February 2025

CLICKTHRU

FOR STIMULATING STORIES FROM
THE WORLD OF MARKETING

Stories That Move, Ideas That Inspire

Advertising has always been about storytelling—capturing attention, sparking curiosity, and leaving a lasting impression. As we step into another dynamic year, brands are finding new ways to tell their stories, blending technology with creativity to make an impact.

This month, our cover story highlights Laqshya Media's execution of a remarkable OOH campaign for India Gate Basmati Rice. With 3D anamorphic installations and a bold teaser-reveal strategy, the campaign transformed urban landscapes into interactive brand experiences, proving once again that outdoor advertising is more than just visibility—it's about engagement.

Meanwhile, on the digital front, programmatic buying has surged, now making up 42% of digital ad spend, reflecting a shift toward precision-driven marketing. Brands are also experimenting with new-age strategies—Coca-Cola's latest campaign and immersive shopping trends signal an industry that's constantly reinventing itself.

Beyond advertising, India continues to make strides in innovation. From the successful testing of Bhargavastra, a cutting-edge micro-missile system, to IIT Hyderabad unveiling the country's largest metal 3D printing machine, the nation is at the forefront of progress.

As we look ahead, the challenge for brands, marketers, and innovators remains the same—how do we stay ahead, stay relevant, and most importantly, stay memorable? The answer lies in crafting experiences that don't just sell but inspire.

Here's to another month of powerful ideas and unforgettable stories!

Best wishes,

Yuvrraj Agarwaal

Chief Strategy Officer, Laqshya Media Group

CLICKTHRU

FOR STIMULATING STORIES FROM
THE WORLD OF MARKETING

A New Benchmark in Workplace Excellence and Industry Evolution

Hi all,

Welcome to the July 2024 edition of Clickthru, where we bring you the latest developments and achievements from the media and advertising industry. This month, we are thrilled to highlight the dynamic events and innovations that are shaping our future.

Our cover story features the vibrant ABFL Day 2024, orchestrated by Laqshya Live Experiences, which brought together over 1400 employees of Aditya Birla Finance for a memorable two-day celebration. This event, filled with cultural showcases and inspiring talks from personalities like Boman Irani and K.L. Rahul, exemplifies the power of live experiences in fostering community and corporate spirit.

As we reflect on these developments, it becomes evident that our industry is at a critical juncture where creativity meets technology. The fusion of traditional and digital marketing techniques is not just a trend but a necessity for staying relevant in a rapidly changing landscape. It is essential for us to continually adapt and embrace these innovations, as they offer new avenues for engagement and growth.

Best wishes,

Laqshya Media Group

Cover Story

Laqshya Media executes OOH campaign with 3D anamorphic installations for India Gate Basmati Rice

KRBL's India Gate Basmati Rice has launched an out-of-home (OOH) campaign to promote the new packaging and rebranding. Spanning multiple metro and key cities, the campaign combines creativity, technology, and cultural relevance to celebrate the brand's transformation.

The campaign, executed by Laqshya Media Group, began with a teaser strategy designed to hook the audience's attention. The teasers featured bold hoardings proclaiming, “Phata Poster, Nikla Star”—a playful and cinematic line that immediately sparked curiosity and left commuters wondering what was coming. These teasers dominated key urban locations, creating anticipation and making India Gate's new chapter feel like the premiere of a blockbuster movie. Strategically placed across high-traffic locations such as shopping hubs, commercial streets, and major intersections, the campaign's reach was further extended through India Gate's presence in regional markets, ensuring that the message connected with diverse audiences.

The suspense culminated in a grand reveal with the tagline “India's Favourite Cooking Star in a New Avatar,” unveiling India Gate's shift toward a modern, consumer-focused identity while paying tribute to its heritage. The reveal was executed in a way that left audiences both surprised and delighted, as the visual transition symbolised a seamless evolution from tradition to innovation.

Kunal Sharma, Head of Marketing & Business Head, Modern Trade & Ecommerce, India Gate Foods (KRBL), said, “Outdoor advertising was a key pillar of our brand refresh, and Laqshya's expertise helped us deliver a lasting impact. With this momentum, we aim to push our market share beyond 50%.”

Amarjeet Hudda, COO of Laqshya Media, added, “This campaign was an immersive visual journey, allowing us to push boundaries and resonate across generations.”

Indian Marketing News

Programmatic buying surges to 42% of digital ad spend: What's behind the growth?

According to the dentsu-e4m Digital Report 2025, programmatic advertising is expected to reach 44% (Rs 30,405 crore) of the digital ad market by 2026. Read More

How impactful regional campaigns are changing the game of marketing in India

Regional campaigns act as a catalyst for fostering deeper connections with the local target audience helping the brand and the organisation increase its penetration. Read More

Why's OOH on every advertiser's playlist?

Industry leaders are unanimous that infra development continues to unlock opportunities for transit and metro media, and the OOH sector in general Read More

Decathlon partners with Zepto: Gear up and get moving in no time!

The partnership will offer Decathlon’s sporting goods in 16 cities, including Mumbai, Bengaluru, Delhi-NCR, Chennai, and Hyderabad Read More

Amazon MX Player's witty OOH campaign engages metro commuters

Amazon MX Player has rolled out a clever out-of-home (OOH) campaign that transforms mundane metro rides into moments of humor and relatability. By tapping into the everyday habits of commuters, Read More

How Adidas earned its stripes in India

During the annual investor call, when Bjørn Gulden, CEO, Global Brands, Adidas was asked about gowing the brand's presence Read More

India's Adland To Radiate Strongly In 2025

By embracing technological innovations, understanding regional market nuances, and adapting to regulatory changes, marketers prep to build a healthy year for their brand and the overall marketRead More

Urban Indian consumers gear up for increased spending this Diwali: Report

As brands prepare for the upcoming festive season YouGov's Diwali Spending Index reveals a spending propensity of 117.37 among urban Indians- the hihest in four years.Since 2020 Read More

Data & DOOH: OOH Players aim for the sky in 2025

Industry heads are positive that digital screens will significantly expand inventory this year; hyper-local campaigns and better infra to be other drivers Read More

Gen Z to help India's travel spending expand 9% a year: McKinsey Report

New Delhi: A new generation of travellers benefitting from India's strong GDP growth of over 6% a year Read More

AI needs IA to succeed in corporate brand reputation management

AI's promise in corporate brand reputation management hinges significantly on robust Information Architecture (IA). Effective IA ensures data is structured, accessible, and meaningful, enabling AI-driven insights for PR and Corporate Communications teams. Read More

Domino's Turns Pizza Day Into An Immersive Playground With AR Filter

Domino's brings an immersive celebration with a Snapchat AR filter on Pizza Day with creative billboards and innovative print ads, turning the world into a pizza lover's playground. Read More

Global Marketing News

Advertisers want independent verification in OOH

Out-of-home (OOH) advertising is on the rise. According to a Magna report, global OOH ad spend grew 9.4% to $36 billion in 2024, and is projected to grow by 7% in 2025 Read More

How Coca-Cola bottled the vibrancy of Africa for its latest creation

Coca-Cola today (May 23) unveiled its latest flavor from its Creations platform, Coca-Cola Wozzaah Zero Sugar,which looks to celebrate the vibrancy and dynamism of the entire African continent. Read More

Campaign Trail: Coca-Cola travels across decades to tell a family story

A culturally rich short film by “Black-ish” creator Kenya Barris captures how the marketer’s portfolio and the world have evolved over the years. Read More

Global ad spend to grow 10.5% this year

Global advertising spend will grow 10.5% this year to a total of $1.07 trillion. This is the best performance in six years if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded. Read More

As Super Bowl's cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Frito-Lay’s Tostitos and Mars candy Twix are among the brands looking to engage with tuned-in consumers — without paying millions for an in-game ad.

Kickstarter Takes Over NYC in Search of the Next Crowdfunding Success Story

“Kickstarter was born in Bed-Stuy, Brooklyn, and our first office was located in the Lower East Side,” she explained. “Later, we moved our headquarters to Greenpoint, Brooklyn. Read More

How Immersive Shopping Will Transform Ecommerce

The way consumers shop is evolving rapidly, with trends like in-game shopping, generative AI-powered services, and 3D website experiences reshaping their expectations. Read More

Why Asics continues to focus on mental health to differentiate itself from competition

Inspired by Dove’s 20-year Real Beauty campaign, Asics intends to build a mental health platform that spans decades. Read More

Trivia

Ministry of Skill Development and Entrepreneurship (MSDE) inaugurated the NSDC International Academy in and Greater Noida, Uttar Pradesh.
Central Zoo Authority (CZA) approved India's first white tiger breeding centre in Rewa, Madhya Pradesh.
IIT Hyderabad unveiled India's largest metal 3D printing machine for rocket components.
The Finance Minister announced a ₹20,000 crore'Nuclear Energy Mission'to develop indigenous Small Modular Reactors (SMRs).
Punjab National Bank (PNB) becomes the first Indian bank to integrate Clari5's National Cybercrime Reporting Portal (NCRP) solution.
India has been ranked as the 4th most powerful military in the world according to the Global Firepower Index 2025.
The Musi River Historic Buildings in Hyderabad and Bhuj Historic Water Systems in Gujarat are listed in the 2025 World Monuments Watch by the New York-based World Monuments Fund (WMF).
India has successfully tested the Bhargavastra, its first micro-missile system to counter swarm drones.

Laqshya Media Group Campaigns

In January 2025, Laqshya Media Group executed various campaigns for Tanishq, Maruti Suzuki, Acko, Santoor, Tata Realty, Raga by Titan, STAAR Surgical, Brigade Group, Xiti Weaves, Kisan Konnect, Tridasa Realty, Brahma Kumaris, Godrej Properties, AMFI – Association of Mutual Fund, RuPay, Tommy Hilfiger, Titan Stellar, Invest Karnataka, Hyundai, Invest Odisha, OnePlus, and Edge by Titan