Mumbai's waterfront advertising: Will OOH brands take the plunge?

Outdoor advertising has seen several changes over the years. From conventional hoardings to large-format displays, airport advertising, transit media and digital screens, the industry has constantly looked for newer locations to attract advertisers. Now, Mumbai could be opening up another possibility with advertising structures along its waterfront.

In September 2026, the Maharashtra Maritime Board (MMB) issued 19 location-specific tenders for advertising infrastructure across Mumbai and the wider Mumbai Metropolitan Region. The proposal included advertising barges as well as conventional hoardings at different waterfront locations. When details emerged on October 22 and 23, the locations mentioned included Juhu Beach, Lotus Jetty, Carter Road and the Bandra-Worli Sea Link.

For the OOH industry, this was certainly an interesting development. Mumbai has a long coastline, and some of its most popular public spaces are along the waterfront. The idea of using these locations for advertising is not entirely unexpected. After all, the industry is always looking for properties that offer visibility and a certain amount of exclusivity.

However, the proposal also attracted objections. Environmental groups raised concerns about the impact on marine life and light pollution. The Maharashtra Coastal Zone Management Authority reportedly flagged the absence of the required Coastal Regulation Zone (CRZ) clearances. These are serious issues, particularly when advertising structures are being considered in environmentally sensitive areas.

On October 30, Maharashtra Ports Minister Nitesh Rane clarified that reports about 20 new floating hoardings were misleading. According to him, only two new floating hoardings were proposed, while two others were existing structures near the Sea Link. This clarification changed the scale of what had initially been reported, although the wider tender initiative continues to raise questions about the future of waterfront advertising.

An interesting opportunity for OOH

What makes this proposal interesting is the possibility of offering advertisers something different from the usual outdoor locations. Most OOH campaigns today are planned around busy roads, junctions, flyovers, railway stations, airports and commercial establishments. These locations have their own advantages, but in a city like Mumbai, many of them are already crowded with advertising.

A waterfront location could provide a different viewing experience. A display near Juhu Beach or Carter Road, for instance, would have a very different setting from a hoarding on a busy road. The Bandra-Worli Sea Link is another location that has considerable visibility and recall.

For brands, the attraction could be more about standing out than simply reaching a large number of people. Automobile companies, real estate developers, lifestyle brands, entertainment companies and tourism players could look at such locations as an opportunity to make their presence felt.

But will they actually spend money on it?

The advertiser will look at the numbers

This is where the real test begins. An unusual location may generate initial excitement, but advertising decisions are rarely made on novelty alone. Media planners will want to understand the kind of audience these locations attract, the number of people who see the displays and whether the visibility justifies the rates being charged.

A busy road junction and a popular beach may both attract large numbers of people, but the nature of exposure is quite different. At Juhu Beach, visitors may spend considerable time in the area, particularly during weekends. At a location near the Sea Link, the audience could largely comprise motorists passing through.

These differences will have to be taken into account while deciding advertising rates. Media owners will also have to consider the cost of setting up and maintaining the structures, apart from the licence fees and other operational expenses.

Unless there is a reasonable return on investment, it may be difficult to convince advertisers to make this a regular part of their media plans.

The environmental issue cannot be brushed aside

There is another aspect that needs careful consideration. Mumbai's waterfront is not merely an available space for commercial exploitation. It is also an important public and ecological resource.

The objections raised by environmental groups need to be addressed before the project moves forward. The impact of illuminated advertising on marine life, birds and the surrounding environment cannot be ignored. Equally, the required CRZ permissions and other clearances must be in place.

There is a larger question of how much commercial advertising should be allowed along public waterfronts. Residents visit these places to enjoy the open spaces and the sea. They may not necessarily welcome large illuminated advertising structures becoming a regular feature of the coastline.

The authorities will have to find a balance between generating revenue and protecting the environment.

Will this become another OOH revenue stream?

I believe waterfront advertising has some potential, but it may take time to establish itself. There is a difference between creating an advertising property and creating a medium that advertisers are willing to buy regularly.

The first few installations may attract attention because they are new. What happens after that will depend on advertiser response, pricing, audience measurement and the permissions required to operate them.

It may be better to start with a few locations and see how the market responds rather than look at a large expansion immediately. If the economics work and environmental concerns are addressed, there could be opportunities to explore similar formats in other coastal cities.

For the moment, Mumbai's waterfront advertising proposal has certainly put a new possibility on the OOH industry's table. But the question is not how many hoardings can be installed along the coast. It is how many brands will actually be willing to advertise there, and whether the format can sustain itself commercially.

The sea may provide a beautiful backdrop. But will it also provide a good advertising opportunity?