MAM
Loc8 by Osmo shifts OOH from counting impressions to capturing attention
MUMBAI: Having shaped impactful campaigns for brands like Renault, HP, Daikin and Max Estates, OSMO, one of India’s fastest-growing OOH agencies, has unveiled the power behind its success: Loc8, its proprietary planning platform.
Loc8 is a first-of-its-kind tool built at the intersection of AI and human vision cognition that shifts out-of-home advertising from measuring reach to measuring attention. For the first time, Osmo is detailing how Loc8 delivers actionable insights that answer marketers’ most fundamental question: “Will people notice?” By transforming raw video data into quantifiable visibility and attention metrics, Loc8 provides advertisers with a sharper understanding of audience engagement and placement potential.
“OOH stands at the brink of a transformation. Advertisers no longer want just eyeballs; they want evidence of attention and ground truth. Loc8 is the breakthrough the OOH industry has been waiting for – a next-generation metric that captures real-time audience attention,” said Osmo, co-founder, Mangesh Shinde.
He added, “In a world where attention is the most valuable currency, Loc8 equips brands with the power of AI, enabling campaigns that are smarter, measurable and impossible to ignore. At Osmo, we say ‘Attention is the New Oil.’ And with Loc8, we’re helping clients harness it.”
Loc8 works by combining real-world data collection, machine learning and cognition science into a seamless framework. Real-world site footage captured via IoT devices is analysed by machine learning engines, which generate attention metrics and a visual saliency score refined with live traffic conditions. These insights are then mapped across people, places and placements, measuring commute journeys, traffic speeds, impressions, points of interest, visibility, positioning, obstruction and dwell time. This process helps identify which OOH assets reach the right audience, how many they engage and the depth of attention they command. The results are made instantly accessible through an engagement console that presents clear attention metrics and effectiveness dashboards, enabling advertisers to plan smarter and more attention-led campaigns.
Already embedded into several landmark campaigns across categories such as automobiles, real estate and consumer goods, Loc8 has been instrumental in unlocking deeper engagement and brand recall in crowded urban landscapes.
“OOH is at a stage where advertisers increasingly demand accountability. As investments in the medium grow, LOC8 enables decision-makers to conduct a virtual recce with confidence. By combining AI, ML and cognition science, our attention metrics build trust, benchmark asset performance and ensure campaigns are noticed, not just seen,” said Osmo, co-founder, Nipun Arora.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
