Long term vision must be 'Less is More', says Prem Shankar Jha at NEONS OOH Conference
Jha, Deputy Commissioner, South Delhi Municipal Corporation, in his special address spoke about Supreme Court's new advertisement policy, which he said has given the OOH industry a new direction
At the recently held exchange4media NEONS OOH Conference and Awards 2019, Prem Shankar Jha,
Deputy Commissioner, South Delhi Municipal Corporation, delivered a special address on the ‘Significance of OOH in Urban Development’.
Jha spoke about the Supreme Court’s new advertisement policy, which according to him has reduced visual clutter to a large extent and given the industry a new direction.
“In 2017, the Supreme Court came up with a new advertisement policy and the main focus of the policy was to address the visual clutter. Now as a regulator we don’t want unauthorised, unregulated and unsafe advertisements. The new policy has addressed all these issues, and with the coming of the new advertisement policy we have also told ad firms to undertake certain kinds of innovations too.”
He also stated that the new regulation gives advertisers and brands an opportunity to create better impact than before. “Before the transformation of Delhi there used to be advertisements but they were not giving any mileage to the brands. As far as I know, there are four kinds of stakeholders in the advertisement industry. One is the producer, the other is the consumer, third are propriety firms and the fourth and biggest stakeholder is the city. The long term vision for OOH should be 'Less is More'. When we put up more advertisements, we are cluttering the city rather than beautifying it. So the concept 'Less is More' is going to be the way ahead and we are working towards it,” Jha added.
According to Jha, OOH is playing a big role in urban development. He also emphasised that the OOH industry and the government should work in a coherent manner so that there are opportunities for advertising firms, which in turn can also participate in development of cities.
Linking the development of OOH with local commerce, Jha said: “There are four components for smart cities - infrastructure services, citizen services, planning and development of citizen information, and finally how OOH can nurture local commerce.”
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