India: OOH regulations to clean up Gurgaon?
Regulation of outdoor advertising appears imminent in Gurgaon, one of India’s most flourishing cities in recent years.
The government of Haryana has approved a draft outdoor-advertising policy for municipalities in the state, including Gurgaon. Very close to Delhi and part of the National Capital Region conurbation, the city nevertheless falls under Haryana’s control.
Explicitly placing urban development considerations above financial ones and undertaking to diminish visual clutter, the policy will limit ownership of outdoor-advertising rights at a location to three years. It will also require 15 percent of each media owner’s outdoor-advertising inventory to be reserved for government messaging.
No major outdoor media owners are currently active in Gurgaon, but building owners such as DLF – India’s largest real-estate company – have leapt into the gap, renting out space for advertisements and creating an out-of-home market in the city estimated to be worth INR500m ($11m).
DLF is now believed to be planning to launch its first LED billboards in the city.
Although Gurgaon, with a population of about 600,000, is no more than a medium-sized city by Indian standards, it has one of the highest per-capita incomes in the country and houses many multinationals’ local headquarters as well as being the heart of India’s call-centre sector.
Overall, the Indian outdoor-advertising sector will grow 15 percent this year compared with last year, after shrinking 20 percent in 2009 compared with 2008, according to the latest Pitch-Madison forecast for Indian media issued this week.
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