MMB’s new policy formalises coastal OOH, but raises the cost of entry

The Maharashtra Maritime Board (MMB) has introduced a comprehensive set of regulations governing advertising across its jurisdiction, formally opening up coastal and maritime zones as a structured out-of-home (OOH) medium.   

Now, coastal OOH transitions from an unorganised, permission-led space into a regulated, monetisable, and scalable media ecosystem, aligned with formats like airports and metro networks. However, this shift comes with significantly higher costs and tighter controls. 

Expanding the canvas: From hoardings to floatels 

The new framework dramatically expands the scope of permissible formats. 

In addition to traditional hoardings and unipoles, the policy enables: 

• Digital and LED displays 

• Banners, kiosks, posters, and standees 

• Transit formats including vehicle wraps and parked media 

• Aerial formats such as balloons 

• Innovative formats across barges, vessels, and floatels 

The regulation further classifies inventory into large, medium, and small formats, along with temporary and aerial advertising, bringing much-needed structure to planning and execution.   

This effectively transforms coastal zones into a multi-format OOH ecosystem, rather than fragmented inventory pockets. 

From permissions to a bidding economy 

A key shift lies in the move from ad-hoc permissions to a formal licensing and bidding model. 

• Advertising rights will be awarded through competitive bidding 

• Advertisers must quote a premium over minimum license fees 

• Contracts are governed through structured agreements, with tenures of up to 10 years 

• Monthly payments, deposits, and fee escalation clauses are built into the system   

This brings predictability and scale, but also introduces a more competitive and capital-intensive environment. 

The cost factor: Coastal visibility now comes at a premium 

While the policy unlocks new inventory, it also significantly raises the cost of participation. Under the new framework, digital advertising along Mumbai’s coastline is priced at around ₹1,000 per sq. metre, setting a new benchmark for this category. 

Beyond this base rate, advertisers must also account for: 

• Premiums through competitive bidding 

• Security deposits and advance monthly payments 

• Fabrication and installation costs, especially for marine formats 

• Ongoing maintenance and compliance expenses 

The regulations clearly outline a minimum license fee structure with premium escalation, reinforcing that coastal OOH is now a high-investment, long-term media play.   

What was once opportunistic inventory is now positioned as premium media real estate. 

Stricter compliance and accountability 

The framework introduces strong governance across execution and operations: 

• Mandatory approvals for every installation 

• Compliance with ASCI guidelines 

• Structural safety certifications and insurance requirements 

• Strict enforcement, including removal of unauthorised advertisements 

The licensee is responsible for end-to-end execution, from design and installation to maintenance and regulatory clearances, creating a single-point accountability model.   

Aesthetic control and environment sensitivity 

Given the sensitivity of coastal zones, the regulations emphasise: 

• Clean, well-maintained installations 

• Non-obstruction of public infrastructure 

• Restrictions on objectionable or disruptive content 

This ensures that coastal OOH evolves as a premium, experience-led medium, rather than cluttered advertising space. 

What this means for the OOH industry 

The MMB policy marks a dual shift for the industry: 

• Expansion of a new, high-potential OOH frontier 

• Elevation of cost, compliance, and operational standards 

By introducing structured licensing, format classification, and bidding-led access, coastal OOH is now comparable to institutional media ecosystems. 

However, the higher financial thresholds mean participation will likely be led by organised players with strong execution and capital capabilities. 

From visibility to value 

The transformation of coastal advertising reflects a broader industry shift. OOH is no longer just about presence, it is increasingly about structured, regulated, and premium media ecosystems. With Maharashtra’s coastline now formalised as advertising real estate, the opportunity is clear, but so is the message: Scale comes with structure, and visibility now comes at a price.