Fabian T. Cowan joins hands with NU Media Founder Nilesh V. Kadam to launch 1bb

Fabian Trevor Cowan, Out of Home professional and former Country Head of Posterscope India launches 1bb, in collaboration with start-up entrepreneur and Founder of NU Media Nilesh V. Kadam.

“The idea of 1bb germinated way back in 2017 at Cannes during a conversation with my wife over a glass of rosé while we watched the sun gingerly stepping into the blue waters over the Parisian horizon,” says Fabian. “I held on to the thought, but the pandemic gave it a new lease of life and the last few months cemented our belief in its potential. There is something tremendously powerful about momentum, no matter how small”.

Primarily focused on the OOH domain, 1bb will bring together the vast experience of Fabian as an OOH professional and the analytical and operational depth that Nilesh has acquired as an entrepreneur over the years. Clients and marketers who use OOH as a medium of communication will be able to see it in a whole new light. The illumination of this medium’s potential as a conversation starter and its yet untapped possibilities as ‘driver of change’ will be the core premise of 1bb.

Nilesh, himself a media professional of two decades before his entrepreneurial avatar, says, “The idea of 1bb appealed to me because of its fundamental premise and the scalability attached to the business. Top that with the scarcity of great ideas in the current context of OOH and it makes for very good business sense.”  

1bb will reach out to brands and agencies alike, evangelising the power of ONE and supporting their OOH initiatives from a creative construct. Fabian adds, “We have deep respect for the work being done in the OOH space currently, but we also believe there is more than enough space for 1bb to make a difference, and we aim to occupy and galvanise that space”

On future plans, Fabian and Nilesh shared that 1bb will be launching 3 collectives over time that will energise the OOH space not only from a creative perspective but also from a talent perspective. Innovation and creativity is not about a solo genius but it’s about collective genius, and 1bb believes it is time for the OOH brain thrust to take centrestage.