Inverted hoarding in Bengaluru sets off alarm bells

On May 30th a hoarding appeared in Residency Road, Bengaluru and what made it stand out was that this one was placed inverted and had stickers of non-payment written on it.

e4m by exchange4media Staff
Updated: May 31, 2018 8:57 AM

The advent of technology has taken advertising to the next levels, but bill boards remain one of the most popular forms of advertising. A new hoarding in a city is not news at all, but an inverted bill board of a very famous brand, with a non-payment sticker stuck on it is quite an eye catcher.

On May 30th a hoarding appeared in Residency Road, Bengaluru and what made it stand out was that this one was placed inverted and had stickers of non-payment written on it. Further on enquiry it is understood that it was not non-payment, but of deduction of payment that lead to this action by the hoarding owner.

According to sources, a particular hoarding company which has to raise billboards for Samsung, didn’t perform their duties. After a few days the illumination on the bill board didn’t work and in another few days hoardings of political parties and politicians occupied the hoarding space. The hoardings by the political parties have become a nuisance in the city, be it on the footpath, electric post or the traffic post. Hoardings are put up for anything and everything, some are placed to felicitate political leaders on their birthdays, while other because of some random achievements, and so on. The irrelevant billboards are in, short creating visual pollution in the city.

No client wants to make payments for the services which were not up to the mark. So, the company deducted money for the days the service wasn’t received. This led to the misunderstanding and the bill board was placed inversely.

Haresh Nayak, Regional Director, Posterscope APAC & Managing Director, Posterscope Group India said, “We take outright offence at this unsubstantiated claim of non-payment, and maintain that payments have been made for services that were rendered and withheld for services that were not. We are custodians of our clients and their brands and take it seriously when their outdoor display is tampered with or exhibited inappropriately; in this case illumination of the billboard was down and also the vendor had mounted a political message over our client's communication, damaging the continuity and message of the campaign. As a SOX compliant organisation and leaders in this space we do not encourage nor indulge in any form of activities that bring disrepute to the industry, our brand and our clients image. We will take necessary recourse for

Sources said the billboard was hoisted inversely only for a few minutes, it has set off alarm bells among brands and agencies. What if the hoarding owners follow this pattern and more advertisements will start to appear inversely in cities?

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