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The Out-of-Home (OOH) advertising industry is projected to grow by 15-16% in the coming year, contributing Rs 5,500 crore to overall advertising expenditures. Additionally, the Indian Outdoor Advertising Association (IOAA) is actively leveraging technology to drive industry benefits.

In a significant move towards sustainability, IOAA partnered with GroupM, WPP's media investment arm, to form a dedicated task force. This initiative aims to introduce eco-friendly practices across the sector, with a goal to ensure that half of all advertising sites in India utilize recyclable materials by 2027.

Discussing the anticipated growth of the OOH industry, with an estimated value of Rs 5,500 crore and upwards, <strong>IOAA CEO Praveen Kumar Vadhera</strong> spoke with Storyboard18 about the industry’s expansion and the challenges faced by media owners.

On the impact of government policies, Vadhera noted, “The OOH policy has been put on hold in Mumbai. In other states, there haven’t been major policy changes. However, with the upcoming BMC elections, decisions regarding policy remain on pause.” IOAA plans to meet with BMC officials soon to address issues surrounding OOH policy.

In May 2024, collapse of an illegal oversized hoarding killed 17 persons and injured 74 people in Ghatkopar raising severe concerns over illegal hoarding sites in the country. 

Multiple stakeholders raised severe concerns over illegal hoardings as a major challenge for the industry. Vadhera explained, “Illegal sites continue to harm the industry. While some may derive short-term revenue, the overall growth of the sector suffers.”

To tackle this issue, IOAA will conduct a survey of hoardings and make the data available to clients and agencies. Vadhera clarified, “Any site not listed in this data will place liability on the specific media owner and client if any wrongdoing occurs. Within few months, this data will be available on the IOAA website, covering the top 10 markets, which account for around 60% of total OOH spending.”

Blatant exploitation of OOH as a medium by notorious offshore gambling and betting firms has miffed not only the Real Money Gaming industry but also the government and regulatory bodies. 

Regarding advertisements by illegal betting and gambling firms, Vadhera remarked, “We collaborate closely with gaming federations and legitimate Real Money Gaming companies. We are forming a committee to reduce such ads. While ASCI has made progress in curbing betting and gambling ads in print media, their prevalence in digital and OOH formats remains a concern.”

Vadhera added, “Within upcoming months, we aim to significantly restrict advertisements by notorious betting and gambling firms on OOH as a medium.”

Multiple media agencies including GroupM, Publicis, Madison and IPG are testing RoadStar- a measurement system addressing the lack of a standardized currency in the OOH industry. RoadStar uses the GPS technology and was initially launched by Relu AI in 2020. 

RoadStar covers over 800 markets in India, from metro cities to taluka levels, and tracks more than 60,000 media sites. It uses data from over 35 million mobile users to identify high-traffic areas and optimise ad placements. The platform maps consumer movements through 3 million places of interest across 120 categories, providing detailed metrics such as Unique Reach, Gross Reach, Frequency, among others. 

Discussing IOAA’s efforts to advance the OOH industry, Vadhera emphasized the importance of RoadStar, “We’re engaging with media agencies and clients nationwide. We will also meet members of the Indian Society of Advertisers (ISA), to promote awareness about how RoadStar can bring measurability and value to advertisers, ensuring OOH is treated on par with other media,” he said.

Vadhera highlighted the progress of RoadStar, stating, “We’ve received positive feedback from stakeholders. It has been widely accepted as the standard currency by Advertising Agencies Association of India (AAAI) after extensive due diligence on the tool by a technical committee. Most are on board, and the remaining should follow in the next couple of months.”

IOAA is also collaborating with the World Out-of-Home Organization on technology integration and aesthetic media advancements. Vadhera pointed out, “Currently, OOH AdEx is not measured accurately. By collecting data from media owners, we estimate the actual OOH AdEx should represent 10% of total AdEx, amounting to approximately ₹10,000 crore.”

OOH industry to clock Rs 5,500 crore AdEx in 2025: Praveen Vadhera, CEO of IOAA

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 Mumbai Traffic Police Department, which issues No Objection Certificates (NOCs) for installing out-of-home (OOH) hoardings in the city, has put all new proposals on hold until the Brihanmumbai Municipal Corporation (BMC) finalizes the policy on Guidelines for Display of Outdoor Advertisements 2024.

The BMC's guidelines for hoardings state that no illuminated, digital, LED, or LCD advertisements shall be permitted without an NOC from the Mumbai Traffic Police Department. Once issued, the Traffic Police Department’s NOC shall be considered permanent unless specifically revoked with prior notice to the BMC’s License Department.

According to a senior officer in the Mumbai Traffic Police Department, suggestions for the policy included that the hoardings should not obstruct pedestrian movement, and no hoardings will be allowed on footpaths. The department has also recommended that video advertisements be prohibited, gantries within city limits should only display traffic signage, and flasher lights on hoardings, which could distract drivers, should not be allowed.

Similarly, the traffic police have suggested that illuminated and Digital hoardings should be switched off at 11 p.m. A senior officer from the Mumbai Traffic Police Department on condition of anonymity said, “Until the new policy regarding hoardings is finalized, we have stopped issuing NOCs for installing OOH hoardings in the city. We are waiting for final approval from the BMC on the policy. We have suggested certain requirements that OOH agencies and permit holders need to meet before we conduct inspections to grant NOCs.”

The officer said, “During our meeting with the BMC, we made it clear that hoardings with flasher lights on highways or city roads will not be permitted as they distract motorists.”

Civic data shows that Mumbai is home to 1,045 authorized hoardings, of which 573 are non-illuminated, 382 are illuminated, and 70 are LED hoardings. These hoardings generated a revenue of Rs 100 crore last year.

A government panel was formed to establish guidelines for billboards in Mumbai. Members include Rakesh Kumar, who previously worked at the National Environmental Engineering Research Institute and now serves as the environmental specialist on the panel, along with Avjit Maji and Nagendra Rao Velaga from IIT Bombay, and Shreekumar from the Industrial Design Department.

The panel is led by Additional Municipal Commissioner (City) Ashwini Joshi, along with Joint Police Commissioner (Traffic) Anil Kumbhare, BMC's Deputy Commissioner (Special) Kiran Dighavkar, and Superintendent of License Anil Kate as members.

Exclusive: Mumbai Police freezes ‘No Objection Certificates’ for OOH hoardings

After facing severe opposition from South Mumbai residents to install hoardings near the coastal road, the Maharashtra Coastal Zone Management Authority (MCZMA) committee has deferred its plans on account of non-compliance of documents in a recently held meeting.
 
The MCZMA is a body that clears projects in coastal areas of the state that are governed by the Coastal Regulation Zone (CRZ) of the Environment Protection Act. The four hoardings, with a display on both sides, were to come up at Tata Garden in Breach Candy and Lala Lajpat Rai Park near Haji Ali.

Breach Candy Residents Forum had also initiated a protest against the plan to install hoardings alongside the coastal road, collecting over 5,000 signatures via online protest petitions. 

Padmakar Nandekar, former secretary general and member of Cuffe Parade Residents Association (CPRA) said, “We strongly opposed BMC’s plan to install hoardings alongside the coastal roads. It is in violation of CRZ norms and it is risky to put up such hoardings. Moreover, the existing hoardings in the city is already a nuisance, this will further add to our woes.”  

Shiv Sena (UBT) leader Aaditya Thackeray had also protested the plans of BMC to install hoardings alongside the coastal road. state government. According to the minutes of the meeting, the BMC said that several local governments and state and central government agencies had utilised their open space to generate revenue by leasing it to agencies to display advertisements.

The tender was called for after the approval of the then municipal commissioner I S Chahal on April 21, 2023. Bizlist Advertising LLP was given the contract for the Tata Garden hoarding.

According to the minutes, the MCZMA noted that the Coastal Regulation Zone map in a 1:4000 scale with superimposition of the project site and a report prepared by the ministry of environment and forests and climate change as per the approved Coastal Zone Management Plan, 2019, had not been submitted by the BMC. Hence it was deferred. The hoardings at Lala Lajpat Rai Park were also rejected on the same grounds.

As per a CRZ notification and a Supreme Court order, reclaimed lands cannot be commercialised. The Maharashtra State Road Development Corporation had similar plans to have hoardings at Bandra Promenade was also stopped.

South Mumbai residents oppose hoardings on coastal road, MCZMA defers its plans

On Wednesday evening, Ganesh mandals across Mumbai city met Maharashtra Chief Minister and Deputy Chief Minister to discuss multiple issues including the permissions required to install hoardings in the pandals during Ganeshotsav. The Ganesh mandals have assured that the hoardings installed across the pandals will be small in size as compared to earlier and will not hinder traffic movement. 

Chief Minister Eknath Shinde, Deputy Chief Minister Ajit Pawar and Guardian Minister of Mumbai City District, Deepak Kesarkar were present during the meeting at Sahyadri state guest house. Senior bureaucrats from BMC, State government and Maharashtra police were also present during the meeting. 

Ganesh Pandals in Mumbai have raised multiple issues in the meeting including potholes and hoardings. Naresh Dahibhavkar, President of Brihanmumbai Sarvajanik Ganeshotsav Samanvay Samiti (BSGSS), said, "We will be abiding by the rules and regulations framed by BMC and Mumbai Traffic Police Department regarding hoardings and Digital OOH." 

Dahibhavkar said, "During the meeting we have raised the issue discussed that we face difficulty in acquiring permissions to put up Digital hoardings. We have been informed that the Traffic police will follow all SOPs before giving the permission and will ensure a speedy permission process." 

Dahibhavkar said, "Chief Minister Shinde has instructed the government officials to open a single window for all permissions and clearances. We have assured the government that there will be no hindrance to traffic. We will also ensure that the hoardings and banners installed near the pandals are secure and will not cause any safety issues to devotees." 

Dahibhavkar further said, "Smaller hoardings will be installed which are safe. We also make sure that the fire brigade department grants us adequate permissions for such precautions."  

Senior committee member of a Ganesh mandal from South Mumbai said, "We have been told by the BMC to install smaller hoardings as compared to earlier. We definitely agree to that but the issue around Digital hoardings need to be considered as we don't violate any traffic laws. If we compare Digital OOH put across the city, the size is huge and that causes visual hindrance while driving vehicles. BMC and Mumbai police should focus on such hoardings rather than putting restrictions around Ganesh pandals."

Many pandals in Mumbai are already facing penalties regarding digging roads and violating noise pollution norms. Another prominent mandal from North Mumbai said, "We don't want to violate any law further and would definitely follow the rules and regulations set by BMC and Traffic Police. We want the celebrations to be peaceful and not cause any nuisance to the government."

In 2023, the BMC gave permissions to more than 2,700 mandals across the city to set up pandals. BMC had received 3,767 applications. Chief Minister Eknath Shinde has instructed the government officials to provide all facilities such as fire brigade, ambulances and other facilities free of cost to pandals which receives huge number of devotees. 

EXCLUSIVE: Ganesh pandals meet Maha Chief Minister, discuss OOH hoardings

The Bombay High Court on Friday dismissed a plea challenging the arrest of Bhavesh Bhinde, the director of Ego Media advertising agency responsible for erecting a hoarding in Ghatkopar that collapsed on May 13 and led to the deaths of 17 people.

A Bench comprising Justices Bharati Dangre and Manjusha Deshpande ruled against Bhinde’s contention that his detention prior to May 17 (the official date of his arrest) was unlawful, stating there was nothing to support his claim of illegal detention.

The Court said that there was no impairment in the mandated procedure, no legal infirmity in remand orders, and no merits in the contention that his arrest was illegal.

Bhinde, the director of Ego Media Pvt. Ltd., had sought interim bail and requested the quashing of the first information report (FIR), which accused him of committing culpable homicide not amounting to murder.

"The IMD bulletin failed to predict the severe dust storms with gusty winds that hit Mumbai on the fateful day. On account of the aforesaid, the said hoarding collapsed and not due to improper, faulty construction of the same as wrongly, falsely alleged in the said FIR," his plea said.

The "unexpected and unprecedented wind speeds of up to 96 kmph" caused the hoarding to collapse, an event for which neither he nor Ego Media could be held accountable, insisted the petition. As per his plea, the hoarding was legally installed after securing all requisite permissions from relevant authorities.

Bhinde was arrested under sections 304 (culpable homicide not amounting to murder), 338 (negligence and hurting), 337 (endangering human life), and 34 (criminal act done by several people with common intention) of the Indian Penal Code.


Ghatkopar hoarding case: Bombay HC finds no merit in claims of Ego Media owner, dismisses plea

The Bombay High Court said that it would pass an order on August 9 on a petition filed by Director of M/s Ego Media Pvt Ltd, the advertising firm managed by Bhavesh Bhinde, an accused in the Ghatkopar hoarding collapse case. Citing the India Meteorological Department 's bulletin issued on May 12, Bhinde claimed IMD failed to correctly predict the weather of the next day.

A division bench of Justices Bharati Dangre and Manjusha Deshpande, which heard the plea, reserved its order and said it would be delivered on Friday. Bhinde has sought that the FIR registered against him be quashed, claiming the May 13 hoarding collapse in suburban Ghatkopar, which killed 17 persons, was an "act of God" and hence he cannot be held responsible for the crash. 

"The IMD bulletin failed to predict the severe dust storms with gusty winds that hit Mumbai on the fateful day. On account of the aforesaid, the said hoarding collapsed and not due to improper, faulty construction of the same as wrongly, falsely alleged in the said FIR," his plea said. 

The "unexpected and unprecedented wind speeds of up to 96 kmph" caused the hoarding to collapse, an event for which neither he nor Ego Media could be held accountable, insisted the petition. As per his plea, the hoarding was legally installed after securing all requisite permissions from relevant authorities.

Bhinde was arrested under sections 304 (culpable homicide not amounting to murder), 338 (negligence and hurting), 337 (endangering human life), and 34 (criminal act done by several people with common intention) of the Indian Penal Code. 

Bhinde has pleaded for release on interim bail pending hearing of the plea.


HOARDINGS