Developing new areas of promotion and looking for innovative ways are the success mantra at Bright Outdoor
Bright Outdoor Media Pvt. Ltd. is the outcome of many aspirations of an ambition person. It’s a company that envisioned the potential of out of home or rather outdoor media more than three decades ago. All thanks to the supervision of Yogesh Lakhani, the company’s CMD. A Gujarati by tradition, Lakhani is a Mumbaikar by birth who learned to fight with the tryst and turn the fate in favour. He believes in innovation and exploration, which together make him a risk taker.
Continuing the traits of being an innovator especially when it comes to exploring new avenues, Bright Outdoor has recently launched two companies – Bright & Sharley and Bright. “We are known as a risk taker as well as an initiator. We bring new things before any one else can even think about. In the era of digital and OTT platform, we are keen to take the lead and want to remain at the helm of affairs.”
Besides, the company has come up with two apps – My Meeting & Cam Celeb. “Feature wise, as the name suggests, My Meeting offers an easy way to find out a convenient place nearby, even for an instant meeting or to be scheduled. In short, it enables users to remain stress-free at least from the point of meeting places to be fixed. It allows an easy way to go for meetings of any kind and of any level – be it personal or business,” he explains.
“Another app, Cam Celeb is designed to let you wish by your favorite celeb on important occasions like birthday, marriage anniversary, etc. You can also surprise your near & dear ones getting them wished on their respective anniversaries, birthdays and on other such occasions by those whom they have always adored and wanted to be in touch with. Apps like these will make people stress free and let their dreams come true,” asserts Lakhani.
This is all for his eagerness, backed by his willingness to do something new each and every single time he plans for an initiative. And this thirst keeps him on the run. No doubt, his hard work, dedication, public relation and out-of-the-box business ideas with fail-proof strategies let him and his company reap the benefits and in turn making him one of the country’s top business personalities. This is despite the fact that he couldn’t continue his studies due to monetary issues.
Despite being a high-school pass-out, Lakhani came across many hardships, but never let himself down. It was in 1980 that he decided to dream big after saying good bye to his era of short-time jobs that he was forced to spare for his livelihood. He flagged off his own business, Bright Outdoor Media. It took him around seven years that he ventured into hoarding business in 1987. In 1992, he started making hoardings for movies.
Currently, more than 90% of Bollywood movies comes to Bright Media for outdoor promotions. As claimed by Lakhani himself, his easy availability made him the first choice of all superstars for outdoor publicity. No wonder, Bright Outdoor has emerged as the one-stop-shop for advertising medium which is cost-effective & long lasting, bringing necessary reach and the frequency that clients look for. With branches in most of the cities across the country, the company is well set to take on any project pan India.
Over the past three decades, while Yogesh Lakhani has become a celebrity, Bright Outdoor has emerged as one of the leading Out-of-Home (OOH) media organisations in India. Today, Bright Outdoor has been associated with the most prestigious award functions such as iifa, Filmfare, Femina Miss India, Stardust, Zee, and many other beauty pageants as the Official Outdoor Partner. This clearly shows that the company has grown massively to be recognised as the foremost service provider in this mode of operation.
Nevertheless, Bright Outdoor has left no stone unturned when it comes to look for ways in outdoor promotion. Other than hoardings, its array of services encompass railway boards & panels, transfer stickers, cinema slides, full train, bus panels, full bus painting, mobile sign truck, kiosks, traffic booth, toll naka, gantry, vinyl and TV advertising. All these are spread across the length and breadth of Mumbai targeting specific class of audience in populated areas.
This is not the limit. After pretty successful & effective stint with OOH advertising, Bright Outdoor continues its innovative ways of promotion providing various novel communication solutions to its valued clients. It introduced a plethora of futuristic services & solutions assuring multicultural and ethnic outdoor advertising campaigns that keep audiences engaged thereby achieving the desired impact for almost each creative need, idea and budget.
Lakhani considers digitisation as an important tool of promotional media. “We are not lagged in our efforts to try hands in digital hoardings. However, we are highly concerned with policies attached therewith,” he says adding that unlike abroad, there are some issues with the state government and the local bodies’ permissions, which actually are the bottlenecks. This is at a time when Government at the Centre is dreaming of creating an India of 21st Century.
Meanwhile, there is no denial to the fact that nobody covers Mumbai like Bright which is said to be the privileged agency that proudly boasts of having installed more than 1200 hoardings in Mumbai Metropolis that includes places like Haji Ali, Bandra, Churchgate, Mahim, Cadel Road, Marine Drive, Worli, Borivili, Juhu, SV Road, Link Road, Chembur and Sion. Notably, Bright has always been supportive in almost all the social and religious events and gatherings in Mumbai throughout the year by providing hoardings free of cost.
Success is not just a matter of desire but a product of hard work. Such a mammoth success was possible only because of Lakhani’s persistent hard work, commitment and sincere dedication. He always believes, “If the vision is clear, the future is bound to be Bright.” Today, Bright Outdoor is recognised by various government organisations to include Indian Railways, All India Radio and TV. With all this at hand, Lakhani keeps appealing to his potential customers, “If we can be of any service to you. You can’t get a better deal with optimum coverage assurance in all forms of outdoor media.”
Lakhani strongly believes that Outdoor has a long way to go. It doesn’t have to fear from the most-talked about digital media especially TV, which itself is largely dependent on hoardings for its own promotion. Also, the digital media is slowly but steadily loosing its focus as well as importance because of the overdose of information for which the audience is not actually ready. Lakhani suggests, “till date three media tools are prevalent in India – train, TV and outdoor.”
According to him, the company expects to close this fiscal with Rs. 1100 mn up from Rs. 900mn of last financial year. “The outdoor promotional industry – comprises 90% print and 10% digital – is currently growing at 6.5% annually. We look forward to a bright future for our outdoor promotion industry,” asserts Lakhani with this believe that developing new areas of promotion and looking for innovative ways will help us make the most out of the hoardings.