Will BMC’s Updated Advertising Policy Boost Digital Out-of-Home Growth?

Outdoor advertising in Mumbai is about to undergo a significant transformation as the Brihanmumbai Municipal Corporation (BMC) gears up to implement new regulations aimed at enhancing safety and reducing visual clutter in the city. The draft policy, initially set to be released by the end of August, has now had its feedback deadline extended by two weeks. This move signals a shift in the way brands and marketers approach out-of-home (OOH) advertising in the bustling metropolis.

The impending regulatory changes may appear restrictive at first glance, but marketing leaders are embracing the shift with optimism and creativity. Deepali Naair, Group CMO of CK Birla Group, views the regulations as a positive step towards urban safety. She emphasizes the need for safer roads for drivers and believes that marketers will adapt to the new guidelines by exploring alternative channels such as digital advertising in airports, on trains, and in other high-traffic areas.

The new regulations, prompted by the Ghatkopar hoarding collapse incident, introduce a range of restrictions including 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 been limited to 40 feet by 40 feet, signaling a shift away from towering billboards that dominate the skyline.

Zoher Kapuswala, Marketing Head for the Indian Subcontinent at Ferrero, echoes the sentiment of prioritizing safety. He believes that the new size limitations present an opportunity for innovation rather than a hindrance. Kapuswala cites a recent Nutella campaign that utilized anamorphic displays to create a 3D effect, showcasing how creativity can thrive within constraints.

The shift towards digital OOH (DOOH) is expected to accelerate under the new policy. Kapuswala highlights the potential for integrated campaigns that combine physical OOH with targeted digital ads to reinforce messaging and drive behavior change. The BMC’s policy promoting digital advertising allows for the conversion of existing hoardings into digital formats, offering brands a new avenue to explore.

Anil Gurnani, Chief Sales and Marketing Officer at TTK Prestige, sees the changes as an opportunity for adaptive innovation. He emphasizes the need for concise, impactful messaging in outdoor advertising and points to emerging opportunities in LED screens in residential societies, metros, and airports. Gurnani encourages marketers to sharpen their messaging and focus on unique selling points to connect with consumers in targeted, contextual ways.

Overall, the new regulations are poised to usher in a renaissance in outdoor advertising in Mumbai. Brands are being challenged to create more compelling, safety-conscious, and environmentally friendly displays that resonate with consumers in a rapidly evolving landscape. As the industry adapts to these changes, creativity and innovation will be key drivers of success in the dynamic world of outdoor advertising.