Unlocking Delhi, Mumbai triggers hope of OOH revival

OOH audiences will return as the two cities ease restrictions on people movement and congregations.

The unlocking of Delhi and Mumbai beginning today clears the ground for OOH business to regain some of its lost ground. The raging second wave of Covid19 pandemic and the attendant lockdowns had brought OOH advertising to a standstill, but there is renewed expectation of a quick turnaround of business. The sharp decline in Covid19 case load in the two cities and accelerated vaccination of people have instilled confidence among business leaders that the business recovery will be sustained for a considerable length of time.

In Delhi, Chief minister Arvind Kejriwal on Saturday, June 5 had announced in the course of a press conference that from June 7:

• Markets and malls will be opened on odd-even basis between 10am to 8pm
• Services of Delhi Metro will resume with 50% capacity
• Standalone shops will be allowed to open on all days
• Private offices can function with 50% of their strength but work from home or staggered timing has been advised
• In government offices, all Group A officers will work while only 50% staff of other categories will attend office
• E-commerce services can resume

For OOH, these measures will bring audiences to the streets, and trigger brand spends. Partial restoration of Metro rail services will be a great confidence booster, in that people will be able to move more freely across the city.

Meanwhile,  the Maharashtra government announced a detailed five-level plan to initiate the unlock process. The Mumbai, beginning June 7, the following changes have been effected which will have direct and indirect bearing on OOH: 

• Shops selling essential products can remain open till 4pm on all days
• Non-essential shops can operate till 4pm on weekdays
• Restaurants can function at 50% capacity for dining till 4pm only on weekdays. Parcel, home delivery and takeaway services will continue
• Public places and open grounds can remain open from 5am to 9am every day
• E-commerce will be regular 
• Private offices can function at 50% capacity till 4pm on working days
• Entry in suburban trains will be restricted only for "medical and few essentials
• Public places/open grounds/walking/cycling allowed from 5 am-9am every day
• Only outdoor sports allowed from 5am to 9am and from 6pm to 9pm
• Shooting allowed in a bubble, no movement outside after 5 pm
• Social/cultural/entertainment gatherings allowed at 50% capacity and till 4pm on weekdays.
• 50% capacity at meetings/elections-GB of local bodies/corporative bodies.
• Malls, theatres, and multiplexes will continue to remain shut.

Considering that Delhi and Mumbai make up a large share of the overall Indian OOH business, the easing of people restrictions in the two cities will serve as a major upshot for the OOH operators, agencies and indeed the brand advertisers.