Post a multi-agency pitch, the Municipal Corporation of Ludhiana, Punjab, has appointed DDB MudraMax as its consultant to prepare a master plan for outdoor advertisement in the Municipal Corporation limits of the city. The agencies that were present for the pitch included Delhi Integrated Multi Modal Transit System, Tandon Urban Solutions and IBI Consultancy India. There is no incumbent on this account.
At present, outdoor advertising in Ludhiana is regulated by MCL, LDA, GLADA, PUDA, Indian Railway, etc., and each of these bodies have their own set of rules and regulations, tender process, revenue generation and sharing.
As a fallout of different rulings and existence of different viewpoints, there is lack of a cohesive policy on the subject. Along with MCL, LDA, PWD and other Government bodies, the other stakeholders involved in advertising have also voiced the need to define a comprehensive policy on outdoor for Ludhiana. These include the city, the industry, the citizens and NGOs.
As a consultant, DDB MudraMax will be responsible for providing innovative ideas and recommend best practices to be adopted for Ludhiana’s outdoor advertisement industry, including street furniture for Ludhiana City. The scope of work involves a thorough study of the existing outdoor advertisement policy and preparation of a concept plan that explains the ideas and provides the best practices and applications to be adopted. This will also include a master plan for outdoor advertisement, street furniture for Ludhiana City, including detailed design specifications, material and dimensions, along with incorporating the essential signs.
Commenting on the win, Mandeep Malhotra, President, DDB Mudra Max – Outdoor, Retail and Experiential said, “We were excited to partner the Municipal Corporation of Ludhiana in the master plan for the outdoor policy. It is going to be a first-of-its-kind for the city.”