Mungu Media launches a hyperlocal platform

OOH and DOOH industries ‘behind the times’

Mungu Media launches hyperlocal DOOH platform Photo Mungu Media
Mungu Media launches hyperlocal DOOH platform Photo Mungu Media

On 20 July 2020, Bengaluru-based Mungu Media launched what it claims is India’s largest hyperlocal digital out of home (DOOH) marketplace. The company says this is a milestone in its mission to build the country’s biggest hyperlocal DOOH advertising exchange and or programmatic advertising platform. Mungu Media has several launches that it is planning post-Covid.

Mungu Media Marketplace targets DOOH advertising agencies and DOOH media planners. Recently the DOOH industry saw the launch of two major programmatic DOOH advertising platforms. However, according to Mungu’s press release, the OOH industry and budding DOOH industry at large lacks the knowledge and knowhow of DOOH advertising and its latest technologies.

Vinay Katwe, CEO, Mungu Media, says, “Digital marketing is a window into an increasingly globalized world, with contemporary marketing in India still ‘behind the times.’ Marketing in India today places too much emphasis on marketing through newspapers and newsletters – particularly in Tier II and III cities. The idea behind Mungu Media emerged from the perceived gaps between effective marketing and publishers and advertisers’ role within this sphere.”

He adds, “Our vision is focused on bridging the gap between advertisers and publishers by establishing an innovative platform that would allow unique and accessible alternatives to traditional marketing. By establishing an alternative, accessible, and affordable marketing platform, Mungu Media would also be able to promote smaller local businesses looking for growth in more high-traffic areas.”

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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