Oh OOH! Mumbai's sky-high risk

On Friday, yet another hoarding collapsed in Kalyan City, Thane, injuring two people, and damaging cars and property. Thankfully, no lives were lost, but the incident serves as a stark reminder of the ongoing safety risks posed by these towering structures, which continue to be installed recklessly across Maharashtra's cities and towns.

The Kalyan-Dombivli civic body has filed an FIR against Guru Advertising, the OOH advertising agency who had taken the site on contract in 2021 for five years. The hoarding was allegedly beyond the permitted size. 

This is not an isolated incident. After the tragedy in Ghatkopar, Mumbai, on May 13, where a hoarding collapse claimed 17 lives, another billboard crash occurred on July 2 in Kharghar (Navi Mumbai) destroying several vehicles.

The Ghatkopar disaster should have been a wake-up call. The scale of that disaster, along with the public outrage that followed, prompted the government to announce a state-wide drive to conduct a structural audit of all hoardings and dismantle illegal and unstable ones. Scores of unapproved billboards were removed by Navi Mumbai, Thane and Mumbai civic bodies as well.

The massive crackdown caused an uproar among outdoor media owners, who sought relief and even approached the courts. However, the underlying issue remains unaddressed: the ongoing threat posed by hoardings. 

The solution lies not in crackdown, but in a thorough reassessment of the existing framework, market players and structural audits. The policy loopholes, if any, should be plugged in asap. 

Good players, bad players

Mumbai Metropolitan Region, can aptly be called a city of hoardings. These towering structures have occupied prime spots for years. Prominent areas like Bandra’s Copper Chimney circle and the Western Express Highway near the airport are known for their iconic hoardings, where brands compete fiercely for attention.

In every market, there are both good and bad players. Among scores of legacy and publicly listed outdoor advertising firms in the commercial capital, there are some who engage in dubious practices, contributing to the longstanding menace of illegal and poorly built hoardings. 

The sector faces several challenges and shortcomings. Industry insiders say most hoardings work on a build-operate-transfer (BOT) model. Media owners usually operate the site for five years and then it is transferred to the civic body/government or to the advertisers. 

The BOT model is believed to be one of the reasons why some media owners try to cut corners and use low-cost products which are not durable. In some cases, hoardings are built by one media owner and operated by another thus diminishing the accountability even further. 

“Approved” hoardings often flout size and height norms. For instance, Ego Media, the firm which owned the fateful Ghatkopar hoarding, got approval from the Railway authorities for an 80 feet by 80 feet board. But the company erected a hoarding over 1.5 times the permitted size, measuring 120 feet by 140 feet, the Mumbai crime branch informed the Esplanade metropolitan magistrate court. 

Besides, the haphazard erection of hoardings on every corner, highway, and road speaks volumes. For instance in Mumbai and Thane, anyone can observe the hundreds of hoardings promoting brands, entertainment shows, and even political figures around major intersections and roads, yet officially, the whole of Mumbai's 600 sq km commercial capital has only 2,500 permitted billboards, including those on railway and other sites. 

Multiple authorities and their conflicting norms provide ample loopholes to be exploited. Industry observers believe that shady OOH operators have secured political patronage, allowing their questionable businesses to operate unchecked.

Stakeholders silent

Advertisers have remained silent on the issue. The Indian Outdoor Advertisers Association (IOAA) has also been tightlipped so far. Even individual players refuse to speak against their own peers to safeguard their own interests. After all, anyone can land in trouble in the future. 

Ironically, days after the Ghatkopar tragedy, the IOAA issued a statement claiming, “We consistently advocate for strict adherence to local regulations and safety standards concerning the installation of hoardings. We prioritize safety and diligently promote compliance among our members.”

The association also stated, “We are determined to work closely with all relevant authorities to enhance safety measures and regulatory compliance. We appreciate the ongoing support and understanding of the community as we strive to make necessary improvements.”

Clearly, the promised improvements for public safety have been inadequate. The people of Maharashtra deserve better than to live under the shadow of unregulated hoardings. The government must bring proper regulations to keep the bad players out of the industry. 

Instead of making empty promises, the advertising industry must rigorously adhere to regulations and proactively eliminate unethical practices to prevent lasting damage to its reputation.

(The views expressed here are solely those of the authors and do not in any way represent the views of exchange4media.com)