MCGM takes OOH route to build public awareness of COVID-19 prevention
By Pray Jani - March 17, 2020
Media owners welcome move, but there is a concern over the cost burden
Municipal Corporation of Greater Mumbai (MCGM) has mandated that all hoardings falling within the urban local body’s jurisdiction shall feature the awareness campaign on prevention of spreading of COVID-19. The mandate will come into effect from March 18. Many of the hoardings are already featuring the awareness campaign, as initiated by BMC and with the support of MHOA.
Anand Laxman Wagaralkar, Joint Municipal Commissioner (Special) of MCGM, said that OOH media could play an instrumental role in spreading the message on COVID-19 prevention.
“We have sent a circular to the media owners, along with the creatives that need to be up on the media as per the defined timeline. The media owners have taken this up positively, and the printing of displays is already underway, as I am told. We can expect about 1250 media licensed by us to be featuring this awareness campaign. This campaign needs to run for a minimum of 10 days.”
While media owning fraternity sees this as a great cause to contribute to, there are some challenges that they face. As Neeta Gulati, Director at Alakh Advertising and Publicity, said, “This is a great opportunity to make people aware about the ways to deal with this disease. That said, we have requested the corporation to meet some part of the cost of the campaign, be it related to printing, or supplying flex -- depending on the number of hoardings that each media owner has. We have put forth our suggestion and await their response.”
On the campaign deployment, Yogesh Lakhani, CMD, Bright Outdoor Media, said all media that come under MCGM will display the awareness creatives. Although media on railway network may not be mandated to display the same.