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Wework Works the Roads with Atrium OOH Splash
26×13 ft design led installs light up Gurugram enterprise hubs.
MUMBAI: If office space is about location, Wework India has taken that mantra quite literally to the streets. Wework India Management Limited has rolled out a high-impact, design-led out-of-home campaign across Gurugram ahead of the launch of Wework Atrium Place, its latest enterprise-focused workspace in Udyog Vihar. The campaign, which went live in the first week of January, targets senior leaders and enterprise teams during peak commute hours across the city’s busiest business corridors.
Instead of traditional billboards, the brand has opted for large-format, architectural-style installations measuring 26×13 feet. Positioned across four high-visibility locations Sikanderpur, Golf Course Road, outside DLF Cyber Hub, and outside Ambience Mall on NH-8, the executions aim to transform everyday traffic routes into immersive brand moments.
Each installation uses bespoke, custom-built formats featuring backlit extended structures, sculptural acrylic lettering, and illuminated box elements. The result is less roadside advertising and more urban design statement, crafted to introduce depth, dimension and a premium aesthetic into Gurugram’s commercial skyline.
Rooted in a design-first philosophy, the creative approach leans on clean layouts and restrained messaging. Built for high-speed arterial roads, the visuals are engineered to deliver impact within seconds, balancing clarity with sophistication and reinforcing an enterprise-first brand identity without overwhelming the viewer.
Wework India chief marketing officer Debosmita Majumder said the campaign was built around context and attention. “OOH works best when it sits at the intersection of context and attention. For the launch of Wework Atrium Place, we focused on enterprise corridors where senior leaders and decision-makers are already primed to engage during their daily commute. Every element, from the scale and premium formats to the launch-led storytelling, has been designed to command attention without being intrusive, while reinforcing a clean, confident, enterprise-first brand language.”
The outdoor rollout forms part of a broader integrated launch strategy, amplified through digital media, social platforms, influencer collaborations and owned channels. The selected sites sit within Gurugram’s most established business districts, ensuring repeated exposure among enterprise professionals within the natural catchment of WeWork Atrium Place.
Conceptualised in-house by the Wework India team and executed in partnership with OAP India, the campaign sets the tone for the opening of Wework Atrium Place at DLF Atrium Place in Udyog Vihar. Designed for large organisations navigating hybrid and evolving work models, the new centre positions itself squarely at the intersection of flexibility and enterprise scale.
In a city where billboards often blur into the background, WeWork’s latest move makes a simple point, sometimes, to sell workspace, you first have to own the space outside it.
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Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
