MAM
AESL launches ‘Kash Nahi Aakash’ campaign across India
Integrated push spans 251 cities, 28 plus states, 13 million reach, 200 million impressions.
MUMBAI: From “what if” to “why not”, Aakash is asking students to swap doubt for direction. Aakash Educational Services Limited (AESL) has rolled out a nationwide integrated campaign, “Kash Nahi Aakash”, signalling an aggressive marketing push as it looks to deepen engagement with students across India. Conceptualised and executed by Red Bangle Film Collaborative, the campaign blends storytelling with scale, already clocking a digital reach of 13 million and over 200 million impressions.
At its core, the campaign flips a familiar student mindset. The lingering “kash” (what if) is recast into a more decisive narrative positioning AESL as the bridge between hesitation and informed action.
The rollout is deliberately expansive. It spans digital, print, outdoor, radio, transit media and on-ground activations, aiming to create both visibility and engagement across metros as well as Tier 2 and Tier 3 markets.
A series of six digital films is being distributed across platforms including YouTube, Meta and JioHotstar, while pan-India print insertions and metro train branding across major cities for 30 days amplify recall. Regional depth is being driven through cinema, OOH, print and radio.
But the real engine sits on the ground. AESL’s ‘Career Rath’ activation will travel across 28+ states and 251 cities over 45 days, covering 800 feeder markets. The initiative focuses on career counselling, direct interaction with students and parents, and guidance on academic pathways turning awareness into action.
Kanika Kumar Nijhawan, Senior VP Marketing at AESL, said the campaign reflects a shift towards more informed decision-making among students, while also marking a unified, full-funnel marketing approach.
The strategy signals a clear intent: not just to be seen everywhere, but to be useful everywhere meeting students at every stage, from curiosity to commitment.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
