Unison Advertising gains domineering presence in Delhi NCR market

Consolidation of OOH media business is seemingly evident in several markets across the country. More recently, three OOH media owning firms in Delhi - Brite Neon Signs (P) Ltd, Landmark Outdoor Media Service (LOMS) and Glamour Advertising - have consolidated their media assets under a new entity called Unison Advertising that was formally launched in early February. Commenting on this initiative, Shailendra Luthra of Brite Neon Signs, who now drives the sales and marketing of Unison as the CEO & MD of the entity, said that consolidation was "the need of the hour”. He said the combine, powered by the core strengths of the three firms, is fully geared to meet the needs of major advertising brands and agencies in the capital city.

Unison holds some 135 OOH assets in the city which would go up to 150 in just a few days. The combined portfolio will enable Unison Advertising to not only offer the best package to OOH agencies but will also support Unison's own initiatives to do direct business with various adverting brands.

Currently, the media portfolio comprises mainly billboards and unipoles, but the entity is looking to diversify its media ownership in the foreseeable future.

Shashank Kumar of LOMS, who handles the operations and finance of Unison Advertising, said the synergy resulting from the consolidation will help the team to meet the growing needs of both existing and new clients. He added that the team is also directing sharp focus on the media monitoring system using social media and mobility tools to update clients on the latest status of their campaign sites.

Unison has media ownership in all parts of Delhi, and will participate in all major tenders in the region.

Kapil Chhabra of Glamour Advertising, who drives new media acquisition for Unison Advertising, said the three firms recognised the advantage of combining their expertise and assets instead of competing with each other. The positive outcomes of the combined efforts bear testimony to the objective of business consolidation.