Still, Jaipur - or Rajasthan for that matter - lags far behind in innovative media. But when you talk about volume, and when you talk about the percentage of the business, I would say the rural market does better.

If I'm not wrong, you being the youngest in the industry, and being a woman, what are those challenges?

I had a campaign running for seven months, and they suddenly told me that tomorrow the bus shelter will be removed. I did not tell any of my clients who I was.

I would want to understand - if you were not doing outdoors, if you were not doing NS, what would you be doing?

Yeah. What happened? Can I do this after five minutes? There’s just one more feature left.

Do you think a good creative adds to the value of outdoor?

[Music] Mic check. All good. Mic check. Hello. [Music]

What were we talking about?

Bharatpur. The gratification - instant gratification - the rewarding thing.

Yeah.

So, welcome Mansi. How do you feel?

I feel very nice. It's a Sunday. I'm enjoying it.

Great. [Music]

Today on our podcast, we have Mansi Maheshwari from NS Publicity. NS Publicity is a very aggressive and innovative outdoor media agency based out of Jaipur. They have been doing business in Rajasthan, Delhi NCR, Indore, and Amritsar. It's a privilege to have this young energy on our podcast today.

So Mansi, one thing I’ve learned about you is that you were passionate about digital advertising, and now you are into hardcore offline outdoor media. How is that transition happening?

Initially, when I started my career, I wanted to be a digital marketeer. And co - incidentally, it happened. But later on, when I was going to my office - so we do outdoor advertising, which is offline marketing - one day, I mean, it's actually a fun story. One day, someone who looked after a very small town called Bharatpur was on leave. So I took charge of her city, and that's how I got into outdoor.

I was doing digital marketing. I had studied it through a year - long diploma. But I thought I would learn management through something that had already been set up. For me, digital would be an easier route to understand how to manage people, finances, and everything. But outdoor caught hold of me. I don’t know why, but it did.

Let me put it another way. You were aspiring to get into digital, and you wanted to take the management route and have an edge. So what made you stay in outdoor then?

I think outdoor, first of all, is very unpredictable. And outdoor is like a reward. When you go around the city and see your own media, it’s fulfilling. It’s rewarding. Outdoor got me. And I think, as a person, I love to interact with people and learn something new from literally every client I have. That’s the fun part about it.

Plus, outdoor does wonders.

Now that you have mentioned clients, clients from Jaipur or outside Jaipur - what do you prefer?

I have clients from all over the world. I would say 20% are in Jaipur, and the rest are outside.

So that’s a very grey shade. If I was to ask you to pick between clients from Jaipur and clients outside Jaipur, whom would you pick?

I think outside. There’s more business outside. More revenue.

Anything related to professionalism? The way they work?

Absolutely. See, when it comes to Jaipur - and we’ve grown up here - people here are usually very chill and homely by nature. But when you talk about outside clients, they follow a whole mechanism. Full corporate houses. Ten people involved. So I think professionalism is better outside.

Jaipur clients would be quick to buy from you, but in the long term, outside clients are more settled in. You see long - term development there.

I could relate to the rewarding thing pretty well. As a consultancy or as a marketing agency, whenever we publish an ad and the next morning we pick up the newspaper and see it - it’s immensely gratifying.

But at the same time, there’s this idea in our business that "no news is good news." If the client hasn’t called, that means the ad is successful. If they call, it usually means something went wrong - the phone number was typed wrong or something else.

So yeah, coming back to the reward thing, I can relate to what you’re saying.

Yeah, it's like you see what you do. What could be better than seeing your hard work live?

That’s fantastic. So that is how it is. And yes, I believe in "no call is a good call."

Now, there’s one more interesting thing. This reward thing - you see your creation day in and day out. That’s the reward. Now, what are the challenges? If I’m not wrong, you’re the youngest in the industry and a woman. What are those challenges?

Challenges in terms of business - on a macro level - start with government policies. They keep changing. Recently, there was a particular road called MI Road. They had to expand it. I had a campaign running for seven months, and they suddenly told me the bus shelter will be removed tomorrow. It was very difficult to explain to the client how that could happen overnight, but that’s how government policies work.

So yeah, that’s one big challenge. Our business is completely affiliated with the government. We take media on lease.

Second would be the flexes we print. There’s a lot of theft happening, and it's impossible to track. Clients don’t understand how someone can just steal a flex that's up in the sky or how it can be torn apart completely.

That’s something we face as a challenge.

I never thought of theft as a challenge, but now that you're talking about it - wow. Can you elaborate more on this? What is the probability of flexes or media being stolen?

Basically, in cities like Jaipur, it’s easier. But in rural areas, people take flexes for sheltering cows or whatever. They climb up, take out the flex, and run away. You can’t track it. There are like 25,000 sites in Rajasthan. How many can you keep a track of?

That is one.

25,000 sites?

Yeah. And there’s more infrastructure developing. That’s how we acquire markets. New districts are being formed.

Actually, there’s a fun story. One Diwali, I did a campaign, and my client asked me to hire a guard for the site. His innovation was worth four lakhs. I hired a guard - day and night shifts - just to make sure nobody stole it.

It was right here in Jaipur, around 200 meters from Chomu House Circle. When he told me, I thought he was joking. But he was serious. He offered 20,000 to hire two people. He said, "I cannot lose my five lakh rupee innovation."

Was that a Jaipur - based client?

No, it was for Royal Stag. During Diwali, they had this innovation and didn’t want to risk it.

People can go to great lengths. That’s how serious it is.

Now that you’ve mentioned a particular brand, are there any especially interesting or favorite brands you look forward to working with on a regular basis?

I do work with Amazon regularly. Amazon Prime Video, to be very specific. They do lovely campaigns, and they do them in clusters. It’s more rewarding because I see a circle full of Amazon campaigns. They keep running with a fast frequency. Amazon is one of my favorite clients.

I love all my clients equally. But I do think real estate clients are interesting. They do big business in a single shot. There’s not much homework. They just turn up one day, tell you they need 50 sites, and go ahead with it. No long planning.

They’ve seen the media. The revenue flows easily. You don’t have to follow up for payments or other business cycle elements. I enjoy those as well.

One question I wanted to ask - is Jaipur growing in terms of advertising? You come from a media family. Have you seen a shift in how advertising was done in Jaipur earlier versus now? Is Jaipur opening up? Is the economy growing, with bigger companies promoting their products and services?

Yes. I think there are three points to that.

Number one, clients are coming. Jaipur now has metros and other development, so people see it as a potential market.

But that’s the macro view.

From my organization’s perspective, rates are constantly rising for licenses and other costs. In terms of revenue, Jaipur holds a big chunk compared to earlier. But in terms of profitability percentage, rural areas are developing better. They are more profitable.

Jaipur still holds 75–80% of Rajasthan’s business. But in terms of volume and business percentage, I would say rural markets perform better.

Innovation is important. In any business, if you aren’t innovating, you’re of no substance. The world is constantly changing.

Earlier, there was almost no digital media in Jaipur or Rajasthan. Now, digital is rising, with placements in all the malls, cinema halls, etc.

Revenue from digital has risen partially. Not at the earlier speed, but in the eyes of a layperson, the market is growing.

That’s a solid insight into rural versus urban markets.

Now, coming back to a topic we missed earlier - you being young and a woman, working with clients. What kind of challenges have you faced there?

My life mantra is: know what you do. Know it from one to a hundred. If you know your product and your work thoroughly, no one can play you.

Yes, sometimes men have more command or a louder voice. But if you know your stuff, no one can shake you.

When we spoke earlier, you asked about privileges. For the first year, I didn’t tell clients who I was. They treated me like any newcomer. I learned my way through that.

One thing I realized: 90% of people don’t know everything they talk about. They know some, not all. So I observe. I analyze which part they might be unaware of and approach it accordingly.

So we talked about clients. But what about family? Any privileges there?

Actually, it was tougher. Even up to two months ago, I was working till 2 or 3 in the night. I’m a perfectionist. If you email me at 1 a.m. and I’m awake, I’ll reply. If not, I might wake up from sleep if something feels off.

That’s impressive. It shows passion.

Yes, I love it. It doesn’t feel like pressure. I even take weekly recces around Jaipur. I know every site. I can map it for you - what you see exiting the airport, which site is where.

Still, I go on rounds to check media hygiene. If a flex is torn or cladding is imperfect, or the lighting isn’t working, I want to know.

Because that’s how you serve your clients.

We were talking about going around the city, checking media hygiene, lighting, and the overall appeal of the media. I was also curious - NS, as a media agency, has pioneered unipoles, gantries, and cylindrical towers in Jaipur. Still, the city - and Rajasthan overall - seems far behind in terms of innovative media. You go to Gurgaon, Delhi, or Mumbai, and the outdoor units are amazing, even larger - than - life. Internationally, places like Dubai or New York have digital anamorphic screens. Why don’t we have that in Jaipur?

First of all - Gurgaon is also NS.

Really? I didn’t know that.

Yes. 90% of it. All the bus shelters, all of DLF CyberHub - that’s NS. The entire CyberHub is exclusively handled by us. Samsung boards, innovations, activation spaces - all of that.

If you’re doing all that in Gurgaon, why not in Jaipur?

Two main reasons. One: infrastructure. For example, there’s a slant billboard in Gurgaon that’s the most expensive site in North India. Here, in Jaipur, we use the space that has been rented to us optimally.

Two: most of Jaipur’s outdoor media is government tender media. We pay the government and follow strict regulations. We are given a particular square footage, and we can’t exceed that, because that’s the land we’ve paid for.

In contrast, cities like Mumbai use mostly private sites. A landlord gives you space, and you can expand as much as you want. But that too has its risks. You might recall a huge billboard collapsing on a petrol pump in Mumbai last year. That’s why the government sometimes doesn’t allow massive media structures.

Jaipur is also a smaller city compared to Delhi or Mumbai. The roads can’t accommodate 100x100 feet billboards easily. But, let me correct one thing - you do get large - size media outside Jaipur, especially on highways. Some are even bigger than what Mumbai offers. There’s a site on Kishangarh Highway that’s equal in size to the one over the Worli flyover in Mumbai.

And what about setting up activation zones, like CyberHub?

There are private lands in Jaipur too. But clients haven’t been very active in spending on activation in Jaipur. In Gurgaon, the whole city gravitates toward CyberHub. Jaipur has multiple malls, but they are small and scattered. Clients prefer a city - wide spread rather than spending heavily in one mall.

There isn’t one central spot in Jaipur where everyone gathers - except maybe World Trade Park. So for clients, it’s better to spread their campaign across the city.

As NS being the flag bearer of out - of - home advertising, could you take a more innovative approach? Maybe create hybrid media structures that serve dual purposes?

Yes, we did do that. For example, the cylindrical towers - we call them rocking towers - were introduced by NS. My father, Mr. K. Maheshwari, started that concept. We also did island crossings and traffic police booths, like the one at Panch Batti.

But now, as the city is expanding, placing something in the middle of the road often creates a roadblock. From a government perspective, it isn’t always feasible. Plus, anything outside private space requires a long list of permits.

These innovations also come with high production costs. You need a certain kind of client willing to spend. Jaipur has the potential, but it’s seasonal. Most demand comes during Diwali or festive seasons.

For instance, a client from Indriya Jewels recently wanted a rocking tower at MI Road. It wasn’t available. But his enthusiasm only lasted two months. As a media owner, I can’t invest that much for short - term use.

So when do you create a space?

When I have a long - term client. For example, Bangur Cement once asked for a space for 6 months to 2 years. Then I created it, because it was sustainable.

What’s the process? Do you build, operate, and transfer?

It depends. For heritage zones, there are different policies. But yes, mostly it’s on a build - operate - transfer (BOT) basis. That’s how we did the rocking towers too.

Have you had any particularly gratifying campaigns?

Yes. Indriya was one. That campaign ran for seven months and was extended for another six. Half the city was covered in Indriya boards. It was very satisfying.

Also Amazon. Their campaigns are always exhaustive. For example, in one circle, you might see four different Amazon creatives at once.

Another great client is Ashaiana. They do wonderful campaigns. I love working with them. They come in with 60 - site lists, already have their creatives, and the campaigns are seamless.

Any nightmare campaigns?

Vodafone. We installed around 50 sites. On one site, the installer was literally standing below the hoarding when the client called to cancel it.

There was also Shambal Oil. The client didn’t like the shine on the canister in the creative. It wasn’t even the oil - just the shine. He had 75 sites, and he changed all of them.

Another client changed 15 of 30 sites because he got the number sequence wrong. He bore the full cost.

Do clients like this come from Jaipur?

No, these were Delhi - based corporate clients. But the real estate sector in Jaipur is booming across seasons.

You mentioned Ashaiana. What makes them special?

The way we sync. They come with plans and creatives already prepared. Payments are smooth. Their campaigns run year - round, shifting from A to B phases. For me, it means continued inventory flow.

How long have you been in the industry?

Three and a half to four years.

Do your clients know that?

No. They’re always shocked. The trick is to know the entire campaign cycle. From the first call to installation to maintenance - every detail.

Have you condensed years of experience into a short span?

Yes. Our medium is 75% mail - dominated. So I read mails from all our buyers dating back to 2010. Same buyers, same habits. Understanding how they work gives me an edge.

If a buyer is late to reply, I already know that’s his pattern. You have to know where to push and where to give space. It’s about stepping into the client’s shoes.

When I pitch a ₹4 lakh site, I imagine myself as the buyer. Does this image justify the cost? If not, I revise it.

If I’m selling to a jeweller, I won’t pitch him a site in the steel market. It has to make sense for him.

[...Previous content remains unchanged...]

If I’m selling to a jeweller, I won’t pitch him a site in the steel market. It has to make sense for him.

I have worked with your father, and now I’m working with you. There’s a huge transition, and it’s such an amazing change. Lately, we’ve started working more with the younger generation in business, and the shift is heartwarming.

When you talk about stepping into the client’s shoes and seeing the media from their perspective, it’s a fresh approach.

Thank you. See, for me, a normal person would retire at 55 or 60. My father is still very active in the business. So the client stays the same, it’s me who’s entering now. They already have 25 years of experience.

And let’s be honest - you can’t get that experience overnight. The only way to keep up is to understand how they work. The client is the same. It’s us, the next generation, who need to adapt.

Some clients are rigid. They say, “This is how it was done 15 years ago.” But times have changed. Internet speeds are faster. Expectations are different.

I’m supportive of all my clients, but I enjoy working with those who are flexible, who align with my thought process. If I’m trying to understand them, I hope they try to understand me too.

There’s always room for fresh knowledge.

Mansi, after hearing all this, I have to ask - if you weren’t doing outdoor media, if you weren’t with NS, what would you be doing?

That’s an interesting question. I think I’d be a jewelry designer.

Really? Why?

Because I’m getting married in a month. And I’ve been visiting dozens of jewelers. One thing I’ve realized is that jewelry design is fascinating. A thousand people could be doing the same thing, but each excels in their own way. It’s creative. It involves labor, time, detail. It’s an entire cycle.

No wonder Indriya was your favorite campaign!

Yes! Though that happened before I got engaged. But still, it’s close to my heart.

Will you continue in this line of work after marriage?

Of course. 100%. I was in the office yesterday. Even on my wedding day, I’ll probably be checking in - unless I’m in the middle of the pheras!

Like, “Wait, just one more flex approval!”

Exactly! That’s how much I love this work. This industry keeps you on your toes. Every day is different. It’s unpredictable.

There’s no other industry - except maybe being a heart surgeon - that demands this kind of daily intensity.

Do you ever feel stressed?

Honestly, not really. I think I cause more stress than I feel!

I’ve learned to delegate. Sometimes it gets overwhelming, but at the end of the day, I’m deeply satisfied. It feels like a good workout for the brain.

As a marketing consultant, I have to ask - what’s your favorite advertising agency?

Anyone who gives me the most business is my favorite!

Apart from business?

Okay, seriously - yes. A good creative absolutely adds value. It’s your face. That’s how people know who you are. If it’s dull, no one pays attention.

My favorite agencies are GroupM and Dentsu. They’re structured, quick, and inspiring in how they manage such large setups.

You’ve been saying you love all your clients equally - being very diplomatic.

Because I really do! But these agencies have impressive operations. It’s inspiring to see how 10 people work together to make a campaign happen.

Now, another question - do you think NS’s infrastructure has made your job easier?

100%. When I reflect on it, I realize the brick - by - brick work was done by the generations before me. My father, my grandfather. I didn’t do that part, but I feel like I’m the backbone now.

They built it. I manage it. That’s my forte.

And in your family, who would you say is your biggest mentor?

My father. I’ve seen him work tirelessly. Before I joined NS, I thought I was his favorite. But once I entered the business, I realized he holds everyone to the same high standard.

He’ll answer a business call at midnight. He’ll never tolerate negligence. Everyone I meet in the industry appreciates him. I would love to be a carbon copy of Mr. K. Maheshwari.

And outside your family?

Every buyer I work with. Each one teaches me something.

Someone might teach me a shortcut. Another might teach me how to time things right. Another might say, "Do billing first, then install."

I believe my knowledge is not just mine. It’s a collection of everything I learn from the hundreds of people I interact with.

That’s a wonderful message to the younger generation - learn from everyone you cross paths with.

Exactly. They know it better. Use your brain, yes, but they have years of hands - on experience. It’s like a roadmap.

Where do you see NS going from here?

NS is present across Rajasthan - every major city. We’re in Gurgaon, Amritsar, Indore. Fun fact: NS installed the largest LED over the Golden Temple in Amritsar.

Every day, five unipoles are being fabricated and installed across cities. We’re expanding.

And me? I want to go even further. My father and brother are focused on India. I’m thinking internationally. Maybe Dubai. Maybe London. I studied there for three months. London could use some of our style. Their outdoor media isn’t as vibrant.

They do have moving outdoor ads - wrapping cars, for instance. That could work in Jaipur too. The roads are decent enough.

Have you seen the new Britannia campaign? Could something like that be done here?

It depends on the client. Anything can be done - as long as it doesn’t hamper anyone.

One key factor in outdoor is safety. You’re placing structures above roads with thousands of passersby. Nothing can fall. Everything must meet hygiene and structural parameters.

And what about natural disasters or damage?

Yes, that happens. Monsoon is the worst season for outdoor.

Flexes get torn daily, which is manageable. But once, last year, a structure started to loosen. A passerby called us. It wasn’t even a crowded area, but it was serious.

It was raining heavily, and the client had added innovation with heavy metal. Our structures are built for flex - not heavy material.

Our Ajmer team rushed in, brought a crane, and fixed it overnight. It involved five people on ground, three on backend, and the client.

How big is the NS team now?

Around 300 to 500 people. That doesn’t include ground managers, who are another 500 or so.

How many report to you directly?

I interact with 30 ground managers, and each of them has six team members. The corporate team is separate, another 30 to 40 people.

So in a day, you talk to 60 to 70 people?

Yes. And each one is connected. Miss one link, and the whole chain breaks. You need the planner, finance person, manager, and coordinator.

Have you ever felt that you were too young for this?

Honestly, I didn’t expect to be managing inventory for Jaipur or Rajasthan. I started with Bharatpur, then Kota, Ajmer, Jodhpur. When I got Jaipur, I was nervous. It’s a huge market.

Even vacant sites are a problem - they mean revenue loss. We pay a license fee to the government regardless of occupancy.

But I studied the market, read the charts. Some days, occupancy is 85%. It’s difficult, but it’s working well by God’s grace.

And your breakeven point?

That’s a bit technical. But generally, I monitor my lower - tier sites. When even those start getting booked, I know the market is doing well.

If sites in the outskirts are selling, the economy is strong.

What does a typical day look like for you?

I wake up at 7:00, go for Pilates from 8:00 to 9:00. My phone starts ringing by 9:00. Ground teams need inputs.

Client calls start around 10:30 and go till evening. Final calls with the team happen by 8:00.

Then it’s family time.

It was lovely having you on our podcast, Mansi. This has been an incredible session for Season 2 of "Click to Know More."

Stay tuned for more such conversations on media, advertising, and innovation!

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