By: Rajiv Raghunath
Last updated : April 07, 2022 10:40 am
Industry leaders believe the unification will likely lead to a consistent ad policy regime across all areas that were hitherto under 3 different civic bodies
The unification of South Delhi Municipal Corporation (SDMC), North Delhi Municipal Corporation (NDMC), and East Delhi Municipal Corporation (EDMC) as the erstwhile Delhi Municipal Corporation of Delhi (MCD) is not likely to pose any challenges to
While the unification could potentially pave the way for larger advertising contracts straddling areas that currently fall under the three different bodies, that is not a likely case in the near future. Sunil Vasudeva remarks that in these years there was hardly any contract that covered even one entire zone.
Shailender Luthra, Executive Director, Brite Neon Signs observes that in the short term, the unification of the three civic bodies could pose some challenges to the existing contracts, especially since there was not much uniformity in the ad policies enforced by the three bodies. However, new tenders will not pose such challenges to the media operators.
Citing the varied approaches of the three bodies, Shailender points out that while SDMC had extended due concession to the OOH media owners’ that were impacted by the lockdown when wave 2 of Covid-19 swamped the city, the two other bodies did not act on the industry plea on similar lines. A state of policy paralysis characterised the civic bodies in north and east Delhi, he states. He is optimistic of a more streamlined, transparent, and industry friendly policy regime as a unified MCD comes to the fore.