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Paving the path to sustainability in Indian OOH: Challenges and solutions

Pramod Bhandula, Executive Chairman, JCDecaux India highlights the urgent need for the Indian OOH industry to embrace sustainable practices, tackle cost-driven compromises, and lead the way in environmental responsibility.

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Pramod Bhandula, Executive Chairman at JCDecaux India, has emphasized the urgent need for sustainability within the Indian out-of-home (OOH) advertising industry. Highlighting the current shortcomings, industry challenges, and necessary actions, Pramod outlines a roadmap to make the OOH sector environmentally responsible.

Current state of sustainability in Indian OOH

According to Pramod, sustainability remains an overlooked aspect of the Indian OOH ecosystem. Whether it’s the materials used for media formats, printing processes, or operational elements such as lighting and energy, sustainability initiatives are almost non-existent. He stresses that a fundamental lack of knowledge and awareness within the industry has led to inaction.

“The biggest challenge is the lack of knowledge,” Pramod states. “We need to understand the OOH medium’s responsibility towards our cities, society, and the environment.”

Industry challenges holding back progress

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Pramod identifies cost-cutting and an inclination for cheaper options as significant barriers. The industry’s focus on low-cost materials and processes often leads to compromises that harm the environment. Additionally, he notes a lack of education and information flow within the sector as another major hurdle.

“In mature markets, sustainability is factored into procurement and service tenders, with clear guidelines from programs like the UN Environment Program,” Pramod explains. “In India, however, we continue to prioritize cheaper options over environmentally friendly ones.”

While emphasizing that authorities must play a leading role in implementing strict regulations, Pramod also believes that the industry must step up to push for change.

The role of stakeholders in driving sustainability

Pramod underscores that the responsibility lies with all stakeholders — including government bodies, agencies, and brands — to work toward greener practices. He highlights key steps that the OOH industry and its partners must take to promote sustainability:

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  • Incorporating environmental criteria in tenders: Authorities must include non-financial criteria, such as incentives for renewable energy, eco-friendly materials, and reduced emissions.
  • Adoption of electric vehicles: Vendors and agencies should promote EV adoption to reduce the carbon footprint associated with logistics and operations.
  • Energy efficiency: The industry must transition to non-polluting energy sources, adopt LED lighting, and optimize operational processes for energy savings.
  • Reducing emissions and waste: Emphasizing refurbishment of furniture, use of recycled materials, and reduction of emissions throughout the OOH lifecycle.
  • Education and collaboration: The OOH industry must take responsibility for educating stakeholders, including brands, agencies, and government bodies, about the importance of sustainable practices.

Pramod adds that brands and agencies can also play a major role by insisting on recyclable materials and replacing conventional lighting with energy-efficient LEDs. “Investments in digitization will also help the industry take a step forward,” he says.

A collaborative effort for a sustainable future

To truly integrate sustainability into the Indian OOH industry, collaboration across all levels is essential. Pramod believes that while the government’s role is critical in setting regulations, the industry must act as a driver for change. By educating stakeholders, pushing for greener materials, and adopting energy-efficient processes, the Indian OOH industry can begin its journey toward a more sustainable future.

“It’s the OOH industry’s responsibility to educate the other stakeholders — government, agencies, and brands,” Pramod concludes.

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