The collapse of a massive hoarding in Ghatkopar, Mumbai, in May, which caused 17 deaths and over 75 injuries, disrupted the city’s out-of-home (OOH) advertising industry, reducing its revenue by 10-15%. The tragedy prompted the Brihanmumbai Municipal Corporation (BMC) to issue stricter guidelines for outdoor advertisements, focusing on safety, political displays, and digital hoardings.
Junaid Shaikh, managing director of RoshanSpace Brandcom, highlights the industry’s struggle with unfair perceptions, as authorities often compare Mumbai’s premium installations to substandard hoardings in other cities. This has forced RoshanSpace to reconsider expansion plans, despite strong client interest in high-impact locations like Bandra Focal, Asia’s largest hoarding.
While digital out-of-home (DOOH) advertising continues to thrive, making up 30-40% of RoshanSpace’s inventory, static billboards have seen a slowdown. DOOH offers dynamic, data-driven campaigns tailored to specific times and audiences, enabling real-time updates and targeted messaging.
RoshanSpace has pioneered innovative advertising technologies, such as the ProDigi TWINN and India’s longest DOOH network along the Western Express Highway, creating immersive and interactive campaigns. However, Shaikh stresses the need for regulatory clarity, higher quality standards, and creative transformation across the industry to unlock its full potential.