MCGM bullish on DOOH but no clarity on traffic deptt permissions

Even as the industry expectantly waits for the release of the new MCGM ad policy, it is not clear if DOOH media will get the traffic deptt’s nod all too easily

The draft Mumbai Advertising Policy (Guidelines on the Grant of Permission for Display of Sky-Signs and Advertisement under Section 328 & 328 A of MMC Act 1888) provides for digital OOH advertising in the city areas that come under the Municipal Corporation of Greater Mumbai, but the permission to put up DOOH media is subject to a clearance from the Traffic Branch of Mumbai Police.

As per the draft, “Advertisement by means of Illumination can be given subject to NOC from Traffic Branch of Mumbai Police”. It is learnt that the Traffic Branch of Mumbai Police is not favourably disposed to having digital signages as road facing media. Anand Laxman Wagaralkar, Joint Municipal Commissioner (Special) of MCGM, clarified that “permission from the traffic branch will be necessary for the license for putting up the media”. 

If the permissions were to be streamlined, once the policy comes into force, the DOOH business would attract significant investments. 

Anand believes this is the right time for digital OOH media to come into the market in a big way. “We want to create a business-friendly model and in that perspective, it is the right time for digital OOH media,” he said.

Meanwhile, the draft policy is still under discussion.