Mumbai’s outdoor advertising industry is facing one of its biggest shake-ups in years. The Brihanmumbai Municipal Corporation (BMC) has introduced a new Outdoor Advertisement Policy that bans hoardings on footpaths and building terraces — formats that have long been prime, high-visibility real estate for brands. The move instantly wipes out a significant chunk of the city’s OOH inventory, leaving advertisers, media owners and agencies scrambling to understand what this means for their campaigns and revenues.
For advertisers, the impact is immediate: fewer sites, higher competition for the remaining inventory, and an urgent need to rework ongoing media plans. Media owners and OOH operators, on the other hand, stand to lose substantial business from some of the city’s most in-demand locations. As budgets shift, the industry is now assessing how much revenue could be displaced and whether these losses can be offset by alternative formats.
At the same time, the ban could accelerate a transition that was already underway. With traditional spaces shrinking, brands may now double down on digital OOH, metro station takeovers, inside-train media, bus shelters, and mall advertising — formats that offer controlled environments and clearer regulatory compliance. Agencies expect this to trigger a reallocation of spend into more measurable, tech-enabled OOH channels.
Another big question is whether Mumbai’s move will set a precedent. As concerns over safety, urban clutter and unauthorised hoardings grow across India, industry leaders are watching closely to see if other cities will adopt similar restrictions.
Responding to the ban, Tusharr Kumar, CEO, Only Much Louder (OML), situates the development as a moment of industry correction rather than catastrophe. He notes that as premium billboard inventory disappears, the economics of outdoor will inevitably be rewritten.
“This policy could be a reset button. As billboard inventory shrinks, the economics of outdoor will inevitably shift which usually means higher pricing. But that’s not necessarily a bad thing. It forces us to think harder and plan smarter,” he says.
According to Kumar, the era of sheer frequency-driven OOH is fading. Creative, integrated, attention-earning formats will define the new phase.
“We’re no longer just looking for eyeballs. We’re looking for moments that earn attention and spark engagement trans-media. Agencies need to recalibrate by prioritizing creativity per square foot.”
He adds that tighter real estate may actually sharpen innovation and if anything, brands will demand better ROI, more measurable outcomes and integrated storytelling “and maybe some of our city’s footpaths and buildings will end up looking better for it!”
While the ban has been the headline shock, the broader policy framework governing outdoor and digital OOH remains a simmering concern. Junaid Shaikh, Managing Director, RoshanSpace Brandcom, highlights how the current approach risks holding the industry back just when global markets are pushing forward.
He points out that unclear and overly rigid rules are preventing DOOH from reaching its potential. “The existing policies governing the DOOH space appear to be overly restrictive, hindering the growth of this sector. Unrealistic expectations are being imposed on stakeholders, which may stifle innovations and creativity.”
He also calls out the lack of clarity on key operational parameters. “A lack of clarity surrounds the guidelines — from brightness of screens to size restrictions to height — with definite confusion among industry players,” he adds.
Comparing international benchmarks, Shaikh notes that countries like South Korea have embraced DOOH to enhance aesthetics and economic activity.
From a brand and retail media perspective, Harvinderjit Singh Bhatia, Co-Founder and CEO, Radiowalla Network, believes the immediate reaction will be a shift and not a shrink in OOH budgets. With commuters spending increasing time in traffic, visibility remains a priority.
“OOH is an important vehicle for brands to get visibility in a cluttered market. More so in metros where people spend a lot of time on the road.” Bhatia expects brands and agencies to quickly redirect funds into indoor and controlled environments.
“In stores, in malls, movie halls and corporate buildings will provide a good alternative to street furniture,” he says
He also adds that upcoming BMC elections could influence how the policy evolves — and agencies will be watching closely.
“The agencies are looking to finalise next year’s budgets, and they will definitely keep an eye on further developments. They may wait for the new office bearers to take their seats and a final call to be taken thereafter.”
Overall, the new policy marks a consequential shift for Mumbai’s outdoor advertising market, prompting adjustments across advertisers, media owners and agencies. While the immediate effects include reduced inventory and changes to planning strategies, the longer-term outcomes will depend on how the BMC clarifies and implements its guidelines. As the industry awaits further direction, stakeholders are preparing for a period of transition that may reshape how outdoor advertising is planned and executed in the city.
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