Junaid Shaikh
Out-of-home (OOH) advertising has evolved rapidly across the globe. Cities like London, New York, Shanghai, and Dubai have successfully implemented structured regulations to balance aesthetics with commercial interests. In contrast, the industry in India remains highly fragmented, under-regulated, and operationally complex. Yet, with ad spending in this segment projected to touch $524.81 million in 2025, the Indian market is undeniably at an inflection point.
India presents unmatched scale and diversity in OOH. However, for marketers and business leaders, this potential comes with a paradox: immense reach and visibility are undermined by inconsistent regulations. Every city, state, and municipality has different laws, permissions, and enforcement norms. What’s legal in Mumbai might be banned in Delhi; rooftop hoardings were banned in Bengaluru in 2018, and Chennai faces ongoing litigation around digital boards. In smaller cities, the absence of formal regulations often leads to unsafe and haphazard practices.
One size fits all
While a unified national policy might seem logical, the complexity and diversity of India’s regulatory landscape make a one-size-fits-all approach impractical. India needs a smart decentralised approach aligned with the Smart Cities Mission, focusing on symmetry, integration with the cityscape, and enhancement of urban experience.
Rather than imposing uniformity, the goal should be to establish core principles, such as structural safety, ethical advertising practices, environmental responsibility, and alignment with the city’s architectural vision.
Lack of a standard measurement currency
Another major challenge is the lack of a standard measurement currency. Globally, markets have succeeded by standardising OOH impact metrics, but in India, media owners resist this, citing cost and transparency concerns. There has been a significant shift in how marketers perceive OOH. It is no longer viewed solely as a tactical, visibility-driven medium; many brands are recognising its strategic potential, especially when combined with digital innovations and real-time audience data.
However, this shift is uneven. A sizable portion of the industry, comprising buyers and media owners, continues to operate with outdated mindsets. Cost remains a primary driver, while effectiveness, safety, and urban integration are secondary.
The way forward demands collective will. Authorities must partner with ethical media owners and enforce safety and aesthetic norms. Agencies must shift from pure cost-based buying to effectiveness-driven planning. Brands must demand transparency and prioritise working with compliant partners. Industry bodies should advocate best practices, offer certifications, and champion technological integration.
By treating OOH as a part of civic design and not just commercial real estate, India can create a media ecosystem that informs, engages, and beautifies.
The author is MD, RoshanSpace Brandcom