How badly was the OOH sector hit during #MumbaiRains on Tuesday?
OOH players grappled with inventory damage and logistic troubles as the city faced the worst spell of rains in years
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India's financial capital, Mumbai, came to a standstill on Tuesday due to torrential rains. It was being compared to the infamous July 26 deluge back in 2005. As most businesses grappled with nature's fury, the outdoor sector found itself in the eye of the storm. Almost fully dependent on business inventory exposed to the elements, it was noteworthy to see how OOH agencies and media owners handled the situation.
Historically, the OOH sector sees a drop of 15-20 per cent revenue during the monsoon season in Mumbai due to fear of high rainfall and the associated disruption of services and damage to outdoor inventory.
Sharath Chandra, President at Times OOH, told us that there was some damage to hoardings and flexes, however, this did not escalate to structural damage. “Mumbai is perhaps the only city where we see heavy rains for an extended period so we are usually quite prepared for it. In case there is a situation where we cannot do anything, we inform the agencies and clients and they are on the same page,” he said. Incidentally, Times OOH handles advertising both inside and in the immediate premises of the Mumbai International Airport.
Mandeep Malhotra, Co-founder of The Social Street, told us that the vinyls used to make creatives were liable to undergo wear and tear due to extreme weather conditions, which was seen on Tuesday too. According to him, better quality material as well as more robust reporting is needed to ensure that brands don't suffer in such situations. Speaking about the damage to their outdoor ads, he said that all the damaged ads had been replaced or repaired by Wednesday.
Atul Shrivastava, CEO at Laqshya Media said it was business as usual for the agency with no major incidents apart from one hoarding toppling down in the storm.
“This (monsoon) is an occupational hazard for the outdoor sector. We have seen it every year. Despite the heavy rains on Tuesday, there was no major impact on business,” stated Rajiv Saxena, MD at Blue Ocean Media.
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