GroupM and IOAA Launch Task Force for Sustainable OOH Advertising
GroupM and IOAA create a task force to promote sustainable practices in OOH advertising, targeting renewable energy adoption and recyclable materials by 2027
sheetal
GroupM, WPP’s media investment group, has partnered with the Indian Outdoor Advertising Association (IOAA) to form a dedicated task-force aimed at promoting sustainability in the Out-of-Home (OOH) advertising sector.
The committee, including leaders such as Ajay Mehta from GroupM, Pawan Bansal from IOAA, and Pramod Bhandula of JCDecaux Advertising India, is focused on adopting sustainable practices across OOH media platforms. Their goal is to ensure that 50% of all advertising sites in India utilize recyclable materials by 2027.
Key Focus Areas of the Committee
- Renewable Energy: The task force will prioritize solar power for transitioning Digital Out-of-Home (DOOH) advertising towards more energy-efficient practices.
- Sustainable Materials: The group aims to replace traditional flex with fabric and polyethylene, materials that are lightweight, weather-resistant, and recyclable.
- Take Back Program: A program will be introduced to recycle used materials in partnership with nonprofit organizations.
Industry Reactions and Future Vision
Ajay Mehta emphasized the responsibility of leaders to drive transformation and balance innovation with environmental responsibility.
Pawan Bansal, chairman of IOAA, stressed that sustainability is the future of advertising, and this initiative sets a benchmark for global industries.
Pramod Bhandula of JCDecaux added that sustainability is essential for the future and that greener solutions are crucial for driving lasting change in the industry.
Through these initiatives, the task force aims to set a new standard for the outdoor advertising sector, ensuring it evolves into a sustainable and innovative industry.
