Recognising and realising the immense potential of Out Of Home (OOH) advertising, Nucleus Sites was established in 1989 with a view to explore and exploit the opportunities in the outdoor advertising medium. Beginning with developing and owning one billboard site, Nucleus Sites evolved with time to emerge as a significant player in the OOH market with a growth trajectory that has always pointed North.
This journey of success and growth has seen Nucleus Sites forge strong and enduring relationships with a host of advertising agencies and advertisers. Not to mention an extremely symbiotic relationship with a large network of OOH advertising peers, both local as well as national.
The evolution has also seen Nucleus Sites successfully foray into different OOH advertising formats that has resulted in strong domain knowledge and vast experience of the regulatory norms, processes and framework essential to expanding the OOH advertising business. Along the way, Nucleus Sites has gained deep insights and a penchant for trend- spotting that aids it in quickly recognising and evaluating emerging technologies, innovations, and changes in the OOH advertising media. Today, Nucleus Sites owns several large-format, illuminated OOH advertising properties at prime locations in Mumbai; has a list of select, long-term clientele; is a preferred consultant for niche and short term OOH advertising campaigns; and is aggressively looking to expand and grow exponentially.
The journey of Nucleus Sites has been one of progressive growth, aggressive achievements and satisfying success, with several milestones.
They include a successful bid for Unipole Hoarding sites in Thane in a BOT Tender floated by Thane Municipal Corporation for a ten-year period from 2002 to 2012.
Being appointed sole concessionaire for exterior bus panel advertising for Kadamba Transport Corporation (a Government of Goa Undertaking) was another milestone that added to Nucleus Sites’ experience and knowledge. Nucleus Sites has gained a reputation for execution of OOH advertising campaigns in a timely and cost-effective manner, owing to its excellent rapport with suppliers, printers and other allied industry-professionals. Be it niche, specific and targeted campaigns localised for a short-term; long-term branding campaigns; or highly tactical and time-bound campaigns on a national basis; Nucleus Sites has planned, implemented and executed them all. Nucleus Sites caters to the needs of a host of large advertising agencies like DDB Mudra, MOMS (Madison’s OOH advertising arm), Lintas, Percept, Kinetic, Posterscope, MileStone, Social Street, StreetTalk, Laqshaya, Bright, Alakh, Minimax etc.
Nucleus Sites is also the preferred and exclusive OOH media consultant to the Adfactors Group (Adfactors PR, Adfactors Advertising, Raka Advertising & Prana PR among others) that is a global force in Public Relations and a clear leader in handling financial advertising, especially IPO advertising.
Nucleus Sites has managed over 150 national-level, high-decibel OOH advertising campaigns for a spectrum of public sector and private sector clients like, IDBI, ICICI, UTI, IFCI, Dena Bank, Bank of India, SBI- Resurgent India Bond, SBI- India Millennium Deposits, Konkan Railway, South Indian Bank, IndusInd Bank, State Bank of Travancore, HPCL, Hughes Telecom, Hughes Ispat, Shipping Corporation, Oil India, Coal India Ltd, MOIL, Gujarat Pipavav Ports, Gujarat State Petroleum Corporation Limited, Orient Green Power, Powergrid Corporation, IIFCL, PNC Infratech Ltd, PFS, Bharti Infratel, Sadbhav Infrastructure, VRL Logistics, Café Coffee Day, Government of Tamil Nadu (Global Summit) and Government of Haryana (Global Summit).
Recent OOH advertising campaigns include IPOs of Equitas, Infibeam, Teamlease, Prabhat Dairy, Thyrocare, etc Currently, Nucleus Sites-owned OOH advertising properties display advertisements of clients like FBB, Air Arabia, Myntra, Thyrocare, Kotak Bank, and Radius Builders.
One of the oldest forms of advertising, billboards or hoardings are an effective mass medium for a magnetic message; an attractive communication; an anticipative teaser; or a forceful reminder. Indeed, they play an important and essential complementary role in any mass communication exercise for all serious advertisers.
This larger-than-life medium has evolved over the years with progressive advances in large format printing, innovative sizes, electronic display options, and lighting possibilities.
The Indian outdoor advertising industry has always been highly unorganised and fragmented with scores of tiny, small and medium players spread across over 500 towns and cities all over India. Lack of research, credible measurement tools, and low technological penetration in small cities and towns, have been stumbling blocks in the effective propagation, application and growth of the billboard advertising industry. But change, it is said, is an inevitable reality and the only constant. It holds true for India’s outdoor advertising industry too.
The surging economy, burgeoning industrial growth, increasing disposable income, an expanding middle-class, and an explosion of consumer products and services, has advertisers, advertising agencies and media planners waking up to the tremendous potential of outdoor advertising. The demand for which is being largely fuelled by cellular firms; newspapers, television and radio; automobile companies; and financial institutions like banks, insurance companies and mutual funds. Moreover, a buoyant equity market and numerous companies going public have resulted in billboards being strategically and topically in great demand for very short durations.
Today, a wave of consolidation; a semblance of organisation; the emergence of research and analysis models; and the entry of large players and global investments, characterise the Indian outdoor advertising industry. A professional association, an exclusive forum and a dedicated bimonthly magazine are the other highlights of this second fastest growing medium after the Internet.