Brandbucket Media SME
Listing performance
Scheduled dates
Tentative timetable — a past date is not confirmation the step completed
Issue details
- IPO date
- 20 Dec 2021 – 23 Dec 2021
- Listing date
- 31 Dec 2021
- Face value
- ₹10 per share
- Issue price
- ₹55 per share
- Lot size
- 2,000 shares
- Total issue size
- ₹8.25 Cr
- Market cap at offer price
- ₹17.34 Cr
- Promoter holding
- 73.66% → 38.62% pre-issue → post-issue
- ISIN
- INE0ILD01014
- Registrar
- Satellite Corporate Services Pvt.Ltd.
- Lead managers
- Inventure Merchant Banker Services Pvt.Ltd.
- Registered office
- 208, 2nd Floor, Shiv Shakti SRA CHS Ltd, Link Road, Anna Nagar, Andheri (west), Maharashtra
Reservation and application size
How the issue is split between investor categories, and what each may bid
| Investor category | Shares | % of net | % of total |
|---|---|---|---|
| Market maker | 76,000 | — | — |
Application size
Minimum 2,000 shares per lot, in multiples, at ₹55
| Application | Lots | Shares | Amount |
|---|---|---|---|
| Retail (min) | 1 | 2,000 | ₹1,10,000 |
| S-HNI (min) | 2 | 4,000 | ₹2,20,000 |
| S-HNI (max) | 9 | 18,000 | ₹9,90,000 |
| B-HNI (min) | 10 | 20,000 | ₹11,00,000 |
Category limits
| Category | Bid size | Cut-off |
|---|---|---|
| Retail (RII) | Up to ₹2 lakh | Yes |
| Small HNI (sNII) | ₹2 lakh – ₹10 lakh | No |
| Big HNI (bNII) | Above ₹10 lakh | No |
| Employee | Up to ₹5 lakh | Yes |
Bidding at cut-off means accepting the final issue price without naming one. Only retail and employee applicants may do so.
Valuation and performance
Valuation at offer price
| Metric | Pre-issue | Post-issue |
|---|---|---|
| Market cap | — | ₹17.34 Cr |
About Brandbucket Media SME
Brandbucket Media & Technology Limited was originally incorporated as Nikara Iron And Steel Private Limited on July 25, 2013, and subsequently changed its name to Brandbucket Media & Technology Private Limited on June 5, 2017. It was converted to a public limited company on September 14, 2021. The company is engaged in providing advertising and related media services with primary offerings including digital marketing, ground events/activations, events management, marketing technology services, outdoor media (OOH), and print media. The company's outdoor media operations are spread across Mumbai and Thane, where it helps clients run focused campaigns in consumer-populated areas. The company generates revenue through these advertising media solutions for both offline and digital channels.
Company Analysis
from DRHPBrandbucket Media & Technology Limited provides advertising and related media services including digital marketing, outdoor media (OOH), print media, ground events, and events management across Mumbai and Thane.
Brandbucket Media & Technology Limited was originally incorporated as Nikara Iron And Steel Private Limited on July 25, 2013, and subsequently changed its name to Brandbucket Media & Technology Private Limited on June 5, 2017. It was converted to a public limited company on September 14, 2021. The company is engaged in providing advertising and related media services with primary offerings including digital marketing, ground events/activations, events management, marketing technology services, outdoor media (OOH), and print media. The company's outdoor media operations are spread across Mumbai and Thane, where it helps clients run focused campaigns in consumer-populated areas. The company generates revenue through these advertising media solutions for both offline and digital channels.
Objects of the Issue
- Augmenting additional working capital requirements ₹283.60 lakhs p.14
- Funding capital expenditure requirements ₹271.40 lakhs p.14
- General Corporate Purposes ₹200.00 lakhs p.14
- Issue Related Expenses ₹70.00 lakhs p.14
- Augmenting additional working capital requirements ₹283.60 lakhs p.53
- Funding capital expenditure requirements ₹271.40 lakhs p.53
- General Corporate Purposes ₹200.00 lakhs p.53
- Issue Related Expenses ₹70.00 lakhs p.53
- General corporate purposes p.127
Issue Structure
- Total Issue
- ₹825.00 lakhs
- Fresh Issue
- 15,00,000 Equity Shares
- Price Band
- ₹55.00 per Equity Share
- Face Value
- ₹10.00 each
Business Model
The company earns revenue by providing advertising and related media services. Primary offerings include digital marketing, ground events/activations, events management, marketing technology services, outdoor media (OOH), and print media. The company books or buys media from various vendors based on client timing requirements and takes services of third-party designers, campaign management companies, and other media suppliers for delivery of services. Operating expenses constitute 94.84% of total expenses (FY 2021), including purchase of third party services and media/material required.
Business Segments
SWOT Analysis
- • Growing Indian M&E advertising industry with strong projected growth(p.14)
- • Diversified advertising service offerings across digital and traditional media channels(p.14)
- • Established client relationships with recurring revenue from top customers(p.20)
- • Established presence in outdoor media with expertise over several years(p.62)
- • Client-focused approach with end-to-end marketing solutions(p.62)
- • Diversified media service portfolio across multiple channels(p.62)
- • Positive return on net worth and profitability in recent years(p.108)
- • Fully dematerialised share capital structure(p.127)
- • No regulatory debarment of company or promoters(p.127)
- • No wilful default or economic offence history(p.127)
- • 100% underwritten issue with no minimum subscription risk(p.138)
- • No prior history of capital raising or defaults(p.131)
- • High dependence on few large customers with no long-term contracts(p.19)
- • Heavy reliance on third-party service providers and suppliers(p.21)
- • Concentrated geographic operations entirely in Mumbai region(p.18)
- • Operating expenses constitute majority of total expenses with low margin buffer(p.19)
- • Negative operating cash flows in recent year(p.24)
- • Unregistered trademark with limited statutory IP protection(p.24)
- • No insurance coverage for business operations and assets(p.24)
- • Rented registered office without ownership or long-term lease security(p.21)
- • Outstanding litigation proceedings with tax authorities(p.17)
- • High leverage with unsecured recallable debt obligations(p.24)
- • Heavy dependence on a small number of customers(p.116)
- • Significant reliance on few suppliers(p.116)
- • Declining revenue and declining profitability year-over-year(p.113)
- • Negative cash flow from operations in FY 2021(p.115)
- • Very small company size with limited resources(p.65)
- • No owned intellectual property including trademark(p.66)
- • Unlisted company with no trading history(p.134)
- • Mandatory 2-year minimum tenure on SME Platform before migration(p.139)
- • No previous investor complaints history available (implicit weakness in track record)(p.135)
- • Compulsory market making requirement for three years(p.139)
- • Rising advertising-to-GDP ratio and digital advertising adoption in India(p.14)
- • Planned software development to enhance service delivery and client capabilities(p.51)
- • Expansion of working capital to support business growth and client acquisition(p.50)
- • Access to capital markets and enhanced brand visibility through listing(p.50)
- • Growing Indian media and entertainment industry at high CAGR(p.59)
- • Rising digital media adoption and contribution in M&E sector(p.59)
- • Government recognition and support for AVGC sector(p.59)
- • Strategy to increase client relationships and expand service offerings(p.63)
- • Planned software investment to enhance service delivery and efficiency(p.63)
- • Access to capital market through SME Platform listing(p.127)
- • Future migration to main board post 2-year SME tenure(p.139)
- • Access to diverse investor base including retail, institutional and foreign investors(p.148)
- • Option to raise additional capital through preferential and rights issues(p.169)
- • COVID-19 pandemic causing business disruption and revenue decline(p.19)
- • Intense competition from larger advertising and marketing agencies with greater resources(p.21)
- • Macroeconomic downturns affecting advertising spend and client demand(p.25)
- • Changes in Indian tax laws and regulatory environment affecting business operations(p.25)
- • Natural disasters, epidemics and pandemics causing operational disruptions(p.25)
- • Rapid technological changes requiring continuous product and service innovation(p.20)
- • Transportation and supply chain disruptions affecting material availability and delivery(p.21)
- • Fluctuations in input costs and media prices that cannot be passed to customers(p.19)
- • Highly competitive market with larger competitors(p.65)
- • COVID-19 pandemic impact on business operations and recovery uncertainty(p.110)
- • Economic sensitivity and dependence on macro-economic conditions(p.111)
- • Regulatory changes and compliance requirements(p.111)
- • Tax proceedings pending against the company(p.119)
- • SEBI has no responsibility for financial soundness or correctness of disclosures(p.127)
- • BSE disclaimer limits exchange liability for investor losses(p.129)
- • Risk of issue withdrawal at company discretion before opening date(p.142)
- • Prior track record of lead manager IPOs shows market downside risk(p.132)
- • Minimum 50 allottees requirement or full refund mandatory(p.138)
Promoters
| Name | Role | Pre-Issue | Post-Issue |
|---|---|---|---|
| Createroi Financial Consultancy Private Limited | Promoter | 64.21% | 33.66% |
| Nishigandha S. Keluskar | Promoter | 9.45% | 4.95% |
| Nishigandha S. Keluskar | Promoter | 9.45% | — |
| Createroi Financial Consultancy Private Limited | Promoter Group | 64.21% | — |
Leadership
Auto-extracted from the company's DRHP using AI, with each fact linked to its source passage (hover any row to see the quote & page). Provided for research only, not investment advice — verify against the official DRHP before relying on it.