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Ad world supports BMC's new hoardings policy

The policy on billboards to beautify city finds favour with advertising fraternity, but not without scepticism over logistics.

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The policy on billboards to beautify city finds favour with advertising fraternity, but not without scepticism over logistics

In an attempt to infuse aesthetics to the city's outdoors, the Brihanmumbai Municipal Corporation (BMC) recently announced its new hoardings policy. The advertising industry experts, though in favour, are doubtful if the policy will be implemented without hiccups.

While the draft proposal has been made public to all stakeholders, the corporation is clear in its objective - remove all hoardings in Zone H1 consisting of A, B, C, D and E municipal wards. It proposes to replace the same with backlit, back-to-back advertisements, building wraps, neon signs and trivision ads. The idea is remove visual clutter created by existing hoardings.

For suburbs, hoardings will be placed 25 metres apart instead of existing 5 metres. "Ad agencies and the corporate world will gain from this policy. Though hoardings will be removed from wards A to E, no ad space will be lost, thanks to a series of alternatives. Investment in new technology will translate into losses only for middlemen," said R A Rajeev, additional municipal commissioner (city).

The BMC, in talks with Nariman Point Association (NPA), asked the stakeholders in the central business district to bring the area alive with neon signs. "Nariman Point can well be our Times Square. We have asked NPA to introduce neon signs on the facades of buildings to beautify the area. We will give any permission necessary to make Nariman Point a tourist destination," added Rajeev.

When asked about the inconvenience caused to drivers due to neon signs, Rajeev said that illuminated hoardings will not be permitted within drivers' cone of vision. All hoardings will require a No-Objection Certificate (NoC) from the traffic police.

Ranjan Kapur, WPP country manager and member, Citizens Action Group (CAG) told DNA that modifications to the existing hoardings require a firm street furniture policy by the BMC. "Improving aesthetics for Mumbai is right. I'm not sure if the corporation can successfully remove existing hoardings," he said.

Kapur played down the plans for Nariman Point. "There is no downtown left today. Offices have already moved out from Nariman Point. It is becoming an isolated business district."

Ramesh Narayan, ex-ad man and former president, Advertising Agencies Association of India (AAAI), welcomed the idea of backlit ads and building wraps to replace hoardings. "Mumbai's visage is necessary and the policy must be implemented. As for Nariman Point, mere neon signs will not make it a Times Square. Plans for a good nightlife, shopping and tourism need to be worked out," he added.

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