BBMP’s new ad policy impales outdoor business in the city

The new ‘BBMP Outdoor Signage and Public Messaging, 2018 has turned out to be a big setback for the local OOH trade due to a complete ban on the hoardings. Considered as the attractive and widely preferred format across the country, the hoardings draw considerable advertising which the Bengaluru market seems to be losing out with this new mandate. However, the local trade operators are definitely gearing up to defend their business by submitting their concerns in objection & suggestions invited by the BBMP by adjoining the voice of multiple concessionaires involved in this business including clients and specialist agencies.

Moreover, with keeping format sizes i.e. 2 sq. ft. and cutting off the aspect of promotional signages, the industry views it as a poor way of regulation whereby the civic body has failed to understand the appropriate way to deal with outdoor advertising. “We come from a history where everything from festivals, sports and celebrations are done out outside which makes everything vibrant and colourful but the outdoor industry is going to be dull and blank,” says one industry concessionaire.

The whole chaos is denting the industry with revenue loss where agencies and media owners are unable to encash the festive season. The brands, on the other hand, are losing the opportunity to target the 3rd major market in the country via outdoor advertising. “In fact, the civic body is under poor financial conditions due this but they refuse to understand,” said the concessionaire.

Even the scope to get some big size formats from other authorities such as the metro and other transport are dipping low as the BBMP has recently filed an FIR against BMTC for issuing tenders for large size format at some locations.