B’luru back on billboards map soon: Specialists say cheers!
By M4G Bureau - August 16, 2021
On July 26, 2021, the Urban Development Department notified the BBMP Advertisement Rules, 2021 for its incorporation in the Bruhat Bengaluru Mahanagara Palike Act, 2020 (Karnataka Act No. 53 Of 2020), paving the way for the return of large format OOH advertising in the city. Specialist agency heads share their perspectives on this development.
Jayesh Yagnik, CEO, MOMS Outdoor Media:
The return of large formats in bangalore is a welcome move. The city is part of most of the plans for out of home and the landscape of the media and client plans will definitely change with the media option being back. More impact and more innovations with visibility is what we look forward to in bangalore now.
At Madison we consider media owners to be our partners and we look forward to navigating together through these challenging times. We would need their support in bringing back the client confidence in out of home and with the availability of large format in bangalore we should be able to provide more robust and value driven plans.
Fabian Cowan, Country Head, Posterscope:
It certainly is good news from a brand engagement perspective as the inherent nature of outdoor has been based on its uniqueness to deliver impact and a larger than life imagery, both of which are key ingredients of any advertising campaign. If structured well with all checks and balances in place so that it seamlessly merges with the city fabric, then it's a great turn of events for the fraternity.
As the ecosystem matures it would be good to see media custodians invest in the design aspect of media and make it part of the city's ethos and add to the location’s enhancement. Additionally data and intelligence will only add to the usage by brands and marketers
Dipankar Sanyal, CEO, Platinum Communications:
Large format hoardings coming back to Bangalore is excellent news. It was much awaited. For most brands with pan India presence, Bangalore usually is the key market from the OOH point of view. After Chennai losing its large formats, Bangalore became the key hub in South. After Mumbai and Delhi, Bangalore got the third largest share of spends. In such a scenario Bangalore was off radar for outdoor spends for quite sometime and that budget didn’t get redeployed in OOH. Rather it went to other media. Overall return of Bangalore outdoor is a welcome move.
I would expect media owners to stick to the rules and remain legal. Illegal sites have short term personal gains, but hit the industry on long term basis. I would expect the media owners to take this opportunity to breathe in fresh air into the industry. If they can bring in uniformity of structure and sizes and make outdoor a crucial part of city’s beautification, they should grab it with both hands.