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The outdoor advertising is set for a major overhaul as the Brihanmumbai Municipal Corporation (BMC) prepares to implement stringent new regulations as the draft policy was expected to release by the end of August, aiming to enhance safety and reduce visual clutter in the city. However, BMC has decided to extend the feedback deadline for its draft Out-of-Home (OOH) advertising policy by two weeks.
As brands grapple with these changes, marketers see both challenges and opportunities in the out-of-home (OOH) advertising space.
Adapting To New Dimensions
The regulatory changes may seem restrictive at first glance but marketing leaders are approaching the shift with optimism and creativity.
Deepali Naair, Group CMO of CK Birla Group sees the regulations as a positive step towards urban safety. "As a concerned citizen, I would welcome any move which makes our roads safer for drivers," she states. Naair emphasised that while some aspects of traditional OOH methods may be impacted, marketers will adapt and find new channels. "Digital can replace out-of-home in a manner of speaking", she adds, pointing to opportunities inside airports, on in-flight entertainment systems, on trains and in other high-traffic areas.
The new guidelines, which came in the wake of the Ghatkopar hoarding collapse incident introduced a host of restrictions. These include capping hoarding heights at 100 feet, banning installations on building terraces and footpaths and mandating automatic switch-offs for digital displays at 11 PM. The maximum size for hoardings has now been set at 40 feet by 40 feet, reducing the towering billboards' skyline.
Zoher Kapuswala, Marketing Head for the Indian Subcontinent at Ferrero, echoes the sentiment of safety first. "As a brand, I would want my consumers to be safe and I wouldn't want to be there in the middle of, for example, my brand being put on an unsafe site," he asserts.
"40 by 40 feet is a decent size to communicate your messaging," says Kapuswala, refuting concerns that the new size limitations are too restrictive. However, he sees the new size limitations as an opportunity for innovation rather than a hindrance. “Every limitation gives a marketer an opportunity to innovate and be creative,” he explains.
Kapuswala cited a recent Nutella campaign that utilised anamorphic displays across multiple screens to create an engaging 3D effect, demonstrating that creativity can thrive within constraints.
Rise of DOOH?
The shift towards digital OOH (DOOH) is expected to accelerate under the new policy. Kapuswala highlighted the potential for integrated campaigns that combine physical OOH with targeted digital ads. “We can target via OOH and then target the same consumer via digital, on social or via some other pages”, he explains emphasising the importance of a multi-channel approach to reinforce messaging and drive behaviour change.
With the new rules, the BMC has also introduced a policy promoting digital advertising, allowing commercial buildings, malls and multiplexes to apply for digital LED advertisements. The fees for these digital ads will mirror those for non-digital ones, and existing hoardings can be converted into digital formats, offering a new avenue for brands to explore.
Anil Gurnani, Chief Sales and Marketing Officer at TTK Prestige views the changes through a lens of adaptive innovation. "I always believe that if one door gets closed, many doors get opened," Gurnani remarks optimistically. He drew parallels to the evolution of TV advertising where marketers have adapted to shorter attention spans with concise, impactful messaging. "You need to be more innovative in your approach. Sharpshooter communication is required rather than talking about two or three things, you just talk about one straight thing," he advises.
Gurnani also pointed out the emergence of new OOH opportunities, such as LED screens in residential societies, metros and airports. “With constraints come creativity,” he adds, encouraging marketers to sharpen their messaging and focus on the unique selling points that will resonate most with consumers. These diverse touchpoints offer fresh avenues for brands to connect with consumers in targeted, contextual ways.
It seems like the new regulations may spark a renaissance in outdoor advertising, pushing brands to create more compelling, safety-conscious and environmentally friendly displays.
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