Lakshya Media's Yuvrraj Agarwal: 'Presence is the new performance' as OOH leads growth
At ET Brand World Summit 2026, Lakshya Media's Yuvrraj Agarwal flagged a marketing 'remembering crisis,' pushing brand distinction over reach. He cited OOH as the only growing traditional medium (~13%), with the market at INR 4,700-4,800 crore and Lakshya estimating INR 7,000-8,500 crore, potentially INR 10,000 crore.
What happened
Lakshya Media Group · At ET Brand World Summit 2026, Lakshya Media's Yuvrraj Agarwal argued Indian marketing faces a 'remembering crisis,' urging brand
Key facts
- OOH growing ~13%
- market est. INR 4,700-4,800 crore
- Lakshya est. INR 7,000-8,500 crore
- potential INR 10,000 crore
Why this matters
The wide gap between official (~INR 4,700-4,800 cr) and Lakshya's (INR 7,000-8,500 cr, up to 10,000 cr) OOH market sizing suggests fragmentation and consolidation opportunity in a growing category.
What to watch
- Third-party audit or industry report confirming/refuting the ~13% growth figure
- Major brand publicly reallocating budget from TV/print to OOH
- DOOH inventory expansion announcements in metros
- Adtech partnership enabling OOH attribution/measurement
- Ad spend guidance from listed media agencies for FY27
- Watch for competing OOH operators publishing their own market-size estimates to anchor the category narrative
- Expect Lakshya to push a measurement/attribution pitch linking 'presence' to brand-recall KPIs
- Anticipate CMO-level case studies pairing OOH with digital for 'remembering' proof points
- Look for industry bodies (IOAA/ISA) to standardize OOH sizing to resolve the 4,700 vs 10,000 cr gap