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.
At ET Brand World Summit 2026, Lakshya Media's Yuvrraj Agarwal argued Indian marketing faces a 'remembering crisis,' urging brand distinction over reach, and highlighted OOH advertising as the only growing traditional medium, citing Tata Coffee Gold campaign examples.