The greening of Out-of-Home: A World Environment Day reflection

As World Environment Day dawns on June 5th, 2025, the Out-of-Home (OOH) advertising industry is increasingly recognizing its role in environmental stewardship. The shift towards sustainable practices is not just a trend, but a fundamental transformation, driven by companies like Ecosigns and Miraai Advanced Composites Pvt Ltd. Their commitment to recyclable media is reshaping operations, enhancing industry perception, and proving that creativity and sustainability can go hand-in-hand. 

Reshaping daily operations through sustainable choices 

For Ecosigns, the adoption of recyclable media has profoundly altered daily operations. “Our commitment to eco-conscious innovation is driving cleaner cities, greener practices, and smarter advertising solutions,” states Dipen Mehta, Owner of Ecosigns. Ecosigns has pioneered fully recyclable print media made from Polyethylene (PE). These materials are compatible with all major print technologies and are “zero-waste ready,” as they are collected, processed into granules, and repurposed into new products after use. Ecosigns has also established a closed-loop system, offering clients a buy-back service for used flexes. This localized printing model, now accessible to hundreds of printers across India, reduces transport emissions and empowers small businesses. The company has moved away from PVC, with its 100% PE-based media fully recycling after use, a significant step towards eliminating single-use plastic in large-scale advertisements. 

Similarly, at Miraai, choosing recyclable and biodegradable media has fundamentally reshaped daily operations. Bhuvaneswaran Jayabalan, CEO of Miraai, highlights that “it’s no longer just about manufacturing banners — it’s about innovating for impact.” This shift has led to the integration of sustainable materials sourcing, cleaner manufacturing practices, and a circular design philosophy. Miraai’s research and development efforts are now as focused on material science as they are on print quality and durability, enabling them to pioneer banner fabrics that perform like traditional PVC but decompose harmlessly after use. 

Elevating OOH: A new image of responsibility 

The impact of sustainable choices extends to the overall image and perception of the OOH advertising medium. Dipen notes that sustainable practices elevate OOH advertising from a mere promotional tool to “a platform for brands to communicate their environmental and social values”. He points out that today’s audiences are highly conscious of the brands they engage with, and adopting eco-friendly media demonstrates a genuine commitment to sustainability, thereby strengthening brand trust and credibility. Such choices help brands differentiate themselves in a competitive market and project an image of forward-thinking leadership. Eco-conscious OOH media aligns with global environmental goals like the UN’s Sustainable Development Goals (SDGs), increasing engagement and brand affinity as viewers appreciate advertisements reflecting values they care about. It also encourages industry-wide change and turns advertising into advocacy. Dipen emphasizes that Ecosigns’ recyclable media reduces the environmental impact of advertising, allowing consumers and brands to feel good about campaign visibility. 

Bhuvaneswaran adds that when advertisers opt for biodegradable or PVC-free banners from Miraai, “they’re sending a message — not just about their brand, but about their values.” He observes that this resonates deeply with modern, eco-aware consumers and municipalities that are increasingly banning harmful materials, leading to “a cleaner visual landscape and a medium that’s regaining public trust and approval.” 

Balancing creativity and sustainability: A catalyst for innovation 

Both Ecosigns and Miraai firmly believe that creativity and sustainability are not opposing forces. At Ecosigns, Dipen states that “innovation is most meaningful when it’s guided by eco-conscious values”. They utilize state-of-the-art eco-printing technology that reduces energy consumption and emissions. Their materials are PVC-free, uncoated, non-laminated, and recyclable. Low-VOC and water-based inks can be used to minimize chemical impact. Ecosigns involves a sustainability team early in the creative planning process to ensure alignment with environmental goals without limiting innovation. They have developed eco-standees, recyclable banners, and hoardings, and even digital hybrid OOH solutions to reduce material usage. Campaigns are designed with disassembly, recycling, and reuse in mind, and Ecosigns supports post-campaign material collection and facilitates proper recycling. 

Bhuvaneswaran explains that Miraai’s biodegradable banners are engineered to support high-definition, vivid printing, ensuring advertisers do not have to compromise on visual impact. Miraai collaborates with creative agencies to educate them on the capabilities and limitations of eco-friendly media, guiding material selection and installation methods. He sees true innovation in reimagining how a campaign can be both bold and responsible. 

The urgent step: Mandating a PVC phase-out 

On World Environment Day, both leaders agree on a critical immediate step for the OOH industry. Dipen advocates for a mandate to “legally require all outdoor advertising to transition from single use plastic and non-recyclable materials to eco-friendly, recyclable alternatives”. He also suggests implementing regulatory guidelines and sustainability certifications, offering incentives for sustainable adoption, educating stakeholders, ensuring transparent supply chains, and establishing end-of-life recycling programs. 

Bhuvaneswaran concurs, stating, “The most urgent step is to mandate a complete phase-out of PVC-based advertising media across the OOH industry.” He urges regulators to define clear standards, advertisers to commit to responsible sourcing, and media owners to partner with manufacturers who provide scalable, sustainable alternatives. He emphasizes that a unified push – backed by policy, market demand, and innovation – can significantly reduce the carbon and plastic footprint of this medium. “Let World Environment Day not just be symbolic, but a turning point where sustainability becomes the baseline, not the exception,” Bhuvaneswaran concludes. 

The convergence of vision from Ecosigns and Miraai underscores a powerful message this World Environment Day: the OOH industry is ready for a sustainable revolution, transforming challenges into opportunities for cleaner cities and a greener planet.