‘Going public is not just about raising capital, it’s about long-term value for all stakeholders’

For Bright Outdoor Media Limited, going public was not simply a route to raising capital. Three years after its debut on the BSE SME platform, the company is preparing for its migration to the main boards of the BSE and NSE, with the journey bringing a sharper focus on institutional governance, financial discipline, technology and long-term value creation. 

“Going public is not just about raising capital. It is also about building a sustainable institution that creates long-term value for all the stakeholders,” says Dr. Yogesh. He believes the transition has helped Bright move from an entrepreneurial-led model towards a more institutional structure, strengthening long-term planning, capital allocation and governance. 

Investing in a digital, measurable future 

The transformation is also visible in Bright’s investment in digital OOH. The company currently operates more than 50 large-format digital billboards in Mumbai and is continuing to invest in technology and measurement capabilities. 

“Technology-led transformation requires a lot of significant investments,” Dr. Yogesh says, adding that being listed gives the company greater access to capital and the confidence to invest in digital transformation, premium inventory and emerging media opportunities. 

For him, measurability will be critical to the medium’s next phase. “With the advent of digital, OOH is here to play a bigger role altogether. In the past two to three years, people are talking about measurability of OOH campaigns as well, and especially at Bright Outdoor, we are working towards it.” 

Building credibility beyond the company 

Public listing has also strengthened Bright’s accountability and transparency, which Dr. Yogesh sees as an increasingly important differentiator when working with advertisers, agencies, investors and multinational brands. 

“Public listing brings a lot of greater accountability and transparency to the business. This creates trust and confidence among advertisers, agencies, government bodies, investors, and business partners.” 

He also believes more listed companies can help strengthen the OOH industry as a whole by bringing greater visibility, professionalism and investor confidence to the sector. A more organised industry, he adds, could also have a stronger collective voice when engaging with regulatory authorities on issues such as fragmented policies and single-window clearances. 

With the main-board migration underway, Bright is simultaneously expanding beyond its traditional OOH focus into television, print, radio sales and curated events. “Our future is bright, for sure,” Dr. Yogesh says, as the company looks to build a more diversified and institutionally driven media business. 

Read the full interview in July edition of Outdoor Asia Magazine