Y2K Signs, a media owning firms with fabricator business, having operations in Maharashtra and Goa region, uses lighting to augment OOH innovation. Yogesh Khade, Founder and MD of the company, says, “We have worked extensively with lights. Regional brands have been able to generate the sense of awe and bewilderment from our installations. Lighting is an important aspect of innovation. Our unique LED-based site in Goa is unmatched.”

Speaking of the myriad challenges that bedevil the OOH innovation and fabrication business, Yogesh points out, “We strive to bring innovative concepts so brands are attracted to media in the tier 2 and tier 3 cities. There have been instances where the major fabricator companies and innovators have come to us, and copied our sites and presented them to their clients without us getting any recognition for them. This internal competition has hampered the growth of regional fabricators like ourselves.” He believes that the innovation fabrication business could benefit much more from a collaborative approach instead of the players engaging in fierce competition among themselves.

On a higher plan, the OOH industry itself is at an inflection point today, where the growth opportunities will come by only if the campaign execution is managed more creatively, to deliver good outcomes to the advertising brands. Innovators and fabricators could play an instrumental role in bringing about those visible changes on the OOH landscape.