‘The OOH market here is functional and consistent, but it is still primarily local.’

As Nashik’s Out-of-Home advertising market continues to evolve, its strength remains firmly anchored in local businesses that rely on visibility, credibility, and sustained presence rather than scale alone. For Machindra Aaba Deshmukh, Director, Namrata Advertising, the city’s OOH ecosystem reflects a deeply localised market that has grown steadily through consistency rather than rapid expansion.

According to Machindra, the Nashik OOH market remains active but largely driven by city-based advertisers. “The market here is functional and consistent, but it is still primarily local. Most of the demand comes from businesses within Nashik rather than national brands,” he says. Categories such as education institutes, healthcare providers, local retailers, and political campaigns continue to form a significant portion of outdoor advertising activity, keeping the market stable through seasonal and economic shifts. 

While infrastructure upgrades and urban development have opened up newer corridors, Machindra notes that advertiser behaviour has remained rooted in familiarity and trust. “Local brands prefer formats and locations they understand. Hoardings still work best because they are visible, dependable, and culturally accepted by the audience here,” he explains. Transit and wall branding see spikes during festivals and election periods, but billboards continue to dominate the city’s outdoor inventory. 

On the subject of DOOH, Machindra remains cautious. Compared to larger metros, he believes Nashik is still far from meaningful DOOH adoption. “DOOH is quite limited here. The cost of setup and lack of technical readiness make it a slow transition,” he says, adding that the gap between metros and tier-2 cities is still evident when it comes to digital infrastructure. 

He also points to operational challenges that affect both media owners and advertisers. Fragmented site ownership, inconsistent pricing, and municipal restrictions often complicate execution, while maintenance and structure upkeep continue to impact brand confidence. “When sites are not well maintained, it affects not just visibility but credibility as well,” he notes. 

For Machindra, Nashik’s OOH market does not need to mirror metro growth patterns to be effective. Its strength lies in its ability to deliver trust-led visibility for local businesses that value physical presence and community recognition. As the city moves closer to large-scale events like the Kumbh Mela 2027, he believes the opportunity lies in improving execution standards while preserving the local character that defines Nashik’s outdoor landscape.