Fabric gives less elbow room for innovations

The thrust on adoption of eco-friendly fabric for outdoor advertising in place of PVC flex is restricting the scope of innovation. Satish Hooda, founder of Raj Roshan told Media4Growth that with PVC flex, it was possible to create innovations like movable cut-outs, but with fabric that is not possible as the set-up behind the display side will be visible to the audiences. So, with fabrics innovations will have to be thought through differently.

Moreover, as fabric is more translucent than PVC flex, even a seam or fold can be seen through the creative. “If a material is limiting the innovative possibilities in advertising, there is a need to find ways to overcome these challenges. Either the creative concepts need to be thought through differently or the fabric itself should be modified,” said Satish.