Interview with Mr. Yogesh Lakhani, CMD – Bright Outdoor Media Pvt.Ltd.

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Q.We heard that the journey of your career coincides with the journey of Bright Outdoor Exhibitions. Can you please throw some light on both the journey?

A. My journey stretches from the day after I completed giving my SSC exams and had started working as a mere slide delivery boy in Mumbai. In the very early days of my career I did all kinds of jobs in Banner fixing, Cinema slides, Railway Boards, etc. I spent many sleepless nights to do the work of installing boards at various railway stations of Mumbai. In 1990, I took up a small table space with just one office staff. Things started developing rapidly. We acquired the monopoly of all the hoarding sites at the railway stations of one of the prime suburbs of Mumbai. By 1995, we developed around 200 hoarding sites, ventured into the road sites and took a large office space at Borivali thereby kick starting the real journey of what today is known as Bright Outdoor Media Pvt. Ltd. (previously known as Bright Advertising Agency). Gradually, we cultivated a professional team of 25 members who has always stood by us and has helped us in making Bright the brand it is known for today. Bright has also expanded its operations to other cities of India like Pune, Bangalore, Hyderabad, etc.

Q. What is ‘OOH Media’ and how effective a medium is it? What is its future in India?

A. OOH Media stands for ‘Out-of-home’ media advertising which is a form of advertising platform that reaches the consumers while they are outside their homes. It is focussed on marketing to consumers when they are “on the go” in public places, in transit, waiting (such as in a medical office), or in specific commercial locations. OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative.Outdoor advertising is a media that is everywhere, and when used with creativity, it creates brand new ad spaces in places where none existed before. It’s also one of the most cost-effective advertising options. This platform is undergoing a lot of innovations enabling it to reach, intrigue and engage your target audience. Few such innovations are: building illumination and mobile image projection.

Q. Can you please name a few projects that you have handled in the Events Industry?

A. We have provided our services to many popular events including Manikchand – Filmfare Awards, Femina Miss India Contest, Gladrags, Zee Cine Awards, IIFA Awards, Sansui Awards, MTR Foods – Indian Telly Awards, CNBC- Mutual Fund Awards, FICCI – Frames – (Global Convention on the Business of Entertainment), Grasim Mr. India – Aditya Birla Group.

Q. Bright Outdoor Media Pvt. Ltd is recognised by the Indian Railway, All India Radio & TV. What makes your brand this popular?

A. We are a recognized OOH medium among the Indian Railways, All India Radio and T.V. This is because the services we provide are cost – effective and long lasting, and gives necessary reach and frequency. Our array of services hoardings include Railway boards, Railway panels, Transfer stickers, Cinema slides, Promos, full train, Bus panels, Full Bus painting, Mobile sign truck, Kiosks, and TV Advertising spread across the length and breadth of Mumbai that help our clients run targeted campaigns in consumer populated areas. We don’t stop at this, we have also worked on ideas to provide futuristic services and solutions that work wonders assuring multicultural and ethnic outdoor advertising campaigns that engage audiences and achieve impact, for every creative need, idea and budget.

Q. You were honoured with Dadasaheb Phalke Award for the best company in outdoor media services. What would you like to comment on this?

A. I can’t express how grateful I am to have received this award for the best company in OOH. Winning Dadasaheb Phalke award is a great honour and privilege. Success is not a matter of desire but a product of hard work and hardwork always pays off!

Q. Your company has won various other reputed awards and acclamations too such as – Zee Gold Awards, ETC Bollywood Business Awards, etc. In your opinion, what does it take to succeed in this competitive industry?

A. Bright received some of the most prestigious awards repeatedly in the Industry, due to the constant support, efficient and prompt service to our clients, keeping money a secondary factor for motivation. It wasn’t possible without the hardwork of the employees either as it takes a whole team to reach to that level. The secret behind our success is our approach: “24 hours job, 365 days availability to client service and satisfaction.”

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