allaboutoutdoor.com Bureau, New Delhi
On the sixth of this month, the Delhi High Court rolled out an order for the civic authorities to implement the Outdoor Advertising Policy 2007, in letter and spirit within the next two months. Speculations are still alive in the market today, discussing what will stay and what will go, though outdoor asset owners in the capital are happy about the fact that through the implementation of this policy, the illegal outdoor media units will be removed, which will level the playing field and improve thee accountability associated with outdoor media assets.
With a fluctuating state of affairs amongst the media owners of Delhi and many assets facing uncertainty of judgement, is it time to look beyond traditional outdoor advertising formats? Delhi NCR has a host of other legal alternatives that one can look at; corporate and IT hubs, malls, commercial complexes and various forms of transit media such as the DMRC station units, train wraps, bus brandings as well as radio-cab branding.
TDI International India, which holds the exclusive advertising concession to 73 metro stations in the city, feels that DMRC has a high traffic and footfall rate which can be used by any brand to engage their core target audience and that too in majority locations of the city. Since the DMRC is an autonomous entity and releases advertising tenders from time to time. All advertising sites in the DMRC are legal and maintained with the set standards.
Hiyav Bajaj, Managing Director, TDI International India, says that in the face of the high court order, a major OOH platform, which comes up as a legal alternative, is the DMRC or the Delhi Metro Advertising. “We are relieved to finally see the High Court intervene to stop the mushrooming of illegal sites. The dangerous placements, which can be often seen in case of such sites, make them disasters waiting to happen. We wholeheartedly welcome the court order and hope Delhi will finally see the complete eradication of illegal sites. The execution will also help media like DMRC, which are 100 per cent legal, to obtain their potential share of revenue generation,” he adds.
With the removal of the illegal OOH sites in Delhi, hopefully now brands can expect better services and high impact from the authorized sites. A clutter-free media, with sites planned to be a natural part of the structures also adds to the beautification of the advertising landscape.