Lakshya Media's Yuvrraj Agarwal: 'Presence is the new performance' as OOH bucks traditional media decline
At ET Brand World Summit 2026, Agarwal argued marketing faces a 'remembering crisis,' urging brands to prioritise distinction over reach. He flagged OOH as the only growing traditional medium (~13%) and estimated India's market at INR 7,000-8,500 crore, well above reported figures of INR 4,700-4,800 crore, with potential to hit INR 10,000 crore by 2030.
At ET Brand World Summit 2026, Lakshya Media's Yuvrraj Agarwal argued marketing faces a 'remembering crisis,' urging brand distinction over reach. OOH advertising is the only growing traditional medium (~13%), with India's market larger than reported estimates.
Why this matters
Reinforces Lakshya Media's ongoing 'presence is the new performance' positioning, following Agarwal's earlier remarks framing OOH as a growth leader against traditional media decline.
Leadership signals holding steady at 665 in the last 90 days.