If there is one media owner that represents the true rest of Maharashtra it is Marquis
Advertising and Marketing presence in 70!cities and towns across the state almost all of them in the upcountries markets. Speak with its founder and proprietor Mr. Rahul Kadam and apart from Information about his compnay you get the snapshot of the OOH (Out of Home Media)industry in the rest of the Maharashtra
Unlike many owners Rahul Kadam, founder and proprietor of marquis Avertising and Marketing, entered the field of outdoor advertising having the good understanding of the medium. An engineer and MBA by education, Rahul had started a Portal on hoardings in the year 1999-2000. A portal on hoardings www.selecthoardings.com.
A portal providing detailed information of hoardings of all major towns in india. But almost 12 years ago the idea couldn't click due to non awarness of use of internet amongst client companies. But he didn't let go his interest and his belief in the medium, as had gained enough information on outdoor media, he decided venture into the OOH business. Thus Marquis Advertising was started in the year 2001, at a time when rural upcountry ROM(Rest Of Maharashtra) outdoor media was scattered and highly unorganised.
"We started the Buisness, when the concept of ROM Upcountry-ad campaign was straight NO from agencies, due to non transparemcy and lack of monitoring from the vendor side" recollects Rahul. Marquis setbout the challege all this with an intention to provide credence to the medium and lovations. That's what they did, with a qualified team of professionals including qualified marketing, Planning and Operations. people, Marquis has created. a niche in the the ROM Market. The company has 6 people at Managerial level, 8 Executives with almost 30 Operations staff. Timely plans, execution in no time, submission of timely and good quality photographs, monitoring of media; the services that were unheard of back in 2001 in the ROM market has made Marquis ads the most trusted outdoor agency in the ROM market. The mandate on which Marquis works is that they partner with the clients, add value and enhance the communication. This is what brands and agencies look for i.e. some who understands their objectives of advertising and not just sell properties like commodity. This understanding has led the company to provide outdoor media all year round to some of the biggest advertisers like LG electronics, Hero Motorcorp, Vikram Tea and LIC, Many of these campaigns have become the benchmarks of an effective ROM Campaign, Other clients include Titan Industries, Divyamarathi-Dainik Bhaskar group and Honda directly and The Uninor, Idea, Tata DoCoMo, Spice Mobile, Santoor, JK Cement, TVS, Star TV, Zee TV, Sab MillerKnock Out, Tata Motors, HDFC Bank, Dixcy Innerware, UTI Mutual, Live in Jeans,ACC Cement, USL, Vodafone, MTS through the agencies. Rahul shares “The primary focus was to create and install a good quality visible media and then span it to the ROM.” The fact that the company understands the client need and partners with them is also reflected in the practice that inspite of owning almost 1000 properties across Maharashtra, they also trade the sites according to the client clients need to ensure the quality communication and its reach. Marquis provides a variety of Media to its client like Pole Kiosks, Bus shelters, and overhead sign Gantries though this is dominated by Billboards as the Brands are not very open to try innovative outside cities. Rahul shares the reason behind his company’s success “The main motive always remained to satisfy the clients by providing the right Media with the best possible rates, I treat the execution of work as a passion and the work satisfaction arrives only after the client satisfaction.”
As OOH campaign that truly aims to target ROM and penetrate in the remotest of the areas then properties owned by the Marquis is a must and thelist of cities and town where its hoardings occupy proves this beyond doubt. The list goes- PCMC, Satara, Solapur, Sangli, Latur, Beed, Osmanabad, Nashik, Ahmednagar,Nagar, Shirdi, Auranagabad, Parbhani, Jalgaon, Dhule, Alibaug, Raigad, Sindhdurg, Ratnagiri, Kolhapur, Ichalkaranji and Pandharpur, The Company’s HO is in Satara and branch offices at Pune, PCMC, Solapur, Beed and Aurangabad. Rom in true sense, The company plans to build this furher by adding more properties in this town and add more towns to this already spread out list. Rahul explains this “Initially, we our focus was local clients in the vicinity of the installed media. After creating media at the sufficient cities, we started taking campaigns of the OOH agencies as well as direct clients. Now a days, we identify the region where outdoor is not evolved in the terms of quality, execution and concentrate in creating good quality media there. We have followed this pattern in the Konkan, Marathwada and Nashik Upcountry.
Rahul’s vision of ROM 12 years ago truly paid off as more and more companies are eyeing the upcountry markets for the next consumtion wave owing to the saturation in the cities. THE ROI too in these cities is much better as compared to some properties in cities that charge exorbitatant prices, for instance a hoarding costing 10,000 rupees in Satara can cost anywhere between 1 lakh to 3 lakh in Pune or Mumbai.
Yes, the sector is unorganised to a great extent and there are infrastructural and policy challenges but the benefits definitely outweight the bane. And in such an environment Marquis that operates with a customer satisfaction philosophy, is well present in the large part of ROM and is aggressively acquiring more and with a visionary leader the company is set to make the best out of the growing ROM.