MAM
Tribes backs TRIOOH with strategic investment to turbocharge OOH play
New Delhi: Tribes Communications is doubling down on out-of-home advertising, taking a strategic stake in TRIOOH as it chases scale, sharper tech and a bigger slice of India’s fast-evolving media market.
The investment brings together one of India’s most awarded integrated agencies and a rising, technology-driven OOH specialist, in a bid to deliver broader reach, smarter targeting and more measurable impact for brands.
Tribes, which works with more than 450 brands and clocks annual capitalised billings of over Rs 1000+ crore, has been building an expansive marketing ecosystem across channels. The TRIOOH deal adds muscle to its omni-channel offering and tightens its grip on the communications market.
Gour Gupta, chairman at Tribes Communications, called the move a growth play with a technology edge. “I am delighted to welcome TRIOOH to the Tribes family and look forward to building a powerful growth journey together. We continue to deliver best-in-class tech solutions at scale and constantly invest in strengthening our capabilities. Our investment in TRIOOH is a strategic step toward expanding our OOH and experiential footprint. Anuj and his team at TRIOOH bring strong technology-led innovation, execution excellence and a marquee client base, and are a strong cultural fit for us at Tribes. Together, we will be able to offer our clients more integrated, data-driven and scalable tech solutions,” he said.
TRIOOH arrives with a client list that includes Meta, Qualcomm, VinFast, Bharat Taxi, Snabbit and other global and high-growth brands. Its campaigns blend traditional formats with digital and data-enabled OOH across markets.
The pitch is complementary. Tribes brings brand strategy, media planning, creative and experiential firepower. TRIOOH adds execution depth and next-generation OOH products. The combined offer promises reach, creativity, data intelligence and on-ground delivery in one package.
Anuj Bhandari, founder and ceo at TRIOOH, framed the deal as a step-change moment. “This partnership with Tribes marks a transformative milestone for TRIOOH. Tribes’ stature as India’s most awarded integrated communications agency, its expansive client relationships and national footprint, combined with Gour’s vision and leadership provide us the ideal platform to scale rapidly. Together, we will deliver smarter, more innovative and highly measurable OOH solutions for brands,” he said.
Jasmeet Singh, co-founder at TRIOOH, pointed to a structural shift in the medium. “OOH is rapidly evolving from static visibility to intelligent, data-led impact. This partnership allows us to accelerate that shift at scale, combining TRIOOH’s technology-first OOH capabilities with Tribes’ integrated strategic and creative strength to build truly outcome-driven brand experiences,” he said.
A key selling point for TRIOOH is its technology stack. The firm has pushed digital screens, programmatic OOH buying, real-time campaign monitoring, audience analytics, geo-targeting and dynamic content optimisation. Plugged into Tribes’ data, media and creative systems, those tools aim to give advertisers tighter targeting, greater transparency and clearer returns.
The tie-up creates synergies across strategy, planning, technology, creativity and execution. Tribes’ clients gain access to specialised OOH tools, while TRIOOH taps into a large client network and integrated capabilities.
The deal also signals Tribes’ appetite for partnerships that expand its ecosystem. The agency positions itself as a $100+ million integrated marketing communications group spanning OOH, experiential, events, digital, rural and retail solutions, sports marketing and celebrity management. It counts 600+ awards, 450+ active clients and 17 offices nationwide.
TRIOOH, for its part, sells itself as an end-to-end OOH player covering planning, buying, execution and event solutions, with a focus on partnerships and data-led planning. It is also in talks for further strategic investments from larger agency groups as it looks to cement its position as a future-ready OOH player.
In a market where outdoor media is turning digital, data-rich and accountable, both firms are betting that scale plus software will win. The billboards are getting smarter and the race for eyeballs is moving outdoors at full speed.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
