Media planning & buying, Delhi NCR — Find where it belongs.
A media plan is the decision about where an idea is going to live — which paper on which morning, which stretch of road, which station at which hour. We plan print, outdoor, radio and digital together, so every rupee is spent on one idea instead of five separate ones.
WHAT WE HANDLE
One plan. Every medium on the same page.
Audience and geography first
Who the buyer is and where they are in NCR decides the mix — before any rate card does. A Greater Noida West launch and a South Delhi one rarely want the same papers or the same roads.
The mix, and the order of it
What carries the launch, what sustains it, what closes it. Newspaper for the big announcement, outdoor for repetition, radio for the weekend site visit, the feed for retargeting.
Buying and scheduling
Editions, dates, positions, sites and slots booked to the plan — with festive weeks and launch dates locked in early, when the good positions are still free.
Reading what worked
Enquiries tracked back to the medium they came from, so the second burst of a campaign is planned on evidence rather than habit.
FROM THE ARCHIVE
See the work by medium
Oasis — Grand Stand 
Oasis — Grand Stand 
Oasis — Grand Stand 
Oasis — Grand Stand
What integrated media planning actually means
Most briefs arrive as a list of media: “we need a newspaper ad and some hoardings.” A plan starts one step earlier, with what the campaign has to achieve and who has to be moved by it. The media follow from that. Sometimes the answer is three newspaper insertions and nothing else; sometimes the paper is the wrong place entirely and the money belongs on the expressway.
Integrated means the plan and the creative are made by the same people, at the same table. The line written for a hoarding is written knowing it will be read at speed; the newspaper version of the same idea is written knowing it will be read over tea. That is the difference between one idea told several ways and several ads that happen to share a logo. We wrote about it in One idea, eight ways, using a single real-estate project that ran across eight pieces.
How we build a media plan
- The question. What has to happen — a launch, a sales push before a festival, admissions, a store opening — and by when.
- The buyer. Language, budget, where they live and travel, what they read and listen to. In NCR this alone often decides between an English city supplement and a Hindi daily.
- The mix. Which media carry the idea, which repeat it, and which close the sale — with a reason written down for each.
- The schedule. Dates, editions, sites and slots, built around the moments that matter: launch day, weekends, Navratri and Diwali, the possession date.
- The buy. Positions and rates negotiated and booked to the plan, not the other way round.
- The read-back. Enquiries and site visits traced to their source, and the plan adjusted for the next burst.
Planning and buying, side by side
| Media planning | Media buying | |
|---|---|---|
| Question it answers | Where and when should this idea appear? | What will that space cost, and is it actually available? |
| Starts from | The audience, the objective, the budget | The plan |
| Output | A media mix and a schedule with reasons | Release orders, booked sites and slots |
| Goes wrong when | It's built around a rate card instead of a buyer | It's done without a plan, chasing whatever is discounted |
The two are different jobs, but they shouldn't be done by people who never talk to each other. There's a fuller explanation in Media planning vs media buying.
The media we plan across
Print is where much of our NCR work lives — jackets, full pages and half pages in The Times of India, Hindustan Times, The Indian Express, Navbharat Times, Dainik Jagran, Amar Ujala and the city supplements (see newspaper advertising). Outdoor covers hoardings, unipoles, backlit panels and standing letters on the expressways and arterial roads of Noida, Greater Noida and Delhi (outdoor advertising). Radio carries jingles, spots and sponsored time checks (radio advertising). And the same idea runs on in social posts, standees at the site and in malls, brochures, and editorial features.
Do you only plan, or do you also create the ads?
Both. Planning and creative sit together on purpose — the plan tells the creative how much attention each piece will get, and the creative tells the plan what the idea needs. You can see the result, medium by medium, on our work.
Which parts of NCR do you plan for?
Our work runs across Delhi, Noida, Greater Noida and Greater Noida West, Ghaziabad, Gurugram and the expressways between them, with some campaigns further out — Haridwar, Sonipat, Ajmer. The office is at Rajendra Place, New Delhi.
How early should a campaign be planned?
For a launch or a festive campaign, as early as the date is known. Front-page jackets and the best outdoor sites around Navratri and Diwali are booked well ahead; a plan made late takes what's left.
READ FURTHER
Build your media plan.