Mumbai OOH Industry Shifts Focus After Hoarding Collapse Tragedy

The tragic collapse of a massive hoarding in Mumbai's Ghatkopar suburb last May left 17 dead and over 75 injured, causing widespread disruption to the city's Out-of-Home (OOH) advertising industry. Junaid Shaikh, Managing Director of RoshanSpace Brandcom, revealed that the incident led to a 10-15% decline in the sector's performance.

Shaikh noted that the OOH industry faces challenges of perception and regulation, as authorities often conflate premium installations with poorly executed billboards. He cited Bandra Focal, Asia's largest hoarding, which cost Rs 20 crore, as an example of investments undermined by unfair comparisons to substandard structures.

The tragedy has forced the industry to engage with stakeholders and authorities to address policy gaps. Shaikh emphasized the need for higher entry barriers and stricter regulations to promote quality and safety. He called for fewer, better media installations that enhance the city's landscape rather than adding visual chaos.

Despite setbacks in static billboard operations, RoshanSpace's Digital Out-of-Home (DOOH) inventory thrived, comprising 30-40% of its total assets. Shaikh highlighted DOOH’s advantages, including flexibility, real-time campaign updates, and data-driven customisation. Brands can now tailor ads based on traffic patterns, time of day, and audience demographics.

Key milestones include Apple's first global DOOH campaign on RoshanSpace’s ProDigi TWINN screens and India’s longest DOOH network along the Western Express Highway. This network integrates 20 screens to create interactive, storytelling-driven campaigns.

Shaikh stressed that while DOOH technology offers transformative potential, the industry must overcome creative inertia. Agencies and clients need to move beyond adapting static designs and embrace immersive storytelling.