Infrastructure development could take Gujarat OOH to the next level of growth

Gujarat’s cities are growing, new infrastructure projects are taking shape, and the OOH industry is looking at fresh opportunities. But how can the industry make the most of this growth and turn it into meaningful business? 

The panel discussion, titled ‘Riding the Growth Wave: New Infrastructure = New Media Opportunities?’, at the third edition of Gujarat Talks OOH brought together industry leaders to discuss how Gujarat’s growing infrastructure, upcoming sporting events and changing media landscape could create new opportunities for the OOH industry. 

The session was moderated by Prashant Gadhavi, Executive Director of The Secretariat and featured Rohit Chopra, Deputy CEO, Times OOH; Atul Shrivastava, CEO, Laqshya Media; Asit Shah, Director, HET Graphics; and Puneet Biyani, Chief Business Officer – Advertising and Terminal Monetisation (Non-Aero), Adani Airports. 

The discussion began with Ahmedabad’s growing importance as a market, particularly with the upcoming Commonwealth Games (CWG) and the city’s Olympic aspirations. The panelists agreed that the developments could bring noteworthy changes to the city’s infrastructure and create fresh opportunities for outdoor media. 

Atul Shrivastava, CEO of Laqshya Media, highlighted how Ahmedabad has grown as an OOH market over the years. Drawing from the experience of the Commonwealth Games in Delhi, he said such events can help introduce new media formats and improve urban infrastructure. 

Asit Shah, Director of HET Graphics, also highlighted the potential of the upcoming infrastructure projects, including the Commonwealth Games, bullet train and Dholera development. He said the investments could bring more companies, businesses and people to the region, eventually increasing demand for outdoor advertising. He added that OOH would continue to play an important role in brand building, even as digital advertising grows. 

Puneet Biyani, Chief Business Officer – Advertising and Terminal Monetisation (Non-Aero) of Adani Airports, also spoke on how major sporting events could provide the industry with an opportunity to introduce new technologies and media formats. He said the focus should not be limited to advertising but should also include making the city more attractive and providing better facilities for visitors.  

Strong economic fundamentals are key to growth 

Prashant raised an important question about whether media owners should make large investments based on events that have a limited window of opportunity. 

Rohit Chopra, Deputy CEO of Times OOH, stressed that infrastructure development alone does not guarantee business growth. According to him, the economic strength of a region and its consumption potential are equally important when advertisers decide where to invest. 

“The advertiser does not come just for infrastructure or events. He will come for economic activity,” Rohit said. 

He also pointed out that Ahmedabad has strong potential in key OOH spending categories such as real estate, automobiles, jewellery, lifestyle and mobile handsets. However, he noted that the market still needs more quality media inventory to attract higher-value campaigns. 

Ahmedabad and Surat continue to lead Gujarat’s OOH market 

Ahmedabad and Surat remain the key markets for OOH in Gujarat. The panel discussed how the industry has moved from painted media and flex to backlit displays, unipoles and gantries, with media owners investing in better-quality sites. 

Local advertisers have also become an important source of business, often booking campaigns for longer durations. National brands, meanwhile, generally opt for shorter, high-impact campaigns.  

Digital OOH: Opportunities and challenges 

Puneet highlighted the opportunity to introduce new technologies and media formats as cities develop. At Adani Airports, digital formats are being explored through LED, anamorphic, sensor-based, transparent and kinetic displays. 

However, the panel noted that high installation costs, pricing pressures, available conventional inventory and municipal permissions remain challenges for digital OOH. They also stressed the importance of sufficient audience dwell time to make such formats commercially viable. 

Street furniture and smaller digital formats could offer practical opportunities, while authorities need to view outdoor media as part of city infrastructure rather than only a source of revenue. 

Commonwealth Games could accelerate premium media development 

The panel viewed the Commonwealth Games as an important growth trigger for Gujarat’s OOH market, but stressed that investments should deliver value beyond the event period. Rohit said media owners must assess opportunities before and after the Games, and added that Times OOH is also exploring the possibility of LED investments in Ahmedabad. 

Puneet added that building interest among national advertisers takes time, often two to three years in emerging markets. He said Gujarat has the economic strength and audience base to attract greater advertiser interest. 

Overall, the panel remained optimistic about Gujarat’s OOH future but pointed to the need for better-quality premium inventory. While local advertisers continue to support the market, stronger participation from national brands, improved site aesthetics and new media formats could help the state move to the next stage of growth.