MAM
Hola Media Group revolutionises OOH advertising with performance metrics for Birla Braniacs
Mumbai: Hola Media Group, a renowned 360-degree marketing and advertising agency in India, conducted an out-of-home (OOH) campaign for Birla Braniacs using performance metrics. It was the first time Birla Braniacs opted for performance metrics, and the campaign resulted in the best outcome for the brand. For this campaign, Hola Media Group partnered with Moving Walls to validate its OOH campaigns through digital analytics and insights and measure the performance. As a part of the partnership, Moving Walls measured the performance of Hola Media’s campaign for Birla Brainiacs, which was run at multiple high-visibility sites in Mumbai and Bengaluru. By introducing digital metrics for an OOH campaign, Hola Media Group has brought measurable data points, a path-breaking achievement for outdoor campaigns in India.
Hola Media’s partner for campaign measurement, Moving Walls, is a leading provider of enterprise software in the ad-tech and media-tech sectors. The company’s patented data and result-driven solutions ensure that brands leveraging the services can engage the right audience at the right time. Moving Walls provided the Digital Out-of-Home data-led verification and post-campaign reporting to Hola Media Group, facilitating in-campaign analytics and campaign performance access for better optimization.
Speaking about this, Hola Media Group founder Dushyant Mehta said, “OOH advertising continues to lose ground to digital marketing mediums due to the lack of accurate campaign performance measurement at par with the online channels. By partnering with Moving Walls, we have overcome this barrier and ushered in a new transformation in the advertising industry in India. The digital monitoring of the 2-month long OOH campaign for Birla Brainiacs generated numerous invaluable insights that can add tremendous value to the advertisers and advertising agencies in the times ahead. It is a matter of great pride for Hola Media Group to have been the first agency in India to strive for such campaign measurement analytics and drive better outcomes. We look forward to many more such accomplishments through this partnership with Moving Walls.”
Birla Brainiacs founder Nirvaan Birla said, “We were able to get the kind of data points that had been exclusive to our digital marketing efforts so far. However, integrating digital measurement with the campaign helped us yield better outcomes from the current campaign and has also unlocked new performance potential for future OOH campaigns.”
Among the key insights generated by the successful performance measurement, it was found that afternoons and evening hours generate maximum reach and visibility for OOH displays, and nights and morning hours witness significantly lower engagement. The data points generated also provided the detailed performance of each OOH site separately and the overall campaign measurement data.
“The education industry has changed dramatically over the last few years alone,” said Moving Walls Group CEO Srikanth Ramachandran. “Technology now defines and determines the shape it will take. The advent of cutting-edge flipped classroom models and self-directed study has evolved so much that technology is essential for education today. Moving Walls is proud to be associated with EdTech changemakers such as Birla Brainiacs through this partnership with Hola Media Group.”
Sharing his thoughts, Birla Brainiacs CEO Muddassar Nazar said, “OOH campaigns play a key role in helping us deliver our message to the target audience. Through this path-breaking approach of digitally measuring the campaign performance in detail, Hola Media Group has given us great insights into the performance and data to help us determine our future advertising strategies.”
The partnership on the Birla Brainiacs campaign yielded various other highly impactful insights, such as the generation of daily and hourly engagement data, which revealed variations in visibility per day, an hour of the day, and audience insights like the audience’s gender, etc.
It was also discovered that the campaign peaked in December, generating a potential viewership of 12,380,888 and a reach of 2,278,237 overall. Such data points will be invaluable for agencies to plan their future campaigns with pinpoint accuracy. It was also identified which locations generated more reach and views for the OOH campaign than others.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
