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 MUMBAI: Having consolidated its position as an OOH agency and outdoor outsourcing firm in the first five years of its existence, Mumbai-based India Outdoor Advertising, promoted by Rakesh Valmiki and Michael D'Costa, focused upon building its outdoor media ownership in the next five years. Today, ten years since its inception, India Outdoor Advertising commands large footprints both as an agency and media owner and celebrated its 10 anniversary on June 11 at Ramada Powai in Mumbai. On the occasion, the firm adopted a new logo that heralds a new beginning, with renewed focus on growth, diversification and pan-India spread.
 India Outdoor Advertising is particularly focused upon building its media ownership in the state of Uttar Pradesh which Valmiki reckons as one of the most promising OOH markets given its large population and the preference of brands to use key UP cities as test markets. “Today, we figure among the top 20 media owners in Uttar Pradesh. We would like to move into the top 10 bracket within a year,” he said, while adding that Lucknow, Kanpur, Varanasi and Agra are four attractive OOH markets in the state.
India Outdoor Advertising also owns media properties in Mumbai, Kerala, Punjab and is planning to take over a media owning firm as well. In Mumbai, the firm has a 5-year contract for advertising rights on 20 bridge panel gantries, apart from media ownership in Thane and on the Mumbai-Pune expressway.
 For Valmiki and D’Costa, the 10-year voyage has been a riveting experience. The two promoters regard their “bosses at Sovereign Advertising & Marketing Services - K K Nair & S Ramachandran – as inspiration for building up the firm”. Valmiki said, “We started India Outdoor Advertising with the support and tie-up with Akhtar Abbassi of National Advertisers.”
In the early days of business, India Outdoor Advertising sought to aggregate properties of various media owning firms in targeting large clients including multinational brands.
As the industry underwent changes with the adoption of new technologies and innovations, India Outdoor Advertising began to spread its wings wider, with a keen eye on what is contemporary. Valmiki said, “If we developed any creative keeping in mind the current theme / topical happenings in the country, that gave more mileage to the clients.” D’Costa attributes the firm’s success to the team that excelled in executing campaigns as well as maintained strong ties with all stakeholders in the industry.
India Outdoor Advertising has forayed into Tier 2 cities with notable success. “These cities have huge untapped potential and we are able to offer clients great value for money,” said Valmiki. The firm has also handled political campaigns that involved activities in districts, towns and tehsils.
On the corporate front, India Outdoor Advertising has done media duties for brands like R R Cable, SBI Life Insurance, Sony-Set India, Amar Ujala, LIC, Amul Butter and Raymond.
Looking ahead, Valmiki and D’Costa would like to see India Outdoor Advertising develop as a pan-India media owning firm and specialist agency with offices in several cities and towns. “We would also like to be closely associated with industry bodies like IOAA. We are an active member of Maharashtra Outdoor Advertising Association,” said Valmiki, while adding that industry bodies should make a concerted effort to protect the interests of outdoor firms.
The Uttar Pradesh government raised the revenue demands by 150 percent and “we had no choice but to pay”, he said. A strong industry body would have helped the outdoor firms to resist the government move, he reckoned.
Building on the gains made so far, India Outdoor Advertising is all set to fast-track its growth in the next 10 years.
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Comments
Congrats... India Outdoor Team for completeing a decade & Wish you all the very best for the future.
Wish you Rakesh and Michael many more profitable years to take India Outdoor to greater heights!
Congratulations: Sir
Regards
Anas
Congratulation to 10 Anniversary
a Valued Associate on yours Special Day
HATS OFF TO THE EFFORTS MADE...BEST WISHES FOR THE FURTHER FEATHERS TO BE ADDED
Congrats wish you all the best for many more years
Thanks & Regards
Raviram kharvi
Max media solutions
Dear Rakesh & Michael,
Hearty Congratulations! on the Successful Completion of 10 Years through sincere Hard work, Dedication, Commitments and Delivery....
I wish you many more such successful decades in the future. God Bless you with All Success in whatever you do in the coming years!!!!
Congratulation Congratulation Congratulation Congratulation Congratulation Congratulation Congratulation Congratulation Congratulation Congratulation on 10 Anniversary..... and best wishes
Hearty Congratulations! on the Successful Completion of 10 YEARS...........
Wish U a very Successful future
Thanks
My hearty congratulations!! on the successful completion of 10 years......
Wish you many more such successful decades in the future!!!!!!!
with warm regards
from Adithya Communictions, Cochin
CONGRATULATIONS SIR ON SUCCESSFUL 10 GLORIOUS YEARS IN OUTDOOR.
Dear Rakesh & Michael,
Congrats , Done wonderfully !
Thanks & Regards
Solanke Arts