By: Bhawana Anand
Last updated : September 11, 2019 12:00 pm
The industry has proposed a phase-wise adoption of green media
The industry body is cognizant of the importance of going green but has cited that a ban with immediate effect will affect the businesses that have been contracted, the ongoing campaigns, and the employability of people working in the industry.
Media4Growth has learnt that the industry body has proposed a phased approach to the adoption of green media, whereby in the first phase the small formats could go green, followed by the medium sized formats in the second phase, and the large formats in a span of 6 months.
The industry body is committed to the compliance with the government order, but would need an intervening period to complete the ongoing long-term campaigns. Also, the volume of supply of green material will have to scale up to meet the current advertising demand.
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