Building a landmark OOH: Ambition meets bureaucracy

Here is Noomi Mehta’s perspective: 

So, you want to build a landmark OOH site? Bless your ambitious little heart. It’s like trying to hit a sixer with a hockey stick…against Bumrah!!!. But hey, if you pull it off, it’s instant nirvana. 

First, let’s talk about the holy trinity of OOH: Location, Location, and did I mention LOCATION? If your site isn’t visible from space, or at least from that passing drone, it’s barely worth looking at. We’re talking heart-of-the-city, teeming-millions-of-passers-by territory. The kind of spot where even a humble watermelon seller squatting gets envious glances. 

But wait, there’s a catch! (Of course there is.) Is your prime spot solus? Or just semi-solus, like that awkward middle child at a family reunion? And heaven forbid it’s “one out of twenty.” That’s not a landmark; that’s just part of the visual white noise, getting casual glances once in a while, as would a particularly enthusiastic flock of pigeons. Semi-solus? We might be able to rescue it, but we’ll need a bigger boat… and possibly a team of highly caffeinated marketing wizards. 

The uncluttered canvas and the tech tango 

Alright, so you’ve got the prime real estate and it’s not buried in a sign graveyard. Congratulations! You’ve got the makings of a landmark. Which, in OOH terms, is like having all the ingredients for a five-star meal… and realizing you forgot about the pots and pans, the utensils and the stove. 

Next up: the display panels and medium. Are we going classic, like a trusty old billboard that’s seen more sunrises than you have? Or are we diving headfirst into the digital ocean? If it’s digital, is it the latest tech? Does it handle every kind of digital input, from a GIF of a grumpy cat to a full-blown Bollywood musical? Because if not, you’re basically putting up a fancy digital photo frame from 2008. 

Then there’s the non-display area. This is the unsung hero, the quiet sidekick, the part of the site that needs to look fabulous without actually looking like it’s trying to look fabulous. It’s the “deewana at the disco” who secretly knows all the best dance moves. The cladding must be neutral, so it doesn’t try to steal the spotlight from your dazzling ad. It needs to be the design equivalent of a well-behaved butler – present, polished, and silently making everything else look good. 

The Structure, the surroundings, and the scaffolding saga 

The structure itself? Oh, that’s where the magic (and potentially the structural engineering nightmares) happens. It needs to be so striking it practically winks at passersby. And the surrounding area? It better be maintained like a prize-winning bonsai garden. Even the humble electricity box and meter need to be Instagram-ready. We’re talking about the kind of dedication where authorities will literally dim all the surrounding city lights for your display, like they do for the Burj Khalifa. Because nothing screams “Landmark!” like a perfectly lit OOH sign. 

And let’s not forget maintenance. We’re not talking about a quick slap of paint and a prayer here. We need permanent solutions. Unless you fancy having bamboo scaffolding pop up every other Tuesday, turning your landmark into a perpetually under-construction art installation. Because, my friends, on a landmark site, time is money. And bamboo scaffolding eats time for breakfast. 

Navigating the minefield of “Authorities” and other stakeholder headaches 

So, how many glorious ways can you fall flat on your face? Let me count the ways… or rather, let’s talk about how to avoid them. 

First, liaison with the Authorities. “Authorities” – just one word, but it conjures images of endless forms, rubber stamps, and the mystical art of waiting in line. The government has more departments than a centipede has legs, and each one has its own rulebook. Your goal? To make sure every single rule is not just followed, but perhaps even kow-towed to. Because a slip here won’t just scar your lip; it’ll scar your entire fiscal year. 

Then there are the location owners/building societies. Get everything in writing, down to the brand of coffee you’re allowed to drink on their property. And for the love of all that is holy, get all the permissions and sanctions yourself. Do not, I repeat, DO NOT depend on others. That’s like trusting a pigeon to deliver a top-secret message. Treat your stakeholders well, lest they be tempted to put a stake through your project and hold your heart to ransom. 

Electricity connections? Apply for those yesterday. And always, always, always have enough power in reserve. Because nothing says “oops” like your magnificent digital display going dark in the middle of a major brand campaign. 

And finally, the structure and display cabinet. Design it like your life depends on it. Because someone else’s life may just depend upon it, along with your freedom. Because with storms and cyclones increasingly playing aggressive games of “let’s redecorate,” you need engineering specs that can withstand a hurricane doing the Macarena. We’re talking wind speeds of 250 KMS per hour. If your site can’t handle that, it’s not a landmark; it’s a very expensive heap of twisted steel and burnt out circuits with a mess of wires. And a health hazard to boot. 

The grand unveiling and the inevitable ‘haircut’ 

You’ve done it! Your super, grand, unbelievable, fantastic Landmark Site is up! Pop the champagne! Congratulations, your problems have now truly begun. 

Now you have to sell it. To a single client, or, if you’re feeling particularly masochistic, a “bouquet of clients.” The latter guarantees you’ll be hammered so badly on rates, it would make even Frank Tyson blush. But hey, that’s just part of the glorious game of OOH, right? 

Until, that is, someone from “The Authorities” (yes, them again) comes along and declares your masterpiece illegal. “Oh, it complied with the rules then,” they’ll say with a shrug, “but things have changed. Sorry, but 40×40 feet is the max now. Kindly chop 80 feet off the top and sides. It’s just a hair-cut, no real loss.” 

Suddenly, your magnificent, uncluttered landmark is just another casualty, and you are another addition to the queue of teeming millions seeking justice in our courts. Welcome to OOH. You’ve been bashed by the bureaucracy. Perhaps your Landmark Site will defy the odds and be a truly Landmark Case. Good luck, you’ll need it!