MAM
Publicis OOH gets close up and personal with DOOH in Mumbai and New Delhi airport
MUMBAI: Publicis OOH head Shubabrata Dasgupta is pleased as punch. His outdoor agency has been involved in what he calls a ground breaking innovation.
Said Dasgupta on Linkedin: “It’s a digital out of home (DOOH) campaign. We successfully synchronized two Led screens on the Western Express Highway in Mumbai with real-time flight information. The content dynamically updates based on flight take-off timings, delivering highly relevant, time-sensitive messaging to commuters.”
According to him this (what he labels as the pinnacle in programmatic advertising) was executed at Delhi Terminal3 international airport too, where the agency managed to synchronise the outdoor display with the flight display information system (Fids).
“Here the creative content is synchronised with Fids and updates based on flight departure gates, ensuring the messaging changes in real time according to live flight schedules,” he added.
This real time displaying of flight data with OOH media allowed the agency to take programmatic DOOH to the next level by helping it deliver contextually relevant and timely content to audiences both on the move and in high-traffic and high-engagement locations.
Highlighted Dasgupta: “This innovative approach not only captures attention but ensures the messaging is always aligned with the audience’s immediate environment, creating a unique and powerful connection between the brand and its viewers. This campaign sets a new benchmark for real-time, data-driven OOH advertising, showcasing how advanced technology can revolutionise traditional out-of-home media, making it more dynamic, engaging, and personalised than ever before.”
Brands
Eternal pumps Rs 450 crore into Blinkit as quick commerce race heats up
Fresh funds fuel Blinkit’s expansion as rivals Zepto and Instamart scale up
MUMBAI: Eternal has infused Rs 450 crore, into its quick commerce subsidiary Blinkit, marking its first capital injection into the company in 2026. The funding comes as competition in India’s fast-growing quick commerce market continues to intensify.
According to media reports, the capital infusion was approved by the board through a rights issue, with 2,799 equity shares allotted at an issue price of Rs 16,07,161 per share. The funds are expected to support Blinkit’s expansion, operational expenses and working capital needs as it scales operations across more cities.
The latest investment follows significant funding support from Eternal in 2025. The company invested Rs 500 crore in January, Rs 1,500 crore in February and Rs 600 crore in November, taking the total infusion last year to Rs 2,600 crore. The continued funding highlights Eternal’s focus on strengthening its quick commerce business.
Blinkit’s operations have grown rapidly alongside these investments. In the December quarter of FY25, the company reported revenue of Rs 1,399 crore, up from Rs 644 crore in the same period a year earlier. Gross order value also rose to Rs 7,798 crore during the quarter, reflecting strong demand for rapid delivery services.
However, profitability remains under pressure as the company continues to expand. Blinkit reported an adjusted ebitda loss of Rs 103 crore in the quarter, compared with a loss of Rs 8 crore in the previous quarter.
The funding comes at a time when competition in the quick commerce segment is increasing. Rival startup Zepto raised $450 million in October last year, while Swiggy raised around Rs 10,000 crore in December to strengthen investments in its quick commerce arm Instamart.
Earlier this year, Blinkit CEO Albinder Dhindsa was elevated to group CEO of Eternal, succeeding Deepinder Goyal, reflecting the growing strategic importance of the quick commerce business within the company.
