MAM
Bright sparks this Diwali with dazzling 360° brand storytelling blitz
MUMBAI: Looks like this Diwali, the skyline’s getting a glow-up and it’s not just the fireworks. Bright Outdoor Media limited, one of India’s oldest and most iconic OOH players, is gearing up to paint the city in pixels and posters, bringing brands closer to consumers with an all-out 360° marketing spectacle.
With nearly five decades of advertising legacy, Bright’s creative arsenal is anything but dim. Its 360° Marketing Division is set to fuse tradition with technology, rolling out multi-platform storytelling that shines across streets, screens, and streams. The mission? To help brands cut through the festive clutter, engage audiences where they are, and amplify their message with flair.
At the heart of Bright’s Diwali strategy lies a state-of-the-art digital network over 50 large-format LED screens lighting up Mumbai’s busiest junctions with motion-led, high-impact campaigns. Add to that special festive pricing designed to maximise reach, and you’ve got a bright spot for every brand eager to make an impression.
But that’s not all. For brands chasing the good old billboard buzz, Bright’s premium static hoardings at high-traffic hotspots promise maximum visibility during the city’s shopping frenzy. Whether it’s commuters on their way home or families out for festive errands, these larger-than-life displays ensure your campaign gets the eyeballs it deserves.
Meanwhile, the company’s transit media division is taking festive storytelling on the move. Think bus wraps, metro branding, cab ads, and local train panels, all tailored for Diwali’s bustling travel rush. After all, in Mumbai, where everyone’s always going somewhere, so should your brand message.
Cinema too is rolling out the red carpet. With Diwali bringing blockbuster releases and packed theatres, Bright plans to leverage cinema screens across multiplexes and single screens for entertainment-led engagement. Nothing says brand recall like a 70mm message just before the hero makes his grand entry.
And for those tuning in from home, Bright’s got the OTT crowd covered. Its digital and OTT campaigns will target audiences binge-watching festive specials, ensuring every click comes with a spark of brand recall. Complementing this is print advertising Bright’s sharp, industry-specific strategy to cut through the festive noise with tailored, clutter-free messaging in leading publications.
But Bright isn’t just sticking to screens. The company’s also curating experiential events to take brand conversations offline. This festive season, it will make a mark at a real estate expo in Borivali and host a prestigious awards ceremony for the Gujarati and Marwari business communities, connecting advertisers directly with influential audiences. It will also continue its long-standing partnerships as official outdoor media partner for marquee events like Navratri festivals and cultural shows.
Beyond these, Bright’s network of media professionals will power everything from store launches to film promotions, ensuring each campaign finds its spotlight. With a robust celebrity and influencer network, the company’s festive storytelling will blend glamour, relatability, and recall.
Bright Outdoor Media chairman and managing director Yogesh Lakhani puts it best: “Diwali is more than a festival, it’s a time for connection, celebration and joy. Our 360° marketing framework combines traditional and digital platforms, backed by creativity and precision, to ensure campaigns not only reach but resonate with consumers wherever they may be.”
This Diwali, Bright isn’t just illuminating hoardings, it’s illuminating ideas. With every LED flicker, billboard glow, and screen scroll, it’s setting the festive adscape ablaze, proving that when it comes to storytelling that shines, nobody does it brighter.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
