MAM
Bright Outdoor offers discounted rates to revive OOH economy during festive season
NEW DELHI: As the out of home (OOH) industry struggles to get back on its feet, Bright Outdoor Media has already come up with plans for the festive season. Bright Outdoor Media CMD Dr Yogesh Lakhani is optimistic that the OOH industry will pick up soon as people make the maximum use of festive season.
With Unlock 3.0 and relaxations given by the government, there has been a slight improvement. Lakhani opines, “The coming phase is a festive phase. Brands have started to invest in OOH advertising but it is still minuscule of what it would have been without Covid2019.”
The pandemic caused several hurdles for the OOH industry. He adds, “For three months there was zero revenue. All the hoardings in MMR were taken by MCGM for COVID2019 awareness. Traffic was almost zero. While the revenue remained a big zero, the expenses continued. The government hasn’t given us relaxations in taxes. On the contrary, it is charging us even for the lockdown period. It has become a matter of survival for some of the hoarding providers in the industry. We, at Bright, stand in solidarity with other OOH providers in this unprecedented circumstance. However, slowly and steadily the traffic is returning on the roads but, as per reports, 50 per cent of the people will still avoid travelling unless urgent. With only 10 per cent workforce permitted, fewer vehicles are on the streets.”
With no movement, he says that the industry saw a 20 per cent drop as only essential service people were allowed to travel during the lockdown. Lakhani shares that the coming two quarters are extremely important for the industry and festivals are the only hope.
“Brands have started to come back but the rate of purchase has drastically reduced. We are eyeing for a very big Diwali as the marketing spends of all other festivals will also be used during that time. Movies will hit theatres in the coming few months. The big-ticket films are due. Bright shall make a change rather than asking for change from others. We are providing a 30 per cent discount and are ready to sit across the table with the clients and get them the best value and offer value additions to their spends and power them to revive as early as possible to bring the economy back to normal,” he shares.
With shopping malls gym and other spaces opening up, Lakhani is optimistic that categories including entertainment industry, pharmaceuticals, online services, educational institutions and real estate will revive and avail OOH services.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
