“In the North-East, scale comes from combining formats, not relying on one”

The North-East presents a unique landscape for out-of-home advertising, geographically challenging, operationally complex, yet increasingly important for brands looking to expand beyond metro markets. For SP Enterprise, this region is not just an extension of business, but its core focus. 

Led by Prodip Puri, the company has built a network of around 1,500 sites across the North-East, combining unipoles and hoardings to create scale in a market that is otherwise highly fragmented. 

“We are not just focused on one format. It’s a mix of unipoles and billboards together that helps us build reach across the region,” says Prodip. 

A market driven by local demand 

Unlike metro cities where national brands dominate spends, the North-East is largely driven by local advertisers. Categories such as real estate, cement, hardware, and regional jewellery brands form a significant share of OOH investments. 

“Local brands are the biggest spenders here. They may not be large in size, but they are consistent and understand the value of outdoor,” Prodip explains. 

This localised demand shapes not just media buying, but also the scale and format of campaigns, often prioritising visibility across multiple towns over singular landmark placements. 

Government and large-scale campaigns 

Government advertising continues to play a critical role in the region’s OOH ecosystem. 

“Recently, government campaigns have taken up thousands of sites across the North-East,” he notes, highlighting how public sector communication significantly drives occupancy and revenue across formats. 

As a Registered PAN India vendor of DAVP & L1 vendor for Govt. Of Assam DIPR, SP Enterprise is closely integrated into this ecosystem, executing campaigns across multiple states and terrains. 

Execution in extreme conditions 

One of the defining aspects of OOH in the North-East is execution. From high-altitude locations to unpredictable weather, installation and maintenance come with unique challenges. 

Prodip recalls a recent large-format installation: “It took us nearly 15 days to complete because of the height and extreme weather conditions. Wind pressure is a major factor here, so every structure has to be carefully planned.” 

Seasonality also impacts operations. “April is one of the most difficult months due to strong winds and weather fluctuations,” he adds. 

These conditions directly influence material choices, formats, and even creative execution, making adaptability critical for campaigns in the region. 

Beyond media: Fabrication and innovation 

SP Enterprise operates beyond traditional media ownership, with capabilities spanning fabrication, painting, and customised installations. 

This allows the company to execute large-scale innovations, from oversized cutouts to custom-built structures, tailored to both terrain and brand requirements. 

“At times, we have to redesign formats based on feasibility, what looks good creatively must also work structurally in these conditions,” Prodip explains. 

Expanding regional footprint 

While Guwahati remains a key hub, the company’s footprint extends across Shillong, Jorhat, Dibrugarh and other emerging towns, reflecting the growing importance of Tier 2 and Tier 3 markets in the region. 

As infrastructure improves and local economies grow, these markets are witnessing increased advertiser interest, creating new opportunities for OOH expansion. 

Building scale in a fragmented ecosystem 

The North-East OOH market remains highly fragmented, with multiple regional players operating across states. However, scale, consistency, and execution capability are emerging as key differentiators. 

With a growing inventory, strong government alignment, and deep local market understanding, SP Enterprise is positioning itself as a significant player in the region’s evolving OOH landscape. 

For Prodip, the opportunity is clear,  

“The market is growing, and brands are recognising its potential. The focus now is on building reliable infrastructure and delivering consistent execution across the region.” 

In a market where terrain tests every installation and local nuance shapes every campaign, OOH in the North-East is as much about resilience as it is about visibility, and SP Enterprise is building both.