Mumbai OOH owners extend support to BMC’s new Covid campaigns

OOH players say the new CSR Covid campaign by MCGM won’t restrict brands from wanting to invest in outdoor media and is a voluntary exercise

e4m by Noel Dsouza
Updated: Sep 23, 2020 9:25 AM
Covid OOH Ads Return in Mumbai

Due to the rising cases of COVID-19 in the city of Mumbai, MCGM (Municipal Corporation of Greater Mumbai) has decided to go for OOH CSR campaigns for the same. The Mumbai Hoardings Owners Association (MHOA) has extended its support as a social responsibility.

This comes weeks after the Bombay HC’s ruling that allowed Covid-mandated ads to be taken off for executing OOH campaigns as per the players’ client requirements.

However, this time Mumbai OOH players say it has been kept as a voluntary exercise. This new initiative will also not restrict OOH owners from purchasing new media sites.

MCGM will be using 700-800 media sites in the city for the new campaign ‘My Family My Responsibility’. In March, MHOA had offered close to 200 sites for an extensive OOH campaign in the fight against the pandemic.

The latest OOH campaign aims to spread awareness about medical assistance and guidance towards curbing the spread of the virus.

OOH commercial advertising has started to recover as mobility rates are on the way up with citizens stepping out braving the new normal. We saw brands like Cadbury and ZEEL come up with OOH campaigns.

Dipankar Sanyal, CEO, Platinum Outdoor says, “Due to the availability of sites, media owners are complying to the request from the BMC.”

Highlighting the role of OOH in the Covid fight, Fabian Cowan, Country Head, Posterscope India, said, “This communication is time-bound and essential to spread awareness and is unlikely to impact the long-term media ownership objectives of the OOH ecosystem.”

Asked if the social initiative restricts brands from investing in OOH media or allows them to be more creative and mindful in terms of messaging, Yogesh Lakhani, CMD, Bright Outdoor Media said “It’s not the matter of restriction. Until we have the vaccine and all returns back to normal, we have to give back to humanity also and give some hoardings for social messages. We are dedicated to the safety of humanity first as our social responsibility. Due to this pandemic, the approach is different. Be it festive season or IPL the pandemic remains as it is.”

As for Sanyal, “Since there is no restriction on media owners to take bookings on their sites for commercial purpose, this time around it should not restrict the advertisers from putting out their campaigns.”

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