya.
Marking its silver jubilee, the 25th edition witnessed participation from 89 agencies, spanning large network agencies, independent shops and new-age specialists. The breadth of entries reflected a marketing ecosystem that is no longer siloed where data, creativity, media strategy and business outcomes are increasingly interlinked.
Elaborating on the awards Eros Media World group CEO and Effie India Awards, The Advertising Club co-chairperson Pradeep Dwivedi said, “We are delighted to witness such enthusiastic participation from across the industry, reflecting the trust and prestige the platform commands. The campaigns showcased this year set a remarkable standard, combining bold creativity with strategic rigor and tangible results. It is inspiring to see the industry consistently push boundaries while remaining firmly focused on impact.”
What distinguishes the Effies from many other award platforms is its judging framework. Campaigns are not only assessed by advertising professionals but also by clients and academic experts, ensuring a holistic evaluation of strategy, execution and real-world impact. In an industry often accused of rewarding style over substance, the Effies have steadily positioned themselves as champions of effectiveness over spectacle.
“The core of our creative culture is ‘Impact a Billion’ creating work that genuinely moves people and delivers real business outcomes. When that kind of impact is achieved, recognition follows. Being honoured at the Effie Awards reaffirms our belief that effectiveness and creativity are deeply intertwined. This win belongs to our teams who push for ideas that matter, and to our clients who share the ambition to create work that goes beyond visibility to deliver meaningful impact at scale.” Leo chairman for South Asia and Publicis Groupe CCO for South Asia Rajdeepak Das.
The event was also supported by category sponsors including Adani Group for Integrated Advertising Campaign, Eco Media Solutions for Brand Experience and Tata Communications for B2B, reflecting strong corporate backing for platforms that celebrate measurable marketing excellence.
At Leo, effectiveness isn’t merely a metric, it’s core to the kind of creativity that can effect change for people, communities, businesses and the planet.
We are stoked to have won across some of our biggest brands tonight. To be consistently recognized as the best – globally, and now at our home-ground – is both rewarding and inspiring. We’re grateful to our client partners for placing their trust in our ideas, and to our teams for relentlessly pushing the boundaries of excellence.” Leo, Publicis Health & Publicis Business CEO for South Asia Amitesh Rao.
Beyond the trophies and applause, the 25th edition carried symbolic weight. Over a quarter century, the Effie India Awards have chronicled the transformation of Indian marketing from traditional mass campaigns to data-led, multi-platform ecosystems where accountability is non-negotiable. As brands grapple with fragmented audiences, evolving media habits and heightened expectations around ROI, effectiveness has moved from being desirable to being essential.
The silver jubilee celebration underscored that shift. In a landscape crowded with creative awards, the Effies continue to stand apart by asking a simple, uncompromising question, did it work?
After 25 years, the answer for many on that Mumbai stage was a resounding yes.
