Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

On Tuesday, the Mumbai Civic Chief presented the budget for 2025-2026. India's richest civic body announced that it will soon introduce advertising policy for the city. Following the collapse of a hoarding in Ghatkopar in May 2024, which resulted in 17 deaths and 74 injuries, the BMC released the Draft Policy for Outdoor Advertisements, 2024, in August and sought public feedback.

Regarded as the largest budget to date, the BMC presented a budget of ₹74,427 crore for the 2025-26 fiscal year. Maharashtra's Deputy Chief Minister, Eknath Shinde, praised the Brihanmumbai Municipal Corporation (BMC) budget on Tuesday, calling it a relief for Mumbaikars and a signal of the beginning of 'Global Mumbai.'

<strong>Bhushan Gagrani, Municipal Commissioner</strong> in his speech said, "Mumbai City attracts large number of tourists for its cosmopolitan nature and heritage status.  Hence, it is proposed to decongest the skyline with a new hoarding policy."

Gagrani continued, "Accordingly, draft for new advertisement guidelines under section 328/328A is published.  Suggestions and objections have been received regarding the same.  Advertisement guidelines will be declared shortly."

Gagrani further mentioned that, "Existing Advertisement Boards, Sky Signs in Mumbai have been digitised for beautification project as recommended by the State Government. BMC owned sites and other identified locations have been offered to advertisers for advertising purposes through  e-Tender/Auction, aimed at enhancing revenue generation through rent, property tax and advertisement fees."

The Mumbai Traffic Police Department, responsible for issuing No Objection Certificates (NOCs) for the installation of out-of-home (OOH) hoardings in the city, has suspended all new proposals until the Brihanmumbai Municipal Corporation (BMC) finalizes its Guidelines for the Display of Outdoor Advertisements, 2024.

Several stakeholders, including citizen groups, have expressed concerns regarding the BMC's draft advertising policy. MSRDC and Railways had also strongly opposed BMC's draft policy. 

To create comprehensive guidelines for outdoor advertising in Mumbai, the BMC had formed a committee that includes experts from IIT-B, environmental specialists, and law enforcement officials. The BMC requested that the Indian Institute of Technology-Bombay nominate two experts to assist with policy development. For environmental guidance, the BMC has consulted Rakesh Kumar, the former director of the National Environmental Engineering Research Institute (NEERI).

<strong>Entertainment tax and fees</strong>

In accordance with the amendment to Maharashtra Entertainment Duty Act through Maharashtra Act No. XLII dated 29th May 2017, the responsibility for collecting Entertainment Tax/Fees, previously levied by the “State Government”, has been entrusted to the “Local Authorities”.

This change has been effective from  1st July 2017.  As per the provisions of this amendment, the Municipal Commissioner of BMC has been duly empowered to collect Entertainment Tax/Fees within the jurisdiction of its municipal body.  

The Government of Maharashtra, under sub-section (3) of section 6 of The Maharashtra Entertainments Duty Act  (I of 1923), has extended the exemption from entertainment duty under section 3 of the Act from 16th September 2017 to  30th September 2026, as previously granted by Revenue and Forest Department.

Gagrani said, "The levy of Entertainment Tax/Fees will be implemented as per the amendments after exemption period.  It is essential for the State Government to issue a notification formalising the collection of Entertainment Tax/Fees by BMC.  Vigorous follow up will be done in this regard with the State Government."


Advertisement policy will decongest skyline, to be declared shortly: BMC Chief

Multiple citizen groups have raised their objection regarding the clutter on the Western Express Highway in Mumbai. The busy junctions from Dadar to Andheri are flooded with Digital Out-of-Home (DOOH) billboards. Mumbai traffic police have already stopped issuing  No Objection Certificates (NOCs) until Brihanmumbai Municipal Corporation (BMC) implements its hoarding policy.

The Brihanmumbai Municipal Corporation (BMC) considered the wealthiest civic body in India, says that Mumbai, the country's financial hub, has only 1,025 legally authorized hoardings throughout the city. The BMC generates a substantial revenue of approximately Rs 100 crore from the licensing fees associated with these hoardings.

The BMC is the nodal agency that establishes contracts with advertising companies to erect their hoardings.

Seventeen persons, including a former general manager of the Mumbai airport's Air Traffic Control and his wife, died after the billboard crashed onto a petrol pump in Ghatkopar on May 13 during sudden dusty winds and unseasonal rains.

Recently, Bombay High Court in its judgement directed the Zilla Parishads to instruct Gram Panchayats prohibiting them from providing any licences towards erecting billboards. 

Sumaira Abdulali, an activist from Mumbai said, "Today, Western Express Highway and almost around Mumbai is cluttered with digital hoardings. The OOH mafia has led to multiple accidents on the WEH and EEH." 

"We wrote to BMC to not allow video or moving graphics along the highways. Light pollution is a major concern not only on highways but across Mumbai," said, Abdulali

Storyboard18 spoke to a senior police officer from Mumbai Traffic Police department regarding the permissions around OOH in Mumbai, the officer said, "We cannot give permissions for OOH until BMC comes up with its policy. We will soon conduct a survey to ascertain if any DOOH is causing any distraction to motorists." 

Praveen Vadhera, CEO, IOAA said, "Giving mass approvals for DOOH along WEH was a mistake, instead it should have been strategically allocated. The major concern is the small kiosks which which distracts motorists."

Another leading media owner on condition of anonymity said, "Because of the media clutter on WEH, price of the media has gone down, moreover it has also affected brands leading to lack of media attention. BMC's boarding policy is much awaited due to the clarity the media owners will receive."

The growing clutter of digital and static billboards along Mumbai’s Western Express Highway has sparked significant concerns among citizens, activists, and authorities. Activists emphasize the urgency of addressing light pollution and unsafe billboard placements.



Mumbai’s digital outdoor ads clutter: Activists, stakeholders raise concerns

The Mumbai Crime Branch’s Special Investigation Team (SIT), probing the Ghatkopar hoarding collapse case, has arrested Arshad Khan, 43- a businessman from Uttar Pradesh. The accused was on the run since his anticipatory bail was rejected by the Bombay High Court in July. 

Khan is alleged to be the business partner of the wife of Additional Director-General of Police- Quaiser Khalid, in connection with the Ghatkopar hoarding collapse case. At least 17 people died and 74 were injured after a 140x120 hoarding in Ghatkopar East, erected by Ego Media, collapsed on May 14 this year during a short spell of rain coupled with gusty winds.

A police official privy to the development said, "We have arrested the accused from Lucknow and was produced in the court. He has been remanded to police custody till January 6." 

The SIT had summoned Khan twice to record his statement, but he did not turn up. The SIT then approached the Esplanade court and in August, the court issued the non-bailable arrest warrant against him.

According to police, Ego Media’s former director Janhavi Marathe in her police statement said that Ego Media had issued several blank cheques to Khan in 2021 and 2022 after Quaisar Khalid, the then railway police commissioner, gave them the approval to install the hoardings along the Eastern Express Highway at Ghatkopar allegedly without calling for tenders.

The SIT team made four arrests in the case which include Bhavesh Bhinde, owner of Ego Media, Manoj Ramkrishna Sanghu, BMC-approved civil engineer, former director Janhavi Marathe and Sagar Kumbhar, the contractor who erected the hoardings.

Ghatkopar hoarding crash: Key accused on the run arrested from UP after six months

The Bombay High Court on December 19, condemned the proliferation of illegal hoardings and banners in Maharashtra, describing the situation as “horrendous” and “a sad state of affairs.” A division bench, led by Chief Justice D.K. Upadhyaya and Justice Amit Borkar, issued notices to all major political parties, including the Bharatiya Janata Party (BJP), Congress, Shiv Sena, Nationalist Congress Party (NCP), and Maharashtra Navnirman Sena (MNS), demanding they explain why contempt proceedings should not be initiated for failing to comply with previous court orders, PTI reported. 

For several years, the court has been adamant in its call for stringent action against unauthorized hoardings. In 2017, the court had directed political parties to submit undertakings assuring that their workers would refrain from putting up such hoardings. At the time, all major political groups complied, submitting written guarantees to the court. However, as the bench noted on Thursday, it appears these undertakings have not been honored.

The undertakings given by the political parties were taken on record by the court. But it seems that the political parties have failed to 'live up to their promises', the court remarked as per the PTI report. It issued notices to these parties, ordering them to show cause as to why they should not face contempt of court charges for defying the 2017 judgment.

The court expressed frustration over the growing number of illegal hoardings, particularly following elections, which have worsened despite the earlier directives.

The bench also questioned why such orders were necessary in the first place when local government bodies and civic authorities are legally tasked with preventing such violations. It cautioned the municipal authorities, warning that if the situation did not improve, the court would be forced to take "strict action."

While the Maharashtra government and municipal bodies have been removing unauthorized hoardings, the court found the measures insufficient. Advocate General Birendra Saraf reported that approximately 22,000 illegal hoardings had been removed after the elections. However, the bench dismissed the number as too small, given the widespread scale of the issue. The court also expressed concern over hoardings that had appeared near key judicial institutions, including the high court building itself, noting that they defaced official premises and reflected an "apathetic" response from the authorities.

Despite the undertakings submitted by the political parties, the bench noted that the number of illegal hoardings has not decreased — in fact, it has escalated. The bench added that the state government had ample power to compel civic authorities to act in accordance with the court's directions.

The matter will be heard again on January 27, 2024, as the court continues to monitor the government’s response to the ongoing issue of illegal hoardings in Maharashtra.

Bombay HC issues notice to political parties over hoardings; Court terms illegal ad hoardings 'horrendous'

The prime accused in the Ghatkopar hoarding collapse case filed a discharge application in the court seeking a relief from the trial. The court also granted bail to fourth accused Jhanvi Marathe, Former Director of Ego Media Pvt Ltd. Bhavesh Bhinde, the prime accused claimed that the hoarding crash was due an ‘Act of God’ and beyond human control. 

The Mumbai Police despite his claims, have opposed Bhinde’s discharge application, stating that there is substantial evidence to warrant a trial. The matter will come up for hearing on Dec 7.

Bhavesh Bhinde, director of Ego Media Pvt Ltd, which erected the Ghatkopar hoarding that claimed 17 lives after it crashed on a petrol pump on May 13, moved the sessions court seeking discharge from the case. 

In his plea, Bhinde (50) stated that the incident was neither the result of any negligence nor mistake on his part, but was purely due to an unexpected natural disaster and an ‘Act of God,' which was beyond human control. He also denied that he failed to take the requisite permission from BMC to erect the hoarding. "…it is pertinent to note that this requirement does not apply in this case because the land belongs to the Railway Department.

The jurisdiction for permissions for structures on railway land lies with the Railway authorities, not the BMC," the plea said. The court directed the prosecution to submit its reply. The police alleged that despite being aware of the need for permission from BMC, the accused, in collusion with GRP and civic officials, illegally erected the hoarding.

However, Bhinde's discharge plea said that it was pertinent to note that the Railway Department sought a report from a former Bombay High Court judge. "…in that report, it is clearly mentioned by Justice… that the MCGM has no power to decide about hoarding erected on the property of railways and recover any tax or fee on the same. 
Inspection with regard to the stability of the structures of a hoarding etc. is being done by railways and, as such, the MCGM cannot recover any tax or fee… Therefore, it is crystal clear that the applicant (Bhinde) has not sought any permission from the MCGM because MCGM has no power and authority to look into the land of railways," the plea said.


Ghatkopar hoarding case: Prime accused Bhavesh Bhinde seeks discharge

A Mumbai court has granted bail to advertising firm director Bhavesh Bhinde, the prime accused in the case of a hoarding collapse in Ghatkopar area here that claimed 17 lives in May this year.

Additional Sessions Judge V M Pathade allowed Bhinde's bail plea on Saturday.
Bhinde, through his lawyer Sana Khan, had contended the unfortunate incident was an "act of God", and that he was implicated for "political vendetta".

The hoarding installed in Ghatkopar area collapsed due to "unexpected, unusual wind speed" and no fault can be attributed to the applicant (whose firm had installed it), advocate Khan argued.
	
It was also submitted that Bhinde was not the firm's director at the time of installation of the gigantic hoarding.

Bhinde has been booked on the charge of culpable homicide not amounting to murder.
The prosecution opposed bail to Bhinde, saying there was enough evidence to show he was actively involved in the case.

Seventeen persons, including a former general manager of the Mumbai airport's Air Traffic Control and his wife, died after the billboard crashed onto a petrol pump on May 13 during sudden dusty winds and unseasonal rains.

It was alleged that the hoarding had been put up illegally on railway land.

Ghatkopar hoarding collapse: Prime accused Bhinde gets bail

In a shocking incident, a 35-year-old woman was severely injured after an iron hoarding frame collapsed in Vasai West. The woman was rushed to the hospital with severe head injuries. Manickpur police is investigating the matter. The incident took place at Vasai West’s 100 feet road in the early hours of October 17. The woman was passing by when the hoarding frame collapsed. Local police is yet to ascertain the matter. 

Raju Mane, Senior Police Inspector told Storyboard18 that the woman has been rushed to the hospital after the incident. “We will probe the matter and register the case upon receiving the complaint.” 

After the Ghatkopar incident, the Vasai Virar Municipal Corporation had issued notices to hoarding contractors to conduct structural audits. There are around 791 legal hoarding installations in the city. After a survey conducted in Vasai Virar in 2023, out of 30,000 hoardings only 335 were found to be legally erected. 

Currently 335 individuals have been given permissions to erect hoardings in the city of Vasai-Virar. 

On May 13, a hoarding in Ghatkopar collapsed leading to the death of 17 people. On August 2, the frame of a 40x40 ft billboard collapsed at Sahajanand Chowk in Kalyan West. 

<a href="https://www.storyboard18.com/tags/freeourskylines">Read more: Free Our Skylines</a>


Breaking: Hoarding collapse in Vasai injures woman

Over four months after the Ghatkopar hoarding collapse, which killed 17 people and injured 80 others, the Brihanmumbai Municipal Corporation (BMC) has yet to implement a comprehensive Out of Home (OOH) advertising policy. BMC officials are currently reviewing feedback and suggestions from OOH agencies and plan to exclude central agencies from the policy’s scope.

Outdoor advertising agencies and associations have claimed that the BMC has been unresponsive to their requests for in-person meetings to discuss their concerns about the recently released draft OOH policy. The newly drafted and revised policy has drawn mixed reactions from the advertising industry and sparked debates about the clarity of its guidelines.

When asked if the BMC is considering scrapping the OOH ad policy, Kiran Dighavkar, DMC (Special), stated, "We are reviewing the feedback and suggestions from stakeholders. There are no plans to scrap the OOH ad policy. We are ensuring that all relevant and legal measures are in place."

Another senior BMC official added, "The suggestions and feedback submitted by the OOH agencies and central agencies are under review. We will exclude central government agencies from the policy’s scope, as it conflicts with existing laws and court orders."

The official also mentioned, "We will soon convene a meeting with stakeholders. We have already identified certain changes that need to be made in the draft policy."

However, an OOH agency owner, speaking anonymously, said, "We work closely with the railways on OOH ad installations, and the BMC seems desperate to include central agencies like the railways in their OOH policy. Multiple senior railway officials have said that BMC is trying to leverage on the Ghatkopar incident to include the central agencies."

The Indian Outdoor Advertising Association had requested that the BMC extend the deadline for submitting suggestions by two months. The draft policy, released on August 9, was initially open for public suggestions until August 26, 5 PM. The deadline was later extended to September 9.

<a href="https://www.storyboard18.com/tags/freeourskylines">Read more on #FreeOurSkylines</a>

BMC reviewing feedback from OOH ad agencies, will exclude central agencies

The Cuffe Parade Residents Association (CPRA) has written to the Brihanmumbai Municipal Corporation (BMC) opposing digital and illegal billboards in South Mumbai. The residents have demanded that these illegal structures be removed from the Cuffe Parade area. 

Cuffe Parade has numerous banners and billboards installed, which allegedly distract motorists. The road medians are covered with multiple banners, causing visual obstruction and defacing the city streets. 

Padmakar Nandekar, President of the Cuffe Parade Welfare Association and former Secretary General of CPRA, said, “Earlier, we faced issues with illegal constructions in our vicinity, but now illegal billboards and large digital out-of-home (DOOH) displays are defacing our city roads. Illegal constructions on sidewalks and large and small billboards on the street are creating a nuisance.”

Nandekar further stated, “We have written to the BMC to remove all illegal constructions in the area, and we have raised objections to the installation of digital billboards in South Mumbai. Civic officials will conduct an inspection of the area and take the necessary actions.”

Rahul Narwekar, Speaker of the Maharashtra Legislative Assembly, told Storyboard18 that the government is focused on keeping Mumbai free of illegal billboards. “We are very clear that the city should be free from illegal billboards, and the upcoming BMC policy on out-of-home (OOH) advertising should be legally framed without harming the businesses of stakeholders. Urban planners should ensure that actions detrimental to the city's aesthetics are avoided.”

Narwekar joined the BJP before the 2019 Maharashtra assembly elections and won from the Colaba constituency in South Mumbai.

A senior BMC official said, "We have received the letter from CPRA and we have acknowledged it. A thorough inspection will be carried out and action will be taken against illegal hoardings and constructions in the locality." 

EXCLUSIVE: Cuffe Parade residents write to BMC, oppose illegal and digital hoardings

Out-of-home (OOH) advertising agencies have raised objections to several clauses in the BMC's draft policy on OOH advertising. According to documents reviewed by Storyboard18 regarding objections and suggestions from OOH agencies, stakeholders have specifically opposed the mandatory bank guarantee clause imposed by the civic body. Additionally, the agencies have recommended that the civic body extend the renewal process from two years to five years and refrain from increasing license fees for the next few years.

The OOH agencies have also suggested that the civic body eliminate smaller hoardings, such as those measuring 10x10, 10x15, 10x20, and 20x10, to prevent visual clutter, which contradicts the vision of the 2008 policy. They propose that hoardings up to 1600 square feet (with the largest size being 40x40) should be allowed.

According to clause 4.5 (c) of BMC's draft policy, advertisers or agencies are required to provide a bank guarantee equivalent to six months' license fees to ensure the recovery of advertisement fees in cases where advertisers or agencies fail to pay BMC dues.

The OOH agencies have objected to this clause, stating, "The method of calculating the insurance for each hoarding needs clarification, as many advertisers take a group policy. This clause requires further deliberation. The bank guarantee clause is not feasible for business. There are already provisions in the policy for non-payment, such as the cancellation of permits."

The objection further states, "A six-month bank guarantee amounting to a significant sum would require substantial investments from the industry and could ultimately cause the industry to become obsolete. Data shows that association members collectively pay 158 crores to the license department in license fees alone, and a six-month bank guarantee totaling nearly 80 crores would be blocked, jeopardizing the entire business viability."

Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Limited, said, "We have extensively studied Digital OOH worldwide. Whether it's Times Square, Hong Kong, or any other part of the world, Digital OOH is the global trend. It is disheartening that BMC has decided to ban video hoardings in the city."

Lakhani added, "The bank guarantee clause imposed by BMC is not beneficial to the OOH ad industry and will negatively impact business. The industry has collectively opposed this clause, as well as the increase in license fees, which will further burden OOH ad agencies in the state."

The OOH agencies have also requested an extension of the structure erection period from 90 days to 120 days, with an option for another 120-day extension upon receiving the NOC. The draft policy currently restricts the grace period to 90 days, with an extension of 180 days, after which the NOC will be revoked and no further extension will be granted.

Furthermore, BMC's draft proposal mandates that agencies must display a civic message or any other message as directed by the BMC for a period of no less than 15 days in a calendar year.

The OOH agencies have suggested that clarification is needed regarding the term "any other message" beyond civic messages. Such messages should only be displayed when the hoarding is vacant and should not be imposed if there is a client booking. Agencies have also requested that the draft specify a maximum of 15 days in a calendar year for such messages. Additionally, they noted that the waiver of one month's license fees, as provided in the previous policy, is not mentioned in the draft.