Following multiple mishaps, the BMC has issued stringent guidelines for OOH advertising in Mumbai. A key market for advertisers and an important medium that usually collects over 30% of its monies during the festive season, will guidelines impact advertisers’ interest in OOH?

As the festive season sweeps across India, cities come alive with celebrations. Streets are filled with people visiting pandals, shopping for gifts, and enjoying the vibrant atmosphere. For brands, this period is a prime opportunity to connect with audiences through Out-of-home (OOH) advertising.

This year, however, the OOH industry is facing new challenges. Recent incidents in Mumbai and Thane have raised serious safety concerns. In Ghatkopar, a collapsed illegal hoarding tragically led to 17 deaths, while another collapse in Kalyan injured two people and damaged several vehicles. These accidents have sparked widespread concerns across the nation about the safety and regulation of hoardings.

As the industry adapts to these new guidelines and safety measures, the pressing question is, will the OOH splash lose its shine this festive season?

Despite challenges such as regulatory changes, marketers and advertising agencies are optimistic about OOH finding its space in the marketing plans for this festive season. “While the challenges of cluttered spaces and regulations persist, OOH still holds significant value,” says, Nalin Jain, Chief Marketing Officer, Godrej Capital.