Higher cost of advertising will drive away business

Junaid Jaleel, Executive Director of Jay N Jay Kozhikode says the Kerala State Govt’s move to ban use of PVC flex for publicity has struck at the root of OOH business

The PVC flex ban imposed by the Kerala State Government is receiving mixed responses from different OOH markets in the state. The Kozhikode market is strongly opposed to the state government move to ban use of PVC flex for publicity. “Alternative media options are costlier and not available in the required quantity and sizes which is going to impact the ad spends. Higher cost of advertising would drive business away from the Kerala OOH market,” said Junaid Jaleel, Executive Director of Jay N Jay, while representing the collective views of OOH operators in the city of Kozhikode which is a vibrant Tier II market in Kerala.

“We are in conversation with the authority to come to a mutual conclusion which helps in sustaining our businesses. However there is no decision taken by the authority yet,” shared Jaleel.

On the current business scenario, Jaleel pointed out that the ad spends in the Onam season were much higher than expected.

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