afaqs!

Laqshya captures Pune

By Surina Sayal , afaqs!, Mumbai | In OOH News | September 21, 2010
It has added more than 400 sites in the city to its inventory, including billboards, pole kiosks, traffic booths and mobile vans

Out of home media company Laqshya has expanded its presence in the western market by adding more than 400 out of home (OOH) media assets in Pune, which is an upcoming hub for a number of companies and industries.

The OOH formats that will now be part of Laqshya's inventory include billboards, pole kiosks, traffic booths and mobile vans in Bund Garden Road, Kalyani Nagar, Yerwada, Kharadi, Kondhwa, Camp, Wakdewadi, SB Road, University Road, Baner, Aundh, Kothrud and Bajirao Road, covering most parts of the city.

Pune is fast emerging as a key location for multinational firms. Here, the outdoor medium has long been seen as a significant vehicle to reach out to target customers, with different media being popular amongst different industries. Pole kiosks offer frequency and immediacy; traffic booths and other transit media ensure repeated exposure, especially in a city which is concentric in nature (unlike Mumbai). In fact, this was the second location where the Indian Outdoor Survey (IOS) was conducted by MRUC, after Mumbai.

Shashi Sinha, national sales head, Laqshya Media, says, "Mumbai's twin city, Pune, has shown a lot of promise as a lifestyle destination and has attained significant importance in the media plans. We will now market premium sites in the city."

He adds, "This move has been largely applauded by our advertisers and agencies and most of them have already shown interest. Our aim would be to continue offering innovative and professionally integrated OOH services to brands."

With the inclusion of Pune, Laqshya will now have media assets in 14 cities across the country. It also has international presences in countries such as Sri Lanka and Dubai.

For the record, Laqshya functions largely through three divisions, OMI (Outdoor Media Integrated) - the OOH media agency; Laqshya Outdoor, which offers a diversified portfolio of media assets in the OOH space; and Laqshya Airport, which has exclusive rights to the Greenfield Airport Project in Hyderabad (India) and the Bandaranaike International Airport (Colombo, Sri Lanka).

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