Eight Decades of
Outdoor Legacy

SELVEL Publicity & Consultants Pvt. Ltd. was established in 1944 by Mr. Soli Kaikhushru Nicholson, at a time when outdoor advertising was virtually unknown in India. Coming from a business background, Mr. Nicholson sought to introduce a new advertising medium to the Indian market.

Educated at St. Xavier's College and later Wadia College, he began operations alongside his associate and two partners from a small rented office in Fountain's Hasham Building, Mumbai. SELVEL pioneered the concept of small-format outdoor billboards, laying the groundwork for the organised outdoor advertising industry in the city.

In the early 1950s, SELVEL installed some of Mumbai's first hoardings at key locations such as Dadar TT and Marine Drive. South Mumbai witnessed a distinctive transformation as rooftop neon displays along Marine Drive added a new visual rhythm to the city at night — contributing to what later became known as the "Queen's Necklace."

SELVEL worked closely with property owners to establish early rooftop sites, including prominent locations such as Sangam Restaurant, building advertising infrastructure that blended into Mumbai's urban fabric.

By the 1960s, SELVEL had earned the confidence of leading national and international brands, including Coca-Cola and Amul, working through specialist agencies of the time.

This period saw the dominance of painted hoardings and wooden structures. SELVEL fabricated its own displays in-house, maintaining consistency in quality while responding to the growing demands of advertisers and landlords alike.

Following the passing of Mr. Soli Nicholson in 1965, Mrs. Gul Nicholson assumed leadership and ensured continuity of the company's operations. Under her direction, SELVEL expanded its presence beyond Mumbai and strengthened its organisational structure.

In 1966, she represented India at an international outdoor advertising conference in Cannes, France, where she delivered her address in French. Her participation marked a moment of global engagement for Indian outdoor advertising at a time when such representation was rare.

With Mr. Kekoo Nicholson joining SELVEL in 1977, the company entered a phase of transition aligned with broader changes in the industry. Hoardings increased in scale, formats evolved, and the shift from painted displays to flex-based media gradually took shape.

SELVEL adapted to these changes by expanding its asset base and refining its planning approach, while continuing to prioritise long-term relationships with clients, landlords, and partners.

During the 1990s, SELVEL expanded across major Indian cities including Mumbai, Hyderabad, Pune, Goa, Bangalore, Visakhapatnam, Bhopal, Ahmedabad, Nagpur, Chennai, and Cochin.

Its presence extended across gantries, flyovers, bridges, highways, rooftops, and major junctions — ensuring visibility in both metropolitan centres and growing urban corridors. This period established SELVEL as a pan-India outdoor advertising company with consistent reach and operational reliability.

In the 21st century, SELVEL has continued to evolve alongside changing infrastructure and OOH formats, including unipoles, digital displays, and integrated urban media solutions. As a member of the IOAA and associated with regional OOH bodies in Goa and Pune, SELVEL remains engaged with industry standards and responsible practices.

The company also supports public initiatives, explores environmentally conscious formats, and collaborates with agencies, film studios, and civic platforms. Through economic cycles, industry shifts, and the Covid-19 pandemic, SELVEL has remained resilient — guided by experience, relationships, and a steady commitment to the medium.