MUMBAI: OOH is finally joining the sustainability bandwagon. GroupM, WPP’s media investment group, in collaboration with the Indian Outdoor Advertising Association (IOAA), has announced the formation of a dedicated task-force committee to advance sustainable practices within the out-of-home (OOH) advertising industry.
The committee, comprising GroupM MD cinema, OOH and experiential marketing Ajay Mehta, IOAA chairman Pawan Bansal and JCDecaux Advertising India executive chairman Pramod Bhandula, is focused on guiding media owners in adopting sustainable practices. The committee’s ambitious target is to ensure that 50 per cent of all advertising sites in India utilise recyclable materials by 2027.
A three pronged thrust has been planned. First, in the area of digital OOH (DOOH) and power consumption, the second in the use use of fabric instead of flex materials and finally a recycling program for billboard waste.
To address the rise in power consumption from the transition to DOOH advertising, the task force will prioritise the adoption of renewable energy, particularly solar power. The committee will develop a roadmap for transitioning OOH assets to renewable energy and enhancing cost efficiency through bulk procurement.
Additionally, the committee will explore alternative, sustainable materials such as fabric and polyethylene to replace traditional flex, aiming for options that are lightweight, weather-resistant, recyclable, and durable. Due diligence will be conducted to vet suppliers, and bulk deals will be negotiated to ensure a cost-neutral transition.
A “Take Back Program” will also be introduced to recycle used billboard materials in partnership with non-profit organizations. This initiative aims to further minimize waste and encourage industry-wide accountability. The committee’s mission is to foster environmental responsibility among media owners and partners, ensuring the widespread adoption of sustainable practices. Insights from the World out of home organization (WOO) will also be leveraged to support global sustainability efforts within the OOH space.
GroupM’s OOH Solutions team has already piloted sustainability initiatives with brands such as ICICI, Zepto, and Blinkit, using polyethylene fabric, showcasing actionable solutions that align with sustainable principles.
Mehta explained: “As leaders in the media industry, it is our responsibility to move the needle, inspire transformation, and ensure that sustainable practices become the norm rather than the exception. I truly believe that we should all do good while doing well, and this committee will strive to balance innovative advertising with environmental responsibility.”
Bansal believes that “sustainability is the future of advertising and IOAA is committed to guiding media owners towards responsible, eco-friendly practices. This initiative will not only reshape the future of outdoor advertising but also set a benchmark for industries worldwide to follow in balancing growth with environmental stewardship.”
According to Bhandula, “sustainability is not just an option; it is a necessity for the future of our industry. At JCDecaux, we believe in driving positive change by embracing greener solutions that leave a lasting impact. This collaboration will propel the outdoor advertising sector towards a sustainable, innovative, and environmentally-conscious future.”
(Picture courtesy: IOAA website)
