Mumbai Hoarding Incident

Hoarding, billboards, Mumbai, OOH, out of home, ISA, AAAI, BMC, media agency, Ego Media, outdoor advertising, OOH advertising, illegal hoarding, billboard construction, OOH partners, hoarding market, national safety laws, ooh association, out of home association,

There are concerns about who bears responsibility for the 14 fatalities that resulted from the horrifying massive hoarding accident in Ghatkopar. Mumbai residents are perplexed by government officials’ collective carelessness, which permitted that accident to happen. Marketers need to be able to handle demanding calls and verify the legitimacy of the OOH vendors they select to collaborate with. The ISA and AAAI, two associations unique to the industry, ought to spearhead the drive to sanitize the sector.

The tragic hoarding incident not only raised questions about the responsibility of the railways and the Brihanmumbai Municipal Corporation (BMC), but it also acted as a wake-up call for brands that frequently use out-of-home (OOH) advertising. Although BMC has threatened to revoke Ego Media’s (the media agency’s) license in response to the unlawful hoarding that resulted in 14 deaths and over 70 injuries, many people think the problem with illegal hoardings is that the nation is becoming a larger place.

Illegal OOH billboards, a growing concern

Think about this: Nearly three times the allowed size of 40 by 40 feet, the illegal billboard in question measured about 120 by 120 feet. It should be noted that the BMC reports that there are “only” 1,025 legal hoardings in the country’s financial center, which is also the second most populous city in India and is regarded as the center for the OOH industry, with a market valued at approximately Rs 700–1000 crore. GRP permitted the agency to build this billboard on its property without checking to see if its size and dimensions complied with local regulations. BMC ignored the billboard’s construction and only gave notice last week, more than two years later, at which point Monday’s catastrophe had already begun.

Creating awareness for OOH partners

Experts have therefore advised brands to be aware of their OOH partners and vendors to protect their own reputation and, to some extent, aid in the reduction of illegal hoardings in the nation. This specific case in Ghatkopar implies that media owners have broken rules and that authorities are not following through on their violations. Since billboards are an essential part of a city’s infrastructure, their safety should be given the same priority as other public works initiatives. Any accident could jeopardize the lives of those who live nearby. These buildings are the responsibility of the media owners, who construct them, and the municipality, which grants permits.

Apart from that, there isn’t nearly as much regulation of the hoarding market as there should be. At the moment, state governments oversee hoarding laws; there are no federal regulations. Thus, experts noted, that comprehensive national safety laws are required to address these issues. Unfortunately, dishonest players will always exist, and dishonest brands may also exist. Sometimes hoardings are placed so strategically as to draw the greatest amount of attention that dishonest brands or agencies are tempted to disregard the lawfulness of the situation. An industry insider claims that BMC collects license fees from advertising billboards in the neighborhood of Rs 80 crores per month.

Further steps

The guidelines for granting permissions must be reviewed and standardized by the municipal authorities to ensure uniform application throughout the city, irrespective of the space owner. At the moment, unauthorized buildings are springing up all over Mumbai. Prioritizing public safety is essential since taking shortcuts can lead to fatalities. The Out of Home (OOH) Association has the authority to prevent media owners who do not comply from joining, but this will not fix the root of the problem. Enforcing safety standards rigorously is crucial.

Author Profile

Netra: Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.